Sr. Manager, Brand + Product Marketing

As a Senior Manager of Brand and Product Marketing at Empower, you will be responsible for developing and executing high-impact strategies to enhance brand awareness and product positioning. This includes collaborating with cross-functional teams for successful product launches, refining the brand voice in the market, and analyzing performance against KPIs to ensure effectiveness in all initiatives.

To qualify for the Senior Manager of Brand and Product Marketing role at Empower, candidates should possess at least a BA degree and have more than 7 years of experience in brand and product marketing, ideally within consumer tech. Exceptional communication skills, meticulous attention to detail, and a proven track record in executing successful marketing strategies are crucial.

At Empower, success in the role of Senior Manager of Brand and Product Marketing involves achieving ambitious brand goals through innovative marketing strategies. Key indicators of success will include increased brand affinity, successful product launches, and measurable improvements in market presence and customer engagement.

Empower's brand strategy focuses on providing transparent, accessible financial solutions through innovative product marketing. The Senior Manager of Brand and Product Marketing will develop strategies that effectively communicate Empower’s unique value propositions while ensuring the brand resonates with target audiences and stands out in a competitive landscape.

The culture at Empower is characterized by an owner mindset, spirited debate, and a commitment to inclusivity. As a Senior Manager of Brand and Product Marketing, you will be part of an environment that values diverse voices, encourages independent action, and prioritizes customer obsession while fostering collaboration among team members.

In developing a brand strategy for Empower's cash advance, I would start with thorough market research to identify our target audience's needs and pain points. Understanding the competitive landscape would help position our value proposition effectively. Next, I would collaborate with cross-functional teams to create an engaging messaging framework that highlights the benefits and unique features of the product, ensuring consistency across all channels and touchpoints.

Certainly! In my previous role, I led the launch of a new digital banking app. I coordinated with design, tech, and customer service teams to ensure a seamless launch experience. We developed a comprehensive marketing campaign that included pre-launch teasers, influencer partnerships, and a robust social media strategy. The launch exceeded our user acquisition goals by 30% in the first quarter, showcasing the power of collaboration and strategic marketing.

Key metrics for evaluating brand marketing initiatives typically include brand awareness surveys, engagement rates on social media, web traffic analysis, and customer retention rates. Additionally, I focus on tracking Net Promoter Scores (NPS) to gauge customer loyalty and sentiment regarding our brand, allowing us to make data-driven adjustments to our strategies.

Effective collaboration with cross-functional teams begins with open communication and establishing shared goals. I prioritize regular check-ins to discuss progress and align our strategies. Using project management tools helps everyone stay informed and engaged. I also encourage team members to share their perspectives and ideas, fostering an inclusive environment that values diverse insights.

Customer feedback is invaluable in shaping our marketing strategy. It provides insights into customer needs and preferences, which helps refine our messaging and product offerings. I actively seek customer feedback through surveys, focus groups, and social media interactions to inform our marketing efforts, ensuring that we adapt and resonate with our audience effectively.

One significant challenge I faced was during a rebranding effort for a tech startup. Many employees were resistant to the changes, fearing it would alienate our existing customer base. To overcome this, I organized workshops to align our team around the vision and value of the rebrand, incorporating feedback from different departments. This not only eased concerns but also resulted in a more cohesive and supported brand identity.

Data analytics is central to my approach in marketing campaigns. I leverage tools that provide insights into customer behavior, campaign performance, and engagement metrics. By analyzing this data, I can identify trends, understand what works, and optimize future campaigns for better outcomes, ensuring our marketing efforts are strategically informed and results-driven.

In past roles, I've utilized innovative marketing techniques such as gamification in campaigns, personalized email marketing based on consumer behavior, and utilizing augmented reality for interactive experiences. By staying ahead of trends and engaging creatively with our audience, these strategies helped to enhance customer interaction and loyalty.

To maintain a brand's voice across multiple platforms, I would first establish a clear voice and style guide that defines our tone, messaging, and key messages. Training our team and stakeholders on this guide ensures consistency in communication. Regular audits of our content across platforms will help me assess adherence to the guidelines, making adjustments as necessary to ensure coherence.

I am drawn to Empower's mission of making financial services more accessible and inclusive. Joining as a Senior Manager of Brand and Product Marketing would allow me to leverage my experience in tech marketing to foster a brand that resonates with diverse audiences. I'm eager to contribute to Empower’s innovative approach and help shape the narrative around financial empowerment for everyday people.