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San Diego, CA Full Time Posted by: BofI Federal Bank Posted: Sunday, 29 November 2020

This high-impact role is responsible for driving the growth of the bank by building and executing effective branding and acquisition strategies to drive new customers, increase cross-sell opportunities, and increase overall customer lifetime value.

The Role

Customer Acquisition

Develop and implement digital marketing strategy utilizing the company's CDP, DMP, and customer journey platforms
Oversee the customer acquisition initiatives to drive new deposit and loan customers
Advance the company's referral strategy to increase traction and participation across the bank's various audiences
Own the customer Lifetime Value metrics and develop strategies to increase the overall LTV of each customer
Utilize the company's customer segments and personas, lead the enterprise personalization strategy to enhance and optimize our customer experience
Build upon current customer segments and personas to ensure customer journeys are personalized and optimized for each audience
Work with the enterprise data warehouse and Business Intelligence groups, develop new customer segments and personas as new audiences are acquired and on boarded
As new products and features are launched, identify opportunities to cross-sell those products and features within each customer segment and touchpoint
Collaborate with the corporate communications and content team to ensure marketing collateral are aligned with the voice of our customer

Customer Engagement

Lead the company's efforts to increase online banking registrations, mobile app downloads, and adoption of bank features
In collaboration with the product team, oversee the overall online banking marketing and cross-sell strategy and campaign execution
Lead the company's gamification/loyalty rewards strategy to engage customers and build brand loyalty

Brand Operations

Oversee large marketing projects including our mobile-first project
Conduct training for new team members on company's brand standards
Work with UI/UX team to ensure marketing and sales collateral meet company brand standards
Manage requests for new logos, icons, etc. across the enterprise including subsidiaries

Marketing Operations

Oversee marketing vendor on boarding process
Manage the department's annual budget; ensure POs and invoices are processed efficiently and accurately
Responsible for quarterly marketing presentations that are delivered to the executive leadership team and board
Provide marketing support for Axos Invest Managed Portfolio and Self-directed Trading initiatives

Research, Testing, and Analytics

Identify opportunities to improve campaigns and cost metrics
Develop campaign attribution methodology and reporting
Create and expand reporting to track KPIs tied to customer segmentation, personalization, customer engagement, and LTV goals
Develop a robust testing strategy that includes personalization initiatives as well as customer journey initiatives to ensure continual learning and improvement

Are You A Fit?

7+ years' senior marketing leadership role
Strong digital marketing experience
Technical competency with direct experience using digital platforms including CDPs, DMPs, and programmatic advertising
Management of a team
Customer research and analytics, process improvements
MS Office
Bachelors degree


Bachelors in in Marketing, Communications, Digital Media or a related field
Gamification/loyalty rewards
Banking or financial services

San Diego, CA, United States of America
Click apply
11/29/2020 5:12:38 PM

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