Digital Marketing Manager - Paid Social, Programmatic & Creative

TD • Wilmington, DE

2d • $91,000 - $145,600 • Onsite

About The Position

The US Digital Marketing and Martech Transformation team is on a mission to accelerate marketing performance. As part of the Growth Marketing organization, you will join a team leading Paid Social, Programmatic, and Paid Digital Creative. This is one of several cross-functional centers of excellence responsible for delivering profitable growth across the US Bank, servicing Deposits, Lending & Credit Cards, and Commercial Banking. Our COE of subject matter experts lead strategy and execution for Paid Social and Programmatic/Display, supported by our media agency of record. We also oversee Paid Digital Creative Strategy to turn platform and industry insights into performant ads with our creative agency. You will lead hands-on-keyboard execution on Paid Social, collaborate with our media agency on Programmatic marketing, build measurement plans to demonstrate business impact, and project manage digital creative production to maximize creative effectiveness.

Requirements

• Authorization to work in the United States without current or future need for TD sponsorship.
• Proven track record of scaling performance marketing using Paid Social and Programmatic.
• Significant hands-on-keyboard experience building conversion campaigns on Meta.
• Comfortable executing and owning daily optimizations on Meta.
• Up to date on the latest paid social best practices.
• Experience analyzing campaign, audience and creative results to inform business strategies.
• Understand the role that creative effectiveness plays in digital marketing performance.
• Excited by the ever-evolving future of digital marketing.
• Strong point of view, and a drive to leave things better than you found them.
• Natural innovator and digital native.
• Undergraduate degree and/or relevant professional certifications, designations, or equivalent required.
• 7+ years relevant experience.
• Proficient knowledge of multiple marketing disciplines, strategy development, consulting principles, lines of businesses supported, banking industry, and product/customer markets.
• Knowledge of current and emerging competitor and market trends.
• Knowledge of risk management environment, standards and regulations.
• Ability to manage a budget and work within the constraints of that budget.
• Ability to lead, plan, implement and evaluate program/project activities to ensure completion of initiatives.
• Ability to exercise sound judgement in making decisions.
• Ability to communicate effectively in both oral and written form.
• Ability to work collaboratively and build relationships.
• Skill in using computer applications including MS Office.
• Ability to analyze, organize and prioritize work while meeting multiple deadlines.
• Ability to work successfully as a member of a team and independently.
• Ability to handle confidential information with discretion.
• 7+ years of full-funnel campaign & budget management on Paid Social and Programmatic/Display.
• Significant paid social performance marketing subject matter expertise- not just overseeing strategy- building campaigns and ads, optimizing account structures and setting up incremental lift tests.
• Experience managing media agencies to execute performance campaigns.
• Strong ability to demonstrate impact of digital campaigns on ROI, using incrementality testing and business analytics to deepen insight beyond platform metrics.
• Comfort building tagging plans for new Floodlights or Meta CAPI / Pixel events.
• Commitment to ongoing L&D for subject matter expertise.
• Staying up to date on channel best practices, refining strategy based on insights, and streamlining go-to-market approach across Paid Social and Display as a member of the COE.
• Data-driven measurement and decision-making skills to inform roadmap, campaign execution and optimization of best-in-class digital marketing.
• Comfortable presenting marketing reports and campaign plans to business stakeholders on a regular basis.
• Ability to work through legal/compliance approvals for marketing collateral.
• Contributes to team development of skills and capabilities through mentorship of others, by sharing knowledge and experiences and leveraging best practices.
• Leads, motivates and develops relationships with internal and external business partners/stakeholders to develop productive working relationships.
• Contributes to a fair, positive and equitable environment that supports a diverse workforce.

Nice To Haves

• In lieu of an undergraduate degree and 7+ years of relevant experience, TD will consider those with a Bachelors degree and 5+ years of relevant experience.
• Podcasts, video and other paid social channel experience a plus (~5%).
• Financial Services digital advertising experience preferred; B2B marketing a plus.
• Mentorship of others, by sharing knowledge and experiences and leveraging best practices.

