Associate Marketing Manager, Advisor Digital Experience

Associate Marketing Manager – Advisor Digital Experience

TD Wealth Advice which is comprised of TD Wealth Financial Planning and TD Wealth Private Wealth Management (PWM) is focused on the delivery of legendary client experiences to Mass Affluent, High-Net Worth and Ultra High Net Worth clients.

This is delivered through an integrated team of professional advisors across Financial Planning, Private Investment Advice, Private Investment Counsel, TD Family Office, Private Banking, Private Trust, Wealth Insurance, and Wealth Advisory Services. As a member of the Marketing Strategy Team the Associate Marketing Manager – Advisor Digital Experience will report to the Senior Group Manager. This role will also work closely with Associate Marketing Managers, Marketing Associate along with key partners within TD Wealth Advice. Contribute towards the development and execution of marketing initiatives supporting overall business strategies.

The primary objective of the role will include the development and management of critical marketing and communication technologies and tools that help enable digital customer experiences on the individual advisor level, at-scale.

You will help drive key digital enablement roadmaps across Website / Content Management System (CMS), Social Media and local search platforms, while working collaboratively with internal partners to ensure a cohesive digital customer journey is maintained and optimized across corporate and advisor level touchpoints. You will have the ability to consult and educate advisors and additional stakeholders on digital experience-building best practices to help mobilize a strong, multi-channel approach to marketing the TD Wealth Advice brand, and the unique value propositions that characterize advisor-level tactics and campaigns.

Key accountabilities will include serving as a liaison between the businesses, digital performance partners, and external technology providers, to ensure on-going maintenance and continued evolution of the total TD Wealth Advice digital customer experience, including, but not limited to, Advisor Website / CMS technology, Advisor Locator, Social Media tools and other corporate-level engagement tools, as well as local / direct search tools. You will also manage the delivery of strategic, test-and-learn digital marketing initiatives and pilot programs that rely on online channel distribution on the advisor level.

Although technology development and delivery will remain a primary accountability, the ability to remain an on-going subject matter within the space, keeping pace with industry trends and best practices, and serving as a conduit between the advisor and the evolving marketing landscape, will be critical.

Accountabilities:

• Build and execute a digital customer experience roadmap that capitalizes on an expanding marketing ecosystem, and the development of best-in-class website, search, and distributive marketing/communication platforms including the use of social media at an advisor level.
• Lead transformative change management processes across the country as new digital technologies are rolled out at the advisor level, and maintain strong partnerships with Governance and Control, Compliance, and advisor-level surveillance personnel to ensure proper oversight and risk management is maintained at every phase of delivery.
• Work with internal partners across businesses, and expert digital architects across TD Wealth to ensure advisor level marketing touchpoints remain integrated within broader corporate digital customer experience.
• Explore new opportunities to expand advisor level search engine marketing effectiveness, in support of key business strategies.
• Explore, build business cases, and ultimately execute strategic marketing initiatives and test-and-learn opportunities that can help expand the available digital marketing capabilities enjoyed at the advisor level, in support of key business strategies.
• Equip team members to be able to educate field professionals at the advisor level on digital marketing best practices and how their content and thought leadership can be deployed effectively across digital touchpoints and channels.
• Collaborate with various content development teams and teammates to ensure high quality content that supports the business needs continue to be developed and distributed effectively through the digital technologies advisors rely upon.
• Support team members who work closely with advisors to help prepare them with best practices that can be leveraged with a focus on growth of an advisors practice by guiding marketing team members them through key digital client acquisition and nature strategies.
• Maintain weekly technology vendor touchpoints and maintenance meetings to ensure all platforms and tools are operating as expected, while working alongside Business Architecture partners to manage/maintain critical information architecture that drives the connectivity between advisor marketing/communication platforms and internal databases. This includes but not limited to advisor websites, social media and local search vendors.
• Responsible for supporting the Marketing Strategy Team overall in any marketing related initiatives – while maintaining the ability to respond confidently to team question but are not limited to, advisor web pages, search engine marketing and Search Engine Optimization (SEO) strategy (paid and organic), and troubleshoot internal technology issues if/when they arise quickly and effectively.

Capabilities:

• Proven work experience in a digital marketing capacity which may include: content marketing, social media marketing, digital media or similar role
• Ability to tell a story in a compelling and convincing manner to an audience
• Ability to articulate complex digital processes, strategies, and internal digital policies, to diverse audiences with varying levels of digital marketing or technology experience.
• Excellent consulting, presentation, writing and communication skills
• Deep understanding of Digital Customer Experience (DCX) best practices, SEO strategy, paid search and social, content and email marketing, with hands-on experience leveraging popular CMS and CRM platforms (experience with platforms ranging from Wordpress, Shopify, Wix and Squarespace, to Salesforce, Hubspot, Agile, etc., is an asset)
• Up-to-date with marketing technologies and marketing trends that can benefit TD Wealth Advice
• Highly motivated collaborative individual, self-starter, takes ownership, team player who is receptive to feedback and quickly adapts to change
• Creative thinker and problem solver
• Excellent proficiency in Microsoft Office and PowerPoint a requirement
• A desire to learn and consistently apply marketing brand standards across multiple applications
• Project management skills and attention to detail: Ability to meet deadlines - strong time-management and organizational skills to manage multiple campaigns, and priorities within a fast-paced environment
• Familiarity with TD Wealth, Wealth Management, Financial Planning and best practices in marketing/digital is a must have for this position
• Undergraduate degree or relevant professional certifications, designations, or equivalent required