Lead Marketing Consultant Credit Cards Digital Acquisitions Paid Media Lead

Wells Fargo•Pike, NY

1d•Hybrid

About The Position

Wells Fargo is seeking a Lead Marketing Consultant to lead Digital Acquisitions Paid Search strategy and execution for Wells Fargo Credit Card products and to work with internal partners to ensure that Wells Fargo Credit Cards are properly optimized across the paid search/media funnel. She/he will deliver profitable growth for the bank by helping to get the right credit card products and offers in front of the right customers at the right time via the channels they are shopping online. In this role, you will: Lead complex initiatives and work across functional teams to strategize, plan and ensure execution of a variety of marketing, development strategies and programs with broad impact Act as key participant in complex marketing analysis, customer retention, customer profile, sales and profitability for marketing Participate and lead complex cross-functional groups to create, edit, and manage digital content for more advanced marketing campaigns, programs or initiatives that enable seamless customer engagement across all digital channels Make decisions in projecting or forecasting future marketing needs Analyze and interpret trends to ensure adherence to legal, compliance, privacy regulations and policies related to marketing Collaborate and consult with cross enterprise, cross lines of business, vendor relationships and cross functional resources on highly complex initiatives to achieve marketing deliverables Channel Marketing Execution Lead Paid Search strategy and execution, in partnership with Wells Fargo credit cards Paid Media team, Wells Fargo’s external media agency, consulting partners, and various other internal partners to market and grow profitable distribution of Wells Fargo credit card products via Paid Search channels. Help lead relationships with Paid Search vendor partners to ensure that Wells Fargo credit cards deploys best-in-class marketing strategies, is aware of and prepared to respond appropriately to all forthcoming changes to the paid search landscape, and is on the forefront of innovation. Lead Paid Search marketing testing strategy based on best-in-class performance with goal of maximizing reach, media efficiency, and applicant volume/quality. Help lead relationships with Affiliate marketing vendors and publishers to ensure that Wells Fargo credit card products are marketed in the channel effectively and in a regulatory-compliant manner. Actively work with internal partners, including Marketing Operations, Pricing, Product, Analytics, Risk, and Finance, among others, to ensure that the Paid Search channel scales campaign effectiveness and acquisitions efficiently, and delivers maximum value to customers and the bank. Audience Strategy and Management Consult with internal audience management teams on segmentation to create, actively manage, and optimize all audience types across media partners. Work with agency and 3rd party data providers to discover and test data sources for optimal campaign execution. Creative Strategy Define and develop best in class creative, in partnership with internal and external creative resources, designed to drive optimal click through rates and ROI. Ensure creative is coded properly for accurate tracking and performance/results reads. Act as an SME across WF credit card marketing for all paid search creative trends to ensure WF stays on the forefront of creative execution that attracts and excites customers and prospects to WF credit card products Operations Partner with WF Paid Search marketing operations lead and media agency partners on channel operations management, including: Deployment of approved creative, pricing, and targeting, 3rd party vendor management Deliver marketing landing page optimization. Conduct regular reviews of day-to-day operations to identify areas for improvement. Legal and Compliance Support WF Paid Search marketing operations lead on: Ensuring that all creative, offers, targeting, and capabilities meet all regulatory standards Marketing asset submission and approvals via asset approval management tools Lead management of Paid Search budget and invoice tracking and optimization Marketing Controls Support WF Paid Search marketing operations lead in flawless execution of Controls, in partnership with Media agency and other internal partner Support evaluation of Control workflows across channels to recommend process improvements or define new processes to gain efficiencies Act as the control owner for Paid Search and lead all Paid Search control audits and assessments in an accurate and timely fashion. Cross-Channel Execution Work closely with all Paid Media and Digital Acquisition channel partners to deploy coordinated product campaigns that create a unified digital ecosystem experience for our customers Analytics and Reporting Work with media agency and internal analytics teams to extract and deliver insightful findings for client reports and identify optimization opportunities Pull data and provide ad-hoc analysis to make business decisions to improve performance

Requirements

5+ years of Marketing, Digital Marketing, Digital Platforms (i.e. Mobile or Social Media) experience, or equivalent demonstrated through one or a combination of the following: work experience, training, military experience, education

