The SVB Canada Marketing Director will be responsible for crafting and the delivery of the overall Marketing Plan for SVB Canada designed to support the business achieve its strategic market positioning and brand within the local markets. The role holder will also ensure that each defined business unit has an individual plan that is aligned to their specific needs and delivers value through research and execution of a range of activities related to critical marketing initiatives.
The successful candidate will report directly to the Head of Canada, with a dotted line relationship to the Marketing team in the US.
The broad spectrum of this role will include, but will not be limited to:
Define & own SVB Canada Marketing Strategy
Both 5 Year vision and annual strategic goals aligned to the wider Business Strategy
Including an integrated, segment, market and sector strategy underpinned by input from the senior management team and detailed data/market analysis (e.g. the bullseye)
Define & own SVB Canada Marketing Plan
Provide a coordinated and integrated tactical marketing plan utilizing and optimizing the full spectrum of available channels
Represent Marketing in the overall annual business planning cycle and business plan review, including coordination and input into the corporate initiatives for the business unit
Partner with the US marketing leadership team to ensure the Canada strategy ladders up to the global marketing strategy
Lead and Deliver against the overall Strategy & Plan, including:
Execution of tactical and strategic marketing activities
Development & execution of client surveys to provide insight and ensure representation of the ‘SVB client voice’ in all improvement activity
Partnering with the research team on data analysis and thought leadership
Collection and analysis of market data to support pricing decisions
Liaise with the various Business Units and prepare recommendations based on full analysis (market, financial and operational) in respect of:
Other geographies and assessment of expansion opportunities, including coordination of market analysis and resulting recommendations & potential conversion to a banking subsidiary
Reviewing the relationship management model for specific client segments, specific segment strategies to drive accelerated growth and government initiatives
Making recommendations based on market data and strategic direction on charging policies and structures for sign off by the Canada Steering Committee
Lead the annual financial planning process for Canada marketing to define the annual Canadian marketing budget
Manage the annual marketing budget against a potentially dynamic baseline
Negotiate agency services to ensure competitive rates for service and performance levels
Continually assess marketing return on investment to ensure solid performance
Report financial metrics to senior management of the bank
Manage and enhance the reputation and brand image of SVB in Canada in conjunction with the brand team in the US
Define & own the internal and external communications and events strategy, including PR and social media for Canada in conjunction with the team in the US
Lead the team to execute the communications strategy, including:
Maintaining internal key messaging documentation, including Q&As
Continued development and enhancement of marketing collateral and communications, including the Canadian website to driving growth in each of the key markets and segments
Research industry tradeshows, conferences and symposium to determine applicability of pitching company executives for panels, keynotes and educational sessions
Coordinate logistics and marketing of key events
Collaborate with internal departments to produce, edit and publish content.
Create comprehensive creative briefs to inform development of content for web and other sales enablement channels
Supporting the sales teams in identifying and executing in relation to strategically aligned sponsorships and events which provide tangible benefit to the delivery of the market and segment strategy
Continuously collaborate with the US Head of Corporate Communications
Provide strategic direction for the development, roll-out and launch of new products and propositions
Develop integrated marketing strategies to promote SVB’s product offering
Create solution-oriented positioning for each product set to readily convey the value to each target audience
Collaborate with product teams, as well as US marketing staff to develop and manage product promotional campaigns to both internal and external audiences
Collaborate and advise in the development of training modules for new products
Champion communication channels for prospective and existing clients that allow them to provide feedback as well as create community amongst our client base
Critically, in addition to being a key part of the Canada Management Team, the individual will act as a liaison point between the Canadian market and US Marketing. This will entail:
Reporting Canada marketing performance to the team in the US
Representing the Canada marketing voice with other marketing team leads including corporate communications, product, data analytics and events
Ensuring that Canada plans are executed in a way in which is consistent with Bank/Group wide standards, brand approach, budgets, collateral design etc.
SKILLS AND REQUIREMENTS
Qualified candidates must have the following:
Education: A degree in Marketing or related subject an advantage;
Work Experience: Relevant work experience essential, with 7+ years in various Marketing roles.
Seasoned Judgment and Analytical Skills: The individual must demonstrate sound judgment and strong critical thinking skills. The individual must be exceptionally intelligent and able to grasp concepts quickly, comfortable dealing with ambiguity and risk, able to synthesize complex information effectively, and expert in translating complicated issues into actionable recommendations and solutions.
Strong Relationship-Building and Collaboration Skills: The individual must work proactively to establish close ties with others in the organization, work effectively with others to achieve the company’s business objectives, be willing to be held accountable to others – both horizontally and vertically.
Communications:The individual must have excellent communication and presentation abilities, including strong written and verbal skills and the ability to explain issues and decision as well as strategy both internally and externally. The individual must be an excellent listener, who works to understand the needs of others.
Interpersonal Style:The individual should have an entrepreneurial, collaborative approach and a flexible style that allows for the input of others. The individual must share the following core values of SVB:
We start with empathy for others;
We speak and act with integrity;
We embrace diverse perspectives;
We take responsibility; and
We keep learning and improving
Project Management: The successful candidate will be required to manage a number of cross functional initiatives in order to deliver the Marketing Plan. Key will be the ability to maintain robust progress whilst collaborating internally and externally with a large number of stakeholders.
Internal Number: 3125
About Silicon Valley Bank
For 35 years, Silicon Valley Bank (SVB) has helped innovative companies and their investors move bold ideas forward, fast. SVB provides targeted financial services and expertise through its offices and innovation centers around the world. SVB is currently expanding into the Canadian market to better service the booming Canadian tech and life sciences industries.