Direct Mail Marketing Lead, Small & Business Banking, Acquisition Marketing

About this role:

Wells Fargo is seeking a Direct Mail Marketing Lead that leads critical direct mail acquisition marketing campaigns for the Small & Business Banking (SBB) Marketing Team.  You will lead a cross functional team responsible for driving new customer acquisition by promoting Wells Fargo deposit accounts to small business owners via direct marketing tactics (e.g. Direct Mail, Paid Media).  Collaborate closely with Data Analytics, Creative Agencies, Print Production, Finance, Branch Operations, and Digital Operations.  Lead the acquisition marketing campaigns including defining target audience, value proposition, creative development, and special offers. In addition, manage the end-to-end marketing campaign management process which includes working across a variety of internal teams.

This role is critical in helping SBB deliver on new customer growth and deposit growth target via effective development and implementation of direct marketing acquisition strategies across all key customer segments as well as identifying new business opportunities to drive increased scale and profitability while delivering customer-obsessed experiences.

Our ideal candidate demonstrates competence, drive, the ability to inspire a team across a matrixed organization, plus create a positive work environment and a sense of urgency to achieve results. They will be articulate and have strong interpersonal effectiveness with an impeccable reputation for integrity, accuracy, consistency, and business acumen. Our ideal candidate will have a strong blend of strategic and execution marketing-based experience.

Learn more about the career areas and lines of business at wellsfargojobs.com.

In this role, you will:

• Build and manage acquisition campaigns, primarily with the Direct Mail channel, that promote Wells Fargo Business Banking deposit accounts that acquire new business banking customers in our branches and on Wellsfargo.com.

• Optimize the multi-million dollar acquisition marketing budget across multiple campaigns with the objective of achieving the customer acquisition goal and ROI objectives.

• Lead a matrixed-team of data analysts/modelers, direct mail channel managers, creative designers, and operations employees to achieve campaign goals

• Track macro-economic trends, small business environment, competitor strategies, promotions, pricing, and recommend pivots in the bank’s direct marketing campaigns, when appropriate

• Collaborate with Marketing Science Team to forecast campaign results, author business cases, and publish campaign reporting packages that records the financial performance of the direct marketing campaigns

• Provide ongoing performance updates to Head of Growth Marketing, Small & Business Banking, Marketing Executives, CSBB CMO, SBB leadership team, and other C-suite level executives

• Build offer strategy including the launch of cash offers program which provides incentives for new customers to join Wells Fargo

Required Qualifications:

• 5+ years of Marketing, Digital Marketing, Digital Platforms (i.e. Mobile or Social Media) experience, or equivalent demonstrated through one or a combination of the following: work experience, training, military experience, education

Desired Qualifications:

• 5+ years’ experience in leading marketing strategy and campaign execution with a focus on customer acquisitions, performance marketing, and specifically direct mail

• ​Experience optimizing marketing investment that maximizes ROI and achieves growth targets

• Strong knowledge of business banking products, retail banking, and small business customer segment

• Strong analytical understanding of marketing campaigns, A/B testing, incremental lift, Return on Marketing Investment (ROMI)

• Campaign management and execution experience, ideally within in Aprimo or similar campaign management tool

• Expert knowledge in Dun & Bradstreet data is a plus

• Ability to direct creative teams to develop marketing campaign assets

• Strong presentation skills including with senior/C-suite level leadership

• Must thrive in a fast-paced environment

Job Expectations: