Overview:

Responsible for co-developing, managing, and executing the company-wide social media strategy and governance plan for M&T Bank. Collaborates across multiple business units and functions, directing and influencing others to achieve desired outcomes. Manages and evolves social media channels and develops campaign strategy and content that reinforces the organization’s brand, engages customers and communities, and supports the achievement of company goals.
 

Primary Responsibilities:

​ • Oversee the implementation and ongoing refinement of the company-wide social media analytics framework to measure success

• Manage and execute efficiently for sustained growth of the function
• Create strategies that understand and enhance both brands (M&T and Wilmington Trust); underscoring shared values where relevant and leveraging themes, stories and strengths to drive business and increase impact
• Support enterprise-wide executive communication social and influencer strategy, alongside Social Media Team and Corporate Communications members
• Engage with functions throughout the Bank to ensure alignment and executional efficiencies, including representation from Marketing (brand/paid content), Corporate Communications (organic content/reputation), Business lines (prospecting and revenue generation; sales enablement), Customer Service (customer interaction), Central IT (infrastructure), HR (internal policy; recruiting), Compliance and others
• Regularly engage social media practitioners and business unit representatives across the enterprise to coordinate activities and share best practices
• Ensure effective social media governance and regulatory compliance; • Work cross-functionally across the bank to create and publish content and relevant assets; maintain relationships with user communities on multiple platforms
• Responsible for applying a unified, official tone of voice for across the entirety of M&T’s social presence including WT and channels.
• Create, maintain, and grow new and existing social networks, including X/Twitter, LinkedIn, Facebook, YouTube, Instagram, and others
• Collaborate with Marketing and business unit teams to implement social media campaigns • Actively use listening tools (Sprinklr) for content management, monitoring, measurement, and analytics.
• Competitive tracking through social media dashboards​

• Complete other related duties as assigned.

Scope of Responsibilities:

Responsible for co-developing, managing, and executing of a company-wide social media strategy and governance plan for M&T Bank. Collaborates across multiple business units and functions, directing and influencing others to achieve desired outcomes. Manages and evolves social media channels and develops campaign strategy and content that reinforces the organization’s brand, engages customers and communities, and supports the achievement of company goals.
 

Managerial/Supervisory Responsibilities:

No direct supervision; influences a cross functional team of 10-15.

Education and Experience Required:

Bachelor’s degree and minimum of 7 years’ proven experience in marketing, or in lieu of a degree, a combined minimum of 11 years’ higher education and/or work experience, including a minimum of 7 years’ proven experience in marketing.

Minimum of 4 years’ experience in digital and/or social media marketing

Minimum of 2 years’ leadership and/or managerial experience

Experience in a heavily regulated industry (financial services, healthcare, legal, etc.)

Demonstrated ability to create and drive strategy and alignment across an organization

Excellent practical understanding of social media and digital content, including application of owned and earned strategies
• Strong copywriting experience.

Experience applying SEO best practices

 Ability to work effectively across a highly matrixed organization

Well-versed in delivery of high-profile and innovative web platforms, applications and experiences

Experience in Facebook, X/Twitter, LinkedIn, Instagram and emerging social networks

Advanced knowledge of online/web analytics tools

Working knowledge of social trends, best practices, and industry standards

Experience using Campaign Manager for Meta and LinkedIn

Ability to work with design team to create social graphics

Ability to lead and influence others without formal authority

Education and Experience Preferred:

Master’s degree in Business Administration (MBA) or related field

M&T Bank is committed to fair, competitive, and market-informed pay for our employees. The pay range for this position is $122,746.73 - $204,577.88 Annual (USD). The successful candidate’s particular combination of knowledge, skills, and experience will inform their specific compensation.

LocationNew York, New York, United States of America