Digital Marketing Manager

Employer
M&T Bank
Location
Baltimore, MD
Posted
Jun 13, 2017
Closes
Jun 21, 2017
Function
Management
Hours
Full Time
M&T Bank Corporation is a bank holding company headquartered in Buffalo, New York, which had assets of $123.4 billion at December 31, 2016. M&T Bank Corporation's subsidiaries include M&T Bank and Wilmington Trust, National Association. M&T Bank has more than 775 domestic banking offices, free account access at more than 1,800 M&T Bank ATMs and more than 17,000 employees in New York, Maryland, New Jersey, Pennsylvania, Delaware, Connecticut, Virginia, West Virginia and the District of Columbia.At M&T Bank, Digital Marketing is a critical function that is increasing in importance and influence as our customers channel preferences are changing. To that end, the Manager of Digital Marketing reports to the Group Vice President of Marketing Segments & Services and Customer Insights and is responsible for directing all Digital Marketing initiatives for M&T Bank. We are seeking an outstanding candidate to lead this important enterprise-wide function, one who understands how we can engage customers and clients in digital and non-digital channels to drive business impact.. This position is responsible for directing our Digital Marketing team comprising of twelve (12) staff members across four key functional areas including: 1) Optimizing and leveraging owned assets (eg, mtb.com, wilmingtontrust.com, microsites, etc.)2) Promotion of digital services (eg, enrollment in online banking, mobile app, bill pay, alerts, etc.) 3) Collaborating with key partners to enhance digital capabilities (eg, online appointment scheduling, proactive chat, etc.) 4) Leading paid and social media marketing efforts. This is a leadership position, and we are seeking a senior manager with seasoned leadership and excellent people management skills -- one who can help us lead and develop exceptional digital marketing capabilities. This position is also responsible for developing and managing strong relationships with internal business partners including Product Teams, Digital Banking, Technology, and understanding business lines needs pertaining to digital marketing. Essentially, this person will serve as a strategic expert in Digital Marketing and work closely with partners within marketing to design and execute highly integrated customer experiences and marketing campaigns. The ability to influence across the organization and up to senior management is critical to success in this role.This position requires an in-depth understanding of Online and Mobile Marketing, Search Engine Optimization, Content Marketing, Social Media Marketing, Customer Journey Mapping, User Experience Design, development and evaluation of Creative Concepts, Tag Management, A/B testing and Measurement of Return on Marketing Investment in digital channels. Position ResponsibilitiesLead Digital Marketing for the enterprise inclusive of both the M&T and Wilmington Trust branded products/services and websites.Drive digital marketing technology roadmap to continue to invest in technologies to make the customer experience better, to enhance information gathering and personalized marketing, and to streamline marketing processes to become more efficient. Develop and refine our overall content marketing and customer engagement strategy and eExecute and optimize content and digital media to drive value to the organization. Understand the differing customer journeys and sales cycles to deliver more efficient and effective return on marketing investment.Optimize onsite experiences on mtb.com and wilmingtontrust.com to maximize conversions. Leverage personalization and testing platform by making offers to business partners as to things to test and/or offers to make to customers/clients.Drive organic visits to our properties through a deep understanding of SEO best practices. Leverage tools to measure performance while understanding/focusing on the most critical keywords. Establish governance to ensure right items are addressed as pages are built.Leverage analytics tools to drive insights that will shape investment in marketing and/or technology. Share information to influence business partners and senior executives to enroll the organization in digital efforts.Support and partner with Digital Banking to help:"Drive increased adoption of services such as online banking, bill pay and mobile check depositBuild digital servicing solutions that are on brand and grounded in customer research and analyticsInstall marketing capabilities inside the digital servicing solutions to deliver on the business case.Manage agencies and partners to augment/achieve the above objectives.Nature and ScopeThis individual will lead the strategy, development, and execution of all Digital Marketing initiatives for the enterprise including optimization of our marketing spend across all digital tactics which includes: search engines, display advertising, landing pages, affiliates, social media, and other emerging channels across desktop, mobile and tablet. Manage the overall relationship with our digital agency to lead the design, implementation, and evaluation of the performance of our digital marketing programs through the conversion funnel both online and offline. As a leader within Marketing collaborate work effectively with marketing partners, product partners, our agencies and manage a team to effectively drive results. A significant aspect of the marketing function is to provide business units across the bank with effective marketing programs that enable businesses to meet their business objectives, while reinforcing the bank's brand identity.The position requires the ability to work with product managers and any outside professional assistance in the development of market direction and the implementation of advertising campaigns. The position has close contact with attorneys in order to ensure advertising copy is within legal requirements.Minimum Qualifications:MBA in Marketing or related discipline or equivalent in work experience.Minimum 10 years' experience in an digital/online marketing.Minimum 5 years of staff management experience.Ability to build strong relationships with business partners across various functions.Must have directly managed a digital agency relationship or have worked in a management capacity at an agency.Must be proficient in Site Catalyst, Google Analytics, Tableau, and/or other applications to effectively understand the results of digital efforts and make recommendations for strategy enhancements.Must be able to effectively structure and drive projects to completion.Ability to work in a fast-paced, multi-tasked environment Superb verbal and written communication skills. Confidence and poise in interacting with senior executives.Strong written and verbal communication skills and ability to interact with senior managers and executives.Ideal Qualifications:Leadership experience in a Digital Marketing agency .Five or more years of Banking or Financial services industry experience Proven ability to effectively coach and develop talent. Possess refined creative judgment and has experience in developing, and evaluating creative concepts. Experience in in Digital Marketing for financial services as well as other industries. At M&T Bank, we understand what's important when you're considering a career. Join our team and you'll understand what has kept us strong for 155 years: stability with a forward focus, a strong history of community support and a dedication to being the best employer for whom you'll ever work.M&T Bank Corporation is an Equal Opportunity/Affirmative Action Employer for Minorities/Females/Individuals with Disabilities/Veteran Status.#LI-DA1Job Posting: Mar 22, 2017, 11:15:38 AM Unposting Date: Ongoing