Responsibilities

• Define and lead BNY’s global paid media strategy in alignment with enterprise brand, business, and client growth priorities.
• Build paid media programs designed primarily for B2B audiences, with a strong focus on precision targeting, niche segments, and high-value decision-makers rather than broad consumer scale.
• Manage paid media investment with a disciplined approach, optimizing relatively modest budgets for maximum efficiency, effectiveness, and measurable business impact.
• Prioritize quality of audience reach over volume, using data, account-based marketing principles, and advanced segmentation to connect with institutional, intermediary, and specialized client audiences.
• Partner closely with brand, content, product marketing, analytics, digital, regional marketing, and business stakeholders to ensure paid media supports integrated campaign objectives and commercial priorities.
• Establish a rigorous measurement framework that links media performance to brand outcomes, engagement, lead quality, pipeline influence, and other business-relevant KPIs.
• Evaluate and select the right channel mix across search, social, programmatic, direct buys, and emerging platforms based on audience behavior, business value, and return on investment.
• Lead agency and external partner relationships, setting clear expectations on strategy, execution, testing, reporting, governance, and cost management.
• Ensure all paid media activity complies with legal, regulatory, risk, privacy, and brand standards across markets, while continuously improving operating models, testing approaches, and campaign performance.
• Collaborate across organic social and SEO/GEO functions, all reporting to the Director of Brand Visibility Channels. Role in an individual contributor who will partner closely with an associate team member.

Requirements

• Bachelor’s degree
• 8-10 years of paid media experience. Experience in both agency and corporate settings required. Experience leading paid media strategy for complex global organizations, ideally within financial services, professional services, or other highly regulated B2B environments.
• Deep expertise in B2B paid media, including audience-first planning, account-based approaches, long-consideration buying journeys, and optimization toward business outcomes rather than consumer-scale metrics.
• Demonstrated ability to market effectively to niche and hard-to-reach audiences, including senior business decision-makers, institutional buyers, ultra high net worth individuals, and specialized segments.
• Strong commercial and analytical mindset, with a track record of managing smaller budgets strategically and proving impact through disciplined measurement and optimization.
• Advanced knowledge of paid search, paid social, programmatic, publisher partnerships, audience targeting, attribution, testing, and performance reporting.
• Experience operating successfully in regulated environments with strong understanding of governance, compliance, privacy, approval processes, and reputational risk considerations.
• Proven ability to influence, including managing agencies, influencing senior stakeholders, and working across global, regional, and cross-functional teams.
• Ability to translate complex business objectives into clear media strategies, execution plans, and actionable insights for both marketing and executive audiences.
• Strong communication, judgment, and prioritization skills, with the ability to balance brand building, business performance, and operational discipline.

Benefits

• BNY offers highly competitive compensation, benefits, and wellbeing programs rooted in a strong culture of excellence and our pay-for-performance philosophy. We provide access to flexible global resources and tools for your life’s journey. Focus on your health, foster your personal resilience, and reach your financial goals as a valued member of our team, along with generous paid leaves, including paid volunteer time, that can support you and your family through moments that matter.