• Job Description

  Req#: R-287959

  About this role:

  Wells Fargo is seeking a Lead Marketing Consultant in Consumer, Small Business Banking (CSBB) providing coverage for Branch Banking, Chief Customer Office, CSBB Control, CSBB Diverse Customer Segments, CSBB Operations, CSBB Strategy & Transformation, Consumer Marketing, Deposit Products Group, and Small Business. Learn more about our career areas and business divisions at wellsfargojobs.com.

  The Head of Marketing for Student Segment will have a leadership role within the marketing team in the CSBB line of business (LOB) at Wells Fargo. The head of Marketing for Student Segment will be responsible for defining and coordinating the execution of a comprehensive marketing strategy to drive Wells Fargo’s growth across Students and parents of students.

  This position reports to the Head of Marketing for Consumers Segments, which includes Marketing for Diverse, Affluent, Student, and Emerging Segments. The Consumer Segments Marketing Team is responsible for developing acquisition, deepening, cultural engagement, and brand marketing campaigns for all consumer segments.

  The Student Segment marketing team manages Wells Fargo’s College Steps and Campus Card Programs, as well as all other marketing initiatives dedicated to driving acquisition and retention of student accounts.

  This Head of Marketing for Student Segment will be the key point of contact between CSBB’s marketing team and other LOBs across Wells Fargo, including the business’ Student Segment Team and CSBB Product Team, among others.

  This marketing head will develop comprehensive marketing strategies that should incorporate recommendations for new and improved value propositions, product development, marketing integrations, servicing strategies, cash offers, engagement programs, partnerships, sponsorships and any other strategy or initiative conducive to drive growth and retention of student customers and build brand awareness and consideration for WF among the Student Segment. This marketing head will define and implement efficient engagement models and processes to ensure the marketing function becomes an invaluable partner for the business and key driver of growth and retention for the business.

  This leader should be able to establish a vision and outcomes for the Student Segment Marketing team in alignment with overall CSBB priorities and CSBB’s Marketing priorities. The Marketing Head will then define and implement the programs and actions needed to achieve the vision for Student Segment Marketing. The leader will function as an independent strategic thought leader in analyzing market competition, consumer insights, value propositions, marketing tactics, and communication strategies required to define a comprehensive marketing strategy to drive growth and retention of student customers. Similarly, this head of marketing will have to solve highly complex, interdependent problems, and marketing strategies, and will do so in a collaborative context with both internal upstream and downstream internal partners across LOBs and functions, as well as executive management. The head of marketing for the student segment will oversee the work of a team of campaign managers responsible for executing multiple marketing campaigns and initiatives targeted to students.

  
  In this role, you will:

  • Define a comprehensive marketing strategy to drive acquisition and retention of Student accounts.
  • Define marketing initiatives focused on building brand awareness and consideration for Wells Fargo among students and parents of students.
  • Manage Wells Fargo’s College Steps site and E-Newsletter program.
  • Manage Wells Fargo’s Campus Card Program.
  • Develop in-branch advertising and on-us advertising for students.
  • Manage relationships with creative and content agencies.
  • Manage the budget for the Student Segment.
  • Implement marketing campaigns to attract, retain and engage with students and their parents, including digital campaigns, email, banker engagement, and upper funnel advertising.
  • Oversee the implementation of marketing campaigns targeted to acquire and engage with students such as cash offers and customer onboarding programs.
  • Develop marketing strategies or initiatives to drive financial guidance among the Student Segment.
  • Establish efficient engagement models across Lines of Business and functions, including Product, Marketing Analytics, Technology, Corporate Branding, Consumer Data & Engagement Platforms (CDEP), branches, Strategy Digital & Innovation (SDI), among others to drive the successful execution of the overall marketing strategy for the Student Segment.
  • Manage consumer research among the Student Segment.
  • Be the subject matter expert for Student Segment marketing, leading the work to identify, share, and leverage consumer insights, customer needs, marketing trends, media preferences, brand awareness and consideration, and competitor’s data among Student Segment.
  • Define a vision for personalized marketing for student customers
  • Provide thought leadership and lead marketing strategy through the execution of multiple marketing campaigns and initiatives to promote WF products among student customers, such as the following: In-branch advertising, on-site events, onboarding communications, relationship cultivation emails and letters, banker conversations, marketing on US channels, social media, and merchandising and collateral.
  • Develop marketing strategies to pilot new channels and capabilities on behalf of CSBB Marketing and identify opportunities to change CSBB Marketing operating model to capture benefit, resulting in marketing incremental financial contribution.
  • Develop marketing strategies that leverage CEE (Customer Engagement Engine) to rollout marketing conversations for Student customers and parents of students.
  • Provide consumer insights and business insights to influence creative development for student upper funnel advertising campaigns.
  • Review and provide thought leadership to review strategic assignment briefs on marketing campaigns for the Student Segment.
  • Work with marketing analytics and product teams to develop a Student Segment dashboard to measure and track acquisition, retention, and performance of student customers.
  • Manage marketing budget and forecast for the Student Segment.
  • Lead marketing support to activate partnerships with national and local partner organizations serving Students and their parents.
  • Collaborate and consult with cross enterprise, cross lines of business, vendor relationships and cross functional resources on highly complex initiatives to achieve marketing deliverables.

