Acquisition Marketing Manager (Retail Deposits)

Overview: 

We are seeking a strategic, data‑driven marketing leader to drive profitable growth for the Retail Deposits business, with primary accountability for customer acquisition. This role plays a critical part in shaping and executing integrated marketing strategies that accelerate deposit growth, advance enterprise priorities, and improve return on investment across consumer deposit products.

As a partner to Product, Digital, Analytics, Distribution, and Technology teams, this leader will design, activate, and optimize end‑to‑end acquisition journeys—from audience and offer strategy through channel orchestration, execution, measurement, and continuous optimization. This role leverages consumer insights to develop segment‑specific journeys and ensures seamless activation across channels.  With deep expertise in retail banking and customer acquisition, this individual will translate complex business objectives into actionable marketing strategies that strengthen customer primacy, grow balances, and improve funding mix.

Primary Responsibilities:

• Job Description –  Acquisition Marketing Manager (Grade 62)

  We are seeking a strategic, data‑driven marketing leader to drive profitable growth for the Retail Deposits business, with primary accountability for customer acquisition. This role plays a critical part in shaping and executing integrated marketing strategies that accelerate deposit growth, advance enterprise priorities, and improve return on investment across consumer deposit products.

  As a partner to Product, Digital, Analytics, Distribution, and Technology teams, this leader will design, activate, and optimize end‑to‑end acquisition journeys—from audience and offer strategy through channel orchestration, execution, measurement, and continuous optimization. This role leverages consumer insights to develop segment‑specific journeys and ensures seamless activation across channels.  With deep expertise in retail banking and customer acquisition, this individual will translate complex business objectives into actionable marketing strategies that strengthen customer primacy, grow balances, and improve funding mix.

  Key Responsibilities

• Translate business and enterprise objectives into integrated marketing strategies that align audience, offer, and channel plans to deliver measurable acquisition and balance growth.
• Define campaign‑level audience strategies, segmentation, and eligibility criteria in partnership with Product and Analytics teams.
• Convert customer journey designs into scalable activation plans executable across multiple channels and platforms.
• Lead structured test‑and‑learn initiatives to uncover actionable journey insights, identify friction points, validate assumptions, and drive continuous optimization across acquisition workflows.
• Develop differentiated value propositions and messaging for assigned products based on a deep understanding of product capabilities, customer needs, competitive dynamics, and market conditions.
• Build and execute omni‑channel acquisition campaigns across owned and paid channels, including direct mail, paid search, paid social, display, onsite, and emerging digital platforms.
• Partner with Marketing Analytics to define KPIs, establish reporting and measurement frameworks, and enable ongoing performance optimization.
• Monitor, synthesize, and present campaign performance, insights, and recommendations to senior stakeholders and cross‑functional partners.
• Ensure marketing risk is proactively managed by adhering to governance, compliance, and operational excellence standards across all campaigns.
• Continuously refine budget allocation and investment strategies to maximize ROI and support enterprise‑level growth and funding objectives.

 

Managerial/Supervisory Responsibilities:

Leads a team of individual contributors.

Education and Experience Required:

Bachelor's Degree

7 years of marketing experience (Or in Lieu of a degree, a combination of 11 years of higher education and relevant experience)

2 years managerial experience

Experience in developing talent and performance management

Experience in dealing with escalated issues and resolving unique and significantly complex problems

Has demonstrated strong working relationships with internal and external partners

Proven ability to research, evaluate and recommend changes to marketing strategy and/or initiative or project

Senior Technical Expert and/or independent judgment

Education and Experience Preferred:

Banking and/or financial services experience

Retail Deposits experience

M&T Bank is committed to fair, competitive, and market-informed pay for our employees. The pay range for this position is $107,500.00 - $179,100.00 Annual (USD). The successful candidate’s particular combination of knowledge, skills, and experience will inform their specific compensation.

Location

Buffalo, New York, United States of America