Hilliard Lyons SVP Mktg Brand Mgmt Spec (10 23 14-F-DW)

“SVP, Marketing and Brand Management”

(Louisville, KY)

Company Overview

The process of building, preserving and passing along your wealth to the next generation requires a deep understanding of complex trends in business, technology, governmental policy and the economy. More importantly, it requires an awareness of how these trends can impact your investments and ultimately your life goals. Hilliard Lyons has been providing that kind of singular insight for clients from generation to generation, since 1854.

Over the years, they have helped clients plan for their goals at each life stage. Whether it’s purchasing a new home, sending children to college, preparing for retirement, selling or passing along a business, or building a lasting legacy, their objective has always been to help their clients achieve their objectives. They have helped clients carefully build their wealth over time, by taking advantage of growth opportunities presented in the markets, and by skillfully weathering difficult financial periods, including the Great Depression, the market crash of 1987, the Tech Bubble bust in 2001, and the market meltdown in 2008.

Through understanding from generations of experience, Hilliard Lyons has guided their clients toward their financial objectives regardless of the tenor of the times, and they have helped them preserve their wealth for the future. Individuals and families with significant assets, who need solutions that reflect their long-term goals and unique circumstances, turn to the Financial Consultants of Hilliard Lyons for guidance they can trust. For more information on this privately-held company, visit www.hilliard.com.

Marketing Transformation and Brand Renovation

Over the past 160 years, Hilliard Lyons has become a highly respected, trusted and successful wealth management firm. That said, Marketing and Brand Development have not been core, strategic drivers of that growth and success. The company recently made the strategic decision to create, enhance and deploy a more sophisticated, insight-based Marketing machine, to power more compelling and distinctive branding, generate more effective advisor and client communications, and help make better business decisions, in an effort to keep Hilliard Lyons out-front, as a trusted market leader. With more and more clients shifting away from “transactional” firms, and towards more personalized and authentic client service, the time is ideal for Hilliard Lyons to renovate their brand positioning, and tell their story—in a more compelling fashion—to a broader base of clients.

Position Overview

The new “SVP, Marketing and Brand Management” will be responsible for the development and execution of strategic Marketing across the entire firm—including all subsidiaries—to enhance client loyalty, share of wallet, and new client acquisition. This will include overseeing Brand Renovation and Development, Brand Management, all external and internal Communications, Marketing Management in the home office, and in the field. This new Marketing leader will also drive Innovation processes into Marketing and Client Research/Analytics that lead to creative and effective new distribution strategies and more compelling and memorable communications programs.

Hilliard Lyons ~ “SVP, Marketing and Brand Management” Page 5 of 5

Scope of Responsibilities

· Brand Stewardship – The new “SVP, Marketing and Brand Management” will be responsible for ensuring the Hilliard-Lyon brand’s strategic positioning and expression are as relevant and competitive as they can be, maximizing the brand’s potential across an increasingly complex and competitive marketplace. This work will be derived from a data-based understanding of key Hilliard Lyons and competitive approaches to the advisor and client/investor marketplace, as well as a keen understanding of changing economic, investor, technological, and regulatory environments.

· Segmentation and Targeting – The new “SVP, Marketing and Brand Management” will be responsible for fielding and leveraging a quantitatively-derived, fact-based, and insight-based segmentation framework that identifies logical segments of clients they might serve, such that the Sales, Client Service and Marketing teams can appropriately allocate Marketing resources to capitalize on key segments, to help meet the company’s growth objectives.

· Strategic Marketing Planning – Partner with the EVP to architect an integrated Brand, Sales and Marketing strategy. Utilize market data, advisor data, client data, and competitive intelligence to identify new opportunities and needs in the market to support the expansion and customization of existing products/services, the introduction of new products/services, and segmentation-driven Marketing initiatives that will drive growth. Optimize the Marketing strategy and product portfolio against defined client needs and expectations, and related growth opportunities across these complex channels.

· Marketing Communications – Develop and manage the execution of the annual Marketing Communications plan, in partnership with Communications, Sales, Client Services, Marketing, and Senior Management. Work with these groups to help evolve the Marketing plan in ways that increase effectiveness and efficiency, against a backdrop of a changing and increasingly diverse advisor and investor landscape. Importantly, this work can include traditional vehicles like Print, Direct Mail, Sales Collateral, White Papers/Content, Branch Signage, and PR. The “SVP” will manage production of all Marketing materials, with full adherence to compliance regulations, policies and procedures, appropriate content consideration, budgets and deadlines, using both internal and external resources.

· Digital Marketing – Partner with IT, Sales, Client Services and Marketing to better leverage Digital Marketing as a key strategy for enhancing relationships with advisors and clients (driving loyalty), and driving more business across the base, and within emerging segments (client acquisition). This work can include tactics like Display Advertising, SEO/SEM, Web Site Content, E-Mail Marketing, Retargeting, PR, Social Media (FB, Twitter) Blogs, Mobile Media. Given the nature of Hilliard Lyons’ focus on personalized service, and advice, Marketing will likely need to focus its Digital efforts on Communications, versus commerce or transactions.

· Referrals & Endorsements – This business is driven largely by the personal referral of one client to another. The “SVP, Marketing & Brand Management” will be responsible for building a robust client feedback methodology, identifying implications, and creating a related action plan. This individual will also be responsible for developing a tactical Marketing plan that includes promotions, events, sponsorships, and other incentives—executed at key touch-points—which encourage brand-specific referrals and recommendations of Hilliard Lyons, from client to prospect, from advisor to prospect, and from other key influencers to prospects.

