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Department Leader, National Client Attraction

Edward Jones is seeking a leader to drive our national brand advertising efforts to target investors.

This includes positioning, key message development and media strategy.

Working closely with our Investor Research & Insights area, you will be involved in field research and then interpret and apply insights to campaigns designed to appeal to our target audience.

In partnership with our national brand agency, you'll oversee development of campaign strategy, strategic and creative briefs and ensure all deliverables – TV commercials, digital display, custom content partnerships, paid search, native and paid social – align with brand positioning.

Responsibilities include:


* Lead department to define national messaging and media strategy to attract target investor segments, as measured by familiarity and consideration in brand tracker


* Lead development of national integrated media strategy across all channels


* Partner with insights area to interpret and apply insights to campaign work


* Lead national brand agency relationship serving as daily point of contact, responsible for ensuring statement of work is delivered


* Provide direction to team and agency on all strategies and individual deliverables


* Lead content strategy and content marketing efforts for all target audience segments, including determining overarching metrics


* Evaluate metrics and attribution to determine appropriate optimizations – creative, media or target, etc.


* Lead development of content and deliverables from creative brief to asset review for brand alignment and positioning


* Determine media partners for custom content integrations

 


* Marketing, Business or related degree.

Advanced degree strongly preferred.


* Minimum 12 years of experience related to driving strategic marketing initiatives with at least 3-5 years of direct leadership experience.


* Extensive expertise in developing and directing others to deliver strategic outcomes in large, complex organizations.


* Experience leading external advertising agency to develop and deliver work that meets KPIs


* Expertise in branding and strategy, including understanding of programmatic buying, attribution and audit of a variety of media channels


* Experience in developing and delivering integrated campaigns, including paid media, direct marketing, lead gen and lead nurturing.


* Ability to influence and present to all levels of leadership in the organization.




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