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Senior Marketing Manager, Digital Banking Experience At BMO Financial Group

Location: Toronto, Ontario

Job Description

Under the direction of the Senior Manager, North American Digital Banking Experience Marketing, the Senior Marketing Manager, Digital Banking Experience is responsible for developing integrated marketing communication and behavioral change program strategies that drive CA digital adoption and life-cycle management. This includes the development and execution of key customer engagement and promotional initiatives that drive optimized channel customer behavior through the adoption, usage and penetration of the online and mobile channels. This position is also responsible for overseeing the management of the CA Digital Banking Experience Marketing budget and the execution of associated projects, ensuring sound implementation of tactics, providing direction and aligning tasks and assignments to ensure the team achieves the goals and objectives established by the Senior Manager, North American Digital Banking Experience Marketing.

Key Accountabilities
Marketing Strategy and Program Development (55%)
  • Develop and manage the strategic plans aimed to drive online and mobile channel adoption, usage, and penetration.
  • Execute and manage marketing campaigns that engage and drive customer behavior within our current customer base, resulting in migrating customers from higher cost channels to lower cost channels while delivering the best customer experience.
  • Collaborate with cross-functional teams, such as: North American Integrated Channels Team, Data & Analytics, Sales Effectiveness, Change Management, Marketing Communications, Corporate Communications, and more.
  • Develop and implement sound digital channel cross-sell programs deepening share of wallet and loyalty.
  • Partner with digital teams to drive new functionality and value propositions strengthening our competitive positioning and adding tangible value to the customer experience.
  • Support the development of and enhanced of digital experience alongside LOBs.
  • Resource to data and analytics results to course correct projects and recommend enhancements for future programs.

Project and Budget Management (30%)
  • Lead an effective working team that will support the delivery, enhancement and optimization of integrated digital campaigns, utilizing email servicing and other trigger-based programs, targeted banners, static and dynamic marketing pages and other marketing tools (interstitials, focus overlays) in support of business goals.
  • Manage and understand BMO Digital Banking usage and penetration goals, product sales goals, KPIs, customer preferences and operating systems, etc., to ensure product delivery that drive business results while optimizing customer centric needs.
  • Manage multiple, complex, time-critical projects with changing objectives, including ad-hoc and crisis communications projects. As timeline, cost or other issues arise, proactively identify/negotiate solutions.
  • Work with Senior Manager to set and track team’s annual budget.

Managerial Leadership (10%)
  • Build strategic partnerships, personal rapport and strong working relationships with key contacts within the Marketing team, across BMO, and with external agency partners with a collaborative style and passion for the work.
  • Collaborate with other teams to improve channel asset usage, including targeting, integration with social and other media, tracking of sales and leads. Key partners include Advertising, Digital Marketing, Product Marketing, and Digital Sales.
  • Create and work with team members and agencies to create engaging, interactive and targeted cross-sell programs leveraging assets that align with business and marketing goals.
  • Contribute to a team culture that promotes personal growth and development, teamwork, open and honest communication, empowerment, and innovative thinking and problem-solving.

Brand Voice Consistency (5%)
  • Maintain deep familiarity of digital trends and opportunities.
  • Maintain thorough understanding of brand voice and tone, with the goal of developing and influencing consistent, on-brand messaging.
  • Regularly review and provide input into the digital style guidelines, issuing reminders as necessary.
  • Serve as a subject matter expert on questions of brand voice and tone and its application across online and mobile channels.

Qualifications

  • Significant prior success in digital marketing required, preferably in Financial Services.
  • Expert project manager, with a proven ability to successfully lead and complete complex projects with multiple stakeholders.
  • Proven track record launching integrated marketing initiatives from concept to roll-out within complex organizations.
  • Proven relationship management skills; strong facilitation and cross-functional team building skills; diplomatic.
  • A balance of strong analytical and creative skills; student of the business who seeks to gather in-depth knowledge of the competitive marketplace and trends
  • Worked in changing, high growth environments; comfortable with ambiguity and working in matrixed organizations
  • Possess excellent written, oral communication and presentation skills
  • Bachelor’s degree in marketing, or related field
  • Self-starter: S/he is expected to take initiative and proactively identify issues and recommend solutions.

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 networkbuilding 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.

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Job

Business Advisory

Primary Location

Canada-Ontario-Toronto

Organisation

Marketing & Strategy-X000072

Schedule

full-time

Job Posting

04/09/19

Unposting Date

Ongoing