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Consumer and Small Business Personalization Marketing Director

Company: Wells Fargo
Location: Charlotte
Posted on: November 26, 2022

Job Description:

About this role: Wells Fargo is seeking a Marketing Director to lead marketing personalization for Consumer and Small Business Banking (CSBB). The Personalization Director will lead a team that transforms CSBB marketing from episodic, resource-intensive standard campaigns to personalized, always-on marketing. This requires definition of vision for personalized marketing, identification of new and changed processes, cultural change, and design and implementation of a new operating model for CSBB marketing. Personalized marketing experiences are a critical strategic lever for improving customer primacy, retention, deepening of relationships and overall portfolio profitability. This leader should be able to establish vision and outcomes for the team in alignment with overall CSBB priorities and CSBB Marketing priorities. They will then define and implement the programs and actions needed to achieve the vision for CSBB Marketing. The leader can function as an independent thought leader in defining, analyzing, and solving highly complex, interdependent problems, and will do so in a collaborative context with both internal upstream and downstream internal partners, as well as executive management In this role, you will:

  • Define and lead the strategic vision of personalized marketing at scale in CSBB. Translate strategic vision to functional operating model. Identify discrete milestones for staged implementation of new operating model, and continuous improvement of same. Work with partner organizations (Consumer Data & Engagement Platforms (CDEP), branches, Strategy, Digital & Innovation (SDI), and other marketing organizations) to harmonize operating models related to the Customer Engagement Engine (CEE) and use of other marketing personalization techniques and technology.
  • Define, implement and oversee all new processes, procedures and cultural change needed in order to achieve target operating model. Establish and oversee operating routines for CSBB Marketing CEE conversations to optimize customer contact frequency, effectiveness and offers.
  • Provide CSBB Marketing requirements and priorities for Personalization marketing technology capabilities, and related data and models. Pilot new channels and capabilities on behalf of CSBB Marketing and identify changes to CSBB Marketing operating model in order to capture benefit, resulting in marketing incremental financial contribution.
  • Optimize financial contribution to CSBB from usage of CEE and related technology and disciplines such as measurement, models, financial valuation. This will be done in collaboration with marketing leadership across CSBB marketing, as well as with key leaders in CDEP.
  • Build, lead and develop a team of experienced, high-level professionals capable of leading complex, cross-functional initiatives without direct authority in order to accomplish the above Required Qualifications, US:
    • 8+ years of Marketing, Digital Marketing, Digital Platforms, or Social Media experience, or equivalent demonstrated through one or a combination of the following: work experience, training, military experience, education
    • 4+ years of Management experience Desired Qualifications:
      • Proven experience defining the vision, long term strategies, and advancements to achieve strategic goals and cultural/operational change and translate into implications/roadmap for own team and other group.
      • Experience leading change across organizations without direct authority.
      • Advanced to expert knowledge of all elements of marketing personalization: advanced analytics, marketing technology, quantitative modeling, financial valuations, marketing creative, campaign lifecycle
      • Deep understanding of financial services P&Ls/drivers, products and services.
      • Demonstrated ability to deliver incremental business profit via marketing.
      • Executive-level presentation skills - ability to synthesize multi-dimensional, complex and interrelated concepts and related work into clear and easily consumable implications, actions and decisions
      • Ability to influence and collaborate at all levels of the organization.
      • Leadership of individuals or managers that lead complex, cross-functional initiatives without direct authority Job Expectations:
        • Travel up to 10% Pay Range $144,400.00 - $300,000.00 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, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.

Keywords: Wells Fargo, Charlotte , Consumer and Small Business Personalization Marketing Director, Executive , Charlotte, North Carolina

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