Scope of Responsibilities continued

· Research, Insights & Analytics – Develop and oversee Hilliard Lyons’ Research, Insights and Analytics efforts and resources (whether internal or external), to ensure the brand and all company Marketing efforts continually reflect and honor the needs of all critical parties and stakeholders—particularly advisors and clients. In doing so, the “SVP, Marketing and Brand Management” will take a client advocacy leadership position within the firm, and thereby more effectively identify and communicate client insights and needs across the organization.

· Organizational Development – Strengthen the Marketing team’s functional capabilities and performance, through more formalized training and personal development efforts, as well as strategic staffing enhancements, over time. This individual will be responsible for enhancing the Marketing horsepower of the firm, as a critical strategy for delivering better Marketing, and growth in the marketplace.

Performance Measures

· Successful development and deployment of a renovated Brand Positioning and Value Prop

· Improved Brand Health measures/perceptions amongst clients and prospective clients

· Increased Retention, Share-of-Wallet with current clients; Acquisition of new clients

· Firm-wide understanding of—and commitment to—the new Marketing agenda

· Increased advisor engagement and usage of Marketing programs and materials

· Improved Net Promoter Score (NPS) amongst the current client base and prospects

· Successful delivery of Personal objectives

Reporting Relationships

The new “SVP, Marketing and Brand Management” will report to Ms. Jaleigh White, Executive Vice President at Hilliard Lyons. Ms. White is currently the Director of all High Net Worth and Ultra High Net Worth Client Services. Currently, she is also leading an initiative to enhance and expand the client experience for all Hilliard Lyons clients. Ms.White is responsible for Brand Management and Marketing for the firm, as well as the trust company, financial planning and family office. Prior to Hilliard Lyons, Ms. White spent 17 years with Fifth Third Bank, where she was most recently Managing Director for Bancorp Private Bank, and Founder and CEO, Family Office Services. Previously, she was SVP, Private Banking and Private Client Services for the Illinois, Indiana and Kentucky region. She started in 1994 with predecessor, Citizens National Bank, as Managing Director of Institutional Services. She led the acquisition of a third party record-keeper and founded the Women's Financial Group. Prior to her Banking career, Ms. White was a Partner with the Kemper CPA Group, in the Tax Department, supporting 25 offices in Indiana, Illinois, California and Florida. She started Financial Planning Services for the firm. She began her career with Arthur Andersen, as a Staff accountant in Auditing, and then Individual Tax Compliance. Ms. White earned her BA in Accounting from Southern Illinois University.

Staff & Resources

Initially, the new “SVP, Marketing and Brand Management” will lead a small team of three Marketers, with dotted line relationships to other Communications and Technology assets. This team will expand, over time, as demand for the new Brand and Marketing agenda, expands. There are also external agency and key supplier relationships to manage.

Key Operating Relationships

· EVP, Director of Wealth Services (J. White)

· EVP, President Trust company (D. Asfahl)

· SVP, Consulting Services (J. Oster)

· SVP, Business Development (C. Russell)

· SVP, Director of Corporate Communications (G. Cox)

· SVP, Advisor Technology Strategist (B. Dedge)

· VP, Assistant Manager, Marketing (B. Orberson)

· Branch Leaders

· Business Development Leaders

· Learning and Development Leaders

Compensation & Benefits

· Competitive base salary

· Annual performance bonus

· 401K

· PTO/Vacation

· Comprehensive health care benefits

· Relocation assistance to the greater Louisville, KY area

Candidate Profile

Experience Base

· OTC, Pharma, CPG – Line Marketing/Brand Management experience from a leading, global CPG company and/or Health Care company (OTC ideal, or Rx, if coupled with CPG). Broad/deep experience across the entire Marketing mix¾Research, Segmentation, Consumer Insights, Innovation/Product/Concept Development, Advertising and PR.

· Financial Services – Ideally, Brand and Marketing Communications experience in a Financial Services company, including Financial Advisors/Wealth Management, Banks, Consumer Credit, and Insurance. If possible, Series 7, 66, 63 licenses, or the ability to secure them, once hired.

· B2B Experience – Superior client relationship skills and a proven track record of success working within, or alongside, the Selling function (Sales, Client Business Development, Trade/Client Marketing)—ideally in a B2B environment (like Financial Services), where there is an intermediary distribution network.

· Digital Marketing – Ideally, relevant and practical experience with online/web-based Marketing, and specifically, direct or in-direct experience activating client acquisition, retention, and cross/up-sell, using tools like Web Content, Display Advertising, SEO/SEM, E-Mail Marketing, Retargeting, Social and Mobile Media.

· Organizational Building & Development – Ideally, we need someone who has prior experience building a Marketing capability, and team, or transforming an existing Marketing machine to a higher level of performance. Experience recruiting, hiring, managing, developing, motivating and promoting direct reports, and installing a Marketing/Brand-centric culture. This ability extends to external relationships, too, with key Agency partners and suppliers.

Skill Set

· Strong relationship management, collaboration, and interpersonal skills (high EQ)

· Listening skills (listen first, then respond)

· Intellectual horsepower (highly analytical & strategic)

· Influencing (proven ability to persuade others towards an idea or goal)

· Complex problem-solving (create options, then converge)

· Innovative and creative thinking (need fresh thinking)

· Highly resourceful (stretches people and money; compresses time)

· Organized and attention-to-detail approach (strong tactical execution)

· Team-Building (organizational development, recruiting and training)

Personality Profile

· Self-directed/motivated

· Flexible and adaptable

· Results orientation

· Enthusiastic, energetic

· Strong work ethic

· Low ego/status needs

· High integrity and trustworthy

· Intellectually curious

· Comfortable in their own skin

Search Contact

David Wiser

Principal Partner – Cincinnati, OH Office

513.919.4000 (M)

File: Position Specifications/Hilliard Lyons/Hilliard Lyons SVP Mktg Brand Mgmt Spec (10 23 14-F-DW)