Senior Marketing Consultant, Business Banking Brand, Content, and Digital

About this role:

Wells Fargo is seeking a Senior Marketing Consultant to help support the execution of the Business Banking brand across marketing channels to drive awareness, engagement, and conversion.

Brand Execution:

• This role will aid in the management and execution of the Business Banking brand implementation across the enterprise.
• Partner cross-functionally on the seamless execution of upper funnel General Market and Hispanic marketing to ensure brand value, tone, and messaging integrated across all paid and owned channels.
• Asset tracking and usage management.
• Support the amplification of the brand with partners in public relations, experiential events, and/or influencers.
• Collaborate with partners to develop holistic learning agendas, reporting, and recommendations to then be socialized across teams to influence strategies and roadmaps.

Digital Execution:

• This role will help execute the rebuild of the Business Banking portion of the public website to drive engagement and incremental business checking growth across business customers.
• Will work with experience optimization and partner teams to execute and implement learnings from Adobe Target test plans tied to content, navigation, customer journey and design improvements on the website.
• Lead accessibility testing and remediation of defects of the digital properties to ensure compliance.
• Collaborate with analytics teams to enhance website tracking and deliver full funnel reporting dashboard of the public site to identify areas of optimization and success.

Content Execution:

• Work with partners to develop customer-first owned content library, management, maintenance, reviews, and approvals.
• Collaborate with SEO teams on areas of optimization and ensuring content is best-in-class.
• Collaborate with analytics teams to report on content performance, find areas of opportunity, and make ongoing enhancements. 

Additionally, this role will project manage and lead the end-to-end marketing campaign management process which includes working across a variety of internal teams ensuring the timely delivery of all approved assets.

This role is critical in helping Business Banking deliver on goals in driving awareness, engagement, new customer growth, and deposit growth targets via effective development and implementation of targeted marketing campaigns and a best-in-class storefront on the website.

This person must be influential in leading campaign resources, both internal and external, while also being able to partner effectively with other marketing leaders across CSBB, Business Credit Card, and the other lines-of-business.  

In this role, you will:

• Lead with a customer-first approach.
• Execute the integration of the brand and Business Banking value proposition across channels.
• Work with Enterprise Brand Marketing team on any brand needs such as naming, trademarks, legal reviews, photoshoots, updates to guidelines, and playbooks.
• Manage marketing campaigns that promote Wells Fargo Business Banking overall to drive awareness and influence the acquisition of new business banking customers in our branches and on Wellsfargo.com.
• Partner closely with the creative agency vendors and internal partners to optimize marketing budget with the objective of achieving the customer acquisition goal and ROI objectives.
• Work with banker readiness teams to ensure training, feedback loops.
• Direct data analysts/modelers, channel managers, creative designers, and operations employees to achieve business and campaign goals.
• Track macro-economic trends, small business environment, competitor strategies and recommend pivots in the bank’s upper funnel, digital and content strategy.
• Collaborate with Growth, Deepening and Marketing Science Teams to forecast campaign results, help author business cases, and publish campaign reporting packages that record the performance of the marketing investment.
• For the public website, conduct ongoing tracking and remediation of URLs and links for enhancements and performance.
• Track all on-us assets to ensure aligned with legal and compliance. Maintain assets and optimizations of those assets as needed.
• Provide ongoing performance updates to Head of Brand, Content & Digital, the Head of Small & Business Banking, Marketing Executives, CSBB CMO, SBB leadership team, and other C-suite level executives.
• Ideate for breakthrough marketing concepts that will improve customer experience, response rates, and lower the campaign cost per account.
• Collaborate with various partners, stakeholders, and senior leaders to deliver new customer goals.
• Monitor cross-team roadmaps to determine impacts when there are changes acro