Nice To Haves

3+ years' experience working with or for vendor and agency management
3+ years automated marketing experience, preferably with ad exchanges, aggregators, ad servers (e.g., SA360, DV360, Amazon), Social media platforms (e.g. Meta, Tiktok, Snap) and other media delivery platforms
3+ years' experience pulling data and preparing results for review with Sr. business leaders
5+ years of Paid Search/Media experience
3+ years' experience marketing in a regulated industry, and working closely with Legal and Compliance partners to market products in a manner that meets all regulatory standards
High proficiency in Excel and PowerPoint; Experience with digital marketing platforms (SA360, DV360, Social media platforms, Jira) preferred
Affiliate marketing experience a plus
Problem Solving/Critical Thinking – ability to think strategically about downstream impacts for initiatives
Analytical/Technical mindset –handles challenges and determining workarounds or alternatives in response to technical and/or regulatory limitations, leveraging data and market research
Ability to work effectively, as well as independently, in a team environment

Responsibilities

Lead complex initiatives and work across functional teams to strategize, plan and ensure execution of a variety of marketing, development strategies and programs with broad impact
Act as key participant in complex marketing analysis, customer retention, customer profile, sales and profitability for marketing
Participate and lead complex cross-functional groups to create, edit, and manage digital content for more advanced marketing campaigns, programs or initiatives that enable seamless customer engagement across all digital channels
Make decisions in projecting or forecasting future marketing needs
Analyze and interpret trends to ensure adherence to legal, compliance, privacy regulations and policies related to marketing
Collaborate and consult with cross enterprise, cross lines of business, vendor relationships and cross functional resources on highly complex initiatives to achieve marketing deliverables
Channel Marketing Execution Lead Paid Search strategy and execution, in partnership with Wells Fargo credit cards Paid Media team, Wells Fargo’s external media agency, consulting partners, and various other internal partners to market and grow profitable distribution of Wells Fargo credit card products via Paid Search channels.
Help lead relationships with Paid Search vendor partners to ensure that Wells Fargo credit cards deploys best-in-class marketing strategies, is aware of and prepared to respond appropriately to all forthcoming changes to the paid search landscape, and is on the forefront of innovation.
Lead Paid Search marketing testing strategy based on best-in-class performance with goal of maximizing reach, media efficiency, and applicant volume/quality.
Help lead relationships with Affiliate marketing vendors and publishers to ensure that Wells Fargo credit card products are marketed in the channel effectively and in a regulatory-compliant manner.
Actively work with internal partners, including Marketing Operations, Pricing, Product, Analytics, Risk, and Finance, among others, to ensure that the Paid Search channel scales campaign effectiveness and acquisitions efficiently, and delivers maximum value to customers and the bank.
Consult with internal audience management teams on segmentation to create, actively manage, and optimize all audience types across media partners.
Work with agency and 3rd party data providers to discover and test data sources for optimal campaign execution.
Define and develop best in class creative, in partnership with internal and external creative resources, designed to drive optimal click through rates and ROI.
Ensure creative is coded properly for accurate tracking and performance/results reads.
Act as an SME across WF credit card marketing for all paid search creative trends to ensure WF stays on the forefront of creative execution that attracts and excites customers and prospects to WF credit card products
Partner with WF Paid Search marketing operations lead and media agency partners on channel operations management, including: Deployment of approved creative, pricing, and targeting, 3rd party vendor management
Deliver marketing landing page optimization.
Conduct regular reviews of day-to-day operations to identify areas for improvement.
Support WF Paid Search marketing operations lead on: Ensuring that all creative, offers, targeting, and capabilities meet all regulatory standards Marketing asset submission and approvals via asset approval management tools Lead management of Paid Search budget and invoice tracking and optimization
Support WF Paid Search marketing operations lead in flawless execution of Controls, in partnership with Media agency and other internal partner
Support evaluation of Control workflows across channels to recommend process improvements or define new processes to gain efficiencies
Act as the control owner for Paid Search and lead all Paid Search control audits and assessments in an accurate and timely fashion.
Work closely with all Paid Media and Digital Acquisition channel partners to deploy coordinated product campaigns that create a unified digital ecosystem experience for our customers
Work with media agency and internal analytics teams to extract and deliver insightful findings for client reports and identify optimization opportunities
Pull data and provide ad-hoc analysis to make business decisions to improve performance