VP, Marketing

2 weeks ago

Newport Beach, United States Impac Mortgage Corp. Full time

JOB SUMMARY:

The VP, Marketing will be responsible for the hands-on development, coordination, reporting and analysis of campaign tactics (B2B & B2C) to support the company mission in the areas of mortgage lead generation, brand management, advertising, websites, Pay-Per-Click (PPC), Social Media and offline collateral campaigns. This individual will spearhead both brand and marketing strategy and delivery of the agreed upon objectives. As the head of Marketing, he/she will be responsible for overall:

  • Revenue Marketing: Demand generation, customer and lead management, marketing OKR’s and KPI’s.
  • Corporate Marketing: Brand, awareness, communications, design, distribution, engagement.
  • Product Marketing: Strategy, positioning, messaging, enablement, competitive analysis, customer needs.



ESSENTIAL RESPONSIBILITIES:

  • Help drive key marketing decisions like spend allocation by channel, forecasting volume and cost metrics and evaluate the overall success of each marketing campaign.
  • Collaborate with technology to scope, build and maintain an analytics infrastructure to measure effectiveness of marketing efforts.
  • Build and maintain response and conversion models to support various performance marketing functions (e.g., portfolio recapture, old leads campaigns etc.).
  • Develop OKR’s and KPI’s with supporting reports and dashboards.
  • Create test scenarios for specific marketing campaigns and conduct A/B testing.
  • Perform audits to identify gaps in web analytics, website tagging, tracking, retargeting, functionality, and analytical reporting capabilities and make recommendations for improvement.
  • Optimize the value of digital marketing programs in terms of leads generated, conversion, acquisition costs, and return on marketing investment.
  • Utilize and synchronize various data sources to develop fact-based and data-supported recommendations.
  • Perform ad hoc analysis and key strategic project management as needed.
  • Analyze click and conversion data, expenses, return on investment (ROI) and other key performance indicators.
  • Apply various analytic methods to discover and interpret information from multiple data sources.
  • Produce weekly/monthly performance summaries by tracking, measuring, and analyzing website traffic patterns and online buying behavior. Recommend changes based on noted trends in data.
  • Recommend website changes and modifications that will attract more customers, increase sales, and improve customer satisfaction.
  • Continuously research peer group and various retail and wholesale mortgage lenders and make recommendations on product viability, pricing, and go to market strategy based on findings.
  • Consults with Senior Management, business units, and staff to obtain overall business feedback on strategy recommendations and executed campaigns.
  • Provide insights for sales and operations team to identify opportunities to improve pull through at each stage of the funnel – from lead to post-fund and help improve overall economics of the business.
  • Consistently evaluate additional opportunities which support strategic objectives and sales goals.
  • Conduct or assist in conducting portions of market research activities to identify target audiences, market trends, competitors, and the appropriate media for communicating our message.
  • Oversee and manage all external ad agencies, marketing firms, lead providers, printer vendors, and other media vendors.


EXPERIENCE REQUIREMENTS:

  • 10+ years’ marketing experience.
  • Mortgage lending marketing experience strongly preferred.
  • Strong oral and written communication skills with the ability to create, compose, and edit written materials.
  • Excellent interpersonal skills with the ability to interact professionally with a diverse group of individuals (internal and external) at all levels.
  • Results and deadline oriented with strong time management and prioritization skills.
  • Proficiency with MS Office programs (Word, Outlook, PowerPoint).
  • Advanced use of MS Excel including pivot tables, formulas, v-lookups & reporting.
  • Ability to gather data, compile information, and prepare reports.
  • Proficiency in using specific marketing analytics programs such as Google Analytics, Google AdWords, Power BI, etc.
  • Hands-on experience with Website content development and promotion.
  • Hands-on experience with social media campaigns and analytics.
  • Hands-on experience managing basic SEM/PPC campaigns.
  • Ability to work within a fast-paced and ever-changing environment.
  • Ability to build and lead development of marketing strategies, processes, and available resources.
  • Ability to use independent judgment and to manage information flow to a range of clients.
  • Ability to plan, organize and coordinate media activities and special events.
  • The ability to work under pressure and meet deadlines is a must.


EDUCATION AND CERTIFICATION REQUIREMENTS:

  • Bachelor’s degree in Marketing is preferred.
  • MBA is a plus.

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