About Us
With more than 12 million customers in retail banking, wealth management and investment banking in Canada, the U.S., Europe and Asia, BMO is one of North America's largest financial institutions. But we're people first, and bankers second. We know business is not just a series of transactions. It's about beliefs, values and integrity.
More than 47,000 employees know this and live it every day. They're passionate about delivering value to our customers, contributing to the well-being of our communities and respecting the environment. Inspired by their passion, we create opportunities for our people to achieve their personal and professional ambitions. Mutual respect and success, working together.
Job Description
Channel Manager, Digital Acquisition-1600000844
The Channel Manager, Digital Acquisition, BMO Insurance is accountable for assisting in the planning and development of all Search Engine Marketing programs and Digital Experience projects. The role is responsible for developing channel strategies to drives sales, measure results, market and competitive trends, and manage the development of a broad range of marketing programs including:
Search Engine Marketing• Website / Conversion optimization• Digital Content This role is responsible for helping manage BMO Insurance's relationship with marketing agencies and suppliers to ensure the company is receiving quality and cost effective marketing service.
Key Accountabilities:
20% - Strategic Planning Support
Partner with Digital Marketing Channels and Product team to support the digital roadmap for the Direct to Consumer Insurance team. Think holistically about digital marketing and identify, evaluate and prioritize opportunities in areas such as: capabilities, content strategy, distribution partnerships, demand generation, conversion optimization, customer communication and brand awareness Review progress to plans, and develop, communicate, and actively participate in the implementation of actions necessary to correct internal and external issues. Escalate significant issues to Head of Digital Acquisition, BMO Insurance. 60% - Campaign/Channel Management
Accountable for driving digital acquisition for insurance business across all products. Responsible for market penetration and new customer acquisition using a mix of search engines such as Google and Yahoo/Bing Manage the SEM budget and allocate effectively within engines, campaigns, and keywords Perform search marketing activities including, but not limited to, keyword research, competitor research, content and website performance analysis Use detailed analytics to understand customer segments and performance in order to best expand and optimize search campaigns Use best practices and test-and-learn initiatives to optimize search engine performance Drive profitability via growth, optimization, creative testing and landing page testing Measure and analyze the effectiveness and impact of web UX and SEO, identifying opportunities for improvements by partnering with teams within the organization to develop best-in-class digital experiences Stay abreast of innovative marketing technologies and continually push the envelope to ensure BMO employs and leverages all opportunities to present our message and offer in the most compelling and engaging way. Ensure all campaign tactics and projects are meeting standards approved by the Bank Provide digital support for campaigns including level of spend, messaging and keyword matching strategies as part of integrated campaigns developed for the product portfolio. Coordinate and ensure customer service and direct marketing information services are ready to support the implementation of digital acquisition programs Work closely with colleagues to assist the development of integrated channel management Report on the status of all digital marketing initiatives on a regular basis. Ensure that enhancements and modifications are made to plan as needed, keeping market conditions and corporate objectives in mind Undertake special project as assigned 10% - Relationship Management
Build and maintain effective relationships with internal partners and external partners. Influence these partners in order to build the brand, enhance communication programs and take advantage of synergies across different lines of business. Represent the team in any discussions related to digital advertising requirements in partnership with Corporate Marketing and in accordance with established policies and procedures. 10% - Risk Management and Control
Monitor marketing communications to ensure adherence to standards of third party brands and compliance with legal, privacy, legislative and association regulations. Provide budget control reports to facilitate an overall view of digital campaign spend. Ensure all required authorizations and approvals are obtained for the execution of digital acquisition programs Leverage external publications, trade publications and other sources of information to be informed about marketing trends and adjust plans and tactics as the landscape evolves Be the subject matter expert on all things search related. This includes being the thought leader related to search algorithm changes and impact BMO business.
Knowledge:
Diploma or Post-Secondary Degree in Marketing/Business/Computer Science 4-5 years digital advertising experience Work experience in SEM, SEO and UX experience a plus Google Adwords certification Experience working with bid optimization tools Working knowledge of Site Catalyst a plus Solid understanding of the digital channel and digital success metrics Highly proficient in Microsoft Excel Experience with A/B and Multivariate testing required Excellent analytical, quantitative, organizational, and prioritization skills Working knowledge of SQL, HTML/CSS/JS a plus Experience in Financial Services environment an asset Experience working in an Advertising Agency/managing an Agency an asset Self-directed and enthusiastic team player Proven ability to manage relationships across an organization Skills:
Integrated marketing communication and planning skills Strong attention to detail and manage time effectively Relationship management skills Strategic, change management communication and creative assessment skills Strong analytical and measurement capabilities Demonstrated persistence, tenacity, and an ability to overcome obstacles Enjoys technology and staying on top of a rapidly changing industry Ability to work in a matrix environment Ability to balance multiple projects and deadlines Strong oral, written and presentation skills Ability to successfully work with agency partners Collaborative, positive approach At our company, we have been helping our customers and communities for over 195 years. Working with us means being part of a team of talented and passionate individuals with a shared focus on working together to deliver great customer experiences. We stand behind your success with the support you need to turn your potential into performance.
To submit your application for this job, please go to: https://bmo.taleo.net/careersection/2/jobdetail.ftl?job=1600000844&lang=en_GB
"BMO Financial Group is committed to an inclusive and barrier-free workplace. By embracing diversity, we gain strength through our people and our perspectives."
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Channel Manager, Digital Acquisition - 1600000844
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