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BMO Financial Group Manager, Leads Generation, Campaigns in Toronto, Ontario


The Manager, Leads Generation is accountable to identifyand analyze inbound and outbound lead generation opportunities for personal,small business and commercial customers of (P&C) Personal & CommercialCanada delivered through applicable BMO channels (e.g., direct mail, branchcall, client contact centre, ATM, online and email).

This role:

  • Partnerseffectively with a variety of internal partners (Customer Communication &Marketing, Product, Sales Force Effectiveness, and other BMO groups) to developlead generation opportunities in a collaborative manner.

  • Is accountablefor the management of specific lead generation programs including definingbusiness requirements for new solutions/leads, identifying and makingenhancements based on results and business analysis.

  • Managesthe lead or solution through the lead generation cycle within CustomerContact and Leads Generation to identify issues, understand bottlenecks andfacilitate decision making or refinements to the solution. KEY ACCOUNTABILITIES

  1. Lead GenerationIntake and Assessment
  2. Lead ProgramManagement
  3. RelationshipManagement
  4. Risk Management andControl A. Lead Generation Intakeand Assessment -Understand market pressuresand industry practices to identify new lead generation opportunities forP&C Canada, including analyzing customer needs and channel insights todrive direct marketing opportunities and offers based on customer insight.-Partner effectively withCustomer Communications & Marketing, Product and other BMO groups toidentify and develop new lead generation opportunities, ensuring that theinsights and knowledge from each group is leveraged.-Bring lead generationexpertise to discussions with P&C colleagues, leveraging internal insightsand external knowledge and discussing both proactive and reactive leadgeneration opportunities.-Build required intake formsand business cases to assess the potential of any new lead under discussion anddocument according to the established process. Build solution/lead briefs basedon the business requirements and analytics to provide the required informationto Solution Development or Campaign Production so technical development workcan begin efficiently. Ensure that all components of the solution briefare included: business objectives, learning objectives, anticipatedresults and possible test scenarios to drive increased knowledge.-Recommend prioritization ofnew leads based on the anticipated business results and business objectives,balancing the benefits of the proposed lead based on the success of otherleads. B. Lead Program Management -Manage the lead program onbehalf of direct marketing and escalate any issues to the Senior Manager, Lead Generation,including but not limited to:-Contribute to the developmentof the annual leads plan and periodic reviews to refine and enhance the plan todrive better business results. Supplement the annual planning processwith regular meetings to refine and enhance the annual plan to drive betterbusiness results-Project manages allleads/campaigns to ensure key stakeholders adhere to deadlines. Scheduleplanning meetings, document decisions, and update the tracking systems andcampaign calendar/monthly program summary to ensure partners are aware of thestatus of their campaigns.-Provide leadership incoordination of a team-based recommendation for prioritization of leads basedon the anticipated business results and business objectives. -Work collaboratively withChannel Managers (online, branch, customer contact centre) to schedule leadsthrough those channels.-Work collaboratively withSales Force Effectiveness to communicate requirements for impacted salesforces.-Participate in ongoingevaluation of team processes, work flows, systems and channels, identifying andinitiating changes to ensure optimal effectiveness.-Share program measurementwith P&C stakeholders to drive refinements and improvements to the program.-Gather and compile metricsfrom existing systems or identified data sources highlighting significantfindings in order to contribute to the delivery of reports and presentationsthat evaluate and analyze the effectiveness of programs and initiatives. C. Relationship Management -Build collaborative workingrelationships with colleagues in P&C Canada that generate active andinformed discussions about the quality of leads and potential of leads as inputto the business case and prioritization of all new lead generation opportunities.-Establish a two-way workingrelationship with internal partners to solicit their views on the workingenvironment, potential changes affecting their work, continuous improvementopportunities, and revisions to the plan.

  5. Risk Management andControl -Monitor and report on programimplementation providing information on adequacy of data provided andinsights/recommendations to improve future success.-Ensure that all requiredaudits are performed prior to the implementation of campaigns, including butnot limited to privacy scrubs, offer fulfillment process and other key factors.-Resolve customer escalationsquickly and effectively in order to respond to the customer and minimize therisk to BMO reputation and brand. AUTHORITIES Information Access Authority to use and access confidential informationrelated to employee information, customer information, product and financialinformation CROSS-FUNCTIONAL RELATIONSHIPS Product Partners Frontline CommunicationsMarketingRiskAnalytics Centre of Excellence



  • Core to delivering this mandate is proven success in project management, marketing experience and strong communication skills.


  • University degree (Marketing specialization)

  • 5 years marketing and business management experience, with 3 years in direct marketing and campaign management

  • Knowledge of Financial Services industry - preferred


  • In-depth project management skills

  • In-depth relationship management and consulting skills

  • In-depth technical marketing skills including direct marketing, customer communications and market research

  • Strong working knowledge of marketing communications through direct mail, call centers, online and email channels

  • Excellent organizational and time management skills and ability to multi-task

  • Analytical thinking

  • Can translate business strategies into technical requirements

  • Strong oral, written and presentation skills

  • Ability to be innovative and think creatively in a rapidly changing environment

  • High level of proficiency in MS Office – MS Word, MS Excel, MS PowerPoint

  • Experience with SQL, SAS, Unica Affinium preferred

We’re here to help

At BMO we have a shared purpose; we put the customer at thecentre of everything we do – helping people is in our DNA. For 200 years wehave thought about the future—the future of our customers, our communities andour people. We help our customers and our communities by working together,innovating and pushing boundaries to bring them our very best every day.Together we’re changing the way people think about a bank.

As a member of the BMO team you are valued, respected andheard, and you have more ways to grow and make an impact. We strive to help youmake an impact from day one – for yourself and our customers. We’ll support youwith the tools and resources you need to reach new milestones, as you help ourcustomers reach theirs. From in-depth training and coaching, to manager supportand network-building opportunities, we’ll help you gain valuable experience,and broaden your skillset.

To find out more visit us at .

BMO is committed to an inclusive, equitable and accessibleworkplace. By learning from each other’s differences, we gain strength throughour people and our perspectives. Accommodations are available on request forcandidates taking part in all aspects of the selection process. To requestaccommodation, please contact your recruiter.

Job Field:

Campaign Management

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