Head of Experience Optimization Strategy

Wells Fargo is seeking a Marketing Senior Manager/Head of Experience Optimization Strategy. This role sits on the leadership team of Wells Fargo’s Enterprise Marketing Services organization and is pivotal in steering the direction of the firm’s marketing capabilities. 

The newly formed Experience Optimization Strategy team is responsible for scaling and championing a data-driven test-and-learn mindset for optimizing the digital customer experience leveraging Adobe Target, Realtime Customer Data Platform, Experience Manager, and Customer Journey Analytics. This suite of tools allows us to personalize through experimentation, marketing placement optimization, deploying the platform on the most valuable journey opportunities identified hand-in-hand with the broader marketing organization.

While this platform is best-in-class for the industry it is nascent at Wells Fargo, and this team is pivotal in its end-to-end success: experiment ideation, test design and configuration, placement enhancements for UX, design, and location, launch and measurement, and the ultimate recommendations for the winning experience.  With this broad remit, the team sits at the center of cross-functional experts, orchestrating efforts spanning product, tech, design/UX, marketing, and analytics.

In this role, you will:

• Lead the success of the firm’s Experience Optimization program, requiring a diverse set of responsibilities:.
• Cultivate relationships with Line of Business marketers, evangelizing need to test-and-learn, identifying opportunities through customer insights and competitive research/benchmarking, and building testing backlog.
• Prioritize queue of tests based on value and feasibility and oversee end-to-end lifecycle of each experiment ensuring smooth speed-to-market and efficacy.
• Partner closely with the Experience Optimization Head of Product and Tech on product roadmap, prioritizing most-important channel integrations and product features.
• Lead creation and implementation of a strategic vision of marketing placements in Wells Fargo’s Digital Owned Channels. Translate strategic vision into multi-year roadmap, prioritization, valuations, and tangible programs.
• Lead governance and optimization of the marketing placements in Digital Owned Channels with data driven insights including generating recommendations for new placements, and enhancements to existing to increase personalization and customer engagement.
• Strive to continuously improve the customer journey and develop dynamic marketing across a range of products and services while evangelizing best practices.
• Drive impact as an independent thought leader in defining, analyzing, and solving highly complex, interdependent problems, and will do so in a collaborative context with both internal upstream and downstream internal partners, as well as executive management.
• In partnership with Data & Analytics, advocate for a robust digital data ecosystem and tooling that facilitates customer insights, opportunity identification, and experiment measurement.
• Will manage, develop, and scale-up an all-star team of marketing strategists.

Required Qualifications:

• 6+ years of Marketing, E-business, Digital Marketing, Digital Platforms, or Social Media experience, or equivalent demonstrated through one or a combination of the following: work experience, training, military experience, education
• 3+ years of Management experience

Desired Qualifications:

• 5 + years direct launching, scaling, and driving returns using experimentation methodologies.
• Expert knowledge in Adobe Target capabilities and usage, with proven track record of success driving value with the tool as a marketer, strategist, or analytics leader.
• Advanced knowledge of Adobe Realtime Customer Data Platform and Experience Manager as critical tools for experience personalization and execution.
• Demonstrated experience with leading creation and implementation of a strategic vision of marketing placements.
• Proven experience in translating strategic vision into multi-year roadmap, prioritization, valuations, and tangible programs.
• Proven ability to set and achieve objectives requiring a high level of cooperation from cross-functional partners in other teams – LOB marketing, marketing operations/execution, digital product, technology, data management, and data science/modeling.
• Demonstrated ability to navigate ambiguity and create a pioneering playbook for others to follow rather than following pre-defined steps.
• Proven success in developing and growing strong teams in marketing, digital, strategy, or analytics.
• Excellent written and verbal communication skills and the ability to present complex concepts into simplified solutions in a straightforward and understandable manner to multiple stakeholders, including senior leaders.
• Experience in financial services, especially banking.

Job Expectations:

• This position offers a hybrid work schedule.

We Value Diversity

At Wells Fargo, we believe in diversity, equity and inclusion in the workplace; accordingly, we welcome applications for employment from all qualified candidates, regardless of race, color, gender, national origin, religion, age, sexual orientation, gender identity, gender expression, genetic information, individuals with disabilities, pregnancy, marital status, status as a protected veteran or any other status protected by applicable law.

Employees support our focus on building strong customer relationships balanced with a strong risk mitigating and compliance-driven culture which firmly establishes those disciplines as critical to the success of our customers and company. They are accountable for execution of all applicable risk programs (Credit, Market, Financial Crimes, Operational, Regulatory Compliance), which includes effectively following and adhering to applicable Wells Fargo policies and procedures, appropriately fulfilling risk and compliance obligations, timely and effective escalation and remediation of issues, and making sound risk decisions. There is emphasis on proactive monitoring, governance, risk identification and escalation, as well as making sound risk decisions commensurate with the business unit’s risk appetite and all risk and compliance program requirements.

Candidates applying to job openings posted in US: All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, status as a protected veteran, or any other legally protected characteristic.

Candidates applying to job openings posted in Canada: Applications for employment are encouraged from all qualified candidates, including women, persons with disabilities, aboriginal peoples and visible minorities. Accommodation for applicants with disabilities is available upon request in connection with the recruitment process.

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