Marketing Planning Manager - Deposits

Marketing Planning Manager

The Marketing Planning Manager (Planner) is a key contributor & advisor to Consumer Deposit Products and Payments (CDPP) focusing on New Customer Acquisition & Customer Engagement and Onboarding. The Planner leads the development of integrated marketing strategies that will drive new checking account growth within established guardrails and/or customer engagement metrics like adoption, usage, and retention. Additionally, the planner is responsible for playing a key role in the agile pod and supporting campaign execution, while ensuring adherence with procedures. The Planner will engage in regular pod ceremonies such as sprint reviews, sprint planning, and quarterly planning to prioritize initiatives and assess pod capacity. The Planner will also be responsible for forecasting, performance management & managing campaign budgets.

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; understands 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.

Depth & Scope

• Marketing advisor for a business, typically leading or contributing on projects of moderate scope and complexity
• Highly seasoned professional role requiring substantial knowledge/expertise in a complex field and knowledge of broader related areas
• Integrates knowledge of the enterprise sub-function's or business line's overarching strategy in developing solutions across multiple functions or operations
• Interprets internal/external business challenges and the industry environment, recommends course of action and best practices to improve products, processes or services
• Acts as a technical expert/lead integrating cross-function understanding within their own field of specialty; may manage team(s) of related specialists
• Leads cross-functional teams or projects with significant resource requirements, risk and/or complexity
• Independently manages end-to-end functional programs
• Solves or may lead others to solve complex problems; leads efforts or partners with others to develop new solutions
• Uses sophisticated analytical thought to exercise judgement and identify solutions
• Impacts the achievement of sub-function or business line objectives within the area they are accountable for
• Work is guided by policies and industry standards/methods
• Communicates difficult concepts; converts information to compelling business context and advice; influences and gains alignment across increasingly senior stakeholders
• Works autonomously as the lead and guides others within area of expertise

Education & Experience

• 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

Preferred Skills

• Ideally financial services experience, but not required
• Experience developing strategic marketing campaigns that drive growth, adoption, usage, and retention; experience with both direct-to-consumer and digital marketing campaigns
• Ability to analyze and translate customer insights and campaign results into strategic marketing recommendations
• Strong commercial acumen; experience with forecasting and comfort navigating P&L impact/drivers
• Experience working collaboratively with cross-functional teams within marketing as well as with business line partners
• Ability to make an impact, influence and achieve results with effective negotiation, problem-solving and communication skills
• Strong organizational skills with ability to manage multiple projects with competing priorities
• Comfortable working in agile or pod-based work environment
• Knowledge and experience with customer segmentation, journeys and triggers
• Comfortable using PowerPoint to build a compelling, insights-based narrative and presenting to groups of peers and senior leaders
• Experience managing budgets

Customer Accountabilities

• 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

Shareholder Accountabilities

• 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

Employee/Team Accountabilities

• 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
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