Managing Director, Digital Investing Marketing

3 months ago

Toronto, Canada BMO Financial Group Full time

100 King Street West Toronto Ontario,M5X 1A1

This role has dual accountability for BMO InvestorLine marketing leadership and BMO Wealth Management Digital Marketing. For BMO InvestorLine, the role develops marketing strategy including creation and execution of all marketing elements, development, and execution of research to support strategic marketing development, implementing, and monitoring key metrics to track marketing's contribution to the achievement of business goals and strategies, and monitoring the marketing budget required to execute marketing strategies.

This leader will also develop the operational marketing plan, including identifying key leadership competencies required and leveraging the expertise and synergies across the Bank to ensure a strategically focused, high-performing, and efficient marketing organization is structured. Acts as a key strategic partner to the senior business leaders in articulating the 3 to 5-year strategic roadmap for differentiation in the marketplace, new product development, and revenue growth, in line with strategic goals.

This role is also accountable for the BMO Wealth Management Digital Acquisition marketing strategy to support the aggressive growth agenda for the operating group. Acts as a centre of excellence (COE) and partners with other Wealth Marketing teams, Wealth lines of business and Digital Channels to effectively manage digital advertising investments to drive customer and balance growth and deliver great customer experiences.

**Key Accountabilities**:

- Leads the development of marketing strategies for the in-scope areas and the implementation of these plans to support achieving the one-to-three-year respective business objectives
- Recommends, oversees, and monitors budget and resources to ensure alignment to business objectives, strategies and plans as required.
- Acts as a key strategic partner to the senior business leaders in articulating 3-year strategic roadmap for differentiation in the marketplace, new product development and revenue growth in line with strategic goals.
- Builds marketing programs to achieve aggressive growth targets across channels, including branch and digital, aligned to both new customer growth and growth of share of wallet for in-scope areas
- Develops and implements targeted and segmented external marketing strategies and programs to build the client base, increasing revenues, net assets, and market share
- Drives the strategy, concept development and successful execution of traditional, interactive and cross marketing initiatives to target segments
- Ensures the appropriate strategic mix of all marketing communications elements and ensure cost effectiveness, efficiency, and implementation of all marketing activities.
- Ensures priorities are weighed and adjusted and that the appropriate mediums and marketing mix are applied depending on current market and business conditions, business requirements and competitive circumstances.
- Oversees budget and optimizes investment to maximize impact. Manages and allocates marketing budgets, including recommending annual marketing budget plans needed to achieve business goals, and making ongoing budget decisions to accommodate changes to the plan and to realize cost saving opportunities
- Develops targeted and segmented client marketing strategies and programs to increase retention, client engagement and activity, and grow revenue from existing clients.
- Builds a consumer knowledge base through strategic alliance, market research, branch/regional and sales input and consistent review of best practices.
- Works with other members of the senior leadership team to ensure that consumer intelligence is incorporated and leveraged in strategy and plans, and in the marketing strategies and plans developed to support these business goals.
- Provides strategic leadership and requirements for marketing analytics and insights to drive evaluation and execution of campaigns.
- Leads assessment of programs using campaign measurement and analysis, and makes necessary adjustments
- Nurtures close relationships with the advertising agency, partnering to set digital media strategies and execution.
- Enhances innovation of advertising campaigns to get the best out of agency partners
- Builds future-ready vision for the team and articulates the potential of Digital Acquisition Marketing to be one of the key driving forces behind BMO’s aggressive growth ambitions
- Lead the annual digital acquisition advertising planning for Wealth Marketing
- Partners with MarTech stakeholders to develop and expand our capabilities and strategies through technology focused projects
- Consults and provides input into the Enterprise Ad Tech/MarTech planning process
- Provides leadership, direction and coaching to direct reports within a multidisciplinary, demanding and rapidly changing environment, by setting context and direction, defining accountabilities, tasks, and assignments, and establishing boundari

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