Manager, Display Advertising and Social Media

Ottawa, ON

Banking / Financial Services
Experience Required
Degree Required
Employment Type
Work Schedule
Job Description
TD Bank Group

Company Overview

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Department Overview
As part of TD's Canadian Marketing team, the Digital, Social and Content Marketing (DSCM) team is responsible for leading our digital marketing transformation. The team carries the mandate to build the digital marketing ecosystem to enable personalized 1:1 communications at all interactions with our customers. Leveraging a best-in-class content strategy, our personalized communications will ensure TD is delivering breakthrough creative and the best, personalized and connected experience for our customers. The second goal of the group is to drive leadership in all digital marketing channels across paid, owned and earned. This means that we will strive to enable best-practices in each channel, define the leading practices and beat competitive benchmarks. The primary goal of the group is to optimize the customer journey from start to finish, ultimately improving performance and driving ROI in each marketing channel for our business and channel partners.

Job Description
Reporting to the Sr. Manager Digital Performance Marketing, the Manager Display Advertising and Social Media , will be accountable for driving marketing ROI for the MBNA Credit Card business. Ultimately accountable for the display advertising and social media budget, the Manager's objective is to leverage ad display and social media channels for competitive advantage, optimize conversion, improve cost to acquire and drive positive ROI. Responsible for the planning and execution of organic and sponsored content strategies for MBNA's branded social media channels.
Job Requirements
Key Accountabilities:

Lead the strategy development and execution of display advertising and social media campaigns where post-click conversion metrics (KPI's) are the objective.
Leverage extensive social media expertise and current best practices to lead the planning and execution of social media strategy for the MBNA business
Manage the display advertising and social media budget, optimize KPI's across tactics to maximize ROI of each marketing dollar spent, leveraging audience targeting, TD's digital marketing capabilities and other tactics to drive efficiencies.
Optimize the end-to-end campaign (including segments, creative, content, networks, channels, tactics, etc) on an ongoing basis in real-time
Lead and manage content and engagement, both planned and agile, on MBNA's branded social media channels, working with Digital partners to optimize reach
Lead engagement with agencies, vendors and key internal partners to deliver best-in-class display advertising and social media strategies and programs.
Partner with Integrated Marketing Planning, Targeted Marketing, Channels and the business to deliver on the aggressive sales goals and digital sales objectives for the MBNA business.
Provides input into integrated marketing strategies and plans, including annual forecast.
Ensure compliance with TD process and governance control requirements
Provide ongoing insights on performance and reporting of results for all display advertising and social media marketing programs, relative to YoY and forecast.
Stay on top of industry trends and all applicable technologies, including developments in - Ad Display, Social media, SEM, SEO, and online consumer behavior


Minimum five years' digital marketing experience across key channels such as ad display, social media and on-site with a clear focus on leveraging data to drive business results.
Proven experience running performance marketing campaigns through digital, including display, programmatic, social, and driving performance through digital experiences.
Proven experience with digital acquisition campaigns in always-on environment and demonstrating results with driving incremental improvements.
Experience with managing social communities, developing, leading and executing social media strategies and analyzing and reporting results
Experience leading content development for social communities, managing content strategies, producing and managing agile content and guiding agency partners in the production of content
Experience successfully managing agency and vendor relationships
Practical experience developing scorecards, executive level reports and utilization of data for digital media optimization, including techniques for measuring end-to-end effectiveness across digital marketing touch points.
Experience utilizing digital marketing technology to drive personalized and targeted experiences across touch points in paid digital channels.
Working knowledge and expertise in strategies utilized to optimize performance through multiple digital devices; desktop, mobile and tablet.
Business acumen: strategic thinking, business process development, analytical and problem solving skills
Proven interpersonal and relationship management skills, with ability to obtain consensus among multiple stakeholders
Strong teamwork orientation and proven leadership capabilities with an ability to work effectively in a constantly changing environment, requiring ongoing. re-evaluation of priorities
Superior impact and influencing skills with a demonstrated ability to lead large scale enterprise wide initiatives
Understanding of financial institutions product offerings would be an asset

Additional Information


University or Post-Secondary education required, graduate degree would be an asset
Business or Marketing Communications focus an asset.

37.5 hours per week. Monday to Friday.


At TD, we are committed to fostering an inclusive, accessible environment, where all employees and customers feel valued, respected and supported. We are dedicated to building a workforce that reflects the diversity of our customers and communities in which we live and serve. If you require an accommodation for the recruitment/interview process (including alternate formats of materials, or accessible meeting rooms or other accommodation), please let us know and we will work with you to meet your needs.