Commercial Lifecycle Marketing Manager

First United Bank; Plano (TX); On-site; USD 130,000 - 170,000; Full time

Job summary

First United Bank is seeking a Commercial Lifecycle Marketing Manager to drive customer lifetime value (CLV) through data-driven campaigns across commercial, wealth, mortgage and insurance segments. The role blends strategy and execution, requiring cross-functional leadership, ABM expertise, and the ability to optimize budgets while improving CAC and ROMI.

This is a leadership role with significant growth opportunities and visibility across the bank.

Qualifications

• Bachelor's degree in Marketing or Business required; MBA preferred.
• Minimum of five years in product marketing, strategic marketing, or related roles.
• Experience in financial services, B2B or tech verticals.
• Proficient in data-driven multi-channel marketing campaigns and analytics.

Responsibilities

• Engage partners to identify opportunities to grow customer acquisition and product adoption.
• Research market dynamics and competitor activities.
• Work with analytics to identify segments likely to bring additional revenue.
• Research micro journeys target segments take to explore, consider, purchase, and adopt new products.
• Create offer, channel, cadence, and messaging strategies for target segments; build and launch campaigns.
• Campaigns should focus on direct channels, owned properties, events, retargeting, paid & search digital media.
• Collaborate to construct a channel strategy around the customer across digital and in-person channels.
• Partner with analytics to measure campaign performance using A/B testing, lift analysis, and other methods.
• Manage cost-per-acquisition, revenue, product/service unit sales, and marketing budgets.

Skills

Lifecycle marketing

ABM campaigns

Data-driven

Cross-functional collaboration

Customer journey

Education

Bachelor's degree in Marketing or Business

MBA preferred

Tools

MAP

Salesforce

HubSpot

Marketo

Job description

Join Our Team! We have a great team of friendly, talented and inspiring people at First United. As a learning organization, we take pride in offering exciting opportunities for employees to grow and follow their passions. That's one of the many reasons First United has been voted as one of the top places to work in Oklahoma since 2009! Browse this page to find out more about the First United culture and the many benefits of working here.

Position Job TitleCommercial Lifecycle Marketing Manager Job Description Summary

The Commercial Lifecycle Marketing will drive Customer Lifetime Value (CLV) via integrated strategies driving deposit, loan, and product growth in the commercial, wealth, mortgage and insurance segments through data-driven lifecycle strategies and campaigns. This is accomplished by aligning business lines and elevating the Spend Life Wisely (SLW) message, strengthening customer trust, deepening relationships, and delivering measurable results, while ensuring marketing investments are optimized and budgets are effectively managed.

Functio

The goal is to produce measurable, full-funnel results by engaging the right person, with the right offer, in the right channel, at the right time. Along with CLV, Customer Acquisition Cost (CAC) and Return on Marketing Investment (ROMI) are key metrics that this leader is responsible for optimizing. This role involves both strategy and execution. That means growth opportunities are identified by partnering with line of business leaders, community bank leadership, and department leaders. Then, high-propensity targets are selected, offers crafted, and campaigns developed and fully launched. The work includes analyzing opportunity, developing messaging, gaining compliance approval, informing stakeholders, managing projects, and measuring results. The role will foster valuable partnerships with our community bank, lines of business, and product organizations to drive strategies focused on engaging customers and prospects as they travel through their buyer’s journey. The mission is to “meet the customers where they are.”

Major Areas of Focus

Commercial: Develop and implement strategies to drive commercial deposit and loan growth, while fostering stronger cross-functional collaboration with other business lines. Equip bankers with the Spend Life Wisely Enablement (SLWE) tools, insights, and leads they need to better serve customers and position the bank as a Trusted Mentor.

Treasury Management: Design and execute integrated campaigns and journeys that empower TM Officers (TMOs) to strengthen trust, elevate brand reputation, and expand engagement with customers and internal partners. The outcome is increased product adoption and growth in operating products and balances.

Community Banks: Support the growth of community banks by driving deposit and loan expansion, while reinforcing trust in our brand among both external customers and internal partners.

Wealth: Provide targeted marketing support to Wealth and Trust partners to drive growth in assets under management (AUM) and strengthen client relationships. Offer guidance and execution support on cross-line strategies that enable partners to present integrated banking solutions.

Insurance: Supports the Insurance line of business by developing sales enablement tools, trigger-based marketing campaigns, and social media content that drive insurance awareness, acquisition, and retention. Partners with banking and insurance teams to identify cross-sell opportunities and ways to integrate insurance solutions into everyday customer journeys.

