Overview:

As a Marketing Lead, Paid Media, you will serve as a subject matter expert and strategic partner in executing and optimizing paid media campaigns across multiple digital platforms. You will not only deliver campaign performance but also help contribute to paid media strategy, influence cross-functional partners, and advance best practices to drive measurable brand and business impact.

This role combines hands-on execution with strategic leadership, cross-functional influence, and innovation, helping translate business objectives into forward-looking media strategies that improve performance at scale.

Work Model & Office Locations:

This role follows a hybrid work model, requiring onsite presence four days per week at one of M&T Bank’s regional offices.

Primary Responsibilities:

• Manage end-to-end campaign execution (setup, buying, pacing, optimization, reporting) while identifying opportunities to enhance efficiency, scale, and impact.
• Serve as a subject matter expert in video and digital paid media, providing guidance on channel strategy, testing frameworks, and optimization approaches across Google Ads, Meta, CTV, and emerging platforms.
• Design and evolve testing strategies across creative, targeting, and channel mix, driving a culture of continuous learning and innovation.
• Influence campaign direction through data-driven insights, synthesizing performance trends into actionable recommendations that shape stakeholder decisions.
• Provide budget forecasting and reconciliation while proactively identifying risks and opportunities to optimize investment allocation.
• Partner in the development of paid media plans, with media planner and brand stakeholders to align campaign approach to broader business objectives and brand strategy.
• Partner cross-functionally (Brand, Creative, Analytics, Agencies) to ensure alignment, while building strong relationships that unlock new opportunities and improve outcomes.
• Collaborate on advanced measurement approaches, including brand lift studies and incrementality testing, to better quantify business impact.
• Elevate creative and media integration, influencing messaging strategy and rotation based on performance insights and audience behavior.
• Create and present performance narratives to stakeholders, translating complex data into clear, strategic recommendations that influence decisions.
• Mentor and support more junior team members, sharing knowledge, best practices, and guidance to elevate overall team capability.
• Identify and introduce new tools, platforms, or approaches to improve efficiency, effectiveness, and innovation in paid media execution.
• Complete other related duties as assigned.

Managerial/Supervisory Responsibilities:

None

Leadership Expectations:

• Builds Alliances: Proactively develops partnerships across Marketing, Analytics, and agency partners to drive alignment and unlock greater value across campaigns
• Influences Without Authority: Uses expertise and data to shape decisions, gain buy-in, and guide stakeholders toward optimal media strategies
• Innovates: Identifies and champions new ideas, testing approaches, and media opportunities to improve performance and advance capabilities
• Delivers Results: Drives accountability for campaign performance and continuously raises the bar for media effectiveness
• Develops Talent: Coaches and supports peers to strengthen team knowledge and execution quality

Education and Experience Required:

• Bachelor's Degree + 5 years of proven experience in digital paid media with a focus on video advertising and campaign optimization.  (Or in Lieu of a degree, a combination of 8 years of higher education and relevant experience)
• Demonstrated ability to act as a subject matter expert and influence marketing strategy and decisions.
• Strong expertise in media buying across Google Ads (YouTube), Meta Ads, and/or CTV platforms.
• Demonstrated ability to drive brand awareness and consideration through targeted paid media campaigns. 
• Proven ability to translate performance data into clear, compelling narratives that inform strategic recommendations to drive measurable outcomes.
• Proficient in using web analytics tools to optimize campaigns. 
• Excellent understanding of digital marketing KPIs, attribution models, and budget management. 
• Strong analytical mindset with the ability to derive actionable insights from complex data sets and communicate them effectively through storytelling. 
• Effective communicator with the ability to present data-driven insights in a concise, compelling manner to influence cross-functional stakeholders.
• Excellent attention to detail 
• Strong problem solver who can conceive and create creative solutions to challenges. 
• Willing to continuously learn the skills necessary for personal and team growth. 
• Proficiency with data visualization tools (e.g., Power BI, Tableau)

Nice-to-Have Experience:

• Working in fast-paced, agile marketing environments using project management tools like JIRA
• Experience collaborating on cross-channel campaigns that include traditional media (TV, OOH, radio)
• Familiarity with programmatic media and DSP platforms
• Experience in banking or other highly regulated industry