BMO Financial Group
Job title:
Managing Director, North American Brand & Sponsorships Advertising and Marketing Agency/Partner Management
Company
BMO Financial Group
Job description
Application Deadline: 03/30/2024
Address: 33 Dundas Street West
Job Family Group: Marketing
Here’s the person we’re seeking to join our team:
You’re a dynamic, capable, experienced storyteller and strategic thinker with a demonstrated track record of elevating brands. You’re fascinated by consumer behavior and can recognize true insights (and not just observations). You know how to visualize data to tell compelling stories. And you’ve got a knack for identifying breakthrough creative ideas and working with your agency partners to deliver them flawlessly.
Here’s a bit more about the job:
Under the direction of the Head of Brand, Social Media & Sponsorships this role leads brand strategy and execution for North America, along with agency and media partner management for the entire marketing organization. The role is responsible for the development of innovative, strategic and creative marketing plans designed to increase brand distinctiveness and consumer/prospect consideration, drive sales and deliver company growth and profit objectives for the Canadian and U.S. markets. The Managing Director is responsible for elevating the level of consumer awareness, brand affinity and brand consideration through the use of TV, streaming, social media, video, out of home, radio and streaming audio, and experiential marketing efforts. The role is pivotal in the development and execution of the overall BMO brand strategy, and includes oversight, synthesis and reporting of quantitative and qualitative consumer research.
In terms of collaboration, the director works with:
Marketing leadership to ensure a consistent brand voice across all marketing efforts at the bank
Line of business marketers and product leads to support the achievement of acquisition goals in the U.S. and Canada.
The bank’s sponsorships team to amplify the bank’s sponsorships and partnerships
The director of enterprise marketing to successfully deliver campaigns and messages that illustrate the bank’s commitment to its Purpose, including its focus on inclusion and sustainability.
Ultimately, this role must increase brand consideration and enhance our reputation while priming consumers and prospects for acquisition.
Specifically, this role will:
Lead development and execution of quarterly fully integrated brand marketing plans and programs that successfully boost consideration while achieving targets for breakthrough, response and brand impact among consumers; prepare ongoing communications on the impact and progress of the brand strategy and initiatives for senior LOB stakeholders
Identify insights to understand the consumer trends relevant to the business as well as the market, competitive environment and company performance trends.
Understand relevant segments and their motivations to develop targeted initiatives that drive the business forward.
Oversee, synthesize and derive relevant insights from qualitative and quantitative market research
Oversee development and execution of engagement and activation strategies in social media and experiential platforms with dedicated initiatives in support of social impact/inclusion and sponsorship advertising/soccer to drive reputation and affinity for BMO, measured relative to comparable competitor initiatives
Lead the development of an integrated North American brand media plan, making well-argued case for appropriate levels of funding to support BMO Effect platform, sponsorships, and purpose; a carefully considered media mix; and alignment with likely LOB media efforts
Clarify, test and hone best practice of “full funnel” efforts, collaborating with LOB marketers to articulate a concise, robust framework for testing and learning for integrated campaigns
This role also leads an essential strategic and operational function for the bank and the larger marketing team—guiding the investment of our media expenditures and outside agency fees.
The role is responsible for the oversight and management responsibility of outside creative and media agency partners, as well as internal governance of our operating models, processes and strategies relating to these advertising agency partners. Working collaboratively with more than 50 group marketers and enterprise department leaders, this role ensures that the bank can meet its revenue and acquisition goals through productive, cost-effective, high-impact advertising and marketing efforts.
The selected candidate will help BMO achieve win-win relationships with partners and agencies and better results across the bank by collaborating with BMO’s decentralized marketing teams to ensure consistent, productive approaches that save BMO time and money—with a focus on scope and agency/partner performance management, innovation/learning and best practice distribution, and the development of enterprise-wide marketing frameworks for media and creative agency management.
Specifically, that means the following accountabilities
Build integrated scopes of work for creative and media agencies, ensuring appropriate staffing for every BMO team
Negotiate fees, retainers and staffing with BMO agencies and partners, including pay-for-performance design and execution, achieving best prices and volume discounts as appropriate
Conduct monthly and quarterly scope/hours reconciliations to monitor and report LOB resource use across agencies /partners; monitor changes to scope of work and negotiate cost decreases and increases on an enterprise basis
Conduct quarterly 360-degree agency performance monitoring and reviews
Define and manage BMO’s agency model, partners and its performance; optimize agency/partner roster, validating and identifying new partners as well as leading and overseeing any agency RFPs and new agency/vendor onboarding
Collaborate with LOB marketers to identify training and skill development opportunities for teams on agency management skills and essentials, in partnership with outside advertising and marketing associations (e.g. ANA, ACA)
Work in partnership with various agencies and third-party suppliers (e.g. Facebook, Google, DSPs and other managed services) to develop and implement best-in-class buying and planning strategies, optimization initiatives and reporting, with an eye toward consistency across the enterprise; manage digital media vendor relationships and contracts; work with these agencies and partners to identify right LOB/marketer within BMO to pilot/test new opportunities
Distribute/share opportunities with wider marketing team as they arise; share results of individual LOB test and learn activities across the marketing organization
Collaborate with other marketers to set and monitor standards for digital media viewability, fraud, brand safety, disclosed buying models and agency-as-principal deals; develop standards/templates for media dashboards and reporting across all channels; gather and report competitive/BMO media spending
Develop strategies to manage message frequency and overlap; help agencies manage competing priorities from different LOBs
Articulate BMO point-of-view and policy on challenges in the media landscape for approval and sharing with BMO leadership
The successful candidate will have:
15+ years of experience in brand building, ideally with a mix of client and agency-side roles
Highly effective interpersonal skills to develop strong relationships
Strong written and oral presentation skills and presence—with strong technical ability with PowerPoint, Excel and Word with exceptional data visualization skills.
Comfortable with being uncomfortable and can effectively manage ambiguity, creating structure and defining opportunities
Highly effective at working in a fast-paced environment and ability to manage multiple deadlines and priorities
Ability to think strategically while working tactically
Razor sharp analytical and problem-solving skills
Minimum of undergraduate degree in marketing, business, commerce, or a related discipline; MBA is welcomed but not required
We’re here to help
At BMO we are driven by a shared Purpose: Boldly Grow the Good in business and life. It calls on us to create lasting, positive change for our customers, our communities and our people. By working together, innovating and pushing boundaries, we transform lives and businesses, and power economic growth around the world.
As a member of the BMO team you are valued, respected and heard, and you have more ways to grow and make an impact. We strive to help you make an impact from day one – for yourself and our customers. We’ll support you with the tools and resources you need to reach new milestones, as you help our customers reach theirs. From in-depth training and coaching, to manager support and network-building opportunities, we’ll help you gain valuable experience, and broaden your skillset.
To find out more visit us at .
BMO is committed to an inclusive, equitable and accessible workplace. By learning from each other’s differences, we gain strength through our people and our perspectives. Accommodations are available on request for candidates taking part in all aspects of the selection process. To request accommodation, please contact your recruiter.
Note to Recruiters: BMO does not accept unsolicited resumes from any source other than directly from a candidate. Any unsolicited resumes sent to BMO, directly or indirectly, will be considered BMO property. BMO will not pay a fee for any placement resulting from the receipt of an unsolicited resume. A recruiting agency must first have a valid, written and fully executed agency agreement contract for service to submit resumes.
Expected salary
Location
Toronto, ON
Job date
Thu, 25 Jan 2024 07:56:53 GMT
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