Truist Channel Manager, Direct Response Broadcast Marketing in San Diego, California
Req ID: R0040609
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Regular or Temporary:
Language Fluency: English (Required)
1st shift (United States of America)
Please review the following job description:
The Channel Manager, Broadcast Marketing is responsible for managing the day-to-day execution of LightStream’s direct response radio, podcast, and DRTV acquisition marketing programs.
Following is a summary of the essential functions for this job. Other duties may be performed, both major and minor, which are not mentioned below. Specific activities may change from time to time.
Essential Duties and Responsibilities:
Manage the day-to-day responsibilities for all facets of LightStream’s direct response radio advertising program, driving new loan volume and aligning with business objectives.
Work with external agencies to develop, test, and optimize media plans across local radio, national radio, podcast, and satellite radio, managing to budget.
Oversee development of all radio scripts for both live host-read ads and produced/recorded ads, employing direct response best practices.
Review lists of radio hosts provided by external agency, evaluate, and select hosts to be tested for live endorsement radio.
Lead onboarding calls with all new radio hosts to introduce them to the LightStream brand and provide background on campaigns.
Run reports and share with agency partners to develop full channel reporting; continuously manage program optimization based off of data insights.
Manage the day-to-day responsibilities for all facets of LightStream’s direct response TV (DRTV) adverting program.
Work with external agencies to develop, test, and optimize media plans across short-form traditional linear TV and CTV/OTT, managing to budget.
Work with external agencies to modify existing TV ads as needed and manage development of new ad creative, as needed
Manage communication with dubhouse and ad trafficking process.
Oversee automated transfer of performance data to TV agency partner and subsequent full channel reporting development; continuously manage program optimizations based off of data insights.
Manage program tracking, including set-up and maintenance of tracking codes, discounts, etc.
Own and optimize landing pages; test content and creative to improve conversion.
Recommend strategy and manage promotion of new LightStream products via radio and TV, as new products become available.
Focus on innovation, employing a rigorous test-and-learn agenda and ongoing measurement against goals.
Work closely with external agency partners to analyze campaign performance against targets and own regular communication to the Marketing Team and Leadership Team, as needed, bringing clear analysis and insights and highlighting opportunities and trends for continued growth.
Work collaboratively with IT, operations, and legal and compliance to ensure programs are implemented effectively.
Manage multiple external agency relationships simultaneously.
Adhere to legal and privacy guidelines and navigate regulated compliance and risk requirements.
Manage budget planning and forecasting.
The requirements listed below are representative of the knowledge, skill and/or ability required.
Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
6+ years of direct marketing experience with a focus on offline/broadcast marketing channels.
Experience with campaign management as well as management of external agencies.
Highly proficient analytical skills with the ability to extract and interpret data from various sources.
Excellent analytical thinking, communication and project management skills.
Bachelor's degree in Marketing or related field, or equivalent experience.
Solid project management skills with the ability to manage multiple tasks involving internal and external partners.
Experience working in an agile environment.
Experience in financial services and lending/deposits.
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