Brand & Product Marketing Strategist

Description

Serve as a marketing product owner (Marketing product lead). Lead and direct the delivery of holistic marketing campaigns from market strategy development to implementation to engage the member / prospect, achieve business goals, and increase share among members. Translate the business and product strategy into actionable and effective features / campaigns and user stories / campaign briefs to leverage member insights, cross-channel strategy, and intelligent targeting. Build cross-functional relationships and expertise in the Navy Federal brand and product portfolio. Work with product SMEs to anticipate, prioritize and plan campaign strategy across paid, owned, and earned channels. Apply internal and external marketing insights, data-driven strategy, and enterprise goals to guide and evolve both campaigns and initiatives to drive results.

Responsibilities

Serve as marketing campaign product owner, translating vision and directing execution of holistic marketing strategy to ensure engaging messaging and creative assets for integrated campaigns, prospecting campaigns, engagement campaigns, and product launches

Collaborate with business, Chief Product Owner (Marketing portfolio lead) and marketing leaders to identify opportunities to drive product adoption, engagement, retention, and cross-sell / up-sell / referral behavior in all paid, owned, and earned channels based on performance; continually prioritize initiatives

Strategize with cross-functional leads on the implementation of a wide range of data-driven marketing initiatives including member insights, audience selection, trigger qualification, suppressions, and segmentation

Own development of campaign briefs / user stories and contribute to data requirement briefs to execute a range of marketing campaigns through owned channels (such as email, push, and in-app messaging) and paid media (such as national and local broadcast, radio, display ads, online video, and search); collaborate with other marketing channel partners to drive desired business outcomes

Contribute to the planning of the product marketing roadmap(s) by managing the strategy around campaign execution and testing

Serve as product owner within marketing scrum teams; assist scrum masters with identifying and prioritizing the backlogs, refinement, and sprint planning to ensure alignment with product roadmaps and business unit stakeholder goals

Shape acceptance criteria and marketing output standards to determine when marketing product or service meets the definition of done / ready with appropriate stakeholders within organization

Support business-critical processes such as budgeting, compliance review, marketing metrics, project management systems, agile processes, and stakeholder approvals

Maintain a thorough knowledge of Navy Federal's brand, products and services, research and competitive trends, in addition to member insights, to support marketing forecasting, third party vendors and opportunities that drive business goals

Evaluate and report on campaign performance, test results / learnings, and data insights to the product marketing group, business units, cross-functional partners, and all levels of leadership

Deliver compelling and effective communications / presentations to departmental and executive management, as well as socialization into all marketing activities

Collaborate with Chief Product Owner to manage advertising agency relationship, briefings and development and evaluation of media plans and paid media creative to ensure integrated strategies and campaigns are executed, optimized and delivering against business goals

Manage key corporate stakeholders, including Business Unit expectations, through education on marketing concepts, process and tools, media constraints, and opportunities

Contribute as needed to ad hoc initiatives which require expertise on campaigns and lifecycle management

Mentor lower level team members

Perform other duties as assigned

Qualifications

Experience in leading large brand, product, and / or marketing campaigns with business risk and impact; to include strategy, execution, innovation, problem solving and decision-making

Significant experience in client management, project leadership, and execution; including initiatives with marketing, advertising, product strategy, cross-functional teams and external partner team members

Experience in leading, shaping, and developing go-to-market plans that drive results toward business priorities and goals

Ability to multi-task and prioritize with minimal direction and assertiveness to change team processes quickly

Synthesize results of analyses, develop and make recommendations, and present results to solve unique and complex problems

Working knowledge of financial and marketing industry trends, products, and services

Significant experience with PCs and related software packages as well as learning different collaboration and product management tools

Desired - Product Owner Certification or equivalent training / experience

Desired - Working knowledge of Navy Federal products, services, programs, policies, procedures and systems to launch and drive campaigns

Desired - Working knowledge of Navy Federal's functions, philosophy, operations and organizational objectives

Effective verbal, written, and interpersonal communication skills

Effective organizational, planning, and time management skills

Bachelor's Degree in a related field such as Marketing, Strategy, Business, Finance, or the equivalent combination of education, training, and / or experience