Head of Paid Search

The U.S. Consumer Bank organization delivers a wide array of banking, credit, payments, lending and investment services to individual consumers and small businesses.  Our products and services cover a wide range of client banking needs including credit cards, banking, mortgages and investment advisory services.

To deliver on our brand promise, we operate as a truly client-centric organization, driving a high tech, high touch experience for the full Company relationship, particularly in the U.S. To do so, we have aligned our structure with our strategy, to ensure we win in the U.S., our largest market, and drive greater client-centricity across product, segment and geography.

Media is a critical area of focus and growth for Company U.S. Consumer Marketing.  The US Consumer Media team is comprised of product and channel marketers who are responsible for driving growth while transforming our digital marketing capabilities to shift the quality and mix of digitally sourced accounts.  This includes profitably acquiring new accounts, managing key acquisitions channels, bringing new and refreshed products to market, partnering on through-the-line campaigns, testing new tactics, and driving marketing innovation.

The SVP Head of Paid Search will lead a team of seasoned search marketing professionals across all Consumer Lines of Business (e.g. Cards, Deposits, Mortgage) managing business strategy and execution, with an emphasis on managing the channel’s media, optimization, budgeting, testing and reporting processes,  and driving profitability.  The candidate will be responsible for identifying and supporting new marketing channel opportunities, process improvements, channel expansion, and QA. This role will work closely with the rest of the Digital Channels team, the broader Company digital acquisitions team, data science, risk, fraud, legal, and compliance teams, as well as Company’s digital media agency and vendor partners. Strong cross-functional capability a must.

This person will be responsible for oversight and management of the internal search team and agency relationship, as well as integration with cross-channel initiatives and measurement.  The marketer will be critical in the development and testing of marketing creative & placements, campaign & budget planning and calendar management, spearheading control and quality assurance, and tracking performance.  Maintaining strong relationships across multiple teams and partnerships and overseeing day-to-day management with a hyper-focus on details will be critical to success. 

Beyond overseeing our marketing efforts, the SVP will also play a role in evolving new channel capabilities and/or business lines.  This includes leading special projects and product launches, establishing audience and targeting strategies, and developing marketing analytics capabilities to ensure proper campaign optimization across profitability metrics (e.g. NPV, ROAS). 

Responsibilities:

• Lead end-to-end paid search business strategy and campaign management process across marketing campaigns from setup to deployment to reporting, with an extreme focus on detail and flawless execution
• Drive channel acquisitions growth through understanding the competitive landscape, optimizing existing channel performance, and identifying new messaging, targeting, or capability opportunities.
• Contribute to channel capability development efforts including personalized offers, enhanced targeting and segmentation, third party data integration, etc.
• Manage channel operations with line of business partners. Partner with internal control to ensure partner compliance to Company terms and conditions.
• Own channel reporting outputs, ensure accuracy of measurement and that reporting adds value in practical insights and recommendations
• Manage quarterly media budgets to ensure media investment is spent correctly and efficiently to deliver maximum value to the business, and that the team is billed and pays partners on time
• Lead the tracking, testing, and QA of all SEM campaigns for the accuracy, functionality, and documenting as necessary to ensure flawless execution.
• Manage oversight of the SEM channel’s compliance operations; ensure that the channel acquires and maintains required targeting, creative, and modeling compliance approvals
• Support acquisition insights function, including reporting, tracking and forecasting to help evaluate program performance, and compiling / analyzing campaign results across funnel metrics and KPIs to identify opportunities for growth or improvement
• Manage team of 6-10 direct reports and relationship of our media agency, and work with and internal/external partners to identify efficiencies and improve channel operating effectiveness
• Apply critical thinking skills to identify and size new acquisition opportunities, assess customer impacts, and make new recommendations to drive business growth.  

Qualifications:

• 8-12 years business experience in development of marketing, product or offer strategy, and/or actively managing channel(s) to target prospects. Search marketing experience (in-house or agency) strongly preferred.
• Previous hands-on experience with SEM campaign execution (either in house or agency) preferred
• Experience in developing and delivering on short and long-term business strategy
• Proven ability to directly build and manage a high-performing team to exceed goals
• Experience heading up key special projects, inclusive of new marketing channels, product launches, or innovative targeting
• Familiarity with reporting and analytics processes, reporting, P&L models, and fundamental analytic tactics to derive insights
• Strong communication, presentation and influencing skills
• Strong proficiency with Excel and PowerPoint with an aptitude to quickly learn new systems, platforms and software
• Financial services industry experience preferred

Leadership Competencies:

• Curious self-starter who is able to be partner-focused, generating ideas, while coordinating multiple projects with varying timelines simultaneously
• Ability to inspire and mentor a direct and extended team, be adaptable and establish priorities
• Demonstrated ability to manage multiple tasks/projects simultaneously and drive solutions to complex problems
• Outstanding facilitator, able to partner with business products leads and stakeholders to brainstorm, evaluate, select, and implement solutions on search marketing needs
• Resourceful and pragmatic problem-solver, forward thinker with independence of thought
• Superior attention to detail, with a process-oriented mindset
• Excellent interpersonal, listening, relationship building and negotiations skills
• Comfortable operating in a highly matrixed, complex environment
• Strong sense of accountability and decisiveness in a strong work ethic culture

Education:

• Bachelor’s/University degree, Master’s degree preferred