Responsibilities

• Strategy Development: Create and implement marketing strategies and campaigns specifically designed for Latino audiences, aligning with broader company goals and objectives. Ensure consistency across all marketing channels and touchpoints.
• Campaign Management: Develop, implement, manage, and monitor marketing campaigns across various channels, including digital, social media, email, content, traditional, and other channels to drive awareness, engagement, and conversion. Oversee creative development, media planning, and overall project management of marketing efforts to ensure effective campaign delivery. Manage both external and internal agency partners.
• Performance Analysis: Monitor and evaluate the effectiveness of marketing efforts, using data-driven insights to make informed recommendations for optimization and improvement.
• Market Research: Conduct in-depth research and analysis of Hispanic market trends, consumer behavior, and competitive landscape to inform marketing strategies and initiatives.
• Content Creation: Oversee the development of culturally relevant content and messaging for various marketing channels, including digital, social media, print, and events.
• Brand Positioning: Work closely with the branding team to ensure consistent and culturally appropriate brand positioning and messaging across all marketing materials.
• Build and maintain relationships with Latino community organizations, media outlets, influencers, and other key stakeholders to enhance brand visibility and engagement.
• Collaborate with cross-functional teams, including sales, business development, product, and member support, to ensure a unified approach to Latino marketing initiatives.
• Develop and manage the marketing budget for Latino initiatives, ensuring effective allocation of resources and cost control.
• Drive strategy and execution of PR to support Metro’s Latino sub-brand, Metro Contigo, and help serve as a PR spokesperson for Metro’s Latino marketing efforts.

Requirements

• Bachelor’s degree in Marketing, Business Administration, Communications, or a related field.
• 7+ years of marketing experience with a focus on Latino or multicultural markets, preferably within banking, credit unions, or financial services.
• Fluency in Spanish and English, with strong written and verbal communication skills in both languages.
• Deep understanding of Latino culture, media consumption habits, purchasing behavior, and Hispanic market trends.
• Demonstrated ability to develop and execute successful marketing strategies and campaigns from both the creative and media planning side.
• Solid understanding of traditional, and digital marketing channels, including TV/Video/CTV, Radio/Audio, OOH, Print, SEM, Social, Display, Email, and Content.
• Strong analytical skills and experience using data-driven marketing insights and performance metrics to optimize campaigns.
• Excellent project management, attention to detail, interpersonal, and collaboration skills, with the ability to manage multiple priorities and deadlines.

Preferred

• Financial services experience.
• Agency experience.

Benefits

• We believe great work starts with supporting our people. That's why we offer a competitive and well-rounded benefits package designed to support your health, financial well-being, career growth, and work-life balance. From medical, dental, and vision coverage to retirement savings, paid time off, learning opportunities, and employee wellness resources, we invest in helping our employees thrive both at work and beyond. Click here to learn more about our benefits package and employee perks.