Product Marketing Specialist, Residential Lending

at  City National Bank of Florida

Overview:
The Product Marketing Specialist for Residential Lending at City National Bank is a full-stack marketer who drives all marketing efforts—from strategy to execution—to enhance our brand and support business goals. This includes creating and managing end-to-end marketing initiatives (branding, digital campaigns, content, analytics, and lead generation) to maximize impact in Residential Lending, while overseeing TotalExpert (CRM) to meet the daily needs of Mortgage Lending Officers (MLOs). The Specialist partners with internal cross-functional teams and external partners —to deliver cohesive marketing campaigns, maintains compliance, and ensures a “Best in Class Client Experience.” This position requires the exercise of discretion and independent judgment, within the scope of the individual’s authority, with respect to matters of significance to the Bank.

Principal Duties & Responsibilities:

• Develop and implement comprehensive marketing initiatives for Residential Lending, including brand strategy, digital campaigns, content creation, analytics, and lead generation.
• Evaluate performance metrics, identify areas of improvement, and optimize strategies for maximum impact on the bank’s brand and business objectives.
• Oversee day-to-day management of TotalExpert, ensuring the platform meets the evolving marketing and communication needs of Mortgage Lending Officers (MLOs). – Experience with TotalExpert CRM as a Marketing Administrator is required.
• Continuously update and refine platform content to align with campaign objectives and regulatory requirements.
• Partner with the bank’s Brand, PR, Media, Social Media, Events, Creative, and Sales teams, as well as external agencies, to develop cohesive marketing initiatives.
• Coordinate with internal stakeholders to gather insights, align on business priorities, and ensure seamless execution of marketing plans.
• Maintain up-to-date knowledge of relevant regulations, ensuring all marketing and communication materials adhere to compliance standards.
• Collaborate with Compliance and Legal teams to secure necessary approvals and minimize risk.
• Champion a “Best in Class Client Experience” by consistently delivering high-quality marketing materials and messaging that resonate with prospective and current homeowners.
• Demonstrate a sense of urgency and teamwork, ensuring timely responses to internal and external stakeholder needs.
• Exercise discretion and independent judgment on matters of significance to the Bank, working within the scope of your authority.
• Provide recommendations for new marketing tools, partnerships, and technologies that can enhance City National Bank’s Residential Lending presence and performance.
• Track and analyze key performance indicators (KPIs) to measure campaign success and guide data-driven decisions.
• Present regular updates to senior leaders, offering insights on campaign results, market trends, and new opportunities.
• Other miscellaneous duties as assigned.

Qualifications:

• 1-3 years experience in for profit institution within regulated industry institution within regulated industry (e.g., Insurance, Financial Services, Real Estate,): Consumer Products and Services supporting Local and/or Regional and/or Field Marketing (e.g., East Coast) | TotalExpert CRM Administration.
• 3-7 years experience in institution within regulated industry (e.g., Insurance, Financial Services, Real Estate,): Consumer Products and Services supporting Local and/or Regional and/or Field Marketing (e.g., East Coast) | TotalExpert CRM Administration.
• Creative Thinker: Deep understanding of and interest in consumer behavior. Ability to identify trends and insights that lead to impactful communications. Sees unique connections in data, events, and trends to anticipate business opportunities and brings them forward.
• Consumer Empathy: Effectively communicates needs, priorities in and outside the organization.
• Category Interest: Desire to become functional expert in mortgage marketing
• Strong Communicator: Ability to partner with various groups, creatively problem solve and drive outstanding results
• Category Interest: Desire to become functional expert in mortgage marketing
• Collaborative Spirit: Ability to partner with various groups, creatively problem solve and drive outstanding results
• Drive for Results: Displaying a sense of urgency, bias for action, and strong attention to detail.
• Adept Prioritization: Focuses on what needs to get done and aligns within the team to achieve the shared vision.
• Language: Bi-lingual / Spanish Speaker (Preferred)

Education:

• Bachelor’s Degree in Marketing, Communications, Finance.
• Master’s Degree in Marketing, Communications, Finance, Entrepreneuriship.

Special Instructions to Candidates:

• Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities.
• Please view Equal Employment Opportunity Posters provided by OFCCP here.
• The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor’s legal duty to furnish information. 41 CFR 60-1.35(c)
• Reasonable accommodation may be made to assist individuals with disabilities to complete the online application process. Please contact our Human Resources Department at 305-577-7680 or by e-mail at employment@citynational.com.

• Develop and implement comprehensive marketing initiatives for Residential Lending, including brand strategy, digital campaigns, content creation, analytics, and lead generation.
• Evaluate performance metrics, identify areas of improvement, and optimize strategies for maximum impact on the bank’s brand and business objectives.
• Oversee day-to-day management of TotalExpert, ensuring the platform meets the evolving marketing and communication needs of Mortgage Lending Officers (MLOs). – Experience with TotalExpert CRM as a Marketing Administrator is required.
• Continuously update and refine platform content to align with campaign objectives and regulatory requirements.
• Partner with the bank’s Brand, PR, Media, Social Media, Events, Creative, and Sales teams, as well as external agencies, to develop cohesive marketing initiatives.
• Coordinate with internal stakeholders to gather insights, align on business priorities, and ensure seamless execution of marketing plans.
• Maintain up-to-date knowledge of relevant regulations, ensuring all marketing and communication materials adhere to compliance standards.
• Collaborate with Compliance and Legal teams to secure necessary approvals and minimize risk.
• Champion a “Best in Class Client Experience” by consistently delivering high-quality marketing materials and messaging that resonate with prospective and current homeowners.
• Demonstrate a sense of urgency and teamwork, ensuring timely responses to internal and external stakeholder needs.
• Exercise discretion and independent judgment on matters of significance to the Bank, working within the scope of your authority.
• Provide recommendations for new marketing tools, partnerships, and technologies that can enhance City National Bank’s Residential Lending presence and performance.
• Track and analyze key performance indicators (KPIs) to measure campaign success and guide data-driven decisions.
• Present regular updates to senior leaders, offering insights on campaign results, market trends, and new opportunities.
• Other miscellaneous duties as assigned