Marketing Planning Manager (Targeted Marketing Manager – Deposits Engagement and Cross-sell)

TD Bank•Mount Laurel, NJ

2d•Onsite

About The Position

The Targeted Marketing Manager – Deposits Engagement and Cross-sell will be focused on product cross-sell and engaging the tenured portfolio of customers with 12+ months tenure. This role will serve as a campaign quarterback, managing responsibilities across multi-channel campaigns including Email, Mobile, TD.com onsite banners, Landing pages, Direct mail, and more. Responsibilities include end-to-end campaign coordination and delivery oversight, connecting strategy, data, and execution teams, campaign orchestration ownership (familiarity with Salesforce Marketing Cloud is a plus), identifying bottlenecks and optimization opportunities, and COE leadership responsibilities and standards setting. A successful candidate will be detail-oriented with great organizational skills, demonstrate the ability to manage multiple projects and priorities independently, develop and implement comprehensive multi-channel marketing programs (including automation, segmentation, personalization, A/B testing, and reporting), have extensive experience leading/managing the development of targeted marketing strategies and documentation, collaborate with various COEs (creative agencies, internal marketing analytics team, data targeting team), and have experience working on different campaigns at various levels of execution simultaneously. The Marketing Planning Manager is accountable for independently developing, implementing, and leading cross-functional strategy planning to support moderately complex Marketing portfolios. This position will work closely with the line of business and members of the Marketing team to develop marketing strategies and plans; understand market and growth drivers, as well as grow value propositions and proof points that further competitive advantage, and translate business strategies into marketing plans.

Requirements

Undergraduate degree and/or equivalent relevant experience
7+ years experience
Ability to work successfully as a member of a team and independently
Ability to handle confidential information with discretion
Familiarity with Salesforce Marketing Cloud a plus
Detail-oriented with great organizational skills
Demonstrated ability to manage multiple projects and priorities independently
Experience collaborating with various COEs (creative agencies on creatives/logistics, internal marketing analytics team, data targeting team to create data specs, etc.)
Experience working on different campaigns in various levels of execution at the same time
Demonstrate strong understanding and knowledge of project management.

Nice To Haves

Familiarity with Salesforce Marketing Cloud

Responsibilities

Serve as campaign quarterback, managing responsibilities across multi-channel campaigns including Email, Mobile, TD.com onsite banners, Landing pages, Direct mail and more.
End-to-end campaign coordination and delivery oversight
Connecting strategy, data, and execution teams
Campaign orchestration ownership
Identifying bottlenecks and optimization opportunities
COE leadership responsibilities and standards setting
Develop and implement comprehensive multi-channel marketing programs that includes automation, segmentation, personalization, A/B testing and reporting
Lead/manage the development of targeted marketing strategies, along with the documentation
Collaborate with various COEs (creative agencies on creatives/logistics, internal marketing analytics team, data targeting team to create data specs, etc.)
Work on different campaigns in various levels of execution at the same time
Demonstrate strong understanding and knowledge of project management.
Independently developing, implementing and leading cross-functional strategy planning to support moderately complex Marketing portfolios.
Work closely with the line of business and members of the Marketing team to develop marketing strategies and plans
Understand market and growth drivers as well as grows value propositions and proof points that further our competitive advantage, and translates business strategies into marketing plans.
Creates integrated marketing campaigns that meet business and marketing strategies and objectives
Gathers, integrates and interprets existing views of the target audience, including demographic, attitudinal, and behavioral data to create campaign kick offs and briefs
Translates marketing objectives and consumer insights into communication strategy (benefit, offer, reason to believe RTB or proof points)
Creates or contributes to an inspiring creative brief for media and creative agencies, evaluates creative campaigns and media strategies based on their impact on customer behavior
Understands role of different media options and their impact on achieving marketing objectives, and oversees flawless execution of tactical media and creative plans
Leads/interfaces and contributes to cross-functional marketing teams to deliver all elements of campaigns including, targeted and channel marketing
Develops marketing strategies and plans; understands market and growth drivers, creates a vision of market, channel, and segment potential, develops value propositions and proof points that further our competitive advantage, and translates business strategies into marketing plans
Delivers and monitors results; ensures stated objectives are delivered on plan (monitor/early indicators) and where required, takes corrective actions to achieve targets
Analyzes past results and makes recommendations to maximize return on investment
Evaluates effectiveness of in market activity – Post Implementation Review (including recommendations)
Tells our Story – effectively communicates the results and sells the value of marketing
Utilizes the best practices to manage projects in the most effective way (on time, on target, on budget) from initiation to completion
Navigates through roadblocks by engaging key stakeholders/sponsors
Leads multi-functional teams through the project
Tracks and manages budget against plan, meeting all financial reporting requirements
Focuses and defines the problem to solve, engages resources across functional boundaries to gather data and insight, draws insight from data, making correlations and connections to deliver meaning from disparate sources of data
Uses data combined with judgement and intuition to make recommendations and drive action
Utilizes data to tell our story and make recommendations that are simple and concise
Builds innovative solutions; actively contributes to driving the spirit innovation among the team, brings external thinking/ideas to problems
Prioritizes and manages own workload to meet service level requirements for service and productivity
Adheres to enterprise frameworks or methodologies that relate to activities for respective business area(s)
Ensures respective programs/policies/practices are well managed, meet business needs, comply with internal and external requirements, and align with business priorities
Consistently exercises discretion in managing correspondence, information and all matters of confidentiality; escalates issues where appropriate
Protects the interests of the organization – identifies and manages risks, and ensures the prompt and thorough resolution of escalated non-standard, high risk issues
Conducts internal and external research projects; supports the development/delivery of presentations/communications to management or broader audience
Conducts meaningful analysis at the functional or enterprise level using results to draw conclusions, make recommendations, assess the effectiveness of programs/policies/practices
Monitors service, productivity and assesses efficiency levels within own function and implements continuous process/performance improvements where opportunities exist
Applies subject matter expertise in the discipline, provides guidance, assistance and direction to others
Actively manages relationships within and across various business lines, corporate and/or control functions and ensures alignment with enterprise and/or regulatory requirements
Keeps abreast of emerging issues, trends, and evolving regulatory requirements and assesses potential impacts
Maintains a culture of risk management and control, supported by effective processes in alignment with risk appetite
Participates fully as a member of the team, supports a positive work environment that promotes service to the business, quality, innovation and teamwork and ensures timely communication of issues/points of interest
Provides thought leadership and/or industry knowledge for own area of expertise in own area and participates in knowledge transfer within the team and business unit
Keeps current on emerging trends/developments and grows knowledge of the business, related tools and techniques
Participates in personal performance management and development activities, including cross training within own team
Keeps 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
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
Acts as a brand ambassador for your business area/function and the bank, both internally and/or externally