Marketing Manager – Paid Media Strategy & Team Lead

Location:

4910 Tiedeman Road, Brooklyn Ohio

About the Role

As a member of the Enterprise Marketing and Brand Engagement team, the Marketing Manager – Paid Media will report to the LOB Marketing Director and serve as the strategic lead for KeyBank's paid media programs across Consumer and B2B audiences. This role leads media strategy, people leadership, agency partnership, and cross-LOB coordination, ensuring media investments drive measurable brand and business results. This is a highly strategic role with broad visibility and influence, responsible for translating enterprise marketing goals into effective, measurable paid media programs while building strong team talent and modern media operations.

Essential Functions & Responsibilities

Media Strategy & Planning

• Develop the enterprise media strategy across Consumer and B2B campaigns, including channel mix, flighting, audience targeting, and budget allocation
• Lead annual and quarterly media planning cycles, translating marketing objectives into channel-specific investment recommendations
• Partner with analytics and campaign leaders to build and maintain a media learning agenda that informs ongoing optimization and future planning
• Monitor competitive media landscape and industry trends, surfacing implications and opportunities for KeyBank

Channel & Campaign Execution

• Oversee media execution across broadcast, digital, programmatic, paid social, paid search, OOH, and emerging channels
• Ensure campaigns are delivered on time, on budget, and in compliance with KeyBank brand standards and risk/compliance requirements
• Lead campaign performance reviews, translating data into actionable insights and clear recommendations for leadership
• Maintain excellence in channels that Key deploys in-house including programmatic and paid social media programs

Agency & Vendor Management

• Serve as the primary internal client lead for media agency partners, managing day-to-day relationships, deliverables, and quality of output
• Negotiate and manage media agency contracts and statements of work in partnership with procurement and legal
• Ensure agency partners understand and uphold KeyBank brand safety standards, compliance requirements, and strategic priorities

Team Leadership

• Lead and develop a media team, including programmatic and paid social specialists, providing direction, feedback, and career development support
• Set clear team priorities, manage workload distribution across Consumer and B2B work streams, and ensure LOB partners have a clear point of contact
• Build team capabilities in emerging areas including AI-enabled workflows for media measurement, and optimization

Measurement & Reporting

• Define and maintain KPIs and measurement frameworks for media programs, including brand health metrics
• Partner with analytics teams to build and evolve attribution and incrementality models
• Develop and present executive-level reporting on media performance, investment efficiency, and strategic recommendations

Cross-Functional Collaboration & LOB Partnership

• Serve as the media subject matter expert for LOB marketing partners across Consumer, Commercial, and Institutional segments
• Collaborate with marketing partners to ensure media plans are fully integrated with campaign strategy and creative
• Partner with marketing strategy & planning, analytics, brand, and compliance to align media investments with enterprise priorities

Required Qualifications

Experience

• 7–10 years of progressive media planning and strategy experience, with at least 3 years in a leadership role
• Proven experience managing multiple media programs simultaneously
• Experience managing external agency relationships as the primary client lead
• Financial services or highly regulated industry experience strongly preferred
• Agency-side experience (media agency, integrated agency, or consultative media role) is a plus

Technical Skills

• Deep expertise across paid media channels: programmatic display, paid social (Meta, LinkedIn, Reddit), broadcast/video, OOH, paid search
• Proficiency in ad platforms and tools: Adobe Advertising Cloud, Google Campaign Manager, DV360, Sprinklr, or equivalent DSPs
• Ability to interpret and analyze complex media data; translate findings into actionable business insights
• Familiarity with brand health measurement methodologies
• Working knowledge of AI-enabled media tools and emerging media technology

Leadership & Soft Skills

• Strong people leader with demonstrated abili