Audience & Decisioning Strategy Sr. Lead Marketing Consultant

at  Wells Fargo

ORGANIZATION OVERVIEW

The Marketing Channel Strategy & Revenue Optimization center of excellence maximizes the revenue of Wells Fargo’s marketing channels while curating best-in-class experiences for customers. The team estimates that Wells Fargo’s owned marketing channels are poised for hundreds of millions of dollars in incremental revenue over the next 18 months from just a modest gain in customer engagement leading to conversion rate. A large driver of that opportunity will come from fine-tuning the selection of the most-relevant and most-valuable targeted messages we put in front of customers and prospects who come to Wells Fargo’s channels.
The newly formed Audience & Decisioning Strategy team owns the program for optimizing all the levers of the firm’s marketing decision engine, which ensures we make the most out of every touchpoint with customers. Today, the decision engine has an incredible amount of untapped potential and our team has a robust roadmap of new strategies and smarter decision models to drive the lion’s share of the gains towards the firm’s enormous revenue opportunity. This team leads the decisioning strategy, aligning marketing operations, product & technology, and data & analytics against the highest priorities to advance marketing personalization capabilities.

To achieve this, we are building an all-star team of marketing strategy leaders to drive four firmwide efforts:

• Audience Strategy: Communicate with prospects and customers in a relevant, consistent way across all interactions with the firm
• Next Best Message Capabilities: Develop the decision engine strategy to deliver the most relevant and profitable messaging, orchestrated across channels and explainable to the business
• Performance Optimization & Experimentation: Partner with LOBs to test new decisioning strategies that incrementally lift channel performance as well as enabling LOB creative and offer personalization testing for their audiences
• Marketing Data Roadmap: Build the target state marketing data ecosystem to fuel next best message decisioning and optimize along the full conversion funnel

This position will lead the firm’s decisioning strategy in the Email channel, one of Wells Fargo’s major marketing and servicing channels reaching over 30M customers each month, as the decision engine gets integrated into the channel this year. This channel has tremendous upside opportunity from model-driven recommendations such as:

• Maximizing Email conversions while minimizing unsubscribes
• Enhancing the data model for fueling intelligent decision models
• Orchestrating customer journeys between Email and other channels based on contextual information about customers’ needs

You will be the driving force behind these initiatives and at the center of the cross-functional team of experts to bring innovative ideas to life:

• Partnering with LOB Marketing and Channel Strategy to identify decision engine opportunities
• Concepting and building new decision engine strategies and capabilities with Product & Tech
• Working with Data & Analytics to fuel the decision models with rich customer data predictors and then attribute and measure outcomes to inform future roadmap opportunities
• Influencing LOB leadership to rally behind bold new strategies that will directly improve their bottom lines

REQUIRED QUALIFICATIONS

7+ years of Marketing, Digital Marketing, Digital Platforms (i.e. Mobile or Social Media) experience, or equivalent demonstrated through one or a combination of the following: work experience, training, military experience, education

Desired Qualifications

• Demonstrated experience in Digital Marketing, Digital Channel/Platform Management (e.g. Display Advertising), Marketing Technology, Marketing Analytics, preferably 7+ years
• Direct experience managing marketing decision engine strategy; familiarity with Pega CDH as a decisioning architect preferred
• Experience in financial services, especially banking
• Preferred experience with Email channel performance marketing and/or Salesforce Marketing Cloud for Email
• Ability to achieve objectives requiring a high level of cooperation from cross-functional partners in other teams - LOB marketing, marketing operations/execution, digital product, technology, data management, and data science/modeling
• Ability to navigate ambiguity and create a pioneering playbook for others to follow rather than following rote steps
• Knowledge and understanding of concepts related to predictive modeling, AI, data science, analytics, simulation, and forecasting
• Experience in personalization and journeys in multi-channel environments (online, mobile, email, call centers, brick-and-mortar)
• Excellent written and verbal communication skills and the ability to present complex concepts into simplified solutions in a straightforward and understandable manner to multiple stakeholders, including senior leaders

Job Expectations

• Willingness to work on-site at stated location on the job opening.
• This role offers a hybrid work schedule.
• This position is not eligible for Visa sponsorship

Available Locations

• 800 S Jordan Creek Pkwy, West Des Moines, IA
• 550 S Tryon, Charlotte, NC
• 333 Market St, San Francisco or 1755 Grant, Concord, CA
• 2200 Concord Pike, Wilmington, DE
• 150 E 42nd, New York, NY
• 300 Highway 169 S, St Louis Park, MN or 600 S 4th St, Minneapolis, MN
• 2800 S Price Rd, Chandler, AZ
• 1445 Ross Ave, Dallas TX with ability to work at 250 E John Carpenter Frwy, Irving, TX towards 2025
• 114 N Beaumont St, St Louis, MO
• 5595 Trillium Blvd, Hoffman Estates, IL

California and Illinois are only open to internals within the organization.
New York City & San Francisco - Pay Range: $133,300 - $237,000 annually
Chicago & Wilmington - Pay Range: $122,200 - $217,200 annually

West Des Moines, Charlotte, Minneapolis, Chandler, Dallas, & St Louis - Pay Range: $111,100 - $197,500 annually

• Salary will vary based on work location.

**Actual salary is determined by location, experience, and qualifications of the job.
Preferred location(s) listed above. Other locations within the line of business footprint may be considered. Relocation assistance is not available for this position.

APPLICANTS WITH DISABILITIES

To request a medical accommodation during the application or interview process, visit Disability Inclusion at Wells Fargo .

WELLS FARGO RECRUITMENT AND HIRING REQUIREMENTS:

a. Third-Party recordings are prohibited unless authorized by Wells Fargo.
b. Wells Fargo requires you to directly represent your own experiences during the recruiting and hiring process

Wells Fargo is seeking a Senior Lead Marketing Consultant on the Marketing Channel Strategy Revenue Optimization Team as part Enterprise Marketing Services. Learn more about the career areas and lines of business at wellsfargojobs.com .