About this role
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.Location
Boston, Massachusetts, United States of AmericaOther facts
About M&T Bank
Great companies have an enduring sense of purpose. At M&T, our purpose is a simple one: make a difference in people’s lives and uplift the communities we serve. Founded in 1856 in Buffalo, NY we are now a top 11 full-service US-based commercial bank with a retail footprint across the east coast and wealth services available nationwide and abroad. As a bank, we offer advice, guidance, expertise, and solutions across the entire financial spectrum that combines M&T’s traditional banking services with the wealth management and institutional capabilities offered by Wilmington Trust. We are a community-minded organization with more than 167 years of experience. We serve customers, community, and colleagues whether they be across the street, across the state or across the country.
As an employer of choice, we are proud to offer competitive benefits ranging from medical and retirement to forty hours of paid volunteer time, each year. Our core values drive the work we do – integrity, ownership, collaboration, curiosity, candor and we seek to further build upon our record of success by bringing in top talent and fresh skill sets while continuing to support the growth and development of all our team members.
M&T Bank is unwavering when it comes to providing equal employment opportunities to all employees and applicants without regard to race, color, national origin, religion, ethnicity, sex, gender identity, age, disability, citizenship, pregnancy, veteran status, military status, marital status, sexual orientation, genetic information or any other characteristic protected under applicable federal, state or local laws.
What you'll do
- The Advertising Manager coordinates with various teams to plan and execute brand paid media, focusing on market-specific strategies and performance optimization. They also manage workflows, budgets, and present advertising plans to stakeholders.
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