Digital Marketing Manager

Work Location:

Hours:

Line of Business:

Pay Details:

TD is committed to providing fair and equitable compensation opportunities to all colleagues. Growth opportunities and skill development are defining features of the colleague experience at TD. Our compensation policies and practices have been designed to allow colleagues to progress through the salary range over time as they progress in their role. The base pay actually offered may vary based upon the candidate's skills and experience, job-related knowledge, geographic location, and other specific business and organizational needs.

As a candidate, you are encouraged to ask compensation related questions and have an open dialogue with your recruiter who can provide you more specific details for this role.

Job Description:

Reporting to the Senior Manager, Digital Performance Marketing, the Digital Marketing Manager will be accountable for driving marketing ROI for TD Insurance. Ultimately accountable for the budget across paid tactics, the Manager's objective is to leverage these paid channels for competitive advantage, optimize conversion, improve cost to acquire and drive positive ROI.

Key Accountabilities:

• Lead the strategic development and execution of paid campaigns where post-click conversion metrics (KPI's) are the objective.
• Develop and execute on SEM strategies, insights generation, measurement and reporting, ensuring the SEM plays a role in supporting the customer journey and optimizes for the customer journey in recognition of all digital marketing channels
• Leverage extensive social media expertise and current best practices to lead the planning and execution of social media strategy
• Manage the SEM, display advertising and social media budget, optimize KPI's across tactics to maximize ROI of each marketing dollar spent, leveraging audience targeting, TD's digital marketing capabilities and other tactics to drive efficiencies.
• Optimize the end-to-end campaign (including segments, creative, content, networks, channels, tactics, etc) on an ongoing basis in real-time.
• Lead engagement with agencies, vendors and key internal partners to deliver best-in-class media strategies and programs.
• Partner with Integrated Marketing Planning, Channels and the business to deliver on the aggressive sales goals and digital sales objectives for assigned Lines of Business.
• Provides input into integrated marketing strategies and plans, including annual forecast.
• Ensure compliance with TD process and governance control requirements.
• Provide ongoing insights on performance and reporting of results for all paid marketing programs, relative to YoY and forecast.
• Stay on top of industry trends and all applicable technologies, including developments in – Ad Display, Social media, SEM, SEO, and online consumer behavior.
• Accountable to follow TD and Industry best practices for winning in search, to drive high quality traffic that leads to conversion
• Understands and is intimately aware of competitive activity in paid search, ensures that the SEM campaign is set-up for delivering competitive advantage.
• Deliver detailed and actionable insights and strategic recommendations, provide interpretation, guidance and recommendations to drive business performance
• Produce & manage keyword research, technical, content and SEM audits - analysis and optimization recommendations

Department Overview

As part of TD's Canadian Marketing team, the Digital, Social and Content Marketing (DSCM) team is responsible for leading our digital marketing transformation. The team carries the mandate to build the digital marketing ecosystem to enable personalized 1:1 communications at all interactions with our customers. Leveraging a best-in-class content strategy, our personalized communications will ensure TD is delivering breakthrough creative and the best, personalized and connected experience for our customers. The second goal of the group is to drive leadership in all digital marketing channels across paid, owned and earned. This means that we will strive to enable best-practices in each channel, define the leading practices and beat competitive benchmarks. The primary goal of the group is to optimize the customer journey from start to finish, ultimately improving performance and driving ROI in each marketing channel for our business and channel partners.

Job Requirements

• Minimum 7 years of digital marketing experience across key channels such as ad display, social media and paid SEM with a clear focus on leveraging data to drive business results.
• Proven experience running performance marketing campaigns through digital, including display, programmatic, social, SEM and driving performance through digital experiences.
• Proven experience with digital acquisition campaigns in an always-on environment and demonstrating results with driving incremental improvements.
• Experience with managing social communities, developing, leading and executing social media strategies and analyzing and reporting results.
• Experience successfully managing agency and vendor relationships.
• Practical experience developing scorecards, executive level reports and utilization of data for digital media optimization, including techniques for measuring end-to-end effectiveness across digital marketing touch points.
• Experience utilizing digital marketing technology to drive personalized and targeted experiences across touch points in paid digital channels.
• Working knowledge and expertise in strategies utilized to optimize performance through multiple digital devices; desktop, mobile and tablet.
• Business acumen: strategic thinking, business process development, analytical and problem solving skills.
• Proven interpersonal and relationship management skills, with ability to obtain consensus among multiple stakeholders.
• Strong teamwork orientation and proven leadership capabilities with an ability to work effectively in a constantly changing environment, requiring ongoing. re-evaluation of priorities.
• Superior impact and influencing skills with a demonstrated ability to lead large scale enterprise wide initiatives.
• Understanding of financial institutions product offerings would be an asset.
• Deep understanding of Adwords and DoubleClick with preference for Adwords certifications in Fundamentals, Search and Mobile Advertising.
• Experience in performing SEM analysis and audits in order to facilitate optimizations and ultimately improve conversions.

Who We Are:

TD is one of the world's leading global financial institutions and is the fifth largest bank in North America by branches/stores. Every day, we strive to make every interaction, product, and experience remarkably human and refreshingly simple for over 27 million households and businesses in Canada, the United States and around the world. More than 95,000 TD colleagues bring their skills, talent, and creativity to foster deeper relationships, ensure disciplined execution, and build a simpler, faster banking experience. TD is deeply committed to being a leader in client experience, that is why we believe that all colleagues, no matter where they work, are client facing. Together, we are reimagining what banking can be for our clients, colleagues and communities.

Our Total Rewards Package
Our Total Rewards package reflects the investments we make in our colleagues to help them and their families achieve their financial, physical, and mental well-being goals. Total Rewards at TD includes a base salary, variable compensation, and several other key plans such as health and well-being benefits, savings and retirement programs, paid time off, banking benefits and discounts, career development, and reward and recognition programs. Learn more

Additional Information:
We're delighted that you're considering building a career with TD. Through regular development conversations, training programs, and a competitive benefits plan, we're committed to providing the support our colleagues need to thrive both at work and at home.

Please be advised that this job opportunity is subject to provincial regulation for employment purposes. It is imperative to acknowledge that each province or territory within the jurisdiction of Canada may have its own set of regulations, requirements.

Colleague Development

If you're interested in a specific career path or are looking to build certain skills, we want to help you succeed. You'll have regular career, development, and performance conversations with your manager, as well as access to an online learning platform and a variety of mentoring programs to help you unlock future opportunities.

If you're passionate about helping clients and building deep, lasting relationships, TD offers diverse career paths where you can grow your expertise and make a meaningful impact.

We're committed to your success and foster a respectful workplace where diverse perspectives are valued, everyone has fair opportunities to grow, and you can unlock your full potential to achieve your career goals. Here at TD, we hire and develop the best.

Training & Onboarding
We will provide training and onboarding sessions to ensure that you've got everything you need to succeed in your new role.

Interview Process
We'll reach out to candidates of interest to schedule an interview. We do our best to communicate outcomes to all applicants by email or phone call.

Accommodation
Your accessibility is important to us. Please let us know if you'd like accommodations (including accessible meeting rooms, captioning for virtual interviews, etc.) to help us remove barriers so that you can participate throughout the interview process.
We look forward to hearing from you!

Language Requirement (Quebec only):