The Marketing Manager will be accountable for leading the strategic & tactical planning/ development of Display/programmatic channel in support of driving digital acquisition for Deposit (Checking, Savings), Lending, and Small Business.
As a channel lead, the role will champion the channel strategy end-to-end from inception through launch to meet the acquisition goals with a holistic view on the customer. Bringing tactical plans to life, ability to evaluate data & optimize towards performance is essential to succeed as we continuously drive innovation through test & learn.
Reporting to the Senior Manager, the successful candidate will work collaboratively with the other channel lead, marketing teams and cross-functional teams (SEO, Digital Channels Marketing, Creative Services, etc.), as well as external partners to manage all aspects of the channel activities and apply industry best practices.
20% Planning Support
Build annual/monthly target forecast & strategic priorities for display channel in alignment with the business goals.
Present holistic annual/monthly plan incorporating all channel level (Display, Search, Social, Affiliates) input
Lead the development, implementation, review and revision of fiscal year work plan.
Review progress to plans. Develop and communicate actions necessary to correct internal and external issues, followed by active participation in the implementation of the actions. Escalate significant issues as necessary.
20% Marketing & Digital Insight
Understand the digital experience and how it applies to each product portfolio from all business aspects, including competitive position, market position, customer journey and channel requirements to inform positioning and enhancing the digital experience on external positioning and communication requirements.
Leverage external publications, trade publications and other sources of information to be informed about marketing in general and for digital marketing environment.
Stay abreast of innovative marketing and digital approaches related to external and internal communication, and continually push the envelope to ensure employs and leverages all opportunities to present our message and offer in the most compelling and engaging way.
Document and understand the Canadian marketplace, including impacts of the US and other foreign competitors entering Canada.
Using market knowledge, customer information, and analytics tools, assess customer needs and make recommendations for how to improve overall business results.
40% Coordination of Campaign Development
Provide digital support for campaigns including budgeting, target setting, and messaging as part of integrated campaigns developed for the product portfolio. Consider strategy relevance through research of competitive spend and awareness levels. Recommend changes as required.
Manage the execution of digital marketing c
Post-Secondary Degree in Marketing/Business
Solid understanding of digital channels and digital success metrics
Expert knowledge in media planning, buying, execution, and optimization
6-8 years in digital marketing, primarily in Display/Programmatic and RTB
2-3 years in Search/Social/Affiliates channel
Hands-on experience with DoubleClick – DoubleClick Campaign Manager, DoubleClick Bid Manager
Hands-on experience with self-serve advertising platforms – Adwords, Facebook, Twitter, etc.
Experience working with digital analytics – Google Analytics, Adobe Analytics
Experience working with marketing tech solutions – DMP, attribution modelling tools
Ability to report/evaluate the media performance results and drive insights for the business
Experience evaluating digital creative copy/design and campaign landing pages
Financial Services environment and/or performance/acquisition driven campaign an asset
Experience working in an Advertising Agency/managing an Agency an asset
Proactive team player
Analytical/data-driven thinking and problem solving skills
Interpersonal, relationship management skills to navigate matrix environment
Strong business acumen. Relate to the overall business result and translate into channel activity.
Attention to detail and passion for quality
Time management skills and ability to balance multiple projects/deadlines
Strong oral, written communication skills to influence stakeholders and align on unifying direction
Strong proficiency in Microsoft Excel