Director, Digital Marketing Channels (Social, Paid, Search)

BNY Mellon•New York, NY

7d•Onsite

About The Position

We’re seeking a future team member for the role of Director, Brand Discovery Channels (Social, Paid, Search) to join our Marketing team. This role is located in New York City or Pittsburgh. In this role, you’ll make an impact in the following ways: Lead BNY’s brand discoverability strategy across paid media, social media, traditional search, and AI-driven search/discovery environments. Build and integrate a unified operating model across channel teams to ensure consistent and holistic strategy, planning, execution, measurement, and optimization. Manage and develop a team of approximately eight direct reports, fostering strong talent, accountability, and collaboration. Define integrated channel strategies that increase brand visibility, engagement, and performance across audience segments and key markets. Identify emerging trends in search, media, platform algorithms, and AI-enabled discovery, and translate them into actionable strategies. Ensure channel execution reflects BNY brand standards, regulatory considerations, and enterprise risk and control requirements. Establish governance frameworks, decision rights, and processes to ensure effective coordination across channels and stakeholders. Partner across Marketing, Communications, business, and legal/compliance partners to align channel efforts with enterprise priorities. Oversee budget and resource planning across discoverability channels to maximize efficiency and business impact. Create measurement frameworks, KPIs, and reporting cadences to evaluate channel performance, further our learning agenda, and inform optimization decisions.

Requirements

Bachelor’s degree in Marketing or related field, advanced degree a plus.
10+ years of progressive experience in marketing channel development, management, and governance.
8+ years of demonstrated success in creating/leading high performing teams, preferably including experience managing a team spanning a variety of disciplines and managing a globally distributed team/partners.
Demonstrated ability to build an in-house practice, creating structure around the functions including strategy, governance, operating model.
Deep expertise in modern discoverability ecosystems, including LLM visibility, SEO/SEM, paid media, and social platforms. Knowledge of channel trends and emerging capabilities.
Experience designing governance structures, workflows, and decision-making frameworks in complex, matrixed organizations.
Exceptional strategic and analytical thinking, with consultative mindset and strong business acumen, including ability to connect channel activity to brand, reputational, and business outcomes.
Intellectual curiosity, adaptability, and passion for your craft.

Responsibilities

Lead BNY’s brand discoverability strategy across paid media, social media, traditional search, and AI-driven search/discovery environments.
Build and integrate a unified operating model across channel teams to ensure consistent and holistic strategy, planning, execution, measurement, and optimization.
Manage and develop a team of approximately eight direct reports, fostering strong talent, accountability, and collaboration.
Define integrated channel strategies that increase brand visibility, engagement, and performance across audience segments and key markets.
Identify emerging trends in search, media, platform algorithms, and AI-enabled discovery, and translate them into actionable strategies.
Ensure channel execution reflects BNY brand standards, regulatory considerations, and enterprise risk and control requirements.
Establish governance frameworks, decision rights, and processes to ensure effective coordination across channels and stakeholders.
Partner across Marketing, Communications, business, and legal/compliance partners to align channel efforts with enterprise priorities.
Oversee budget and resource planning across discoverability channels to maximize efficiency and business impact.
Create measurement frameworks, KPIs, and reporting cadences to evaluate channel performance, further our learning agenda, and inform optimization decisions.