Director, Channel Marketing (Paid Media)

Interested in joining a growing team of media practitioners working in financial marketing? You will be responsible for leading the media strategy, activation, and optimization of advertising investment for specific Fidelity Business Units in partnership with a VP of Media and our external agencies.  In this role, you will be expected to produce data-driven, integrated media plans that deliver business impact for the enterprise.

The Expertise We’re Looking For

• BA/BS Degree

• 10+ years (Gr. 7) of marketing experience with a focus on paid

• Highly competent in integrated planning and communications strategy

• Experience with digital video, OTT, streaming audio, podcasts, programmatic buying, data personalization, social platforms, digital brand tracking, content marketing/native advertising

• You maintain a current POV on evolving media landscape, emerging technologies, consumer trends and channel/platform best practices

• B2C and B2B media strategy, audience targeting, lead generation and campaign management

• Ability to interpret a marketing brief into a paid channel strategy, advising both media agency and creative team on objective and deliverables

• You have fluency in ROI measurement and analytics

• Experience managing external agencies preferred

• Knowledge of Financial Services Industry and our Products and Services a plus

The Purpose of Your Role

This position serves as the paid media lead for our Asset Management and Fidelity Institutional Business Units that the Channel Marketing organization supports.

In this role, you will be responsible for strategy and development of paid media recommendations. You maintain a deep understanding of channel best practice and decision which combination of paid tactics and messages are most appropriate for the target audience, prescribed communication objectives, and definitions of success.

In partnership with external agencies, you allocate investment for each paid channel, set criteria for partner/platform consideration and selection, evaluate pricing, advise on targeting strategy and platform optimization approach. You quarterback the creative development and review process in collaboration with Creative, Production and LRC teams. You inform a shared learning agenda among your marketing squad and collaborate with Analytics team on measurement approach. You work in parallel with Creative team to develop a creative/media strategy and activation that is tuned to a common campaign insight. You decision creative assignment across the paid plan, manage rotation for in-market messages, and direct the optimization of both message and channel performance.

Beyond the campaign-oriented work, this team also has accountability for advancing the paid advertising capability and providing thought leadership in areas related to measurement, attribution, experimentation, emerging media, platform best practice, personalization, and increasing automation for speed to market.

The Skills You Bring

• Deep knowledge of foundational B2B concepts like Lead Generation, Content Syndication, Account Based Marketing (ABM) the B2B Sales Funnel/technologies (Salesforce Marketing Cloud)

• Excellent organizational, project management, and communication skills

• Ability to support and operate as a paid media subject matter expert for multiple senior (VP+, Director) business stakeholders, and remain adaptive to working across varying team styles

• Familiarity with agile principles / working in agile

• Technical understanding of media research and measurement systems (i.e. Google Campaign Manager, DoubleVerify, MRI, Adobe Analytics)

• Ability to facilitate digital tracking workstreams related to tagging infrastructure and ad measurement enablement

• Stewardship of brand guidelines and brand safety

The Value You Deliver

• Collaborate with Comms Strategy to inform the paid media approach as part of the Integrated Communications Strategy

• Lead all aspects of paid channel recommendations, including approving buys, campaign monitoring, and guiding media optimizations 

• Represent paid media channel efforts within your business marketing team

• Ability to analyze media and creative performance, develop a narrative around, and draw actionable insights to further optimize and test

• Package summarization of media plan and performance highlights for executive presentations

• Drive business results, both Retail KPIs and B2B lead generation KPIs

• Ensure creative and message are fit for the channels in which it is delivered, meets the objective of the brief and offers a frictionless path for the customer

• Manage Fidelity’s external media agency across integrated planning, activation and analytics teams

• Guide data decisioning within media activation to drive personalization at scale and cross-device synchronization

How Your Work Impacts the Organization

The Marketing Domain is the internal marketing organization of Fidelity Investments and is led by the firm’s Chief Marketing Officer. Channel Marketing operates within the Marketing Domain and this team serves as an enterprise capability supporting all divisions of Fidelity, including but not limited to Fidelity Wealth (Retail), Fidelity Brokerage (Retail), Workplace Investing, Fidelity Institutional, Asset Management, Fidelity Healthcare Group. Paid Media & Search is a major capability within that team, alongside Owned Channels, Communications Strategy and Marketing Activation.

Fidelity’s hybrid working model blends the best of both onsite and offsite work experiences. Working onsite is important for our business strategy and our culture. We also value the benefits that working offsite offers associates. Most hybrid roles require associates to work onsite every other week (all business days, M-F) in a Fidelity office.

Please be advised that Fidelity’s business is governed by the provisions of the Securities Exchange Act of 1934, the Investment Advisers Act of 1940, the Investment Company Act of 1940, ERISA, numerous state laws governing securities, investment and retirement-related financial activities and the rules and regulations of numerous self-regulatory organizations, including FINRA, among others. Those laws and regulations may restrict Fidelity from hiring and/or associating with individuals with certain Criminal Histories.