Manager, Digital Marketing Channels
If you’re looking for a meaningful career, you’ll find it here at Webster. Founded in 1935, our focus has always been to put people first--doing whatever we can to help individuals, families, businesses and our colleagues achieve their financial goals. As a leading commercial bank, we remain passionate about serving our clients and supporting our communities. Integrity, Collaboration, Accountability, Agility, Respect, Excellence are Webster’s values, these set us apart as a bank and as an employer.
Come join our team where you can expand your career potential, benefit from our robust development opportunities, and enjoy meaningful work!
The Manager, Digital Marketing Channels leads channel strategy, execution, and optimization of digital marketing campaigns that drive customer acquisition, cross-sell, upsell and retention across SMS, Paid Media and Email channels. This role will bring strong digital marketing experience including knowledge of digital marketing trends, best practices, tools and technologies (including SMS platforms, Salesforce Marketing Cloud, Search Ads 360, Google Ads, Google Analytics, Google Tag Manager). This role will manage channel performance, conduct channel testing and share performance summaries and reports to stakeholders, including campaign results, insights and recommendations.
Key responsibilities for the role:
Lead the strategy, execution, and optimization of digital marketing channels (SMS, Paid Media and Email) that drive customer acquisition, cross-sell, upsell and retention.
Take lead role in launching the SMS channel including use case identification, journey development, content strategy and data/tech integration.
Provide channel governance and bring strong digital marketing experience including knowledge of digital marketing trends, best practices, tools and technologies (including Salesforce Marketing Cloud, Google Ads, Google Tag Manager, Search Ads 360, Campaign Manager 360, Google Analytics).
Establish key performance indicators (KPIs) and metrics to monitor the success of the SMS, Paid Media and Email channels.
Use A/B testing, analytics, and customer insights to refine messaging, targeting, and tactics to improve conversions and engagement.
Manage channel performance and share performance summaries and reports to stakeholders, including campaign results, insights and recommendations.
Utilize data and analytics tools to track campaign performance, identify areas for optimization, and make data-driven recommendations.
Partner with vendors, external agencies and cross-functional teams to build and execute the channel strategies.
Work closely with legal and compliance teams to ensure compliance with all regulations, policies, and procedures.
Stay updated on Marketing technologies including industry best practices, and emerging marketing trends
Key skills and experience:
Candidates with advanced degrees (Associates, Bachelor’s, and/or Master’s) preferred, yet a High School diploma or GED is required. Candidates with some combination of coursework and experience, or else extensive related professional experience, are eligible for consideration.
5+ years of experience managing B2C and B2B multi-channel programs with emphasis on digital marketing channels (SMS, email, paid media), with demonstrated experience driving business growth.
Minimum 2 years’ experience working with Marketing Technology platforms including Salesforce Marketing Cloud, Google Ads, Google Tag Manager, Search Ads 360, Campaign Manager 360, Google Analytics and SMS platforms (e.g. Salesforce, Twilio, Iterable).
Work experience in an Finance/Banking-related position preferred
Highly analytical background with experience in developing and implementing data-driven marketing campaigns.
Significant experience in campaign tracking methods (e.g. multi-touch attribution) and tools (e.g. Google Analytics, UTMs)
A deep understanding of channel operations (e.g. paid media, SMS) and regulatory requirements/rules (e.g. CAN-SPAM).
Experience with audience creation and list management is preferred.
Experience working with external agencies in campaign planning and execution.
Strong project management, communication, and problem-solving skills.
Excellent oral, written communication, interpersonal and presentation skills.
The estimated salary range for this position is $106,000 USD to $122,000 USD. Actual salary may vary up or down depending on job-related factors which may include knowledge, skills, experience, and location. In addition, this position is eligible for incentive compensation.
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All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or protected veteran status.
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