Digital Marketing Consultant 3 - Digital Audience Management Lead
Digital Marketing Consultant 3
San Francisco, CA; Charlotte, NC
Job Opening ID:
About Wells Fargo and Company
Wells Fargo & Company (NYSE: WFC) is a diversified, community-based financial services company. Founded in 1852 and headquartered in San Francisco, Wells Fargo provides banking, insurance, investments, mortgage, and consumer and commercial finance through our many locations, ATMs, the internet (wellsfargo.com) and mobile banking. To learn more, Wells Fargo perspectives are also available at Wells Fargo Blogs and Wells Fargo Stories.
It starts with you. Our goal is to attract, develop, retain and motivate the most talented people - those who care and who work together as partners across business units and functions. We value and promote diversity and inclusion in every aspect of our business and at every level of our organization.
Marketing leads the development of integrated marketing strategies across Wells Fargo's 90 plus business lines and national geography. The group is responsible for brand strategy and advertising, database and experiential marketing including the company's 12 history museums, integrated program and product development, market research and related customer analytics, and diverse segments strategy and business development.
The Digital Audience Management Lead will drive the activation of audience analysis, segmentation and activation leveraging the Data Management Platform (DMP) working in partnership with external vendor, digital agency, marketing managers and other internal stakeholders (such as Insights and Analytics). Partner with COE’s (i.e. Marketing Capabilities) as needed to drive capability advancements to meet Integrated Marketing business needs.
Build the vision and strategy for DMP Digital Audience Management including customer experience and audience management KPIs
Help shape DMP product strategy and roadmap in partnership with business stakeholders, Product Management, Platform Management, Insights and Analytics and vendor
Help drive DMP business requirements, capabilities enhancements, and manage and evolve the DMP taxonomy in partnership with Product Management and Platform Management
Develop and manage audience discovery, segmentation and activation in line with marketing, product (LOB) and campaign segmentation strategies in partnership with Marketing Managers and Digital Agency.
Create and maintain Master and Tactical audience segments
Partner with DMP vendor and media partners (DSP and Publishers) for audience activation, troubleshooting, optimization and analysis
Drive first, second, and third party data collection planning and requirements and work with internal resources and vendors to obtain and activate necessary data sources
Develop DMP Snapshot reports showing a list of all segments and quantities, and how often segments were used / targeted
Responsible for audience analysis to drive actionable insights for marketing campaigns in partnership with Marketing Managers, Digital Agency, and Insights and Analytics
Drive DMP optimization strategy and execution in partnership with Marketing Managers and Digital Agency
Represent Marketing in DMP discussions to ensure business needs are being addressed and if applicable captured in future planning.
Support the development of the business case as needed to gain alignment and funding support for capability advancements.
Project manage the activation of new features and capability enhancements by identifying applicable campaigns, maintaining a high level schedule of deliverables and proactively communicating with marketers on status.
Provide ongoing business operational support for Digital Audience Management and partner with key stakeholders
Act as the Subject Matter Expert for Digital Audience Management and provide operational support including campaign consultation across partners, digital agency, Insight and Analytics and Marketing Managers.
Support audience and measurement governance working partnership with internal stakeholders
Manage and monitor audiences across campaigns providing all up insights working in partnership with Digital Agency and Insights and Analytics
Identify, develop and regularly communicate best practices to internal and external partners including staying ahead of industry trends and bringing forward innovation opportunities.
Develop operational and governance support procedures in partnership with vendors, digital agency, COE Marketing & Sales Capabilities and Insights and Analytics.
Continue to build the programs as necessary to maintain best in breed and the most up to date features, integrations and usage in partnership with key partners (e.g. Marketing and Sales Capabilities COE).
Act as an ambassador across the organization in order to ensure that these programs are fully embedded in Marketing initiatives and appropriately leveraged by OC Marketing Group initiatives
3+ years of experience in one or a combination of the following: marketing, digital marketing, digital platforms, or social media
3 + years of digital marketing experience
Digital marketing campaign experience
2+ years of experience developing and managing online advertising campaigns
Outstanding problem solving and analytical skills with ability to turn findings into strategic imperatives
Experience successfully collaborating with others in a change driven environment
Ability to provide strategic vision for an organization
Ability to manage in a matrixed organization environment
Good project management skills
Solid critical thinking skills
Collaborative professional skills that advance a collegial and partnered approach to meeting objectives
Excellent verbal, written, and interpersonal communication skills
Other Desired Qualifications
3+ years of experience in one or a combination of the following: digital marketing, digital platforms, programmatic advertising, CRM onboarding & digital marketing
Ability to work closely with Marketing Managers to provide solutions for specific audience segments
Experience working closely with digital marketing technologies used in paid digital advertising and marketing
Solid understanding of technology integrations and databases to be able to pull in new data sources into the DMP and troubleshoot when needed
Strong understanding of programmatic advertising, audience targeting, digital advertising and adtech capabilities
Working knowledge of programmatic advertising buying methods; across channels (Open Exchange, PMP, Programmatic Direct & Guaranteed)
Specific experience and a working knowledge of a DMP and programmatic media buying, including experience working in a DMP interface to create traits, segments, push audience live and prepare audience analysis
Experience designing and executing paid digital advertising campaigns across channels (e.g. traditional display, mobile)
Relevant military experience is considered for veterans and transitioning service men and women. Wells Fargo is an Affirmative Action and Equal Opportunity Employer, Minority/Female/Disabled/ Veteran/Gender Identity/Sexual Orientation