Purpose of the Job:

We are looking for an individual to lead the development of a marketing communications strategy and team to increase Member engagement and growth.  This is an exciting new role within the Digital Marketing team, with significant opportunity to build the program from the ground up. As Senior Manager, Member Engagement, you will be responsible for managing and optimizing our new marketing automation platform, IBM Watson, and providing a consistent and personalized Member experience across digital channels. Together with your team, you will leverage Member data and resultant insights to offer targeted solutions to existing and new Members.

You will have responsibility for the marketing automation process, including setting direction, planning, execution, and delivery of all engagement and share-of-wallet programs.  Your technical depth must be complimented with an effectiveness in translating relevant analysis and insights into easily understood and implementable solutions. Working collaboratively with our Product, Marketing and Sales teams as well as our contact centre, retail branches and agencies, the incumbent will be accountable for developing marketing automation programs, from strategy and design to execution and optimization.

The successful candidate will have a passion for continuous improvement and can take initiative within a fast-paced and dynamic environment. As this role will be highly collaborative, it is essential that the individual possess excellent people skills to foster an environment that supports teamwork, continuous improvement, innovation and results orientation. This position will offer candidates significant exposure and opportunity for impact across the organization

Key Responsibilities:

• Manage and optimize the marketing automation platform, IBM Watson
• Build marketing automation strategy, including email, in App, Secure Message, and SMS with consideration to complimentary Direct Mail efforts and social media and digital advertising
• Map out and operationalise the Member journey and its various digital touchpoints, updating and optimizing according based on test and learn initiatives
• Work with key stakeholders to guide, design and execute automated marketing campaigns and efforts
• Identify and target segment profiles and populations from Member databases for both digital and offline initiatives
• Collaborate with Enterprise Analytics team to develop propensity models and other predictive modeling initiatives
• Create digital communications, working with design team to develop and optimize email templates, landing pages and any other creative needed to execute on digital marketing initiatives
• Conduct A/B testing, working to continuously optimize programs and results
• QA across multiple platforms, devices, browsers
• Track and measure results
• Work with the Contact Centre and Retail Branches to ensure that marketing programs are effectively executed
• Oversee regular and ad-hoc reporting, with a focus on sharing lessons learned and championing continuous improvement

Knowledge, Skills and Experience:

Minimum of 5 years of experience in marketing analytics and program development with increasing levels of responsibility. Experience in a financial institution or high growth company preferred.

• Demonstrated success executing marketing campaigns with expertise using marketing automation platforms, including database management, list development, setup, testing, launching and scoring of campaigns and programs, and reporting on campaign analytics
• Excellent written, communication, and presentation skills
• Strategic thinking, creative problem solving and analytical skills
• Strong project management skills, with the capacity to manage multiple priorities and campaigns simultaneously
• Ability to lead initiatives, plan activities and resources, work hands-on, and manage/develop team
• Must be self-motivated and passionate about enhancing the member journey and making a difference in the lives of our Members
• Results-driven with ability to determine and articulate effectiveness and ROI

Education Required:

• Bachelor’s degree in Marketing, Business, Economics or equivalent expertise
• MBA or Master’s degree is desirable