Senior Marketing Manager, Performance Marketing Programs

Overview:

M&T Bank is seeking a dynamic and experienced Senior Marketing Manager to lead performance marketing programs focused on M&T Bank's new customer acquisition efforts for retail and small business banking. This role is pivotal in driving growth through new customer relationships and requires a deep understanding of the key drivers behind customer decisions. The ideal candidate will have a strong background in omni-channel marketing, marketing analytics, and Agile product management and delivery, with a keen ability to direct cross-functional teams and derive actionable insights from data.

Key Responsibilities:

• Product Vision and Strategy: Define and communicate the product vision and strategy for new customer acquisition, ensuring alignment with M&T Bank's overall goals and objectives.
• Market Analysis: Conduct market research to understand customer needs and decision journeys, competitive landscape, and industry trends, identifying opportunities for growth and differentiation.
• Stakeholder Collaboration: Work with cross-functional teams, including Marketing Analytics, Business Line Marketing, Risk and Compliance, and Digital, to develop and execute strategies that attract new customers.
• Product Roadmap: Develop and maintain product roadmaps, prioritizing features and functionalities based on business value and customer impact.
• Backlog Management: Manage the product backlog, ensuring it is well-organized and aligned with the product strategy.
• Sprint Planning and Review: Facilitate sprint planning, review, and retrospective meetings to ensure continuous improvement.
• Performance Monitoring: Monitor product performance using business intelligence tools and customer feedback, implementing changes to enhance the customer acquisition process.
• Risk Management: Identify potential risks and develop strategies to mitigate them.
• Customer Experience: Advocate for the customer experience, ensuring all product features enhance the overall customer journey and satisfaction.
• Innovation and Technology Adoption: Champion the adoption of new technologies or processes to improve efficiency and product outcomes.
• Research and Competitor Analysis: Conduct thorough research to understand competitors and differentiate M&T Bank's offerings.
• Data Insights: Derive insights from data to inform product decisions and strategies.
• Marketing Ecosystem: Understand traditional and digital marketing concepts, including Direct Mail, Paid Search, Paid Social, Display, SEO, and brand marketing, to build effective awareness and engagement.
• MarTech Experience: Utilize modern marketing technologies to drive customer acquisition.
• Analytics and Experiment Design: Understand basic experiment design and apply A/B testing methodologies to optimize marketing strategies.
• Budget Management: Oversee a $10MM+ annual marketing budget for consumer checking and business banking programs.

Required Qualifications:

• 9 years of Marketing experience or relevant experience
• (Or in lieu of a degree, a combination of 13 years of higher education and relevant experience)
• 3 years of team leadership experience
• Experience in leading through complex problems
• Retail and Business Banking Expertise: Have a solid understanding of retail and business banking offerings, including regulatory constraints and opportunities.
• Demonstrated strong working relationships with internal and external partners at all levels of the organization.
• Proven decision-making ability to inform, educate, and influence management and team members.
• Proven experience in product management, marketing, or a related field.
• Strong analytical skills and ability to derive insights from data.
• Excellent communication and relationship-building skills.
• Experience working with cross-functional teams and influencing stakeholders.
• Knowledge of digital marketing, SEO, and brand marketing.
• Familiarity with modern marketing technologies and analytics.
• Ability to manage a significant marketing budget effectively.
• Understanding of Design Thinking principles.
• Knowledge of product design and development best practices.
• Knowledge of Agile and Lean principles and practices.
• Experience working in partnership with user experience teams on product design.
• Experience developing/managing digital capabilities.

Location: Baltimore, Maryland, United States of America

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