Marketing Lead – Paid Media

M&T Bank

Marketing Lead overseeing paid media across digital platforms for M&T Bank. Driving strategy, execution, and optimization of campaigns to enhance brand impact and business performance.

Posted 5/31/2026full-timeBaltimore • Maryland, New York • 🇺🇸 United StatesSenior💰 $98,500 - $164,100 per yearWebsite

Tech Stack

Tools & technologies

Tableau

About the role

Key responsibilities & impact

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

Requirements

What you’ll need

Bachelor's Degree + 5 years of proven experience in digital paid media with a focus on video advertising and campaign optimization
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)

Benefits

Comp & perks

Competitive benefits ranging from medical and retirement to forty hours of paid volunteer time each year

ATS Keywords

✓ Tailor your resume

Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills & Tools

digital paid mediavideo advertisingcampaign optimizationmedia buyingGoogle AdsMeta AdsCTV platformsweb analyticsdata visualizationbudget management

Soft Skills

analytical mindseteffective communicationstorytellingproblem solvingattention to detailmentoringcollaborationinfluencingcontinuous learningrelationship building