Rockland Trust seeks CMO . . . – Ratti Report Rockland Trust seeks CMO . . .

Rockland Trust seeks CMO . . .

Steve’s breakdown: . . . and boy do they need one. Check out the creative in the featured video

And as we’ve always said, if you have the CMO job description which is below, you have the “pitch”.

ROCKLAND, MA: Rockland Trust is currently seeking a Chief Marketing Officer.

The Chief Marketing (CMO) will lead multi-functional, company-wide strategies to create an environment of remarkable customer experiences which will accelerate Rockland Trust’s growth.  The CMO leads the efforts to differentiate the Bank based on the quality of the overall customer experience,  They will lead efforts to understand the needs of customer segments, and develop products and value propositions to satisfy those segments.  They will use internal and external data to test and implement information-based marketing programs.  They will continue to build a strong differentiated brand as well as product sales through traditional and digital media, public relations and in-bound content based approaches.  The CMO is a member of the Executive Committee of the bank.

Specific responsibilities:

  • Marketing and Communications
    • Establish and manage brand positioning strategy and develop and implement marketing activities to ensure on-brand positioning and awareness across all aspects of the marketing mix.
    • Support the Bank’s sales and revenue goals by utilizing a combination of traditional outbound sales and marketing approaches as well as digital and in-bound marketing techniques.
    • Work with HR and IT to improve colleague communication, cultural alignment, and engagement
  • Information-Based Marketing
    • Lead development of data and insight driven marketing programs that identify each customer’s unique needs based on life stage, demographics, product ownership, web usage and other relevant information.
    • Expand on our proven direct mail and calling programs to develop inbound and outbound demand generation programs that provide qualified sales leads to the Bank’s sales teams.
    • Work with IT and Sales to establish and implement vision for data management and marketing automation that is compatible with the Bank’s Customer Relationship Management approach, with the goal of building a closed loop customer engagement process that nurtures and deepens relationships.
  • Product and Segment Management
    • Assist ELT to define target customer segments, and lead the effort to understand their needs and develop products and integrated value propositions to differentiate Rockland Trust in our marketplace.
    • Perform competitive analyses periodically and make product and value proposition enhancements to maintain our competitive advantage.
    • Manage products on an on-going basis, including deposit volumes, rate and fee pricing, working with business lines to budget balances and fees and developing fee enhancement programs.
  • Customer Experience
    • Use Voice of Customer (VOC) and Voice of Employee (VOE) to make recommendations for improving the experience of our target customer segments through products, services, processes and all touchpoints, including the sales force and branches.
    • Enhance the customer experience by proactively monitoring customer issues, complaints, and feedback and facilitate improvements to enhance the customer experience.
  • Marketing Management
    • Lead marketing planning and assist with the Bank’s strategic planning as it relates to brand management, customer experience, customer segments, products, value propositions, and marketing automation.
    • Build a world class marketing organization and establish a vision that helps support Rockland Trust’s continued success.
    • Effectively manage the Bank’s human and financial marketing resources, including budgeting and optimizing ROI of our marketing resources.

Required Skills

Candidate Profile:

  • Proven success in building strong differentiated brands and effective marketing programs for B2B and B2C customer segments
  • Superior communications skills and capability to persuade individuals and organizations to make change and take action. Proven ability to successfully communicate, interact and build effective relationships is essential.
  • Ability to successfully use data and insight in creating business strategy and developing integrated marketing and sales programs
  • Proven project management capabilities including ability to lead project teams, handle multiple projects simultaneously, and complete projects on time, on budget and within scope.
  • Ability to collaborate at all levels of the organization to affect change while respecting current successes and the organization’s culture.

Core Competencies:

  • Customer Focus
  • Strategic Thinking
  • Change Agent
  • Process/Project Management
  • Drives Results
  • Influencing Skills

Required Experience

  • Content marketing experience required.
  • Financial services Marketing experience a plus.
  • MBA a plus.
  • 7 to 10 years of experience

Our goal is to offer our colleagues the most generous benefits package possible. We strive to provide colleagues with a comprehensive benefits package and an environment that supports a healthy work-life balance. Benefits include: Competitive compensation with performance incentive awards, Health Insurance, Dental Insurance, a 401K and DC Plan for your retirement, LTD & Life Insurance, Vacation Time, Day Care Reimbursement, Tuition Assistance for graduate and undergraduate programs, an Award Winning Wellness program and much more!

At Rockland Trust you’ll find a respectful and inclusive environment where everyone is given the chance to succeed. We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law.

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