Senior Manager, Campaign Strategy & Optimization

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This is a hybrid role requiring a minimum of 3 days in the Toronto office

The Senior Manager Campaign Strategy & Optimization helps develop and execute the strategy to optimize customer contacts within and across channels.  The leader will work closely with P&BB product and channel leaders to drive incremental revenue and ensure that targeted communications are continually improving performance and results.  The Senior Manager will also be accountable for improving and developing campaign processes resulting from new capabilities that integrate into campaign operations.

Responsibility & Accountability include:

• Ability to deploy the Customer Optimization strategy within and across channels to increase revenue, improve response and drive improved customer & frontline satisfaction.
• Manage and continuously improve overall customer communication within and across channels.
• Overall reporting of targeted Customer communications for the Customer Optimization team as well as channel performance.
• Proactively translate analytics into simple and actionable insights with recommendations accessible to Leadership and business partners alike.
• Ensure consistent alignment of strategy and analytics initiatives with channels and other LOBs.
• Manage and lead the data requirements for targeted customer communications to ensure speed to market and error free execution of targeted customer communications.

As a domain expert, this leader will work to integrate and simplify insights across the analytics teams to provide relevant, fast, clear facts to the business to shape ongoing decisions. He/she/they is the owner of the ongoing prioritization of the plan against set business priorities working in close partnership with business partners to ensure all initiatives align to business priorities and growth plans. This role will proactively advise business leaders on the right analytical approach and solutions to drive the business forward.  

Key Accountabilities:

Customer Optimization

• Optimizing Customer Contact strategies within and across channels.
• Implement a 3-year cross-channel strategy and roadmap to optimize customer contact and net revenue.
• Determine the optimal customers and channel(s) to communicate to, to maximize value.
• Maximize the effectiveness of channels based on capabilities and capacity of those channels.
• Develop customer centric approach to communications.
• Manage the data requirements for optimization, communication and measurement.

Management of overall customer communication within and across channels

• Manage a framework to prioritize what programs use what channels.  
• Monitor campaigns/programs in channels and recommend changes to optimize channel effectiveness and results.
• Regularly optimize and prioritize programs within and across channels to generate the greatest returns.
• Develop and manage communication prioritization, scoring and approval processes.
• Establish channel-based criteria to determine thresholds to leverage the channels and determine the prioritization of the programs within channels.
• Manage all new channel capabilities required for customer conversations and ensure new capabilities align to strategy.

Reporting and insights

• Lead the development and management of the consolidated customer communications reporting and insights to track the effectiveness of the Customer Optimization teams overall success and contribution to the organization.
• Analyze channel and program results to develop strategies that drive changes to channel priorities, optimization, and business results.

Data

• Define new data elements required for customer communications to ensure that communications are incorporated seamlessly into existing processes.
• Oversee testing and validation of Customer Optimization data elements to ensure seamless delivery of campaign execution.
• Responsible and accountable for the campaign metadata for Customer Optimization.

Campaign Process management & governance

• Provide strategy and business requirements to advance customer communication capabilities for customers and sales force.
• Develop requirements for capability gaps to support the communication 3-year strategy and roadmap.
• Provide oversight and management of all campaign processes to ensure consistency across business lines and countries.
• Drive the change management of new processes, data and obtain buy in from business partners and internal Data Analytics Centre of Excellence team.
• Lead projects that enhance Customer Optimization’s ability to deliver best in class targeted customer conversations including new channel capabilities, new data elements.
• Identifying process issues/challenges that impact customers and employees.

Cross Functional Relationships:

This job requires the incumbent to interact with the following groups and/or processes in BMO and relevant external stakeholders:

• Personal Banking and Distribution Leadership and teams
• Data Analytics Centre of Excellence
• Credit Risk Management
• Customer Marketing
• North American Channels - Digital and Virtual Connect
• Technology and Operations
• Finance
• Canadian P & C Product groups
• Operational Risk and Compliance
• External partners including Equifax, TransUnion, FICO and others

Knowledge & Skills:

• Have a minimum of 5 years experience in direct to customer targeted communications, preferably with a history of consulting and track record of driving change.
• Proven experience in Optimization, including developing strategies and implementation.
• Excellent analytical and problem-solving skills.
• Demonstrated leadership skills and strategic thinking.
• Proven ability to thrive in a high volume, high intensity, changing environment.
• Highly developed verbal and written communication skills, with the ability to communicate to Senior Leadership in a clear, concise, and professional manner.
• Expertise in project management and process design and management.
• Strong organizational and time management skills.
• Expertise in analytics and financial analysis.
• Technical experience working in analytical software (SAS, SQL, Power BI), and business software (Teams, Excel, PowerPoint, Word) is required.
• Technical experience doing data analysis in a Cloud Data Environment an asset.
• Advanced relationship management and negotiation skills.
• Post-secondary education (degree)

The above represents BMO Financial Group’s pay range and type.

Salaries will vary based on factors such as location, skills, experience, education, and qualifications for the role, and may include a commission structure. Salaries for part-time roles will be pro-rated based on number of hours regularly worked. For commission roles, the salary listed above represents BMO Financial Group’s expected target for the first year in this position.

BMO Financial Group’s total compensation package will vary based on the pay type of the position and may include performance-based incentives, discretionary bonuses, as well as other perks and rewards. BMO also offers health insurance, tuition reimbursement, accident and life insurance, and retirement savings plans. To view more details of our benefits, please visit: https://jobs.bmo.com/global/en/Total-Rewards

About Us

At BMO we are driven by a shared Purpose: Boldly Grow the Good in business and life. It calls on us to create lasting, positive change for our customers, our communities and our people. By working together, innovating and pushing boundaries, we transform lives and businesses, and power economic growth around the world.

As a member of the BMO team you are valued, respected and heard, and you have more ways to grow and make an impact. We strive to help you make an impact from day one – for yourself and our customers. We’ll support you with the tools and resources you need to reach new milestones, as you help our customers reach theirs. From in-depth training and coaching, to manager support and network-building opportunities, we’ll help you gain valuable experience, and broaden your skillset.

To find out more visit us at https://jobs.bmo.com/ca/en.

BMO is committed to an inclusive, equitable and accessible workplace. By learning from each other’s differences, we gain strength through our people and our perspectives. Accommodations are available on request for candidates taking part in all aspects of the selection process. To request accommodation, please contact your recruiter.

Note to Recruiters: BMO does not accept unsolicited resumes from any source other than directly from a candidate. Any unsolicited resumes sent to BMO, directly or indirectly, will be considered BMO property. BMO will not pay a fee for any placement resulting from the receipt of an unsolicited resume. A recruiting agency must first have a valid, written and fully executed agency agreement contract for service to submit resumes.