BMO Financial Group Senior Manager, Customer Optimization in Toronto, Ontario
The Senior Manager Customer Optimization is a senior leader within the Customer Optimization team that leads contact management strategies including the design, development and implementation of campaigns from beginning to end. This leader provides business insights and strategies to drive revenue and client experience across multiple business lines. He/she provide guidance and business advice on direct to consumer contact strategies leveraging best practices and targeting expertise to ensure campaigns meet business objectives. He/she will also be the primary business partner for Everyday Deposits and Term Deposits providing strategic advice and insights to the LOB Leadership teams, and integrate analytical output / insights where applicable from product analytics, customer experience analytics/ strategy/planning, revenue / risk optimization, strategic analytics / predictive modelling, and journey science/omni-channel analytics.
He/she lead a team of lead managers and database marketing specialists that identify business opportunities to increase cross-sells, acquisition, customer growth, digital adoption and migration and drive customer loyalty. This leader is responsible deliver revenue and customer satisfaction from direct to consumer contacts that are deployed across multiple channels. He/she also works with Branch and other channel leaders to ensure that the leads and programs delivered meet the needs of customers and the frontline to ensure success. He/she is responsible for the contact strategy, design and targeting strategy of over 300 campaigns per year. He/she will lead a team of 5 Lead Managers and Database Marketing Specialists.
Strategy Insights and Planning
Leverage knowledge and insights from changes in industry trends, best practices globally, customer behaviours to identify opportunities, understand applicability and potential impacts to the marketplace.
Understand Everyday Deposits, Investments, Term Deposits, Digital, Business Banking and Small Business business strategies, plans, and activities in order to fully assess needs and barriers to drive business performance through development and delivery of analytical insights and solutions.
Oversee the development of contact management strategies and plans to drive revenue and customer satisfaction to deliver business results.
Evolve customer contacts from Product focused to customer focused and develop customer journey based contacts incorporating customer optimization.
Develop a 3 year contact management roadmap for each line of business that is supported.
Data, Analytics and Insights
Leverage and drive analytical insights to flush out new contact opportunities to meet client needs and business objectives while analytically assessing the value and impact of campaign requests.
Lead and participate in projects that require direct to consumer contact expertise and develop solutions to advance targeting and process improvement capabilities
Develop and implement thorough campaign quality assurance processes and procedures to ensure direct to consumer communications and leads are successfully delivered to customers without error.
Provide consultation to business leaders on contact strategies, analytical requests and targeting opportunities through analytical insight and analysis.
Responsibility for addressing and communicating campaign issues affecting the frontline and channels to ensure transparency and quick resolution.
Influencing and Relationship Management
Partner effectively across all business functions including: Marketing, Technology & Operations, Channels, NACC, Distribution etc. to ensure ongoing alignment of priorities
Manage the customer contact optimization leads and contacts with the frontline ensuring that an understanding of the value of the leads are understood and leads are leveraged effectively.
Develop business cases that advance client contact optimization including targeting and segmentation and obtain buy-in and support from business partners as required.
Provide subject matter expertise on end to end campaigns and channels
Lead and manage a team that is accountable for the end-to-end delivery of direct to consumer campaigns
Manage internal and external partner relationships
Provide subject matter expertise on campaign strategy designs, contact strategies, targeting and segmentation
As part of the Customer Contact Optimization management team lead change management initiatives
Manage the short, medium and long-term objectives of the team to support Personal and Commercial and LOB achievement business goals; revise plan as necessary to deliver exceptional results
Manage day-to-day activities of team to effectively maximize performance and output; setting and communicating clear goals for employees, coaching and providing performance feedback and holding employees accountable for the outcomes they achieve and how they achieve them; apply BMO’s performance management approach with employees including building development plans and recommending changes to base and variable pay
Attract, develop and move talent across BMO to support the achievement of business goals and employees’ career goals; build a culture that motivates employees to do their best work.
Develop and refine processes and procedures to increase efficiencies including program plan design, campaign automation and contact optimization ensuring the team is maximizing existing technology capabilities
Enhance contact strategies to ensure more timely, choreographed customer contact strategies to improve customer experience and NPS.
Assist team and business partners through change management initiatives ensuring clear and concise communication and address issues and concerns throughout the process
Source out new data sources to enhance targeting strategies and develop new processes to incorporate the data seamlessly.
Lead and improve campaign requirements and processes to increase efficiencies and time to market.
Proactively identify opportunities in the data to drive exceptional client experiences and surface areas which detract from the overall experience with recommendations to solve
Employ a customer-first mindset in the establishment of all new data and analytics processes ensuring a great customer experience
Ensure campaign issues and concerns are addressed and communicated effectively to business partners.
Ensure programs meet governance and risk policies and identifying opportunities and solutions for continuous improvements
Perform required regulatory & risk oversight and governance for your business group/function; identify, manage and mitigate current and emerging risks; support the development of a risk management mindset in all employees
Knowledge & Skills
University degree/college diploma
Minimum 10 years of progressively responsible and related experience in Analytics, Business Intelligence or Financial Analysis
Database Marketing or Customer Relationship Management experience
Experience working in the financial services industry is an asset
Understanding of analytical approaches and tools
Small Business, Everyday Banking and Term Deposits knowledge and experience is an asset
Experience working in large matrixed organizations
Expert in campaign design and development
Advanced relationship management and consulting skills
Expert communication skills, including the ability to simplify complex content into key high level messages in a concise, tactful manner to senior level audiences both in writing and orally
Expert analytical thinking and problem-solving skills
Advanced knowledge and understanding of use of analytical approaches, processes and solutions.
Strong people management and team leadership skills
Ability to earn the trust/respect of the business groups and leaders team
Ability to effectively influence at a senior level
Able to deal with ambiguity, amongst multiple projects and competing priorities
Strong project management skills and effective execution skills to ensure successful delivery/implementation of special initiatives, processes and policies.
Technical experience working in analytical software, and business software (Excel, PowerPoint, Word)
We’re here to help
At BMO we have a shared purpose; we put the customer at the centre of everything we do – helping people is in our DNA. For 200 years we have thought about the future—the future of our customers, our communities and our 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 and heard, and you have more ways to grow and make an impact. We strive to help you make an impact from day one – for yourself and our customers. We’ll support you with the tools and resources you need to reach new milestones, as you help our customers reach theirs. From in-depth training and coaching, to manager support and network-building opportunities, we’ll help you gain valuable experience, and broaden your skillset.
To find out more visit us at https://bmocareers.com .
BMO is committed to an inclusive, equitable and accessible workplace. By learning from each other’s differences, we gain strength through our people and our perspectives. Accommodations are available on request for candidates taking part in all aspects of the selection process. To request accommodation, please contact your recruiter.
Business Analytics & Reporting