Marketing Planning Manager - Small Business

Marketing Planning Manager

This role is not eligible for TD work visa support or sponsorship (e.g., H-1B, F-1 OPT/STEM OPT, TN or other work visa authorizations). Applicants must have authorization to work in the United States without current or future need for TD sponsorship.
The Small Business product marketing team develops, implements and leads cross-functional marketing strategies that support the objectives of this key business segment. The team works closely with the business to translate their business strategies into marketing plans. The team works to understand market and growth drivers, develops value propositions and identifies proof points that further our competitive advantage. Working closely with marketing COE partners and external agencies, the team develops multi-channel, integrated marketing strategies that touch on all or select levels of the marketing funnel. This Marketing Planning Manager role will focus on product marketing and commercialization strategies for the Small Business segment.
The Marketing Planning Manager is accountable for independently developing, implementing and leading cross-functional strategy planning to support moderately complex Marketing portfolios. This position will work closely with the line of business and members of the Marketing team to develop marketing strategies and plans; understands market and growth drivers as well as grows value propositions and proof points that further our competitive advantage, and translates business strategies into marketing plans.
Depth & Scope:
Marketing advisor for a business, typically leading or contributing on projects of moderate scope and complexity
Highly seasoned professional role requiring substantial knowledge/expertise in a complex field and knowledge of broader related areas
Integrates knowledge of the enterprise sub-function's or business line's overarching strategy in developing solutions across multiple functions or operations
Interprets internal/external business challenges and the industry environment, recommends course of action and best practices to improve products, processes or services
Acts as a technical expert/lead integrating cross-function understanding within their own field of specialty; may manage team(s) of related specialists
Leads cross-functional teams or projects with significant resource requirements, risk and/or complexity
Independently manages end-to-end functional programs
Solves or may lead others to solve complex problems; leads efforts or partners with others to develop new solutions
Uses sophisticated analytical thought to exercise judgement and identify solutions
Impacts the achievement of sub-function or business line objectives within the area they are accountable for
Work is guided by policies and industry standards/methods
Communicates difficult concepts; converts information to compelling business context and advice; influences and gains alignment across increasingly senior stakeholders
Works autonomously as the lead and guides others within area of expertise
Education & Experience:
Undergraduate degree and/or equivalent relevant experience
7+ years experience
Ability to work successfully as a member of a team and independently
Ability to handle confidential information with discretion
Preferred Skills:
3+ years Small Business or B2B marketing experience
5+ years Experience with:
Integrated marketing / product marketing / segment marketing
DTC marketing approaches
Marketing workflow process / tools / systems
Managing external vendors / creative agencies
Working with lines of business to understand their goals and align marketing resources to support achievement of their goals
Prior experience working within an Agile/Pod environment
Customer Accountabilities:
Creates integrated marketing campaigns that meet business and marketing strategies and objectives
Gathers, integrates and interprets existing views of the target audience, including demographic, attitudinal, and behavioral data to create campaign kick offs and briefs
Translates marketing objectives and consumer insights into communication strategy (benefit, offer, reason to believe RTB or proof points)
Creates or contributes to an inspiring creative brief for media and creative agencies, evaluates creative campaigns and media strategies based on their impact on customer behavior
Understands role of different media options and their impact on achieving marketing objectives, and oversees flawless execution of tactical media and creative plans
Leads/interfaces and contributes to cross-functional marketing teams to deliver all elements of campaigns including, targeted and channel marketing
Develops marketing strategies and plans; understands market and growth drivers, creates a vision of market, channel, and segment potential, develops value propositions and proof points that further our competitive advantage, and translates business strategies into marketing plans
Delivers and monitors results; ensures stated objectives are delivered on plan (monitor/early indicators) and where required, takes corrective actions to achieve targets
Analyzes past results and makes recommendations to maximize return on investment
Evaluates effectiveness of in market activity

Post Implementation Review (including recommendations)
Tells our Story

effectively communicates the results and sells the value of marketing
Utilizes the best practices to manage projects in the most effective way (on time, on target, on budget) from initiation to completion
Navigates through roadblocks by engaging key stakeholders/sponsors
Leads multi-functional teams through the project
Tracks and manages budget against plan, meeting all financial reporting requirements
Focuses and defines the problem to solve, engages resources across functional boundaries to gather data and insight, draws insight from data, making correlations and connections to deliver meaning from disparate sources of data
Uses data combined with judgement and intuition to make recommendations and drive action
Utilizes data to tell our story and make recommendations that are simple and concise
Builds innovative solutions; actively contributes to driving the spirit innovation among the team, brings external thinking/ideas to problems
Shareholder Accountabilities:
Prioritizes and manages own workload to meet service level requirements for service and productivity
Adheres to enterprise frameworks or methodologies that relate to activities for respective business area(s)
Ensures respective programs/policies/practices are well managed, meet business needs, comply with internal and external requirements, and align with business priorities
Consistently exercises discretion in managing correspondence, information and all matters of confidentiality; escalates issues where appropriate
Protects the interests of the organization

identifies and manages risks, and ensures the prompt and thorough resolution of escalated non-standard, high risk issues
Conducts internal and external research projects; supports the development/delivery of presentations/communications to management or broader audience
Conducts meaningful analysis at the functional or enterprise level using results to draw conclusions, make recommendations, assess the effectiveness of programs/policies/practices
Monitors service, productivity and assesses efficiency levels within own function and implements continuous process/performance improvements where opportunities exist
Applies subject matter expertise in the discipline, provides guidance, assistance and direction to others
Actively manages relationships within and across various business lines, corporate and/or control functions and ensures alignment with enterprise and/or regulatory requirements
Keeps abreast of emerging issues, trends, and evolving regulatory requirements and assesses potential impacts
Maintains a culture of risk management and control, supported by effective processes in alignment with risk appetite
Employee/Team Accountabilities:
Participates fully as a member of the team, supports a positive work environment that promotes service to the business, quality, innovation and teamwork and ensures timely communication of issues/points of interest
Provides thought leadership and/or industry knowledge for own area of expertise in own area and participates in knowledge transfer within the team and business unit
Keeps current on emerging trends/developments and grows knowledge of the business, related tools and techniques
Participates in personal performance management and development activities, including cross training within own team
Keeps others informed and up-to-date about the status/progress of projects and/or all relevant or useful information related to day-to-day activities
Contributes to team development of skills and capabilities through mentorship of others, by sharing knowledge and experiences and leveraging best practices
Leads, motivates and develops relationships with internal and external business partners/stakeholders to develop productive working relationships
Contributes to a fair, positive and equitable environment that supports a diverse workforce
Acts as a brand ambassador for your business area/function and the bank, both internally and/