Senior Manager, Channel Marketing (Paid Media)

Job Description:

Interested in joining a growing team of media practitioners working in financial marketing? You will be responsible for leading the media strategy, activation, and optimization of Fidelity’s advertising investment. In this role, you will be expected to produce data-driven, integrated media plans that deliver business impact for the enterprise.

The Expertise We’re Looking For

• BA/BS Degree
• 5+ years of marketing experience with a focus on paid
• Highly competent in integrated planning and communications strategy
• B2C and B2B media strategy, audience targeting, lead generation and campaign management
• Ability to interpret a marketing brief into a paid channel strategy, advising both media agency and creative team on objective and deliverables
• You maintain a current POV on evolving media landscape, emerging technologies, consumer trends and channel/platform best practices
• You have fluency in ROI measurement and analytics
• Experience with digital video, OTT, streaming audio, podcasts, programmatic buying, data personalization, social platforms, digital brand tracking, content marketing/native advertising
• Experience managing external agencies preferred
• Knowledge of Financial Service Industry and our Products and Services a plus

The Purpose of Your Role

This position serves as the paid media lead for specific business units across the enterprise that the Channel Marketing organization supports. These business units include, but are not limited to, Fidelity Wealth, Fidelity Brokerage, Asset Management, Workplace Investing, Fidelity Institutional, Fidelity Charitable, Fidelity Healthcare Group.

In this role, you will be responsible for strategy and development of paid media recommendations. You maintain a deep understanding of channel best practice and decision which combination of paid tactics and messages are most appropriate for the target audience, prescribed communication objectives, and definitions of success.

In partnership with external agencies, you allocate investment for each paid channel, set criteria for partner/platform consideration and selection, evaluate pricing, advise on targeting strategy and platform optimization approach. You quarterback the creative development and review process in collaboration with Creative, Production and LRC teams. You inform a shared learning agenda among your marketing squad and collaborate with Analytics team on measurement approach. You work in parallel with Creative team to develop a creative/media strategy and activation that is tuned to a common campaign insight. You decision creative assignment across the paid plan, manage rotation for in-market messages, and direct the optimization of both message and channel performance.

Beyond the campaign-oriented work, this team also has accountability for advancing the paid advertising capability and providing thought leadership in areas related to measurement, attribution, experimentation, emerging media, platform best practice, personalization, and increasing automation for speed to market.

The Skills You Bring

• A solid foundation of marketing and media strategy
• Technical understanding of media research and measurement systems (i.e. DoubleClick, MRI, Comscore, Adobe Analytics)
• Ability to facilitate digital tracking workstreams related to tagging infrastructure and ad measurement enablement
• Working knowledge of Account Based Marketing (ABM) and Salesforce Marketing Cloud
• Excellent organizational, project management, and communication skills
• Familiarity with agile principles / working in agile

The Value You Deliver

• Collaborate with Comms Strategy to inform the paid media approach as part of the Integrated Communications Strategy
• Lead all aspects of paid channel recommendations, including approving buys, campaign monitoring, and guiding media optimizations
• Represent paid media channel efforts within your marketing squad
• Ability to analyze media and creative performance, develop a narrative around, and draw actionable insights to further optimize and test
• Ensure creative and message are fit for the channels in which it is delivered, meets the objective of the brief and offers a frictionless path for the customer
• Manage Fidelity’s external media agency across integrated planning, activation and analytics teams
• Guide data decisioning within media activation to drive personalization at scale and cross-device synchronization
• Package summarization of media plan and performance highlights for executive presentations
• Stewardship of brand guidelines and brand safety

How Your Work Impacts the Organization

The Marketing Domain is the internal marketing organization of Fidelity Investments and is led by the firm’s Chief Marketing Officer. The Search team is led by the Head of Paid Media & Search and the search practice ladders to the Head of Marketing and Advertising Channels within this organization. Marketing & Advertising Channels serves as an enterprise capability supporting all divisions of Fidelity, including but not limited to Fidelity Wealth (Retail), Fidelity Brokerage (Retail), Workplace Investing, Fidelity Institutional, Asset Management, Fidelity Healthcare Group.