Director of Marketing

First Independence Corporation; Detroit (MI); On-site; USD 120,000 - 180,000; Full time

Job summary

First Independence Bank is seeking a Director of Marketing to lead our bank's strategic and day-to-day marketing efforts across digital, content, and multi-channel campaigns. You will drive deposit growth, loan origination, customer acquisition, retention, and brand trust while ensuring regulatory compliance and measurable results.

You will own the online presence, oversee website management, social ecosystems, and cross-functional collaboration with Product, Retail, Commercial, Digital,

Qualifications

• Bachelor’s degree in marketing, Business, Communications, or related field (or equivalent experience).
• 7+ years of progressive marketing experience, including 2+ years in a person-leadership or team-lead role.
• Demonstrated experience developing and executing integrated marketing campaigns with measurable outcomes (acquisition, conversion, growth, retention).
• Strong command of digital marketing fundamentals (web, email, paid media, SEO basics) and performance measurement.
• Experience partnering cross-functionally with sales/relationship teams and product leaders.
• Excellent written and verbal communication skills with the ability to translate complex financial products into clear, compliant customer messaging.

Responsibilities

• Website Oversight: Own the corporate website with high performance, security and UX for banking clients.
• Content Optimization: Update pages, create landing pages for mortgages and small business loans, SEO/SEM strategies.
• Compliance: Ensure digital content adheres to banking regulations and accessibility standards.
• Social Strategy: Build and execute an aggressive social media roadmap (LinkedIn, Instagram, Facebook, X).
• Activation Campaigns: Launch webinars, online financial literacy workshops, and community spotlights.
• Influencer & Partner Relations: Manage collaborations with community leaders and Detroit-based organizations.
• Newsletter Production: Lead external communications and a bank-focused newsletter.
• Internal Branding: Align staff across markets with the bank’s mission and marketing initiatives.
• Data Analytics: Track KPIs across website and social channels; report ROI and sentiment.
• Market Intelligence: Monitor Detroit, Minneapolis, Chicago markets for digital trends.

Skills

Digital marketing

Leadership

Cross-functional collaboration

Data-driven decision-making

Customer segmentation

Lifecycle marketing

Education

Bachelor's degree

Tools

WordPress CMS

Google Analytics

Mailchimp

Constant Contact

Hootsuite

Sprout Social

Job description

The Director of Marketing leads strategic and day-to-day marketing for the bank to drive deposit growth, loan origination, customer acquisition and retention, and brand trust. This role develops integrated marketing plans across retail and/or commercial lines of business; partners closely with Product, Retail Banking, Commercial Banking, Digital, Compliance, and Risk, and ensures marketing activities meet regulatory and fair-lending requirements while delivering measurable results. This position will be the primary architect of our online presence, overseeing website management, social media ecosystems, and multi-channel communication strategies. You will be responsible for ensuring that our mission resonates both internally and with our team and externally with our diverse customer base.

Responsibilities

Digital Ecosystem & Website Management

• Website Oversight: Act as the primary owner of the corporate website, ensuring high performance, security, and seamless user experience (UX) for personal and commercial banking clients.
• Content Optimization: Manage regular updates, landing page creation for new products (mortgages, small business loans), and SEO/SEM strategies to drive organic and paid traffic.
• Compliance: Ensure all digital content adheres to banking regulations (FDIC, Equal Housing Lender, etc.) and accessibility standards.

Social Media & Online Activation

• Social Strategy: Develop and execute an aggressive social media roadmap (LinkedIn, Instagram, Facebook, X) to increase brand equity and community engagement.
• Activation Campaigns: Launch digital “activations”-such as webinars, online financial literacy workshops, and interactive community spotlights-to convert followers into customers.
• Influencer & Partner Relations: Manage collaborations with community leaders, local businesses, and Detroit-based organizations to amplify the bank’s digital reach.

Multi-Channel Communications & Newsletters

• External Communications: Lead the production of a newsletter, focusing on financial health tips, bank news, and community impact stories.
• Internal Branding: Manage internal communications to ensure staff across all markets are aligned with the bank’s mission, values and marketing initiatives.

Analysis & Performance Tracking

• Data Analytics: Use tools (Google Analytics, Meta Insights, etc.) to track KPIs across the website and social channels.
• Reporting: Provide monthly “State of the Brand” reports to the executive team, detailing ROI on digital spend and community sentiment.
• Market Intelligence: Monitor the competitive landscape of Detroit, Minneapolis, and Chicago markets to identify emerging digital trends in the fintech and banking sectors.
• Other relevant duties as assigned.

Requirement Qualifications

• Bachelor’s degree in marketing, Business, Communications, or related field (or equivalent experience).
• 7+ years of progressive marketing experience, including 2+ years in a person-leadership or team-lead role.
• Demonstrated experience developing and executing integrated marketing campaigns with measurable outcomes (acquisition, conversion, growth, retention).
• Strong command of digital marketing fundamentals (web, email, paid media, SEO basics) and performance measurement.
• Experience partnering cross-functionally with sales/relationship teams and product leaders.
• Excellent written and verbal communication skills with the ability to translate complex financial products into clear, compliant customer messaging.

Preferred Qualifications

• Experience: 7-10 years of progressive marketing experience, preferably in financial services
  or a mission-driven environment.
• Digital Mastery: Proven track record in website management (CMS experience such as WordPress) and managing professional social media accounts for a corporate brand.
• Communication Excellence: Exceptional writing and editing skills with the ability to pivot voice between high-level executive briefs and engaging community-focused newsletters.
• Technical Stack: Experience with Google Analytics, email marketing platforms (Mailchimp, Constant Contact, etc.) social media scheduling tools (Hootsuite, Sprout Social, etc.).
• Cultural Competency: A deep understanding of and passion for serving under-represented and minority communities.
• Strategic planning and prioritization
• Data-driven decision-making and experimentation mindset
• Stakeholder management and cross-functional influence
• Customer segmentation and lifecycle marketing
• Brand stewardship and clear messaging
• Project management and operational rigor

Compliance & Risk Considerations

• Ensure marketing materials, disclosures, and claims follow internal policies and applicable regulations (as relevant to role scope).
• Follow established review/approval workflows with Compliance, Legal, Risk, and Fair Lending prior to publication.
• Support responsible data use and privacy practices for customer communications, targeting, and measurement.

Working Conditions

• Standard office/remote work environment with periodic travel to branches, markets, and events. Occasional evening/weekend availability may be required to support campaigns and community activities.

First Independence Bank is an Equal Opportunity Employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sexual orientation, gender identification, age, sex, marital status, national origin, disability, genetic information, height or weight, veteran status, or other category protected by local, state, or federal law.