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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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