Email Channel Marketing Strategy and Governance Lead
Company: Wells Fargo
Location: Saint Paul
Posted on: January 22, 2023
Job Description:
About this role: Wells Fargo is seeking an Email Channel
Marketing Strategy & Governance Lead to join the Owned Media
Channels Planning and Optimization group which is a part of
Consumer Data and Engagement Platforms (CDEP) within Consumer and
Small Business Banking (CSBB). This group supports all consumer
lines of business including the Consumer Lending Group, Wealth &
Investment Management, and Brand Marketing. Owned Media Channels
Planning and Optimization is one of several enterprise centers of
excellence (COEs) for marketing within CDEP. The successful
candidate will demonstrate leadership and credibility with a proven
ability to influence broadly across a matrixed organization, create
engagement, and drive results. The candidate will be a strong
communicator and have robust interpersonal effectiveness with an
impeccable reputation for integrity, accuracy, consistency, and
business acumen. Learn more about the career areas and lines of
business at . In this role, you will: Drive channel strategy and
governance to maximize the impact of our email channel as an
enterprise asset
- This covers a high volume of campaigns across all consumer
lines of business and against a range of marketing objectives.
- Enhance, gain alignment on, and implement data-driven channel
strategies including channel rules, exclusion/inclusion logic,
contact frequency, etc.
- Oversee cross-LOB email campaign monitoring and prioritization
through historical and scenario analysis.
- Chair Stakeholder Governance Forums and participate in
Marketing Leadership Council Forums to socialize roadmaps, project
updates, and channel performance insights and recommendations.
- Own legal and operational risk management for channel-level
processes and responsibilities.
- Build an email learning agenda and roadmap to continuously
improve channel performance and partner with the operations and
technology teams to launch programs.
- Partner with the analytics team to identify the key drivers of
the customer behavior, engagement, and identify actionable insights
from customer data to continually improve the channel
efficacy.
- Define, track and optimize channel, product, and consumer
engagement KPIs to deliver marketing impact in connection to
business strategy and goals across open rates, unsubscribes, spam
reports, CTRs, conversion rates, customer engagement, and channel
health. Advance email channel effectiveness via the deployment of
new capabilities for targeting, personalization, customer
experience, and measurement/analytics
- Provide planning, requirements, and expert consultation for new
capabilities, experiences, and methodologies.
- Lead the adoption of new capabilities via pilots and roll outs
with multi-disciplinary teams.
- Measure impacts of new capabilities and experiences on customer
and business outcomes and identify areas of optimization.
- Support change management initiatives to socialize and train
marketers on new requirements and processes related to email
channel capabilities enhancements. Provide thought leadership to
marketing and non-marketing stakeholders
- Develop best-in-class email marketing strategies and plan,
including objectives, priorities, target audience, key messages,
creative/message optimization, timings, and channel approach in the
service of KPIs and business objectives.
- Educate stakeholders on the customer and business value of the
channels and socialize strategic plans.
- Explain the role of email channel within the broader marketing
mix and the overall customer experience.
- Champion marketing segmentation, customer centricity,
enterprise governance, and analytical solutions as the underpinning
of successful marketing. Required Qualifications :
- 7+ 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 Desired
Qualifications:
- 7+ years of experience in email marketing channel management,
optimization, and analytics or equivalent demonstrated through one
or a combination of the following: work experience, training,
military experience, education
- Deep understanding of the email marketing ecosystem and
Salesforce Marketing Cloud (SFMC)
- Highly analytical and understands concepts related to data
science, analytics, simulation, and forecasting
- Experience in financial services, banking preferred
- Experience in personalization and journeys in multi-channel
environments (online, mobile, email, call centers,
brick-and-mortar)
- Excellent written and verbal communication skills and the
ability to present complex concepts into simplified solutions in a
straightforward and understandable manner to multiple stakeholders,
including senior leaders
- Prior experience achieving objectives requiring a high level of
cooperation from cross-functional partners in other teams Job
Expectations:
- Ability to travel up to 10% of the time This position is not
eligible for Visa sponsorship. Posting Location(s): 550 California
St- San Francisco, California 94104 150 E 42nd St - New York, New
York, 10017 10 S Wacker Dr - Chicago, Illinois, 60606 301 S Tryon
St - Charlotte, North Carolina, 28282 800 S Jordan Creek Pkwy -
West Des Moines, Iowa, 50266 1801 Park View Dr - Shoreview,
Minnesota, 55126 2700 S Price Rd - Chandler, Arizona, 85286 114 N
Beaumont St - St. Louis, Missouri, 63103 1445 Ross Ave - Dallas,
Texas, 75202 Required locations listed above. Relocation assistance
is not available for this position. Pay Range: San Francisco, CA -
Pay Range: $133,300 - $237,100 Annually Salary range is determined
by location of the job. May be considered for a discretionary
bonus, Restricted Share Rights, or other long - term incentive
awards. Please note: Based on the volume of applications received,
this job posting may be removed prior to the indicated close date.
Benefits:
- Information about Wells Fargo's employee benefits Pay Range
$133,300.00 - $237,100.00 Annual Benefits
- Information about Wells Fargo's employee benefits We Value
Diversity At Wells Fargo, we believe in diversity, equity and
inclusion in the workplace; accordingly, we welcome applications
for employment from all qualified candidates, regardless of race,
color, gender, national origin, religion, age, sexual orientation,
gender identity, gender expression, genetic information,
individuals with disabilities, pregnancy, marital status, status as
a protected veteran or any other status protected by applicable
law. Employees support our focus on building strong customer
relationships balanced with a strong risk mitigating and
compliance-driven culture which firmly establishes those
disciplines as critical to the success of our customers and
company. They are accountable for execution of all applicable risk
programs (Credit, Market, Financial Crimes, Operational, Regulatory
Compliance), which includes effectively following and adhering to
applicable Wells Fargo policies and procedures, appropriately
fulfilling risk and compliance obligations, timely and effective
escalation and remediation of issues, and making sound risk
decisions. There is emphasis on proactive monitoring, governance,
risk identification and escalation, as well as making sound risk
decisions commensurate with the business unit's risk appetite and
all risk and compliance program requirements. Candidates applying
to job openings posted in US: All qualified applicants will receive
consideration for employment without regard to race, color,
religion, age, sex, sexual orientation, gender identity, national
origin, disability, or status as a protected veteran.
Keywords: Wells Fargo, St. Paul , Email Channel Marketing Strategy and Governance Lead, Advertising , Saint Paul, Minnesota
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