The Marketing Manager, Personal & Business Banking Digital will be accountable for leading the strategic & tactical planning/development of digital acquisition campaigns for Everyday Banking (Checking, Savings), Lending, and Small Business products. As a line of business digital lead, the role will champion digital programs end-to-end from inception through launch and develop over-arching programmatic strategy across all channels to meet the acquisition goals with a holistic view on the customer. Bringing tactical plans to life, ability to evaluate & optimize towards performance is essential to succeed as we continuously drive innovation through test & learn. Reporting to the Senior Manager, the successful candidate will work collaboratively with the Assistant Manager, paid channel leads, marketing team and cross-functional teams (SEO, Digital Channels Marketing - bmo.com, Personalization, Creative Services), as well as external partners to manage all aspects of the digital activities.
20% Planning Support
Build annual/monthly target forecast & tactical priorities for all channels in alignment with the business goals
Lead the development, implementation, review and revision of fiscal year work plan
Review progress to plans, and develop, communicate, and actively participate in the implementation of actions necessary to correct internal and external issues. Escalate significant issues as necessary.
20% Marketing & Digital Insight
Understand the digital experience and how it applies to each product portfolio from all business aspects, including competitive position, market position, customer journey and channel requirements to inform positioning and enhancing the digital experience on external positioning and communication requirements.
Leverage external publications, trade publications and other sources of information to be informed about marketing in general and for digital marketing environment.
Stay abreast of innovative marketing and digital approaches related to external and internal communication, and continually push the envelope to ensure BMO employs and leverages all opportunities to present our message and offer in the most compelling and engaging way.
Document and understand the Canadian marketplace, including impacts of the US and other foreign competitors entering Canada. Using market knowledge, customer information, and analytics tools, assess customer needs and
make recommendations for how to improve overall business results.
Measure and analyze the effectiveness and impact of project communication deliverables, identifying opportunities for improvements and leverage the knowledge in development of future project communications deliverables.
Evaluate executed programs holistically across all aspects (channels, message, offer, competition, etc.) and drive shareable insights.
Contribute to the change agenda of Customer Communications & Marketing.
40% Coordination of Campaign Development
Provide digital support for campaigns including budgeting, target setting, and messaging as part of integrated campaigns developed for the product portfolio. Consider strategy relevance through research of competitive spend
and awareness levels. Recommend changes as required.
Manage the execution of digital marketing campaigns for all channels - SEM, Social, Display, Affiliates.
Maintain all channels according to the industry standards and best practices.
Develop DMP/marketing tech integration roadmap and execute through cross-channel/team collaboration.
Lead and coordinate the execution of communications, including the following key activities:
Preparation of creative briefs that meet business objectives and provide essential information and direction
for creative development.
Ensure all material is produced according to deadline and spec, on budget.
Ensure appropriate internal and external approvals are obtained.
Ensure all communication is consistent to the brand guideline in compliant with legal requirements.
10% Relationship Management
Build and maintain effective relationships with internal and external partners. Influence the partners in order to build the brand, enhance communication programs and take advantage of synergies.
Represent the digital experience in any discussions about the external advertising requirements in partnership with Corporate Marketing and in accordance with established policies and procedures.
10% Risk Management and Control
Monitor marketing communications to ensure adherence to standards of third party brands and compliance with legal, privacy, legislative and association regulations.
Provide budget information to the line of business marketing to facilitate an overall view of marketing spend.
Ensure all required authorizations and approvals are obtained for the execution of promotional advertising campaigns.
Post-Secondary Degree in Marketing/Business
5-6 years in digital marketing across search/social/display
2-3 years experience in SEM/PPC
2-3 years experience in display & RTB/Programmatic
2-3 year experience in social channel
Solid understanding of digital channels and digital success metrics
Expert knowledge in media planning, buying, execution, and optimization
Hands-on experience with self-serve advertising platforms (Adwords, Facebook, Twitter, etc.)
Hands-on experience with – DoubleClick Campaign Manager, DoubleClick Search, DoubleClick Bid Manager
Experience working with digital analytics – Google Analytics, Adobe Analytics
Understanding of marketing tech solutions – DMP, attribution modelling tools
Ability to report/evaluate the media performance results and drive insights for the business
Experience evaluating digital creative copy/design and campaign landing pages
Experience in Financial Services environment, B2B marketing, and/or performance/acquisition driven campaign an asset
Experience working in an Advertising Agency/managing an Agency a must
Proactive team player
Analytical/data-driven thinking and problem-solving skills
Interpersonal & relationship management skills
Ability to work in a matrix environment, align & influence multiple stakeholders
Strong attention to detail and passion for quality
Strong oral, written and presentation skills
Strong time management skills and ability to balance multiple projects/deadlines
Integrated marketing communication and planning skills
Business acumen: strategic, change management communication and creative assessment skills
Technical marketing skills including marketing communications, market research, positioning, advertising and execution
Strong proficiency in Microsoft Excel
We’re here to help
At BMO we have a shared purpose; we put the customer at the centre of everything we do – helping people is in our DNA. For 200 years we have thought about the future—the future of our customers, our communities and our people. We help our customers and our communities by working together, innovating and pushing boundaries to bring them our very best every day. Together we’re changing the way people think about a bank.
As a member of the BMO team you are valued, respected and heard, and you have more ways to grow and make an impact. We strive to help you make an impact from day one – for yourself and our customers. We’ll support you with the tools and resources you need to reach new milestones, as you help our customers reach theirs. From in-depth training and coaching, to manager support and network-building opportunities, we’ll help you gain valuable experience, and broaden your skillset.
To find out more visit us at https://bmocareers.com .
BMO is committed to an inclusive, equitable and accessible workplace. By learning from each other’s differences, we gain strength through our people and our perspectives. Accommodations are available on request for candidates taking part in all aspects of the selection process. To request accommodation, please contact your recruiter.
Marketing & Strategy-X000072