2024 Dynamic Dozen Top Sales/Marketing Professional: Ryan Bowling

What do pickleball, newspapers and bank advertising have in common? Answer: Ryan Bowling, vice president and director of marketing at OMB Bank.

Bowling is a storyteller, articulating OMB’s vision and mission into clever marketing strategies that reap impressive metrics. OMB broke a 25-year record with $15.5 million in net revenue in 2023, 10% higher than the target. Total assets grew to $1.51 billion, 9% higher than anticipated. The marketing team’s contributions to these achievements include attracting new customers and retaining existing customers through staying up to date with trends and plans that appeal to target audiences. Bowling also launched OMB’s new website in 2022. In 2023, the website generated 620,000 views from 96,000 users in more than 75,000 conversions – all record numbers. His work also earned the American Bankers Association’s 2022 Brand Slam Award for Website Redesign.

“Overall, my role in orchestrating strategic marketing efforts played a vital role in OMB’s outstanding sales achievements in 2023,” Bowling says, “demonstrating the power of innovative marketing strategies in driving success.”

Innovation and creativity are integral to marketing success, and Bowling doesn’t shy away from unique strategies, such as leveraging the popularity of pickleball to create branded gear and an ambassador program for competitive players. The result: Almost 100 new customers. Another innovative strategy was the use of digital billboards to garner 3,050 new CD customers in 2023—a 51% increase. Staying competitive means leveraging all available resources in new ways. The world of digital marketing moves at the speed of light, always keeping Bowling on his toes. Technology changes constantly, and he’s learned to stay competitive. It’s not easy but staying ahead of the curve reaps the most fulfilling rewards, Bowling says, and impacts the bank, his co-workers and clients as a whole.

“The most rewarding aspect of my position is witnessing the tangible impact of our marketing efforts on the growth and success of the bank,” he says. “Whether it’s seeing an increase in customer engagement, a boost in brand recognition or a rise in revenue generated, knowing that our strategies are making a difference is incredibly fulfilling.”

Bowling has been at OMB for two years after moving from Guaranty Bank, where he spent seven years providing marketing direction. His communication acumen originates in journalism, however. Bowling graduated from Drury University with a double bachelor’s in journalism and writing. He spent three years as a reporter for the Christian County Headliner News and Nixa News-Enterprise before becoming editor of the revamped Nixa Xpress. Bowling leverages his journalistic experience to keep OMB well published through an online blog and in numerous trade publications.

“These efforts not only increase brand awareness, but also foster meaningful connections with customers and industry stakeholders, solidifying OMB’s reputation as a leading community financial institution,” he says.

In the process, Bowling also has established himself as an industry leader in bank marketing.