Marketing Manager, Digital Strategy (Inhouse)
- Sydney, NSW
- 160,000 + Super + Bonus
- Digital Marketing (Inhouse)
The Commonwealth Bank is an Australian ‘Big 4’, that was undergoing a major transformation of it’s marketing team. Relying heavily on external agencies for their digital outreach, the focus was to bring more of the strategic digital strategy inhouse, before starting to move parts of the operational roles into the team. The volume of hires required put a lot of strain on the Talent Acquisition (TA) Partners that focused on Marketing, meaning other TA Partners from other parts of the business had to step in to help with the requisitions, as well as much needed external sourcing support. By this point, advertising had run dry, after more than 23 hires in the Digital Marketing space, in less than 6 months, with no further applictions coming from marketing professionals who had Big 4 experience.
Our Market Map Results
With the focus on Digital Marketers either at or previously working at a Big 4 bank, we identified 71 in total, 48 of whom the AI had found evidence of exposure to both Paid Advertising & Re-Targeting. 23 other prospects had not expliticly stated those exact technical skills, but given their titles and the type of work they had engaged it, they were on the bench, should we need to expand the pool & enquire more into their skills.
Our Outreach Strategy
With the focus on Digital Marketers either at or previously at a Big 4 bank, we needed to ensure our cold E-Mail outreach didn’t trigger the Big 4 servers to flag our Email address as spam (a common blocker). While we found 31 Email addresses, only 17 where either personal emails or at a non-Big 4 employer. This reduced the number of cold out reach potential, however, our LinkedIn channel remained strong.
SMS
Campaign Results
While we had an overwhelmingly strong response, roughly 1/3rd of positive responders had recently applied for an opportunity at CBA, and where unsucessful at interview. This meant we could only refer 8 of the 12 prospects that expressed interest in the role. Of the 8 that interviewed with CBA, only 1 was offered the Strategy role, however, a further 2 were also offered by the business in the subsequent 3 months, in other Marketing roles (1 more in strategy, 2 in operations). This was a massive saving for the CBA, as total agency spend across the 3 hires (at a modest 15% of salary package) would of exceeded $77,000 for the 3 hires.
Hear Rob's Story as Talent Acquisition Parnter @ CBA
In his own words
