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Audience & Decisioning Strategy Sr. Lead Marketing Consultant

About this role:

Wells Fargo is seeking a Senior Lead Marketing Consultant on the Marketing Channel Strategy  Revenue Optimization Team as part Cards and Merchant Services. Learn more about the career areas and lines of business at

The Marketing Channel Strategy & Revenue Optimization center of excellence maximizes the revenue of Wells Fargo’s marketing channels while curating best-in-class experiences for customers.  The team estimates that Wells Fargo’s owned marketing channels are poised for hundreds of millions of dollars in incremental revenue over the next 18 months from just a modest gain in customer engagement leading to conversion rate.  A large driver of that opportunity will come from fine-tuning the selection of the most-relevant and most-valuable targeted messages we put in front of customers and prospects who come to Wells Fargo’s channels.

The newly formed Audience & Decisioning Strategy team owns the program for optimizing all the levers of the firm’s marketing decision engine, which ensures we make the most out of every touchpoint with customers.  Today, the decision engine has an incredible amount of untapped potential and our team has a robust roadmap of new strategies and smarter decision models to drive the lion’s share of the gains towards the firm’s enormous revenue opportunity.  This team leads the decisioning strategy, aligning marketing operations, product & technology, and data & analytics against the highest priorities to advance marketing personalization capabilities.

To achieve this, we are building an all-star team of marketing strategy leaders to drive four firmwide efforts:

  • Audience Strategy: Communicate with prospects and customers in a relevant, consistent way across all interactions with the firm
  • Next Best Message Capabilities: Develop the decision engine strategy to deliver the most relevant and profitable messaging, orchestrated across channels and explainable to the business
  • Performance Optimization & Experimentation: Partner with LOBs to test new decisioning strategies that incrementally lift channel performance as well as enabling LOB creative and offer personalization testing for their audiences
  • Marketing Data Roadmap: Build the target state marketing data ecosystem to fuel next best message decisioning and optimize along the full conversion funnel

You will be the driving force behind these initiatives and at the center of the cross-functional team of experts to bring innovative ideas to life. Key responsibilities of a successful candidate will be:

  • Partnering with LOB Marketing and Channel Strategy to identify decision engine opportunities
  • Concepting and building new decision engine strategies and capabilities with Product & Tech
  • Working with Data & Analytics to fuel the decision models with rich customer data predictors and then attribute and measure outcomes to inform future roadmap opportunities
  • Influencing LOB leadership to rally behind bold new strategies that will directly improve their bottom lines

In this role, you will:

  • Act as an advisor to senior leadership to develop or influence successful delivery of innovative campaigns, programs and initiatives that drive business outcomes for multiple products, business lines or more significant programs and seamless customer engagement across digital channels within marketing
  • Lead the strategy and resolution of highly complex and unique challenges which require in depth evaluation across marketing, delivering solutions that are long term, large scale and require partnership with cross functional groups to create digital experiences for more advanced initiatives that enable seamless customer engagement across digital channels
  • Provide vision, direction, and expertise to more experienced leadership on implementing significant business solutions that are large scale, highly complex initiatives across organizational boundaries requiring new strategies and thinking
  • Engage with partners, cross functional groups, business partners and lead vendor relationships
  • Serve as subject matter expert in digital marketing

Required Qualifications 

  • 7+ years of Digital Marketing, Digital Channel/Platform Management (e.g. Display Advertising), Marketing Technology, Marketing Analytics, or equivalent experience demonstrated through one or a combination of the following: work experience, training, military experience, education

Desired Qualifications

  • Direct experience managing marketing decision engine strategy
  • Decisioning architect experience utilizing Pega CDH highly desired
  • Experience in financial services, preferably within banking or e-commerce
  • Ability to achieve objectives requiring a high level of cooperation from cross-functional partners in other teams – line of business marketing, marketing operations/execution, digital product, technology, data management, and data science/modeling
  • Ability to navigate ambiguity and create a pioneering playbook
  • Knowledge and understanding of concepts related to predictive modeling, AI, data science, analytics, simulation, and forecasting
  • Experience developing and executing strategies in customer personalization and journeys in multi-channel environments (online, mobile, email, call centers, brick-and-mortar)
  • Demonstrated experience and understanding of the acquisitions space within decisioning, offers/promotions, and leads
  • Excellent written and verbal communication skills and the ability to present complex concepts into simplified solutions in a straightforward and understandable manner to multiple stakeholders, including senior leaders

Job Expectations

  • Willingness to work on-site at stated location on the job opening.
  • This role offers a hybrid work schedule.
  • This position is not eligible for Visa sponsorship

Posting Locations

  • New York, NY

  • Charlotte, NC

  • Tempe, AZ

*Salary will vary based on work location.

New York City – Pay Range: $133,300 – 237,100

  • May be considered for a discretionary bonus, Restricted Share Rights, or other long-term incentive awards.

Required location(s) listed above. Relocation assistance is not available for this position.

Pay Range

$111,100.00 - $237,100.00


Wells Fargo provides all eligible full- and part-time employees with a comprehensive set of benefits designed to protect their physical and financial health and to help them make the most of their financial future. Visit Benefits - Wells Fargo Careers for an overview of the following benefit plans and programs offered to employees.

  • 401(k) Plan
  • Paid Time Off
  • Parental Leave
  • Critical Caregiving Leave
  • Discounts and Savings
  • Health Benefits
  • Commuter Benefits
  • Tuition Reimbursement
  • Scholarships for dependent children
  • Adoption Reimbursement

Posting End Date:

21 Apr 2024

*Job posting may come down early due to volume of applicants.

We Value Diversity

At Wells Fargo, we believe in diversity, equity and inclusion in the workplace; accordingly, we welcome applications for employment from all qualified candidates, regardless of race, color, gender, national origin, religion, age, sexual orientation, gender identity, gender expression, genetic information, individuals with disabilities, pregnancy, marital status, status as a protected veteran or any other status protected by applicable law.

Employees support our focus on building strong customer relationships balanced with a strong risk mitigating and compliance-driven culture which firmly establishes those disciplines as critical to the success of our customers and company. They are accountable for execution of all applicable risk programs (Credit, Market, Financial Crimes, Operational, Regulatory Compliance), which includes effectively following and adhering to applicable Wells Fargo policies and procedures, appropriately fulfilling risk and compliance obligations, timely and effective escalation and remediation of issues, and making sound risk decisions. There is emphasis on proactive monitoring, governance, risk identification and escalation, as well as making sound risk decisions commensurate with the business unit’s risk appetite and all risk and compliance program requirements.

Candidates applying to job openings posted in US: All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, status as a protected veteran, or any other legally protected characteristic.

Applicants with Disabilities

To request a medical accommodation during the application or interview process, visit Disability Inclusion at Wells Fargo.

Drug and Alcohol Policy


Wells Fargo maintains a drug free workplace.  Please see our Drug and Alcohol Policy to learn more.

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