Day: November 28, 2021

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Department Overview

As part of TD’s Canadian Marketing team, the Digital Performance Marketing 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 communication 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 Description

Role Overview:
Reporting to the Senior Manager, Digital Performance Marketing, the Digital Marketing Manager, will be accountable for driving marketing ROI for assigned lines of business primarily across paid search channels as well as sharing progress and successes with senior level stakeholders. Ultimately accountable for the paid search (SEM) and paid social budgets, the Manager’s objective is to leverage paid search and social media channels for competitive advantage, optimize conversion, improve cost to acquire and drive positive ROI.

JOB ACCOUNTABILITIES:

• Develop and execute on SEM strategies, insights generation, measurement, and reporting, ensuring SEM plays a role in supporting the customer journey and optimizes for the customer journey in recognition of all digital marketing channels
• Manage the SEM media budget, optimize KPI’s to maximize ROI of each marketing dollar spent, leveraging audience targeting, TD’s digital marketing capabilities and other tactics to drive efficiencies
• Develop and execute paid social strategies, insights generation, measurement, and reporting where post-click conversion metrics (KPIs) are the objective
• Optimize the end-to-end campaign (including segments, audiences, creative, networks, tactics, etc) on an ongoing basis in real-time with focus on personalization
• 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
• Accountable to follow TD and Industry best practices for winning in search, to drive high quality traffic that leads to conversion while ensuring compliance with TD process and governance control requirements
• Lead engagement with agencies, vendors, and key internal partners to deliver best-in-class SEM strategies and programs
• Partner with Marketing Planning, Targeted Marketing, Digital Channels and the business to deliver on the aggressive sales goals and digital sales objectives for the businesses
• Provides input into integrated marketing strategies and plans, including annual forecast
• Stay on top of industry trends and all applicable technologies, including developments in – SEM, Social media, SEO, Display and online consumer behavior.

Requirements

• Minimum 5-7 years of digital marketing experience with emphasis on SEM/PPC focusing on leveraging data to drive business results (hands-on agency experience preferred). Additional experience in managing and executing paid social strategies an asset.
• Proven experience running performance marketing campaigns through digital, focused on SEM (paid social an asset), and driving performance through optimized customer experiences.
• Deep understanding of Google Ads, Campaign Manager, SA360, (Facebook Ads Manager an asset) with preference for Google Ads certifications in Fundamentals, Search and Mobile Advertising.
• Proven experience with digital acquisition campaigns in SEM always-on environment and demonstrating results with driving incremental improvements.
• Proven track record of delivering exceptional and measurable performance results through digital marketing efforts.
• Passion for driving results and proactive performance management.
• Experience in performing SEM analysis and audits in order to facilitate optimizations and ultimately improve conversions.
• Experience utilizing digital marketing technology to drive personalized and targeted experiences across Paid Search.
• 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.
• Experience successfully managing agency and vendor relationships.
• 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 digital marketing initiatives.
• Ability to clearly articulate SEM performance & performance drivers, strategy, challenges and opportunities to internal partners with varying degrees of domain knowledge
• Understanding of financial institutions product offerings and experience in Mortgage related marketing would be an asset.

Education

• University or Post-Secondary education required.
• Business or Marketing Communications an asset

Additional Information

#LI-POST

Hours

37.5

Inclusiveness

At TD, we are committed to fostering an inclusive, accessible environment, where all employees and customers feel valued, respected and supported. We are dedicated to building a workforce that reflects the diversity of our customers and communities in which we live and serve. If you require an accommodation for the recruitment/interview process (including alternate formats of materials, or accessible meeting rooms or other accommodation), please let us know and we will work with you to meet your needs.

Expected salary:

Location: Toronto, ON

Job date: Fri, 26 Nov 2021 23:51:03 GMT

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