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Digital Advertising Campaign Lead

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Our client, a leader in the financial services industry, is looking for a Digital Advertising Campaign Lead to join their dynamic marketing team.

This position will support our client's continued rapid expansion of 3rd party digital marketing/advertising and have direct accountability for overseeing digital 3rd party campaigns across different lines of business. This is a critical role specifically focused on:

« Driving Strategy: Develop effective digital marketing strategies/campaigns; including:

- Creating marketing strategy and plan including business goals and success metrics

- Consulting and partnering with key stakeholders (i.e. Enterprise Marketing, line of business partners, digital agency partners, etc.) for the development of campaign strategies/plans

- Monitoring and evaluating competition and assessing impact to campaign(s)

- Providing insights and guidance to our digital agency in the development of media and creative plans to achieve business goals

- Driving test and learn strategy to maximize performance of digital marketing efforts

« Managing Execution From End to End: Manage full campaign development process across digital channels (with emphasis on search) to ensure campaigns are successfully implemented; including:

- Driving creative development, campaign execution and optimization (e.g. SEM optimization) in partnership with internal partners and external partners (e.g. digital agency)

- Overseeing and guiding internal and external resources related to campaign execution

- Partnering closely with Compliance and Legal to ensure campaigns meet requirements

- Building strong partnerships across Wells Fargo and leveraging those relationships to drive business results

- Leveraging digital technologies (e.g. optimization engines) and best practices to drive campaign performance



- Experience managing digital marketing campaigns for a large, high-volume advertiser

- Experience in the day to day management and execution of mobile marketing

- Exposure to social media platforms (Facebook, Digg, YouTube, Twitter, Flickr etc.) and how they can be deployed to achieve goals

« Test & Learn: Improve campaign performance and test new digital channels through a structured test and learn approach; including:

- Strategically identifying potential tests, building the test design, gaining alignment internally, executing the tests, assessing performance as well as building the business case to roll-out if successful

- Partnering with the digital agency and key stakeholders internally to define, build out and execute.

« Analytics: Partner effectively with digital agency and internal analytics teams to deliver and enhance reporting and analysis; including:

- Ongoing campaign performance analysis and deep dives into critical questions/issues

- Preparing presentations and dashboards for Management highlighting campaign performance and learning against business goals

- Leveraging online advertising results and data to drive ongoing optimization of campaign performance

« Budget Management: Accountable for managing online media budgets including planning and forecasting


- Deep understanding of digital marketing/advertising through core 3rd party digital channels (i.e. search, display, mobile, social, etc.)

- Ability to utilize quantitative and analytical skill set for online advertising

- Demonstrated ability to lead, influence, collaborate and negotiate with business partners to accomplish shared goals

- Demonstrated effective verbal and written communication skills

- Consistent, pervasive attention to detail and project management


- 6+ years data-driven and/or database direct marketing experience


3+ years of digital marketing experience developing and managing SEM as well as core digital advertising channels. This includes
- Experience planning for, optimizing, implementing and analyzing digital advertising (with emphasis on paid search activities)

- Agency and/or client side experience managing complex digital advertising campaigns

- Exposure to major ad tracking and serving technologies (e.g. Double Click, Atlas, Mediaplex)

- Test design and measurement with ability to define, set up, execute and report on A/B and multivariate testing

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