Be part of Wells Fargo’s increasing shift towards digital marketing including important investments in digital technologies and capabilities. An audience first approach is key to our customer centric culture; supporting initiatives that focus on building the brand and accelerating business growth.
As the Platform Activation Management Lead, you will drive the evolution of Audience Targeting for Wells Fargo’s owned websites and email channel. You will champion the use of the Data Management Platform (DMP) within the On-Us Digital Optimization team in order to drive adoption of the DMP and other new platforms to advance the targeting sophistication of digital CRM campaigns, help manage the intersection of robust 1st party data with newly available 3rd party data, and partner with the digital paid media advertising team to enhance cross channel targeting.
Champion audience targeting practices and audience first thinking within Integrated Marketing, providing a consultative approach to On-Us Digital Optimization Consultants and Marketing Managers responsible for brand building, engagement and sales campaigns
Development of On-Us Digital use cases, testing and evolving audience targeting strategies to increase customer relevancy of messaging
Support the integration of DMP with other tools including Interaction Advisor (IA) and Real Time Testing & Optimization (RTTO) ; and use with other data sources including the Marketing Customer Profile (MCP) and on-us digital platform behavior
Lead first, second, and third party data collection planning and requirements and work with internal resources and vendors to obtain and activate necessary data sources
Conduct regular audience analysis, segment development, activation and optimization to drive actionable insights for marketing campaigns in partnership with Marketing Managers, and Insights and Analytics
Support audience and measurement governance working in partnership with internal stakeholders
Help shape DMP product strategy and roadmap in partnership with business stakeholders, Product Management, Platform Management, Insights and Analytics and vendors
Participate in DMP roadmap development including requesting new features and capability enhancements and track to completion and activation keeping Integrated Marketing team member aware of product updates
Liaison with Insights and Analytics for advanced and out-of-platform audience discovery and analysis
5+ years of experience in one or a combination of the following: marketing, digital marketing, digital platforms, or social media
Other Desired Qualifications
Seasoned experience with Data Management Platforms, including experience working in a DMP interface to create traits, segments, push audience live and prepare audience analysis
2+ years of experience developing and managing online advertising campaigns
Digital marketing experience in programmatic advertising, CRM onboarding
Solid understanding of technology integrations and databases to be able to pull in new data sources into the DMP and troubleshoot when needed
Experience designing and executing digital campaigns across channels (e.g. traditional display, mobile)
A BS/BA degree or higher
- All offers for employment with Wells Fargo are contingent upon the candidate having successfully completed a criminal background check. Wells Fargo will consider qualified candidates with criminal histories in a manner consistent with the requirements of applicable local, state and Federal law, including Section 19 of the Federal Deposit Insurance Act.
Relevant military experience is considered for veterans and transitioning service men and women.
Wells Fargo is an Affirmative Action and Equal Opportunity Employer, Minority/Female/Disabled/Veteran/Gender Identity/Sexual Orientation.