If you ask bank chief marketing officers how the job has changed over the years, they're likely to mention its expanding responsibilities. That goes double for the smaller banks.

At Berkshire Hills Bancorp in Pittsfield, Mass., for example, Elizabeth Mach, the vice president for marketing, plots brand strategy and produces promotional videos. She is also responsible for fixing the bank's website when it crashes, maintaining the phone system and writing the rules and disclaimer documents for contests promotions.

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