Responsibilities

• 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
• Lead Paid Search strategy and execution, in partnership with Wells Fargo credit cards Paid Media team, Wells Fargo's external media agency, consulting partners, and various other internal partners to market and grow profitable distribution of Wells Fargo credit card products via Paid Search channels.
• Help lead relationships with Paid Search vendor partners to ensure that Wells Fargo credit cards deploys best-in-class marketing strategies, is aware of and prepared to respond appropriately to all forthcoming changes to the paid search landscape, and is on the forefront of innovation.
• Lead Paid Search marketing testing strategy based on best-in-class performance with goal of maximizing reach, media efficiency, and applicant volume/quality.
• Help lead relationships with Affiliate marketing vendors and publishers to ensure that Wells Fargo credit card products are marketed in the channel effectively and in a regulatory-compliant manner.
• Actively work with internal partners, including Marketing Operations, Pricing, Product, Analytics, Risk, and Finance, among others, to ensure that the Paid Search channel scales campaign effectiveness and acquisitions efficiently, and delivers maximum value to customers and the bank.
• Consult with internal audience management teams on segmentation to create, actively manage, and optimize all audience types across media partners.
• Work with agency and 3rd party data providers to discover and test data sources for optimal campaign execution.
• Define and develop best in class creative, in partnership with internal and external creative resources, designed to drive optimal click through rates and ROI.
• Ensure creative is coded properly for accurate tracking and performance/results reads.
• Act as an SME across WF credit card marketing for all paid search creative trends to ensure WF stays on the forefront of creative execution that attracts and excites customers and prospects to WF credit card products
• Deployment of approved creative, pricing, and targeting, 3rd party vendor management

Requirements

• 5+ years of Marketing, Digital Marketing, Digital Platforms (i.e. Mobile or Social Media) experience, or equivalent demonstrated through one or a combination of the following: work experience, training, military experience, education
• 3+ years' experience working with or for vendor and agency management
• 3+ years automated marketing experience, preferably with ad exchanges, aggregators, ad servers (e.g., SA360, DV360, Amazon), Social media platforms (e.g. Meta, Tiktok, Snap) and other media delivery platforms
• 3+ years' experience pulling data and preparing results for review with Sr. business leaders
• 5+ years of Paid Search/Media experience
• 3+ years' experience marketing in a regulated industry, and working closely with Legal and Compliance partners to market products in a manner that meets all regulatory standards
• High proficiency in Excel and PowerPoint; Experience with digital marketing platforms (SA360, DV360, Social media platforms, Jira) preferred
• Problem Solving/Critical Thinking - ability to think strategically about downstream impacts for initiatives
• Analytical/Technical mindset -handles challenges and determining workarounds or alternatives in response to technical and/or regulatory limitations, leveraging data and market research
• Ability to work effectively, as well as independently, in a team environment

Preferred

• Affiliate marketing experience a plus
• Experience with digital marketing platforms (SA360, DV360, social platforms)
• Problem Solving/Critical Thinking
• Analytical/Technical mindset
• Ability to work effectively, as well as independently, in a team environment