Location McRae Office
Scope of Position
Reporting to the Manager, Products and Relationships the Product Specialist contributes to the development of marketing strategies, campaigns and programs in pursuit of the corporate business objectives across several third-party relationships – including but not limited to, Credit Cards, Insurance, and Payments.
This role is viewed as the subject matter expert and possesses an in-depth knowledge of credit card marketing specifically, as well as solid knowledge in Insurance and Payment products. This individual is accountable to deliver audience-specific product marketing materials in a variety of media. They must be able to develop strong, collaborative working relationships with key third party account personnel and internal stakeholders, including operations, credit risk, compliance, etc. and must be able to accomplish/influence work through these internal and external partners.
Assist with the annual product marketing plan to help prioritize strategies to deliver key business objectives and revenue growth
Assist with the digital bank as relates to products.
Product & service promotion to new and existing customers
Cross-sell opportunity spotting
Supporting various campaigns as they relate to the digital channel
Primary point of contact for the branches with regular branch visits as required
Subject matter expert for the branches to support them with understanding the products and promoting them to the members/clients
Assist in the development of strategy, manage implementation and measure results of targeted customer lifecycle management programs (i.e. early customer engagement, retention, etc.)
Act on results of customer lifecycle management programs to ensure success and be accountable for the performance of the product
Leverage available data/analytics, modeling and ROI analysis to optimize marketing efforts and increase effectiveness
Primary Liaison for Vendor Management with Central 1/Collabria
Primary Liaison for development and execution of Credit Card Initiatives with Internal Alterna Sales Team (i.e. monthly branch manager meeting presentations, develop and deploy employee incentive programs, resolve any account escalations, identify and manage implementation of continuous improvements to system, etc.)
Assist in identifying and resolving/implementing policy & process gaps/efficiencies with key vendor (i.e. Business Accounts requiring Personal Guarantor, Print Collateral Reorder Process, Account Maintenance process gaps, etc.)
Define, design and implement new processes with respect to credit card support with internal Alterna Team (i.e. print collateral replenishment)
Provide insights and analytics, both pre and post marketing campaigns
Satisfy all Legal/Compliance requirements
Develop and deliver creative elements with Alterna’s AOR – i.e. card design, revisions, etc.
Provide recommendations to the Manager, Products and Relationships and ensure visibility is provided with respect to any major issues, escalations, product mix, new capabilities, etc. (i.e. instant credit, apple pay, etc.)
Raise the profile of existing services with branches such as Buyer Protection and Extended Warranty program or MyReceipts
Keeping abreast of the competitive landscape from both a product offering and marketing trends perspective
Expectations / Outcomes
Alterna’s products and services are viewed as innovative, competitive and meet or exceeds customer needs.
Performance Agreement measures are met as they relate to retail credit:
Financial (e.g. Net FUM)
Customer Engagement (loyalty and depth of relationship)
Product Marketing Specialist will be viewed by employees as a subject matter expert and primary point of contact for marketing initiatives relating to product.
Develops a high level of understanding of product market success factors and profitability drivers
Support a work environment that promotes a positive member and employee experience, quality, efficiencies and effectiveness.
Strong focus on customer experience
Strong relationship builder
Excellent communication and writing skills
Self-confident and strong ability to work effectively and independently within tight deadlines, adapt to changing deadlines and ability to prioritize multiple deliverables within a cross-functional team environment with a variety of reporting levels and varying skills/competencies
Excellent project management skills
Flexible individual with creative problem-solving and strong analytical skills
Strong teamwork skills and the ability to collaborate effectively with others
Bachelor’s degree in Business, Finance, or Marketing
Minimum 5 years of specialized product marketing experience in the financial services industry, specifically credit cards and Insurance
Previous experience within the financial services industry, preferably credit cards, with a solid understanding of card P & L drivers
High proficiency in MS Office (i.e. Excel, Outlook. Word, PowerPoint, etc.)