Senior Vice President, Head of Paid Media

SVP, Head of Paid Media Marketing

We’re seeking a future team member for the role of SVP, Head of Paid Media to join our Marketing team. This role is located in New York City.

Responsibilities

• Define and lead BNY’s global paid media strategy in alignment with enterprise brand, business, and client growth priorities.
• Build paid media programs designed primarily for B2B audiences, with a strong focus on precision targeting, niche segments, and high‑value decision‑makers rather than broad consumer scale.
• Oversee paid media efforts targeting ultra‑high‑net‑worth consumer audiences where relevant, ensuring messaging, channel strategy, and audience selection reflect the expectations of highly selective, premium segments.
• Manage paid media investment with a disciplined approach, optimizing relatively modest budgets for maximum efficiency, effectiveness, and measurable business impact.
• Prioritize quality of audience reach over volume, using data, account‑based marketing principles, and advanced segmentation to connect with institutional, intermediary, and specialized client audiences.
• Partner closely with brand, content, product marketing, analytics, digital, regional marketing, and business stakeholders to ensure paid media supports integrated campaign objectives and commercial priorities.
• Establish a rigorous measurement framework that links media performance to brand outcomes, engagement, lead quality, pipeline influence, and other business‑relevant KPIs.
• Evaluate and select the right channel mix across search, social, programmatic, direct buys, and emerging platforms based on audience behavior, business value, and return on investment.
• Lead agency and external partner relationships, setting clear expectations on strategy, execution, testing, reporting, governance, and cost management.
• Ensure all paid media activity complies with legal, regulatory, risk, privacy, and brand standards across markets, while continuously improving operating models, testing approaches, and campaign performance.

Qualifications

• Bachelor’s degree
• 8‑10 years of paid media experience. Prefer experience in both agency and corporate settings. Significant experience leading paid media strategy for complex global organizations, ideally within financial services, professional services, or other highly regulated B2B environments.
• Deep expertise in B2B paid media, including audience‑first planning, account‑based approaches, long‑consideration buying journeys, and optimization toward business outcomes rather than consumer‑scale metrics.
• Demonstrated ability to market effectively to niche and hard‑to‑reach audiences, including senior business decision‑makers, institutional buyers, and specialized segments.
• Experience developing paid media strategies for premium or ultra‑high‑net‑worth audiences, with a clear understanding of discretion, brand standards, and high‑touch audience engagement.
• Strong commercial and analytical mindset, with a track record of managing smaller or more constrained budgets strategically and proving impact through disciplined measurement and optimization.
• Advanced knowledge of paid search, paid social, programmatic, publisher partnerships, audience targeting, attribution, testing, and performance reporting.
• Experience operating successfully in regulated environments with strong understanding of governance, compliance, privacy, approval processes, and reputational risk considerations.
• Proven leadership skills, including managing agencies, influencing senior stakeholders, and working across global, regional, and cross‑functional teams.
• Ability to translate complex business objectives into clear media strategies, execution plans, and actionable insights for both marketing and executive audiences.
• Strong communication, judgment, and prioritization skills, with the ability to balance brand building, business performance, and operational discipline in a resource‑conscious environment.