Join a bank like no other SVB. When you work with the world's most innovative companies, you know you're making a difference every single day. Our clients are the game changers, leaders and investors who fuel the global innovation economy. They're the businesses behind the next medical breakthroughs. And the visionaries whose new technologies could transform the way people live and work. They come to SVB for our expertise, deep network and 30+ years of experience in the industries we serve, and to partner with passionate, enterprising SVBers, dedicated to helping them grow and succeed at every stage of their business. We are adding a Director of Brand and Advertising.
The Director, Brand and Advertising is responsible for the management and development of the Silicon Valley Bank brand strategy, owns brand advertising and management of integrated media as well as brand agency relationships. This position will directly impact business goals and will use research and various measurement forms to continually evaluate and optimize paid media performance.
Qualifications
Essential Functions:
Create an annual advertising plan with key performance metrics to support your strategy and deliver results. On an ongoing basis, work with the media team to develop most effective awareness and acquisition media/creative plans.
Partner closely with external creative agencies to develop creative strategy and ensure effective, creative development. Develop and lead creative briefings for campaigns. Identify and work with strategic, innovative external partners and brand agency to strengthen the creative message, relevance to the target audience and overall brand differentiation.
Work closely with insights and client experience teams to understand key consumer needs, barriers and insights, to develop an effective brand and creative strategy. Develop brand and advertising strategy by synthesizing information from multiple sources and drive application of key insights into business actions.
Oversee campaign management: In collaboration with SVB marketing team, work across owned (including internal) and earned marketing channels and partner with the digital team to develop and activate an integrated go-to-market plans for campaigns. Manage execution of all creative assets. Ensure messaging and visualization is consistent across platforms and with key brand tenets. Partner with creative/media agency to continually identify innovative media, creative and business opportunities that support the communications strategy. Support global application if relevant.
Responsible for defining and delivering advertising performance analysis and dashboard with internal digital team and media agency.
Lead brand management for the Silicon Valley Bank brand. Develop and deliver nomenclature, product and business positioning with strategic partners within SVB Marketing and business unit stakeholders.
Build relationships with internal stakeholders to innovate solutions and new opportunities for delivering increased awareness and brand preference for Silicon Valley Bank.
- Brand development and strategy for the Silicon Valley Bank brand
- Media planning tactical execution (media mix) and media optimization decision making
- Campaign creative strategy and approach by advertising agency
- Brand and campaign brief development based on input by key stakeholders and insights
- Campaign activation management and multi-channel delivery
- Prioritization of budget allocation to working and non-working media, sequencing and planning of brand development
- Lead all activities of advertising and creative agencies
Use and further development of insights to inform brand and advertising decisions
- Annual advertising plan and budget
- Final campaign creative and messaging
- Final naming and positioning
Integration of activities with corporate marketing
- Strong marketing foundation and experience in marketing and brand advertising.
- Proficiency in understanding Google Analytics and implications on media and advertising strategies
- Demonstrated track record of implementing brand development strategies in service-oriented organizations.
- Strong understanding of the branding, advertising, integrated media and how it is defined within the framework of supporting business strategies and achieving results for the organization.
- Experience in all forms of advertising and brand development and brand management
Established record of generating digital and integrated advertising, building client/agency relationships with a collaborative leadership style and entrepreneurial spirit. The candidate should be comfortable with a broad range of advertising models
Skills:
- Extensive experience managing external agencies and fostering best-in-class agency partnerships
- Comfortable giving creative feedback in constructive way
- Skilled at interpreting insight from data
- Possess strong visual and design sensibility
- Has the passion, energy and capability to build enthusiasm and love of our Brand that builds advocacy for consistency
- Broad-base of leadership experience to draw upon in the development of strategic initiatives as well as building relationships
- Must be able to influence and partner with leaders at all levels of the organization, enterprise-wide.
- Strong focus on digital marketing and ROI measurement and a proven track record of testing, optimizing and delivering results in paid media.
- Strong leader who has extensive experience in awareness building and performance-oriented advertising for a strong and high growth brand
- Track record of delivering results in a fast-paced, changing environment.
Competencies:
- Analytical/strategic thinker, creative problem solver and willing to roll up sleeves and get their hands dirty to demonstrate leadership by example.
- Ability to structure thinking around both long-term goals and short-term deliverables and opportunities.
- Ability to think strategically, execute methodically and ask hard questions during ambiguous situations
- Superior verbal and written communications skills and the ability to interact with senior management
- High attention to detail including precise and effective customer communications and proven ability to manage multiple, competing priorities simultaneously
- Self-starter who Inspires innovation and action
- Strong project management capabilities
Ability to influence others and create a shared understanding for advertising and brand strategies and work collaboratively with members of cross-functional teams
Required Education and Experience:
- Bachelors' degree in Marketing, Advertising, or Business preferred; MBA is a plus
- 10+ years' experience in digital advertising and marketing strategic planning to drive business goals including ad planning, positioning and messaging.
- 10+ years of experience in performance-oriented advertising/marketing with a recognizable and growing consumer or B2B brand(s).
- Exceptional leadership skills and proven ability to develop and coach key talent
- Strong track record in a leadership role
- Financial services experience a plus
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