Marketing Manager

Address:
55 Bloor Street West

Job Family Group:
Marketing

The North American Branch Experience Marketing Team is responsible for:

- All customer facing content found in branches and ATMS across Canada and the US
- Strategy development and execution of end to end merchandising programs for our physical channels footprint
- Assuming the relationship management responsibilities with external vendors around digital content management, sourcing and delivery of hardware, media agencies and other print and digital vendors that provide marketing capabilities
- Supporting cross-functional enterprise teams on the physical design of branches, with a focus on customer journey mapping, identifying marketing assets and the role they play within the customer journey, sourcing hardware and launch marketing programs for branches
- Developing and testing new strategies for our physical footprint with a focus on evolving the role the branch network plays and the customer needs its serves in an evolving environment for the current and future term
- Assessing and developing recommendations on emerging technologies and trends seen in the physical store fronts across industries, while adapting an approach for branches across North America

**The Branch Experience Marketing Manager **is responsible for driving profitable primary customer acquisition and customer growth strategies for new, relocated and renovated branches, as well as associated services, helping the bank achieve its financial and customer growth objectives. The position also drives adoption, utilization and customer experience transformation BMO’s physical footprint.

**Core responsibilities for this role include (but not limited to)**:

- Provide end to end marketing solutions for launching the opening of new, relocated and renovated branches across North America - includes the creation and execution go-to-market marketing programs encompassing all media and direct marketing channels as well as front line support
- Provide extended support to newly launch branches and the associated business development program as needed over a three-year horizon
- Reimagining the market awareness efforts in advance of launching new branch openings, encompassing site signage, customer and employee engagement
- Supporting stakeholder teams with all the marketing communications required to inform customers of upcoming branch changes
- Continuously assess, identify and recommend tactics to optimize current marketing programs, spanning across but not limited to channels, messaging, media plans, investments, customer tools and front-line support.
- Act as the single point of contact for the marketing of new branch launches across the enterprise to internal teams, offering support and solutions where needed
- Manage the investment allocation for all branch marketing launch programs, while managing external partners on costing and areas of optimization
- Assist the team with other branch experience projects as needed encompassing merchandising, marketing for physical channels, innovation and strategy development.
- Pulling results,

**Key Accountabilities**
- **Lead development and execution of Branch Channel Marketing Strategy & Programs**
- Development of go to market strategies for new and relocated branches that align to core business drivers of new to BMO households, balance growth and retention
- Develop and execute end to end campaigns through managing creative agencies (internal and external) and media buying agencies
- Collaborate with local sales leadership and Channel team business development manager to optimize budget dollars and drive key metrics (new to BMO households, balance growth, retention)
- **Lead Channel Marketing Strategies & Execution**
- Design go to market strategies to promote customer benefits and features to drive adoption and utilization of the bank’s physical channels
- Develop strategies to leverage BMO’s channel partnerships to drive awareness and engagement (leverage ATM channel distribution to help drive BMO account and household acquisition)
- Collaborate with Channel partners to improve customer UX in the channel and increase NPS
- Collaborate and drive thought leadership with product marketing partners to optimize campaigns in the channel
- Develop messaging guidelines and best practices for campaigns and messaging in the channel
- Support channel service migration initiatives and integrate with digital channel marketing for a holistic migration strategy
- **Design an integrated marketing and communications approach**
- Develop strategies to integrate and optimize marketing strategies and campaigns with product, brand and sponsorship marketing partners
- Work in collaboration with partners outside of marketing to deliver a holistic internal and external communication strategy (Channels, Corporate Communications, Sales Effectiveness, Corporate Real Estate)
- Annual planning & monthly updates
- Work in collaboration with physical channels lin