Description
Why Meridian?
At Meridian our aspiration is to integrate our purpose into everything we do for people, the planet, and communities. We believe that our greatest opportunity is to create opportunity and meet people where they are.
Factor us into your next career opportunity. We want you to grow with us and have an experience that’s different. This is a place where you can expect the unexpected.
Find our story here :
The role :
Reporting into the Director of Brand & Acquisition and leading a team of campaign strategists and paid media experts, they will develop effective growth campaigns that activate a variety of marketing channels including paid, earned and owned. Working collaboratively with the Sr. Manager of Brand, they will develop a cohesive full funnel plan that has effective targeting strategies that take the intended audience through each layer of the funnel to prime them for conversion. While strategy and planning will guide efforts, execution and continual optimization will be critical to sustained success. The Sr. Manager of Acquisition will make data driven decisions, leveraging research to deepen audience expertise, deploying various tests to fuel learning, reviewing campaign performance regularly to uncover key insights, and finding opportunities to increase effectiveness of campaigns to drive business results forward.
Key Responsibilities :
Strategy & Planning
- Develop data-driven acquisition strategies for small businesses, retail and wealth Members across specific verticals and segments through the launch of conversion campaigns, promotions, events, sponsorships and product awareness.
- Develop lead generation strategies that leverage various tactics such as events, partnerships, digital campaigns (lead generation forms) with a focus on optimizing flows for data capture.
- Work with Sr. Manager, Research to conduct research and leverage data for opportunity sizing across new and existing markets, ensuring a comprehensive understanding of our audience segments across the business.
- Work with the Sr. Manager, Brand to develop cohesive full funnel marketing plans and effective targeting strategies that take key audiences through each layer of the funnel to drive business objectives. Ensure marketing budget is used effectively and that each dollar is optimized to produce as much impact as possible.
- Work with the Manager, Content Marketing to develop organic content that supports campaign objectives (e.g. social media, blogs, emails, testimonials, Member Stories, etc.).
- Work with internal Paid Media resources to develop effective paid media strategies.
- Leverage data and work with the Digital team to ensure digital properties are optimized for new Member growth and frictionless end-to-end campaign experiences (i.e. proper tracking, effective campaign journeys, relevant landing pages, etc.)
- For each campaign, identify tests and experiments that will provide key learnings to continue building Meridian’s marketing engine (e.g. A / B tests, channel tests, lift studies, etc.)
- Stay up to date with industry trends and developments and incorporate new ideas and techniques into your team's work
Oversight, Execution & Optimization
As a goal leader, responsible for delivering on executive-assigned Marketing goals and helping the organization achieve its business objectives.Responsible for assembling relevant cross-functional team to execute campaign deliverables, ensuring each person has a clear understanding of their expectations, and removing roadblocks so they can execute effectively.Ensure campaigns are executed with a high standard of quality, delivered on time, and within budget.Consider, monitor, and mitigate operational and reputational risk with all marketing efforts, and escalating risks to relevant stakeholders as needed.Oversee the end-to-end execution of the campaign, ensure processes are being followed correctly, and that cross-functional partners can deliver against conditions and targets outlined in campaigns in accordance with key metrics and SLAs.Ensure accuracy and adherence of legal and compliance guidelines for all campaigns.Regularly monitor campaign performance and analyze the data to identify opportunities for optimization to continually improve outcomes.
Measurement and Reporting
Work with Sr. Manager, Research to develop health studies that assess key metrics such as consideration to determine success of marketing efforts.Support Marketing Operations to evolve our reporting and data-driven planning capabilities (i.e. improved attribution tracking, opportunity sizing).Review data to identify insights and develop narrative that effectively communicates performance of campaigns and related programs with internal and external stakeholders, including senior and executive level leadership.Leadership & Relationship Management
Motivate, mentor, and develop team. Nurture growth of team by understanding their goals and working with them to foster their development. Provide team members with opportunities that deepen their craft expertise while also advancing Meridan’s business objectives. Provide regular feedback and coach them through learning moments so they can continue to grow in their role.Foster a safe, inclusive and productive work environment that encourages all team members to be their authentic selves, regardless of their background, identity, or lived experience.Lead the team through organizational change, and ensure they are continuing to focus and prioritize the most important objectives.Support the partnerships team in the development of Service Level Agreements (SLAs) with internal partners as needed.Ensure processes are adopted across the team.Build and leverage relationships with key internal stakeholders to help deliver against business objectives. Examples of stakeholders include Partnerships team, Sales team, Digital team, Communications team.Manage and own relationships with external partners (i.e. marketing agencies).Scrum team responsibilities including managing and prioritizing backlogs, leading sprint planning and retros, and managing team's capacity.Knowledge, Skills and Abilities
Demonstrated ability to build effective marketing plans that leverage owned, earned, and paid media tactics to generate leads and drive new member acquisition.Strong working knowledge and experience with advanced consumer data analytics and application to Marketing strategy development, planning & activation.Ability to influence various teams and levels within the organization.Exceptional project management skills and ability to achieve success on time and within budget.Proven ability to innovate and create differentiating, proprietary marketing programs to drive results; proven expertise in flawless program execution.Excels in verbal, written and visual communications, with a particular emphasis on problem framing, storytelling and strong information design.Work well independently and in teams.Entrepreneurial mindsetPossesses an innate curiosity for understanding people and culture. Demonstrated ability to motivate and lead a team through transformation.Results driven marketer with experience testing and learning to improve upon marketing outcomes.People-centric leader that has the soft skills needed to motivate teams, foster growth, and support them through change.Education, Designations, Training, and Experience
Post-secondary degree in Marketing, MBA preferred, or equivalent experience.Previous experience in a Financial Institution or large organization is an asset, or experience in B2C marketing of high-ticket products or services in a technology and data-driven organization.7+ years of senior leadership experience in growth marketing with accountability for strategy development, planning, activation, optimization and reporting.Experience leading and motivating a team.Office Location : hybrid in either Toronto OR St. Catharines Corporate Office
Meridian has a remote work policy that allows flexibility for employees to work remotely but also requires regular time in the office for purposeful meetings to collaborate, innovate and build effective relationships with your team, your colleagues and your leader which is very important to us.
What's in it for you?
We have an inclusive and collaborative working environment that encourages creativity, curiosity, and celebrates success!We provide you with the tools and technology needed to delight your candidates and clients!You'll get to work with and learn from diverse industry leaders, who have hailed from top organizations around the worldHybrid work arrangements with in-person office time to collaborate, innovate and build relationships with your colleaguesThis isn't your typical "corporate" job. We work hard and we have fun!Who we are :
Meridian is Ontario’s largest credit union, and second largest in Canada, helping to grow the lives of our more than 360,000 Members. Meridian has more than 75 years of banking history and is 100% owned by its members. With 89 retail branches and 15 Business Banking Centers across Ontario and $ 30B in assets under management, Meridian offers a full range of financial products and services to its retail, business banking and wealth members. With over 2000 employees and corporate offices located in Toronto and St. Catharines, Meridian has a track record of creating and delivering innovative new offerings and is committed to investing in the communities that we serve. Our plan is to build on our momentum as we deliver on our purpose - helping our members achieve their best life.
Find our story here :
