Vice President, Channel & Persona Marketing Manager - BNY Mellon

Overview

Vice President, Channel & Persona Marketing Manager 

At BNY, our culture empowers you to grow and succeed. As a leading global financial services company at the center of the world’s financial system, we touch nearly 20% of the world’s investible assets. Every day around the globe, our 50,000+ employees bring the power of their perspective to the table to create solutions with our clients that benefit businesses, communities and people everywhere.    

We continue to be a leader in the industry, awarded as a top home for innovators and for creating an inclusive workplace. Through our unique ideas and talents, together we help make money work for the world. This is what #LifeAtBNY is all about.

About BNY Investments:

BNY Investments is a leading investment manager, with $2 trillion* in assets under management as of March 31, 2024. Through an investor-first approach, the firm brings to clients the best of both worlds: specialist expertise from seven specialist investment managers offering solutions across every major asset class, backed by the strength, stability, and global presence of BNY.

BNY Investments is a division of BNY, which has $48.8 trillion in assets under custody and/or administration as of March 31, 2024. BNY can act as a single point of contact for clients looking to create, trade, hold, manage, service, distribute or restructure investments. BNY is the corporate brand of The Bank of New York. Additional information is available on www.bnymellon.com. Follow us on Twitter @BNY or visit our newsroom at www.bnymellon.com/newsroom for the latest company news.

We’re seeking a future team member for the role of Channel & Persona Marketing Manager to join our North America Distribution. This is a hybrid role located New York City, NY.

As a Channel & Persona Marketing Manager, you will work closely with the Strategic Accounts and Sales Teams, the Business Intelligence Team, along with members of the Investments Marketing and Corporate Marketing teams to create and deliver effective marketing programs with omnichannel field marketing activations for our targeted audiences, including home offices of broker/dealers, independent broker/dealers and RIAs/Advisors. 

In this role, you’ll make an impact in the following ways: 

• Take a strategic approach in creating comprehensive marketing plans that align with stated business objectives, leveraging the right mix of levers—from digital to events
• Collaborate with the sales teams and business intelligence to understand personas and pain points, create data-driven profiles and map buyer journeys
• Lead the messaging strategy to create compelling stories that connect the needs of Advisors and their end investors with BNY Investments offerings to drive awareness, familiarity and conversion
• Work closely with the Content Creators, including Editorial, Product Marketing, Product Strategy and investment firms to ensure content is aligned with buyer profiles across the sales cycle, as well as by distribution channel (B2B2C)
• Partner closely with all areas of Investments and Corporate Marketing, including Corporate Communications, to execute on campaign marketing deliverables and promote our capabilities in the media
• Support client acquisition and retention programs using traditional and digital media, as warranted, with clear marketing and commercial KPIs with a focus on ROI (Return on Investment)
• Track and understand marketing analytics and commercial impact; refine marketing strategies based on intel
• Understand competitive landscape and share trends, best in class strategies and opportunities

To be successful in this role, we’re seeking the following: 

• Bachelor's degree, or the equivalent of work experience required
• 5+ years of asset management experience is preferable with significant experience in investment product marketing / communication
• Effective communication and interpersonal skills and ability to present to and influence leadership, senior investment professionals and product teams
• A strong team player with the ability to work independently and work collaboratively with cross-functional teams, including sales, product, legal and compliance, and digital teams, and across business lines
• Demonstrated track record of success in executing strategic communications plans, including:
  • Creative development of a wide range of sales tools
  • Excellent writing skills, with a demonstrated ability to write for primarily b2b and b2c audience
  • Write for a variety of mediums (e.g., print, digital, social and different formats and lengths) to ensure consistent, relevant messaging to target audiences
• Management of compliance process and coordination to ensure all materials adhere to the policies and procedures of BNY Legal / Compliance and regulatory requirements
• Excellent project management skills, with demonstrated skills in managing complex projects from inception through to completion, proficiency at prioritization, the ability to simultaneously manage multiple tasks, and operate under tight deadlines
• Adaptable to changing priorities, new requests, innovative approaches to marketing strategy and execution and working under tight deadlines , executing on time and on budget

At BNY, our culture speaks for itself. Here’s a few of our awards: 

• America’s Most Innovative Companies, Fortune, 2024
• World’s Most Admired Companies, Fortune 2024
• Human Rights Campaign Foundation, Corporate Equality Index, 100% score, 2023-2024
• Best Places to Work for Disability Inclusion, Disability: IN – 100% score, 2023-2024
• “Most Just Companies”, Just Capital and CNBC, 2024
• Dow Jones Sustainability Indices, Top performing company for Sustainability, 2024
• Bloomberg’s Gender Equality Index (GEI), 2023

Our Benefits and Rewards: 

BNY offers highly competitive compensation, benefits, and wellbeing programs rooted in a strong culture of excellence and our pay-for-performance philosophy. We provide access to flexible global resources and tools for your life’s journey. Focus on your health, foster your personal resilience, and reach your financial goals as a valued member of our team, along with generous paid leaves, including paid volunteer time, that can support you and your family through moments that matter. 

BNY is an Equal Employment Opportunity/Affirmative Action Employer - Underrepresented racial and ethnic groups/Females/Individuals with Disabilities/Protected Veterans.

BNY assesses market data to ensure a competitive compensation package for our employees. The base salary for this position is expected to be between $90,500 and $150,000 per year at the commencement of employment. However, base salary if hired will be determined on an individualized basis, including as to experience and market location, and is only part of the BNY total compensation package, which, depending on the position, may also include commission earnings, discretionary bonuses, short and long-term incentive packages, and Company-sponsored benefit programs.
This position is at-will and the Company reserves the right to modify base salary (as well as any other discretionary payment or compensation) at any time, including for reasons related to individual performance, change in geographic location, Company or individual department/team performance, and market factors.

Employer Description:

For over 230 years, the people of BNY Mellon have been at the forefront of finance, expanding the financial markets while supporting investors throughout the investment lifecycle. BNY Mellon can act as a single point of contact for clients looking to create, trade, hold, manage, service, distribute or restructure investments and safeguards nearly one-fifth of the world's financial assets. BNY Mellon remains one of the safest, most trusted and admired companies. Every day our employees make their mark by helping clients better manage and service their financial assets around the world. Whether providing financial services for institutions, corporations or individual investors, clients count on the people of BNY Mellon across time zones and in 35 countries and more than 100 markets. It's the collective ambition, innovative thinking and exceptionally focused client service paired with a commitment to doing what is right that continues to set us apart. Make your mark: bnymellon.com/careers.

EEO Statement:

BNY Mellon is an Equal Employment Opportunity/Affirmative Action Employer. Minorities/Females/Individuals With Disabilities/Protected Veterans. Our ambition is to build the best global team – one that is representative and inclusive of the diverse talent, clients and communities we work with and serve – and to empower our team to do their best work. We support wellbeing and a balanced life, and offer a range of family-friendly, inclusive employment policies and employee forums.