Banking Channel Marketing/Customer Strategy Specialist - 35025

Banking Channel Marketing/Customer Strategy Specialist

Location Address: (Hybrid) 1-2 days per week in office - No specific days. Location: 100 Yonge St, Toronto M5C 2W1 & 333 King Street E, Toronto, ON M5A 0E1

Contract Duration: 12 months

Story Behind the Need

Business group: Supports the reinvention of how client marketing programs are delivered through the Retail Customer Growth team at bank, focusing specifically on personalization. Playing a key support role on the Personalization Outreach team, this role will focus on testing and learning against new capabilities to optimize customer response, operationalize programs faster and learn how to scale program efficiencies/successes.

Initiative: Supports on delivering key personalization business targets and program management in partnership with other key stakeholders and the Sr. Manager, Client Personalization & Deepening.

The role will focus on leveraging data to identify where clients are in their relationship with Scotiabank and developing personalized, cross-channel client journeys to drive multi-product cross-sell and deepening.

The role will require strong collaboration with the Personalization Outreach Team and supporting sprint planning, prioritization of use cases, share outs and retrospectives to evaluate the effectiveness of outreaches and recommendations on driving improvements and scaling.

The role is critical in driving key KPIs: Number of products/clients, product KPIs, revenue and personalization targets.

Major accountabilities:

• Supports the strategic development and implementation of multi-channel and multi-product personalized outreaches in partnership with key stakeholders through continuous testing and learning of capabilities to optimize customer response, operationalize faster and learn how to scale.

• Plays a support role in use case identification via client data and analysis to ensure it is meeting our personalization objectives and business targets.

• Plays a support role in intake, prioritization and backlog of use cases with key partners.

• Provides guidance to Personalization Outreach team, ensuring alignment with overall business and client objectives.

• Works in an agile fashion and fast-paced environment to build many outreaches fast and learn quickly on optimizing and/or pivoting in a continuous fashion.

• Supports in partnership with Personalization Outreach team key agile ceremonies, including regular team stand ups, share outs and retrospectives to evaluate the effectiveness of outreaches and recommendations on driving improvements and scaling.

• Supports sprints in partnerships with key teams to build outreaches fast.

• Works across teams like Retail Customer Value, Product, Priority Segments, Branch, Contact Center, Compliance/Legal, etc. to gain alignments on use cases and outreaches.

• Continually demonstrates curiosity & asks questions to drive innovation to make programs better and is laser focused on increasing client personalization leveraging capabilities along with key data insights about our clients and priority segments.

• Tracks and measures performance across outreaches with Analytics and key partners on a regular basis and is comfortable with socializing with key stakeholders (across multiple levels at the bank).

• Conducts deep dive analyses with available client dashboards and Analytics to identify opportunities to stand up new outreaches and/or enhance existing campaigns with new capabilities.

• Drives a client focused culture to deepen client relationships and leverage broader Bank relationships, systems and knowledge.

• Understands personalization platforms like Salesforce/Adobe and strong understanding of digital and human channels.

• Understand how the Bank’s risk appetite and risk culture should be considered in day-to-day activities and decisions.

• Creates an environment of effective and efficient operations of their respective areas in accordance with bank’s Values, its Code of Conduct and the Global Sales Principles, while ensuring the adequacy, adherence to and effectiveness of day-to-day business controls to meet obligations with respect to operational, compliance, AML/ATF/sanctions and conduct risk. -

Must Have Skills:

o 2-3 years of experience in Channel Marketing, Channel Programs, Customer Strategy, or Product/Program coordination

o 2-3 years of experience in personalization platforms (Salesforce & Adobe Journey Optimizer), personalized client journeys and offline/online/assisted channels (i.e. email, authenticated channels, branch / contact centres, etc.)

o 2-3 years of experience building comprehensive strategies and proposals

o Ability to analyze large data sets (PowerBI, Tableau, Excel) and derive insights to drive strategy opportunities and post-mortem conclusions

o 2-3 years of Project management experience

o Strong presentation deck building and delivery skills with partners

Nice-To-Have Skills:

• Working in an agile environment that is fast-paced

• Strong organizational change management orientation

• Experience designing journeys within Salesforce and/or Adobe Journey Optimizer

Best VS. Average Candidate:

The Best candidate is someone ……who is passionate & has experience delivering personalized journeys to clients (i.e. Adobe Journey Optimizer and/or Salesforce) that drive impact. The candidate needs to have strong strategic thinking skills and a results-first mindset. They also should be someone who thrives in a fast-paced environment, is able to build strong stakeholder relationships and can lead/manage multiple projects at once.

Education & Certificates:

• Post-secondary education (marketing/business administration preferred)

• Post-Secondary Education is required but would be preferred in a related field