Small Business Brand Affinity Program Manager
This role is responsible for managing and maintaining all operational aspects of Comerica's unique programs designed to build brand affinity in the markets we serve. This includes building a growing team of Marketing colleagues to execute programs, coordinate expansion to other markets, and transition our coworking office space program from proof of concept to an operational standard.
The scope includes managing a team, customer platforms, supplier relationships, fulfilling customer benefits, measuring and reporting program utilization and establishing strategic direction to evolve the expansion of programs, platforms and process enhancements.
The suite of Brand Affinity programs includes, but is not limited to:
- Comerica CoWorkSpaces (coworking office space).
- Comerica ShredSite (document shredding service).
- Comerica SmallBizCo-op (offering value-add benefits for small business customers).
The role is responsible for collaborating with Corporate Real Estate, Retail Bank, Legal, Marketing/CX and external partners (creative & design agencies, platform support agencies, etc.) in support of program goals & objectives.
Position Responsibilities:
Manage Brand Affinity Programs
- Own the strategy for customer's experience in the CoWorkSpaces and ShredSite programs.
- Assist execution of SmallBizCo-op programs with dotted-line responsibility to specific Brand Marketing-owned programs.
- Establish and manage ongoing program governance and measures for success.
- Collaborate with Corporate Real Estate and Retail Bank on new market buildouts.
- Oversee day-to-day CoWorkSpaces reservations and experiences at the Banking Centers in partnership with Retail.
- Collaborate with team on the development and/or improvement of processes that have enterprise-wide benefits to maintaining and evolving all experience touch points.
- Coordinate Radio & Banking Center digital ads directly with small business customers.
- Collaborate with key stakeholders to build business cases for future Brand Affinity initiatives.
- Drive Change Management with teams to activate new ideas and possibilities. Create excitement around transforming experiences for customers & colleagues.
Manage reporting to support strategic guidance of programs
- Report progress of Affinity Programs via Brand Awareness and Consideration metrics at the market level; and learnings about hyper-local demographics on a site-by-site basis as indicators of success.
- Report results and drive proposals to adjust/expand the program to executive management.
- Lead 1099-MISC reporting to provide to Tax Department for use of CoWorkSpaces, Sports tickets and radio ads.
- Study and utilize data & research provided by the CX team. Provide strategic fact-based guidance to evolve the program.
- Effectively communicate in verbal and written venues to senior & executive level leaders to present strategic opportunities.
Manage team, suppliers & budget
- Guide and lead team to execute the programs in the markets and collect program data.
- Guide cross-divisional teams to ensure ongoing collaboration and shared learnings so that customer and Banking Center colleagues drive a consistent interpretation and delivery of ideal experiences.
- Foster career growth, remove obstacles for team.
- Track and manage budget to plan.
- Hold suppliers accountable to agreements.
Manage technology
- Oversee usage and enhancements to program platforms including scheduling system, DocuSign, CRM/Converge integration, etc.
- Collaborate with Technology on any upgrades to platforms or systems
Oversee remediation of system outages.
Manage Risk
- Ensure compliance with Legal & Regulatory obligations.
- Craft Program Procedures and activate in practice.
- Be a Risk leader.
Position Qualifications:
- Bachelor's Degree from an accredited university with Marketing experience preferred but not required
- 10 or more years of relevant professional experience, including leading teams
Work Best Category: Category C - Days in the office will either be designated days or will vary week to week from 2-5 days
Hours: 8:00am - 5:00pm Monday - Friday
Salary: To Be Determined Based on Individual Experience
About Comerica
We know our employees are critical to our overall success and we are dedicated to investing in their future. One of the ways we do this is to offer a comprehensive Total Rewards package designed to recognize and reward individual performance, as well support health, well-being, development and security for our colleagues and their family. Total Rewards consists of cash compensation, development and flexible benefit programs designed to meet individual needs today and in the future. Your salary will be commensurate with your work experience and our programs are reviewed regularly to ensure each remain competitive. We are proud to offer benefits such as health and welfare programs, strong retirement benefits, and generous paid time off programs. You and your eligible family members, including domestic partners and their children, can participate in medical, dental, and vision benefits, 401(k) and pension, income protection benefits such as life insurance, AD&D, and supplemental health programs to offset unexpected health care expenses. We also have a variety of time off programs for things like vacation, sick time, disability, and parental leave. Eligibility for some programs varies based on employment status and tenure.
Upon offer, Comerica conducts a comprehensive background and fingerprint check. Your fingerprints will be used to check the criminal history records of the FBI and may be subscribed in the FBI's Record of Arrest and Prosecution Background ("RAP Back") service, which provides ongoing notification to the Company of any updates to your criminal history.
NMLS certification requirement: where applicable, a favorable background check screening, credit check, fingerprint check, and NMLS certification is required in accordance with the SAFE Act.
Comerica Incorporated (NYSE: CMA) is a financial services company headquartered in Dallas, Texas, and strategically aligned into three major business segments; the Commercial Bank, the Retail Bank, and Wealth Management. Comerica's colleagues focus on relationships, and helping people and businesses be successful. In addition to Texas, Comerica Bank locations can be found in Arizona, California, Florida and Michigan, with select businesses operating in several other states, as well as in Canada and Mexico.
Comerica is proud to be an Equal Opportunity Employer - disability/veteran.
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Comerica Bank
life insurance, parental leave, paid time off, sick time, 401(k)
May 29, 2025