Marketing Specialist Senior

Marketing Specialist Senior

At PNC, our people are our greatest differentiator and competitive advantage in the markets we serve. We are all united in delivering the best experience for our customers. We work together each day to foster an inclusive workplace culture where all of our employees feel respected, valued and have an opportunity to contribute to the company's success. As a Marketing Specialist Senior within PNC's Marketing and Corporate Communications organization, you will be based in Pittsburgh, PA, Philadelphia, PA, Chicago, IL, Washington DC, Birmingham, AL, Atlanta, GA or Houston, TX. Other locations within the Marketing footprint may be available. This position will work closely with the Marketing Manager and other Marketing team members to manage and advance our on-going integrated media efforts (Traditional, Digital, and Social Media), with a daily focus on the Paid Social Media efforts of specific lines of business efforts (e.g., Retail, Deposits, Lending, and/or other). The position will be involved in the development and evolution of our overall social media channel approach, while being relied upon to manage the execution of daily/on-going project deliverables and interactions with their internal Line of Business Marketing partners and external stakeholders (Agency, Ad partners, etc.). You will see your campaign efforts through from ideation to execution to analysis. The Social Media Channel team is responsible to provide strategic solutions and execution across lines of business (Deposits, Business, AMG, C&IB, etc.) based on the latest consumer trends, modern methodologies, emerging platforms, and performance metrics. This role is ideal for someone with paid Social Media planning and execution experience. Having knowledge of the complexities of the financial sector is a plus, but more important is social buying expertise in social platforms like Facebook, Instagram, LinkedIn, Twitter, Pinterest, YouTube, and Sprinklr. Additional experience required includes strong grasp of media analytics, managing media budgets, and the confidence to project manage multiple efforts working with external and internal partners.

Core Responsibilities:

• Develop best in class Social Media recommendations aligning platforms, campaign tactics and strategies that help deliver on business objectives while effectively forecasting reach and campaign spend.
• Setup campaigns in social platforms, trafficking creative, developing audiences, managing spend, performance, and measuring effectiveness.
• Work with each social platform to stay up to date on platform changes and best practices.
• Understand each platform's buying objectives and optimization opportunities.
• Leverage 3rd party data solutions and audiences, understanding how to build audiences and ensure audiences are Fair Lending compliant.
• Work with internal analytics teams and digital partners to setup campaign tagging, implementing both Adobe and Google Tag Manager tags.
• Pull platform reporting and interpret results to improve campaign effectiveness to ultimately deliver on business objectives.
• Regularly check-in on campaign pacing and performance then provide recommendation on changes as needed to improve media or campaign delivery.
• Manage and track media spend working with billing and finance teams to reconcile invoicing.

Thought Leadership:

• Be an active participant with a point of view on consumer and ad trends, emerging social media tactics, platforms, measurement, and performance.
• Be a vocal and active participant in the financial aspects of your line of business(es) responsibilities.
• Establish relationships with partners at all levels (whether internal or external) to be a voice of the company in presenting and developing a comprehensive social media strategy and POVs.

Preferred Qualifications/Requirements:

• Experience with Adobe, Google Tag Manager, Facebook, Instagram, Twitter, LinkedIn, Pinterest, and Sprinklr or other social ad tech tools, also preferred.
• Experience working with business and marketing objectives and developing social media strategies end-to-end and managing social media budgets.
• Strong knowledge and point of view on the constant evolving social space, particularly social platform changes or enhancements including new platforms and/or legislative changes impacting social media.
• Ability to partner/collaborate and integrate across display, search, sales, and marketing teams, an understanding of web analytics and landing pages.
• Understand performance metrics, work with analytics teams to evaluate social performance to ensure campaign and business goals are being met.
• Ability to craft and deliver strong presentations.