Marketing Director

Summary

The Marketing Director provides strategic leadership for WestStar Bank's marketing, branding, communications, client engagement, digital marketing, and market-positioning initiatives. The position develops and executes an enterprise-wide marketing strategy that supports the Bank's strategic plan, revenue growth objectives, client acquisition and retention, community reputation, and long-term franchise value. The Marketing Director serves as a strategic advisor to executive leadership and business-line leaders, translating organizational goals into measurable marketing strategies and ensuring consistent brand positioning across products, services, markets, channels, and client segments. The position oversees marketing governance, performance measurement, budget administration, and resource allocation while leading the Marketing Manager and overall marketing function.

Key Areas of Accountability

• Strategic Marketing Leadership
• Brand Management and Market Positioning
• Business-Line Growth Support
• Digital Marketing and Client Experience
• Corporate Communications and Reputation Management
• Community Engagement and Sponsorship Strategy
• Analytics, Performance, and Budget Management

Essential Functions

• Develop, implement, and maintain the Bank's enterprise marketing strategy and annual marketing plan.
• Participate in strategic planning and advise executive leadership on market trends, client behavior, competitive positioning, and growth opportunities.
• Translate strategic business objectives into integrated marketing programs, campaigns, and measurable initiatives.
• Direct enterprise branding, communications, advertising, public relations, digital marketing, sponsorships, events, and client-engagement activities.
• Establish and maintain brand-governance standards, messaging frameworks, visual identity requirements, and quality-control processes.
• Lead marketing strategies supporting deposit and loan growth, treasury management services, digital adoption, client acquisition, retention, and referral opportunities.
• Partner with business-line leaders to identify market opportunities, develop targeted marketing solutions, and support with content, data and research for marketing assets.
• Support Commercial Banking through banker visibility programs, thought leadership, client success stories, industry-specific campaigns, centers-of-influence strategies, and prospect events.
• Provide strategic oversight of website content and strategy, social media, email marketing, digital advertising, search marketing, marketing automation, and online reputation management.
• Direct public relations, media responses, executive communications, and significant client communications.
• Develop communication protocols for operational disruptions, fraud or cybersecurity events, acquisitions, leadership transitions, and other reputation-sensitive situations.
• Evaluate sponsorships, and community initiatives based on strategic value, relationship development, community impact, and market visibility.
• Establish dashboards and executive reporting that measure growth, client engagement, commercial support, digital performance, brand health, community impact, execution, risk, and internal partnership.
• Prepare and present strategic recommendations, performance results, and budget analysis to executive leadership.
• Develop, administer, and monitor the annual marketing budget and resource allocation.
• Oversee marketing agencies, consultants, technology providers, media partners, and other third-party vendors.
• Provide leadership, coaching, development, and performance management to the Marketing Manager.
• Ensure alignment between strategic priorities and departmental execution performed by the Marketing Manager and supporting specialists.
• Foster collaboration among Marketing, Retail Banking, Commercial Banking, Treasury Management, Information Technology, Compliance, Human Resources, and other stakeholders.
• Ensure marketing communications follow applicable regulatory requirements, disclosure standards, corporate policies, accessibility expectations, and brand-governance standards.
• Perform other duties and special projects assigned to support organizational goals.

Required Education, Experience, Skills

• Bachelor's degree in Marketing, Communications, Business Administration, Public Relations, or a related field required.
• Master's degree or MBA preferred.
• Minimum of ten years of progressive marketing experience, preferably in financial services, banking, or another highly regulated industry.
• Minimum of five years of leadership experience managing teams, strategic initiatives, budgets, and organizational planning.
• Demonstrated success leading enterprise marketing strategy, integrated campaigns, brand initiatives, communications, and growth-oriented programs.
• Experience overseeing digital marketing, public relations, community engagement, sponsorships, agencies, vendors, and marketing technology.
• Strategic marketing planning and execution
• Financial services products, markets, and client segments
• Brand development, market positioning, and reputation management
• Digital marketing and client-experience strategy
• Marketing analytics, dashboards, and ROI measurement
• Executive communication, presentation, and influence
• Budget administration, vendor management, and resource allocation
• Market research and competitive analysis
• Marketing compliance, required disclosures, accessibility, and approval processes
• Leadership, coaching, relationship management, and organizational skills
• Performs other duties and special projects as assigned to support departmental and organizational goals, including cross-functional initiatives and evolving business needs

Core Proficiencies

• Strategic leadership and business acumen
• Enterprise marketing and brand strategy
• Business-line partnership and growth support
• Corporate communications and reputation management
• Digital marketing and client experience
• Community engagement and sponsorship strategy
• Financial stewardship and resource management
• Data analytics and performance measurement
• Team development and change leadership
• Regulatory awareness and risk management

Equipment and Systems Used

• Computer, telephone, and standard office equipment
• Microsoft Office and collaboration tools
• Marketing automation, CRM, CMS, analytics, reporting, digital advertising, and presentation platforms

Supervisory Responsibility

• Marketing Manager

Working Conditions/Physical Requirements

• Office setting with extended computer use
• Frequent interaction with executive leadership, clients, community leaders, vendors, and business partners
• Periodic travel to branch locations, community events, business-development functions, and industry meetings
• May require attendance at events outside normal business hours

WestStar is an Equal Opportunity Employer and does not discriminate on the basis of any protected trait, including gender, race, ethnicity, disability, or veteran status.