Advertising Manager
M&T Bank
Overview:
The Advertising Manager supports the Brand Advertising team in planning, developing, executing and measuring media that fosters long-term positive brand recognition, credibility and loyalty through a focus on the customer. Key responsibilities include market research, creative development & production, media planning, internal and external relationship management, performance optimization, budget tracking and general project management.
Primary Responsibilities:
- Coordinate with media teams, creative and agency partners and key stakeholders to plan, produce and execute brand paid media across the M&T Bank footprint.
- Conduct development and execution of market-specific media plans, driven by business priorities, brand insights and media consumption behavior.
- Develop briefs to define strategy that includes background, objectives, brand insights, media consumption, audiences, KPI’s, messaging and creative direction - for both internal and external partners.
- Discover compelling brand centric stories among product, relationship management and branch colleagues for brand storytelling.
- Strategize with product partners to connect Brand initiatives with business priorities and lower funnel marketing.
- Lead creative concepting and development with agency partners and internal stakeholders for brand advertising.
- Develop user journeys to lift consideration among consumers on mtb.com and other brand touchpoints.
- Design and execute creative and paid test plans to optimize concepts and paid media placements and targeting.
- Partner with Marketing research and analytics teams to monitor the effectiveness and impact of advertising and marketing programs and apply learnings to subsequent initiatives.
- Present creative, solicit feedback from key stakeholders, manage revisions, traffic work through Compliance and approve/release final materials to media vendors.
- Manage workflows and budgets, optimize media and ensure deliverables are met within specified timetables.
- Draft and socialize presentations that highlight Brand Advertising plans and insights among Marketing and Senior Leadership.
- Complete other related duties as assigned.
Education and Experience Required:
Bachelor's Degree in a related field
5 years of experience in Marketing, Advertising, Brand Management, or related role, in either a corporate or agency environment (Or in Lieu of a degree, a combination of 9 years of higher education and relevant experience)
Strong creative and production experience
Skilled in collaboration and relationship management
Media planning
Possess a strong customer-centric focus.
Ability to leverage data-driven approach and analytical thinking within a creative framework
Adept at creative storytelling
Strong brief writing skills required
Solutions orientated problem solving
Strong attention to detail is a must
Excel within multi stakeholder project & account management environment
Microsoft Excel and PowerPoint proficiency
Ability to interact and communicate effectively with all levels of personnel
Ability to work independently and function as a member of a project team with excellent communication
Education and Experience Preferred:
Master’s degree
Financial Services and/or Wealth Management sectors
Experience working with a challenger brand
Advertising Agency experience
M&T Bank is committed to fair, competitive, and market-informed pay for our employees. The pay range for this position is $103,900.00 - $173,100.00 Annual (USD). The successful candidate’s particular combination of knowledge, skills, and experience will inform their specific compensation.