U.S. Bank Marketing Audience Manager in San Francisco, California
At U.S. Bank, we're passionate about helping customers and the communities where we live and work. The fifth-largest bank in the United States, we’re one of the country's most respected, innovative and successful financial institutions. U.S. Bank is an equal opportunity employer committed to creating a diverse workforce. We consider all qualified applicants without regard to race, religion, color, sex, national origin, age, sexual orientation, gender identity, disability or veteran status, among other factors.
Job DescriptionWorking at the crossroads of marketing inspiration and analytical insight, the Marketing Audience Manager plays a pivotal role in U.S. Bank’s digital transformation. The Marketing Audience Manager is responsible for devising audience segments by means of solutions such as the Data Management Platform (DMP) and Customer Data Platform (CDP) for use across all marketing channels (e.g. programmatic and social advertising, e-mail, public website, mobile app, secure online banking, etc.). In consultation with U.S. Bank business leads and our Marketing and Analytics teams, the Marketing Audience Manager will lead audience definition, execution, and optimization for the enterprise, collaborating with our media team, media agency, and business lines to assure that traits and segments align with bank policies and digital best practices. The ideal candidate is a strategic problem-solver who is adept at client communication, requirements gathering, and business analysis, who has significant experience building and distributing segments in a DMP or CDP platform, and who likes to work on Agile teams. Most of all, the Marketing Audience Manager is expected to balance between collaboration and a laser-like focus on results, helping U.S. Bank evolve from fragmented user interactions in single channels to seamless customer engagement anytime, anywhere, on any device.
Responsibilities • Lead audience segment creation and management for multi-channel marketing initiatives such as retargeting, personalization, etc. • Define and document business requirements for every campaign, including audience traits, content and call to action, channels/destinations, etc. • Shape tactical design and measurement plan to maximize customer engagement, campaign insights, and marketing ROI • Collaborate with Emerging Affluent Agile Studio and Audience Curation team members and subject matter experts across the enterprise to develop customer traits, profiles, and audience segments that successfully leverage 1st, 2nd, and 3rd party data • Consult with Emerging Affluent Agile Studio and Audience Curation team members and media and agency teams on test and campaign setup, audience syndication, asset trafficking, and tag management to ensure measurability • Derive insights and actionable recommendations from tests and campaigns; share results with management and peers to drive continuous improvement of digital channel performance • Evaluate opportunities proposed by new and existing vendors in the mar tech/ad tech marketplace, including audience management and syndication, targeting and campaign automation capabilities • Promote a risk-aware culture; ensure efficient and effective risk and compliance management practices by adhering to required standards and processes
Essential Requirements • Bachelor’s degree, or equivalent work experience • Eight or more years of related experience in marketing and marketing strategy with proven ability to deliver results
Preferred Skills/Experience • Four or more years of experience in digital ad campaign planning and execution with hands-on knowledge of DMP or CDP operations required • Experience with Adobe Audience Manager or Adobe Experience Platform preferred/desired • Experience implementing paid media (search, display, social, video) campaigns from start to finish required • Experience working on Agile marketing teams preferred • Understanding of and experience with CDPs, DSPs, DMPs, SSPs, 3rd-party data, pixels, and ad servers • Clear understanding of how media channels work together to create a cohesive, personalized marketing experience • Familiarity with customer acquisition goals and optimizing to CPA, CTR, Completion Rate, etc. • Good working knowledge of common data models used for customer targeting and marketing measurement such as Lookalike Modeling, propensity and relationship value predictions, device matching, Multi-Touch Attribution, Last-Touch Attribution, etc. • Outstanding analytical and strategic thinking • Excellent interpersonal, oral, and written communication skills • Strong attention to detail and drive to exceed expectations • Ability to communicate technical concepts to a non-technical audience • Proficiency in Microsoft Office solutions • MBA or equivalent markers of high achievement are a plus
Benefits: Take care of yourself and your family with U.S. Bank employee benefits. We know that healthy employees are happy employees, and we believe that work/life balance should be easy to achieve. That's why we share the cost of benefits and offer a variety of programs, resources and support you need to bring your full self to work and stay present and committed to the people who matter most - your family.
Learn all about U.S. Bank employee benefits, including tuition reimbursement, retirement plans and more, by visiting usbank.com/careers.
EEO is the Law Applicants can learn more about the company’s status as an equal opportunity employer by viewing the federal EEO is the Law poster.
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U.S. Bank is an equal opportunity employer committed to creating a diverse workforce. We consider all qualified applicants without regard to race, religion, color, sex, national origin, age, sexual orientation, gender identity, disability or veteran status, among other factors.