  
  Required Qualifications, US:

  • 5+ 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
  • 5+ years of Marketing Strategy, Corporate Strategy, and/or product development experience.
  • Executive-level presentation skills – ability to synthesize multi-dimensional, complex, and interrelated concepts and related work into clear and easily consumable implications, actions, and decisions.

  
  Desired Qualifications:

  • Experience marketing to students and/or parents of students.
  • Product and business development experience (in finance sector or other), developing products and services for students and their parents.
  • Ability to lead strategic thinking.
  • Proven experience creating strategy decks.
  • Experience leading the development and execution of marketing plans.
  • Ability to establish productive engagement models with multiple partners across lines of business and corporate functions.
  • Proven experience defining the vision, long term strategies, and execution plans to achieve strategic goals, while driving cultural/operational change.
  • Ability to translate strategic plans into implementation roadmap for own team and other groups.
  • Experience leading change across organizations without direct authority.
  • Ability to influence and collaborate at all levels of the organization.
  • Strong analytical skills
  • Excellent research skills
  • Excellent oral communication and written skills with the ability to develop and present complex presentations, including strategy proposals, marketing plans, campaign reports.
  • Experience developing marketing strategies for consumer segments in financial sector.
  • Master's degree in a marketing, strategy, or business development related field preferred.
  • Experience with digital marketing.
  • Experience developing financial guidance programs for students.
  • Advanced to expert knowledge of all elements of marketing personalization: advanced analytics, marketing technology, quantitative modeling, financial valuations, marketing creative, campaign lifecycle.
  • Deep understanding of financial services P&Ls/drivers, products, and services.
  • Ability to deliver incremental business profit via marketing.
  • Experience on leading initiatives across complex cross-functional teams and lines of business, without direct authority.

  
  Job Expectations:

  • This position offers a hybrid work schedule.

  This position is not eligible for Visa sponsorship.

  Posting Locations:

  • 150 E 42nd St – New York City, New York 10017
  • 301 S Tryon St – Charlotte, North Carolina 28282

  Required locations listed above.

  Salary Range:

  • New York City, NY - $115,900-$206,100 annual base

  Salary range is determined by location of the job. May be considered for a discretionary bonus.

  Please note: Based on the volume of applications received, this job posting may be removed prior to the indicated close date.

  Pay Range

  $115,900.00 - $206,100.00 Annual

  Benefits

  Wells Fargo provides all eligible full- and part-time employees with a comprehensive set of benefits designed to protect their physical and financial health and to help them make the most of their financial future. Visit Benefits - Wells Fargo Careers for an overview of the following benefit plans and programs offered to employees.

  • 401(k) Plan
  • Paid Time Off
  • Parental Leave
  • Critical Caregiving Leave
  • Discounts and Savings
  • Health Benefits
  • Commuter Benefits
  • Tuition Reimbursement
  • Scholarships for dependent children
  • Adoption Reimbursement

  We Value Diversity

  At Wells Fargo, we believe in diversity, equity and inclusion in the workplace; accordingly, we welcome applications for employment from all qualified candidates, regardless of race, color, gender, national origin, religion, age, sexual orientation, gender identity, gender expression, genetic information, individuals with disabilities, pregnancy, marital status, status as a protected veteran or any other status protected by applicable law.

  Employees support our focus on building strong customer relationships balanced with a strong risk mitigating and compliance-driven culture which firmly establishes those disciplines as critical to the success of our customers and company. They are accountable for execution of all applicable risk programs (Credit, Market, Financial Crimes, Operational, Regulatory Compliance), which includes effectively following and adhering to applicable Wells Fargo policies and procedures, appropriately fulfilling risk and compliance obligations, timely and effective escalation and remediation of issues, and making sound risk decisions. There is emphasis on proactive monitoring, governance, risk identification and escalation, as well as making sound risk decisions commensurate with the business unit’s risk appetite and all risk and compliance program requirements.

  Candidates applying to job openings posted in US: All qualified applicants will receive consideration for employment without regard to race, color, religion, age, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.

  Drug and Alcohol Policy

  Wells Fargo maintains a drug free workplace. Please see our Drug and Alcohol Policy to learn more.

• About the company

  Wells Fargo & Company is an American multinational financial services company with corporate headquarters in San Francisco.

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