CIBC
Senior Director, US Brand, Marketing and Sponsorships
CIBC - Chicago
Work at CIBC
Overview
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Overview
- The Senior Director, US Brand, Marketing, and Sponsorships is accountable for bringing CIBC’s brand to life in the US Region, for business partner marketing with US lines of business, and for our U.S Sponsorships portfolio.
- Reporting to the Senior Vice-President, Brand, Community & Corporate Events, the Senior Director develops a strategic roadmap to deliver best in class brand, line of business and sponsorship strategies to support enterprise priorities. The role will advance CIBC’s Purpose-driven culture and deliver on our client commitments through every decision and action related to our US Brand and Marketing. In-depth knowledge and exposure to the US marketplace will be a critical to the success of this role.
- Brand
- Drive brand consideration with US clients and non-clients, with a focus on key segments.
- Deliver US Brand Strategy, US Sponsorship Strategy.
- Bring CIBC’s purpose to life through brand platform and distinctive assets; and the marketing of brand/advice proof points, employer brand, sponsorships and community/CIBC Foundation to clients.
- Reach and connect with clients to drive noticeability through media innovation and optimization, partnerships to deliver brand pride (i.e. Chicago Blackhawks, CIBC Theatre and the PGA Cognizant Classic) and owned channels, including flagship Banking Centres.
- Use Brand to support digital sales through marketing and media deployment and LOB Acquisition and Engagement Growth targets.
- Lead market analysis to ensure maximum ROI through key renewals/offboarding of low performing, agency onboarding.
- Develop the US brand strategy to amplify CIBC brand messaging beyond logo and communicate new brand positioning and RTBs to ensure closer alignment to client ambitions across all CIBC US marketing (Sponsorships, Social, LOB, etc.)
- Using research results, collaborate with agency and CIBC partners to continually evolve US brand positioning and RTBs to align US marketing plans to our clients' ambitions.
- Improve US brand messaging in all client touchpoints by aligning new brand positioning and ensure a strong tie to CIBC’s purpose.
- Accelerate the transformation of our bank through strategic evolution and executional excellence by delivering US brand consideration.
- Envision the future by identifying and actioning new opportunities for brand growth and enterprise halo.
- Execute and evolve CIBC’s sponsorship strategy in US.
- Drive impact to Enterprise goal of north/south connectivity through new and existing functional capacity and cross-functional leadership.
- Develop agency briefs with embed client research results, aligning to our US business strategy.
- Build strong partnerships with Client Story Team to ensure approach to client stories aligned to US brand positioning and RTBs, with appropriate amplification.
- Uphold governance and controls on US brand and advertising governance.
- Work closely with Studio Red to design US Brand templates (invites, ads, etc.) for marketing collateral.
- Manage Brand/Media with $4M US brand advertising budget and execute budget efficiently/effectively.
- Initiate and lead operational improvements in US processes including budget management, marketing activities, etc. (i.e. client stories, record keeping, etc.)
- Provide strategic leadership on brand messaging and positioning to US teams and actively collaborate and share Canadian expertise to ensure full utilization of all CIBC capabilities.
- Business Partner Marketing
- Build strategic relationships and alignment with Line of Business stakeholders to align marketing strategy with purpose and strategy.
- Develop business partner engagement model and communication mechanisms for feedback.
- Sponsorships
- Oversee the team responsible for implementation of sponsorship agreements and events in the US Region and ensure initiatives deliver against plan objectives, are aligned to divisional strategic priorities and support key marketing principles.
- CROSS-FUNCTIONAL RELATIONSHIPS
- Canadian Brand team
- Canadian Business Partner Marketing team
- Digital and Direct Marketing team
- US Line of Business Leaders
- External advertising agency
- COMPLIANCE REQUIREMENTS/RESPONSIBILITIES
- As an employee of CIBC, the incumbent must comply with all applicable CIBC and Line of Business policies, standards, guidelines and controls.
- As a manager of people, this job must ensure all employees within the business unit comply with all applicable CIBC and Line of Business policies, standards, guidelines and controls.
- AUTHORITIES/DECISION RIGHTS
- As a key contributor to the business unit, this job has the authority to recommend changes to business processes in order to enhance operational efficiency and effectiveness.
- JOB DIMENSIONS
- $4M US Brand advertising budget
- People leadership of US Brand, Marketing and Sponsorship team, including 7 FTE.
- CONDUCT & CULTURE RISK
- Our CIBC risk culture is based on employees striving to exceed the expectations of ourselves and our leadership’s identification and mitigation of risks in their daily responsibilities, not just in quarterly or annual monitoring/assessments. We all are accountable for managing risk.
- As an employee of CIBC, the incumbent must conduct themselves (and foster an environment for others) in a manner consistent with our strong risk culture. This includes:
- Following all aspects of the CIBC Code of Conduct, as well as all applicable CIBC policies, frameworks, guidelines, processes and controls
- At all times acting in accordance with our Purpose and shared values, to achieve our Bank’s strategic goals.
- Understanding and following the qualitative and quantitative components of our Risk Appetite Statements
- Completing all annual Corporate Mandatory Training and Testing modules, as well as any additional business-specific modules, as required and employing the learnings in daily activities and undertakings.
- KNOWLEDGE AND SKILLS
- Deep expertise in developing brand consideration through multi-mediums.
- Proven skills in developing long-term strategy road-maps for brands.
- Leadership capabilities to develop accountability for delivering KPI and measuring ROI.
- Stakeholder relations.
- WORKING CONDITIONS
- Escalating matters through one of the appropriate channels identified in the CIBC Code of Conduct (i.e., HR, management, Ethics Hotline, Whistleblower, etc.) upon observing activities that may be inconsistent with CIBC’s policies, frameworks, guidelines, processes and controls.
- Speaking up if witnessing behaviors that drive poor or unfair outcomes for clients, team members or other stakeholders.
- Escalating matters that can result in adverse market practices and outcomes, thereby negatively impacting CIBC’s reputation as a leading financial institution.
- At CIBC we enable the work environment most optimal for you to thrive in your role. You’ll have the flexibility to manage your work activities within a hybrid work arrangement where you’ll spend 2-3 days per week on-site at 120 S. LaSalle, while other days will be remote.
- At CIBC, we offer a competitive total rewards package. This role has an expected salary range of $177.000 - $253,000 for the Chicago, IL market based on experience, qualifications, and location of the position. The successful candidate may be eligible to participate in the relevant business unit’s incentive compensation plan, which also may include a discretionary bonus component. CIBC offers a full range of benefits and programs to meet our employee’s needs; including Medical, Dental, Vision, Health Savings Account, Life Insurance, Disability, and Other Insurance Plans, Paid Time Off (including Sick Leave, Parental Leave, and Vacation), Holidays, and 401(k), in addition to other special perks reserved for our team members.
- Candidates hired to work in other locations will be subject to the pay range associated with that location. Additional total compensation and benefits details will be provided during the hiring process.
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