Responsibilities

• Lead hands-on-keyboard execution on Paid Social.
• Collaborate with our media agency on Programmatic marketing.
• Build measurement plans to demonstrate business impact.
• Project manage digital creative production to maximize creative effectiveness.
• Execute and own daily optimizations on Meta.
• Build ad account structures and testing strategies for paid social and programmatic channels to maximize ROI.
• Analyze campaign, audience and creative results to inform business strategies.
• Lead creative feedback and strategy.
• Craft compelling, insights-based presentations for senior leaders.
• Develop refreshing digital marketing strategies and execute comprehensive Paid Social & Programmatic campaigns to scale profitable growth.
• Manage complex and/or high-risk projects, plans, and campaigns within the digital, social, and content marketing space.
• Provide complex and/or high-risk internal and external consulting and advisory services for businesses or functions within own portfolio.
• Support capability development within the marketing space.
• Integrate knowledge of the enterprise sub-function’s or business line’s overarching strategy in developing solutions across multiple functions or operations.
• Interpret internal/external business challenges and the industry environment, recommends course of action and best practices to improve products, processes or services.
• Act as a technical expert/lead integrating cross-function understanding within their own field of specialty; may manage team(s) of related specialists.
• Lead cross-functional teams or projects with significant resource requirements, risk and/or complexity.
• Independently manage end-to-end functional programs.
• Solve or lead others to solve complex problems; lead efforts or partner with others to develop new solutions.
• Use sophisticated analytical thought to exercise judgement and identify solutions.
• Communicate difficult concepts; convert information to compelling business context and advice; influence and gain alignment across increasingly senior stakeholders.
• Act as a champion for all things digital marketing within own portfolio and/or area of expertise.
• Lead and manage the development, delivery, and continuous improvement of digital marketing capabilities, project fulfillment, and/or change management/communication.
• Act as a subject matter expert to ensure alignment to the Bank's overarching marketing strategies as well as industry trends/market forces/competitive landscape.
• Work closely with relevant stakeholders (internal and external) to define and develop, including marketing, business lines, channels, and/or vendors, specifically working towards improving the Bank's omni-channel customer experience.
• Identify gaps, pain points, business needs/priorities, and future areas of growth; may act as a support to the performance marketing team in annual planning processes/procedures.
• Ideate and build metrics, rules, processes, and/or other support materials for use by other marketing teams, business lines, and/or relevant functions/stakeholders.
• May also support the roadmap development, build, execution, and improvement of crucial, best-in-class automation/marketing ecosystem technologies.
• Adhere to enterprise frameworks or methodologies that relate to activities for our business area.
• Ensure respective programs/policies/practices are well managed, meet business needs, comply with internal and external requirements, and align with business priorities.
• Exercise discretion in managing correspondence, information and all matters of confidentiality; escalate issues where appropriate.
• Ensure business operations follow applicable internal and external requirements (e.g. financial controls, segregation of duties, transaction approvals and physical control of assets).
• Participate in cross-functional/enterprise/initiatives as a subject matter expert helping to identify risk/provide guidance for complex situations.
• Conduct internal and external research projects; support the development/delivery of presentations/communications to management or broader audience.
• Conduct meaningful analysis at the functional or enterprise level using results to draw conclusions, make recommendations, assess the effectiveness of programs/policies/practices.
• Monitor service, productivity and assess efficiency levels within own function and implement continuous process/performance improvements where opportunities exist.
• Lead/facilitate and/or implement actions/remediation plans to address performance/risk/governance issues.
• Actively manage relationships within and across various business lines, corporate and/or control functions and ensure alignment with enterprise and/or regulatory requirements.
• Keep abreast of emerging issues, trends, and evolving regulatory requirements and assess potential impacts.
• Maintain a culture of risk management and control, supported by effective processes in alignment with risk appetite.
• Participate fully as a member of the team, support a positive work environment that promotes service to the business, quality, innovation and teamwork and ensure timely communication of issues/points of interest.
• Provide thought leadership and/or industry knowledge for own area of expertise in own area and participate in knowledge transfer within the team and business unit.
• Keep current on emerging trends/developments and grow knowledge of the business, related tools and techniques.
• Participate in personal performance management and development activities, including cross training within own team.
• Keep others informed and up-to-date about the status/progress of projects and/or all relevant or useful information related to day-to-day activities.
• Contribute to team development of skills and capabilities through mentorship of others, by sharing knowledge and experiences and leveraging best practices.
• Lead, motivate and develop relationships with internal and external business partners/stakeholders to develop productive working relationships.
• Contribute to a fair, positive and equitable environment that supports a diverse workforce.
• Act as a brand ambassador for your business area/function and the bank, both internally and/or externally.

Benefits

• Base salary and variable compensation/incentive awards (e.g., eligibility for cash and/or equity incentive awards, generally through participation in an incentive plan)
• Health and well-being benefits
• Savings and retirement programs
• Paid time off (including Vacation PTO, Flex PTO, and Holiday PTO)
• Banking benefits and discounts
• Career development
• Reward and recognition
• Regular career, development, and performance conversations with your manager
• Access to an online learning platform
• Variety of mentoring programs
• Training and onboarding sessions

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: Associate degree