Marketing Manager -Customer Engagement & Retention

M&T Bank’s Growth Marketing team is seeking a highly motivated and experienced senior manager to lead the Customer Engagement & Retention Marketing team. This role is responsible for leading strategies that deepen customer relationships, increase product adoption, and drive long-term loyalty. This position combines strategic leadership with hands-on execution, overseeing lifecycle marketing initiatives such as onboarding, engagement, lead management, cross-sell, and retention programs.

The ideal candidate is data driven and customer centric, with a deep understanding of customer life cycle marketing, data drive personalization and omni channel marketing. The role requires collaboration across product, marketing, and channel teams.

• Strategic Leadership: Define and lead enterprise-wide engagement and retention strategies aligned with business objectives and customer needs.
• Team Development: Coach and develop team members; oversee prioritization of work and delivery of outcomes; build capabilities to meet evolving marketing needs.
• Lifecycle Marketing: Design and implement programs for onboarding, activation, cross-sell, and retention across digital and offline channels.
• Personalization & Segmentation: Use customer data and behavioral insights to create targeted campaigns that drive engagement and product adoption.
• Campaign Execution: Oversee end-to-end execution of multi-channel campaigns (email, web, direct mail, digital media) ensuring timely delivery and compliance.
• Performance Optimization: Establish KPIs, monitor results, and apply insights to continuously improve programs.
• Cross-Functional Collaboration: Partner with Marketing, Product, Analytics, Digital, and Sales teams to align engagement strategies with enterprise goals.
• Resource Management: Understand team capacity and throughput; collaborate with leadership on resource allocation.
• Compliance & Risk Management: Ensure all campaigns adhere to regulatory standards and internal risk policies.
• Thought Leadership: Stay current on industry best practices and emerging trends in customer engagement and loyalty marketing.
• Quality Control: Provide oversight for customer-facing communications to ensure consistency, accuracy, and brand alignment.

Leads a team of individual contributors.

Bachelor's Degree

7 years of marketing experience (Or in Lieu of a degree, a combination of 11 years of higher education and relevant experience)

2 years managerial experience

Proven experience in customer engagement, retention, or lifecycle marketing.

Demonstrated ability to develop talent and manage team performance.

Strong analytical skills and experience with data-driven decision-making.

Ability to resolve escalated issues and complex problems independently.

Senior-level technical expertise and independent judgment in area of responsibility.