Capabilities

We need someone who excels at multi-channel ABM campaign strategy and operational excellence. Critical to success will be a deep collaboration with Community Bank Leadership, Lending, Deposit Operations, Treasury Management, Product Management, and Analytics to drive measurable outcomes. The ideal candidate is well-versed in data-driven ABM best practices, customer journeys, and empowering community bankers.

Major Duties & Responsibilities

• Proactively engage product, department, line of business and community bank partners to identify opportunities to grow customer acquisition, product adoption and penetration within targeted segments
• Research the market dynamics (including market share) and competitor strengths, positioning, and activities
• Work closely with data and analytics to identify segments likely to bring additional revenue
• Research the micro journeys the target segments take to explore, consider, purchase, and adopt new products
• Create offer, channel, cadence, and messaging strategies that accelerate the target segments through their micro-journeys
• Campaigns should focus on direct channels, owned properties, events, retargeting, paid & search digital media
• Work with creative, agency, organization leadership, project management and marketing innovation to construct a channel strategy built around the customer: digital, in-person, owned, producer, etc.
• Partner with analytics to measure the performance of all campaigns through multiple measurement methods: A/B, multi-variant, lift/baseline, etc.
• Financial management of cost-per-acquisition efficiency, revenue, product/service unit sales, customer relationships, profitability goals, and direct marketing budget

Additional Duties & Responsibilities

• Meet frequently with end-users (bankers) and their leaders to learn about their sales environment and scenarios, and challenges they need to overcome.
• Stay up to date on bank performance metrics and identify ways for the bank to better achieve annual goals.
• Be a thought leader in the arena of Account Based Marketing (ABM) and continuously advance the practice at First United.
• Be a thought leader in the arena of journey-directed marketing and using customer profile and engagement data to “meet the customer where they are.”
• Frequently provide insights on high propensity customer segments, the current penetration and cross-sell ratios with each, and opportunities for growth.
• Complete all required compliance exams on a yearly basis.
• Adhere to all First United policies and procedures.
• Dress professionally.
• Perform other duties as assigned by manager.

Performance Metrics

• Full completion of agreed-upon campaigns: strategy, sizing, messaging/offers, build, training, launch, and tracking + measurement.
• Achievement of agreed-upon campaign metrics: quantities, engagement rates, application starts & completions, balances, and budget.
• Lift over baseline growth performance.

Employee Specifications

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education and Work Experience

• Bachelors degree in related disciplines, such as Marketing or Business required
• MBA preferred
• Minimum of five years of product marketing, strategic marketing, channel marketing, or agency experience
• Experience working directly with financial services, B2B or tech verticals
• Demonstrated knowledge of how to build data-driven, multi-channel, direct marketing campaigns
• Ability to execute campaigns via MAP and/or CRM systems like Safesforce, HubSpot, Marketo, etc.
• Proactive communicator with a track record of strong teamwork and collaboration across all levels
• Ability to act as marketing, segmentation, VoC, and comms SME for internal partners

Technical/Functional Competencies

• Demonstrated success in brand strategy and growth for a challenger brand
• Considerable experience in utilizing internal and external resources for the management of large and sophisticated integrated marketing and brand building campaigns involving events, partnership, and promotions
• Proven success with analytics-based development of strategy and successful execution of annual plan
• Exceptional interpersonal skills and ability to work well with a wide range of people
• Strong initiative in the development and timely completion of projects and deadlines
• Strong leadership skills, exhibits sound and ethical judgment.
• Demonstrated ability to effectively collaborate across multifunctional teams.
• High energy individual who maintains day-to-day discipline and positive outlook

NOTE: This job description is not intended to be all-inclusive. Employee may perform other related duties as assigned by supervisor to meet the ongoing needs of the organization.

All Locations:Plano-Parkwood

If any applicant is unable to complete an application or respond to a job opening because of a disability, please email us at [e-mail] for assistance.

First United is an Equal Opportunity Employer.

To the extent required by Federal or State law, First United does not discriminate in employment opportunities or practices on the basis of race, color, religion, sex, national origin, or any other characteristic protected by law.

First United Bank is a family-friendly organization with strong ties to the communities we serve.

We practice honesty, integrity, and exceptional customer service as we strive to be the best place, to bank, work and invest.

We are committed to providing excellent career opportunities and a wide array of benefits for our staff.

And, in recognition of First United's commitment to being a premier employer, we've been honored by OKCBiz Magazine as a "Best Places to Work" organization.

As one of only 30 organizations and companies to receive this prestigious designation, we're very proud of our accomplishment!

The key to First United's success is, and always will be, our exceptional people.

Our employees share a desire to provide the best possible service to our customers and they work creatively, set high standards for themselves, and stick to them.

We look forward to meeting you and wish you the best in your career!