Overview: 

The Advertising Manager supports the Brand Advertising team in planning, developing, executing and measuring media that fosters long-term positive brand recognition, credibility and loyalty through a focus on the customer. Key responsibilities include market research, creative development & production, media planning, internal and external relationship management, performance optimization, budget tracking and general project management.

Primary Responsibilities:

• Coordinate with media teams, creative and agency partners and key stakeholders to plan, produce and execute brand paid media across the M&T Bank footprint.
• Conduct development and execution of market-specific media plans, driven by business priorities, brand insights and media consumption behavior.
• Develop briefs to define strategy that includes background, objectives, brand insights, media consumption, audiences, KPI’s, messaging and creative direction - for both internal and external partners.
• Discover compelling brand centric stories among product, relationship management and branch colleagues for brand storytelling.
• Strategize with product partners to connect Brand initiatives with business priorities and lower funnel marketing.
• Lead creative concepting and development with agency partners and internal stakeholders for brand advertising.
• Develop user journeys to lift consideration among consumers on mtb.com and other brand touchpoints.
• Design and execute creative and paid test plans to optimize concepts and paid media placements and targeting.
• Partner with Marketing research and analytics teams to monitor the effectiveness and impact of advertising and marketing programs and apply learnings to subsequent initiatives.
• Present creative, solicit feedback from key stakeholders, manage revisions, traffic work through Compliance and approve/release final materials to media vendors.
• Manage workflows and budgets, optimize media and ensure deliverables are met within specified timetables.
• Draft and socialize presentations that highlight Brand Advertising plans and insights among Marketing and Senior Leadership.
• Complete other related duties as assigned.

Education and Experience Required:

Bachelor's Degree in a related field

5 years of experience in Marketing, Advertising, Brand Management, or related role, in either a corporate or agency environment (Or in Lieu of a degree, a combination of 9 years of higher education and relevant experience)

Strong creative and production experience

Skilled in collaboration and relationship management

Media planning

Possess a strong customer-centric focus.

Ability to leverage data-driven approach and analytical thinking within a creative framework

Adept at creative storytelling

Strong brief writing skills required

Solutions orientated problem solving

Strong attention to detail is a must

Excel within multi stakeholder project & account management environment

Microsoft Excel and PowerPoint proficiency

Ability to interact and communicate effectively with all levels of personnel

Ability to work independently and function as a member of a project team with excellent communication

Education and Experience Preferred:

Master’s degree
Financial Services and/or Wealth Management sectors

Experience working with a challenger brand

Advertising Agency experience

M&T Bank is committed to fair, competitive, and market-informed pay for our employees. The pay range for this position is $103,900.00 - $173,100.00 Annual (USD). The successful candidate’s particular combination of knowledge, skills, and experience will inform their specific compensation.

Location

Boston, Massachusetts, United States of America