Audience & Decisioning Lead Marketing Consultant

Key Skills

Aartificial intelligence, Data Analytics, Data management, Data Modeling, Data science techniques, Digital Marketing, Effective communication skills, Forecasting, Leadership Skill, Marketing analytics, Marketing Strategy, Writing

Job Description

Wells Fargo is seeking an Audience & Decisioning Lead Marketing Consultant

The Marketing Channel Strategy & Revenue Optimization center of excellence maximizes the revenue of Wells Fargo’s marketing channels while curating best-in-class experiences for customers. The team estimates that Wells Fargo’s owned marketing channels are poised for hundreds of millions of dollars in incremental revenue over the next 18 months from just a modest gain in customer engagement leading to conversion rate. A large driver of that opportunity will come from fine-tuning the selection of the most-relevant and most-valuable targeted messages we put in front of customers and prospects who come to Wells Fargo’s channels.

The newly formed Audience & Decisioning Strategy team owns the program for optimizing all the levers of the firm’s marketing decision engine, which ensures we make the most out of every touchpoint with customers. Today, the decision engine has an incredible amount of untapped potential, and our team has a robust roadmap of new strategies and smarter decision models to drive the lion’s share of the gains towards the firm’s enormous revenue opportunity. This team leads the decisioning strategy, aligning marketing operations, product & technology, and data & analytics against the highest priorities to advance marketing personalization capabilities.

To achieve this, we are building an all-star team of marketing strategy leaders to drive four firmwide efforts:

Audience Strategy: Communicate with prospects and customers in a relevant, consistent way across all interactions with the firm.

Next Best Message Capabilities: Develop the decision engine strategy to deliver the most relevant and profitable messaging, orchestrated across channels and explainable to the business.

Performance Optimization & Experimentation: Partner with LOBs to test new decisioning strategies that incrementally lift channel performance as well as enabling LOB creative and offer personalization testing for their audiences.

Marketing Data Roadmap: Build the target state marketing data ecosystem to fuel next best message decisioning and optimize along the full conversion funnel.

In this role you will:

• Lead complex initiatives and work across functional teams to strategize, plan and ensure execution of a variety of marketing, development strategies and programs with broad impact.
• Act as key participant in complex marketing analysis, customer retention, customer profile, sales and profitability for marketing.
• Participate and lead complex cross-functional groups to create, edit, and manage digital content for more advanced marketing campaigns, programs or initiatives that enable seamless customer engagement across all digital channels.
• Make decisions in projecting or forecasting future marketing needs.
• Analyze and interpret trends to ensure adherence to legal, compliance, privacy regulations and policies related to marketing.
• Collaborate and consult with cross enterprise, cross lines of business, vendor relationships and cross functional resources on highly complex initiatives to achieve marketing deliverables.
• Manage a team or lead virtual cross functional teams.
• Drive force behind these initiatives and at the center of the cross-functional team of experts to bring innovative ideas to life:
• Partner with LOB Marketing and Channel Strategy to identify decision engine opportunities.
• Concept and build new decision engine strategies and capabilities with Product & Tech
• Work with Data & Analytics to fuel the decision models with rich customer data predictors and then attribute and measure outcomes to inform future roadmap opportunities.
• Influence LOB leadership to rally behind bold new strategies that will directly improve their bottom lines.

Required Qualifications:

• 5+ years of Digital Marketing, Digital Channel/Platform Management (e.g. Display Advertising), Marketing Technology, Marketing Analytics, or equivalent experience demonstrated through one or a combination of the following: work experience, training, military experience, education.

Desired Qualifications:

• Direct experience managing marketing decision engine strategy; experience with Pega CDH as a decisioning architect preferred.
• 5 + years' experience in financial services, especially banking.
• Ability to achieve objectives requiring a high level of cooperation from cross-functional partners in other teams – LOB marketing, marketing operations/execution, digital product, technology, data management, and data science/modeling.
• Ability to navigate ambiguity and create a pioneering playbook for others to follow rather than following rote steps.
• Knowledge and understanding of concepts related to predictive modeling, AI, data science, analytics, simulation, and forecasting.
• Experience in personalization and journeys in multi-channel environments (online, mobile, email, call centers, brick-and-mortar)
• Excellent written and verbal communication skills and the ability to present complex concepts into simplified solutions in a straightforward and understandable manner to multiple stakeholders, including senior leaders.

Job Expectations:

• This job offers a hybrid work schedule.
• Visa sponsorship is not available for this position.
• Relocation assistance is not available for this position.
• Must reside within commutable distance to one of the posted locations.

Pay Range

$115,900.00 - $206,100.00

Benefits

Wells Fargo provides all eligible full- and part-time employees with a comprehensive set of benefits designed to protect their physical and financial health and to help them make the most of their financial future. Visit Benefits - Wells Fargo Careers for an overview of the following benefit plans and programs offered to employees.

• 401(k) Plan
• Paid Time Off
• Parental Leave
• Critical Caregiving Leave
• Discounts and Savings
• Health Benefits
• Commuter Benefits
• Tuition Reimbursement
• Scholarships for dependent children
• Adoption Reimbursement

Posting End Date:

26 Mar 2024

Job posting may come down early due to volume of applicants.

We Value Diversity

At Wells Fargo, we believe in diversity, equity and inclusion in the workplace; accordingly, we welcome applications for employment from all qualified candidates, regardless of race, color, gender, national origin, religion, age, sexual orientation, gender identity, gender expression, genetic information, individuals with disabilities, pregnancy, marital status, status as a protected veteran or any other status protected by applicable law.

Employees support our focus on building strong customer relationships balanced with a strong risk mitigating and compliance-driven culture which firmly establishes those disciplines as critical to the success of our customers and company. They are accountable for execution of all applicable risk programs (Credit, Market, Financial Crimes, Operational, Regulatory Compliance), which includes effectively following and adhering to applicable Wells Fargo policies and procedures, appropriately fulfilling risk and compliance obligations, timely and effective escalation and remediation of issues, and making sound risk decisions. There is emphasis on proactive monitoring, governance, risk identification and escalation, as well as making sound risk decisions commensurate with the business unit’s risk appetite and all risk and compliance program requirements.