at Capital One Services II, LLC in Wilmington, Delaware, United States
Job ID: R122093
Center 2 (19050), United States of America, McLean, Virginia
Principal Associate, Marketing Strategist, Gen Z
Capital One's Retail Bank has grown by leaps and bounds in the last couple of years. The Bank has risen up the league tables in deposits and checking relationships, capitalizing on industry-leading products and a unique challenger brand with superior digital capabilities and distinctive cafes and experiences. The Bank is positioned to deliver on the evolving needs in the banking segment with an exciting, new, white space opportunity to focus on Gen Z customers and identify how to meet the needs of this new to finance segment.
The Gen Z revolution is starting, as the first generation born into an online world is now entering the workforce and compelling other generations to adapt to them, not vice versa. According to CNBC, Gen Z is expected to be the most disruptive generation ever. The opportunity to reach, appeal to, and drive awareness with Gen Z is ripe and Capital One is well positioned to deliver on the unique needs of this emerging, vital segment. That's where you come in!
This role is all about reaching and appealing to the Gen Z segment. You will help shape the strategy, unlock the opportunity and launch a broad range of campaigns to drive awareness and acquisition with this segment. There are no bounds to stretching your creativity to appeal to this segment!
Marketing delivery will focus on driving awareness and building trust through partnerships, influencers, content and education marketing, and acquisition through in app messaging, social (including emerging channels like TikTok, Instagram, etc), display, online videos etc, leveraging marketing technology to reach our customers at the right place, at the right time, with the right message. Your intellectual curiosity will be fueled by ongoing, real time analytics to enable real time marketing optimization. Success in this role will mean comfort with ambiguity, a desire to tackle white space, and the ability to think like a general manager and care for all components of a marketing strategy - from identifying the right opportunity to determining account opening projections to overseeing creative build to caring for the servicing experience and ensuring meticulous, high quality execution.
Help build and develop marketing strategies focused on rapid test and learn cycles to determine the right opportunities and channels to connect with Gen Z
Determine the right industry and influencer partnerships to build credibility and trust with this segment
Leverage market, competitive and customer intelligence to develop a deep understanding of consumer need and the competitive landscape to determine how to best appeal to Gen Z
Build and deliver marketing solutions that enable us to reach this new segment in an authentic, breakthrough fashion
Manage high-impact, integrated marketing campaigns from concept to launch, including building campaign strategies, briefing creative teams, managing creative development, communicating with stakeholders, securing approvals, and driving in market success
Collaborate with research and product partners to refine the consumer bank value proposition to deliver on Gen Z core needs
Effectively leverage a variety of marketing channels and recommend new media testing options to test into new opportunities to drive business growth in an efficient & profitable manner
Ideal candidate will have the following skills:
Ability to partner effectively with cross-functional teams, work autonomously, and navigate ambiguity
Detail-oriented with strong project management and prioritization skills, managing multiple projects, stakeholder, and deadlines effectively
Ability to thrive in an ever-changing environment
Highly effective communication and storytelling skills, both written and verbal
Bachelor's degree or military experience
At least 2 years experience in developing marketing across multiple channels and platforms
Preferred... For full info follow application link.
Capital One is an equal opportunity employer committed to diversity in the workplace. Capital One promotes a drug-free workplace.
All qualified applicants will receive consideration for employment without regard to gender, race, color, religion, national origin, sexual orientation, protected veteran status, or disability status.
Capital One will consider for employment qualified applicants with a criminal history in a manner consistent with the requirements of applicable laws regarding criminal background inquiries, including, to the extent applicable, Article 23-A of the New York Correction Law; San Francisco, California Police Code Article 49, Sections 4901-4920; Newark, New Jersey Ordinance 12-1630; and other applicable federal, state, and local laws and regulations regarding criminal background inquiries.