Role Summary The Senior Manager, Wealth Leads & Campaigns is accountable for revenue generation through analytics‑led client acquisition, lifecycle management, lead optimization, and campaign enablement across BMO Wealth Management Canada. This role bridges data, business strategy, and execution, translating complex client signals into scalable targeting strategies, advisor‑ready leads, and measurable revenue and share‑of‑wallet growth. The role has end‑to‑end accountability for Wealth Leads and Campaigns, including cross‑LOB coordination with Private Banking, BMO Insurance, BMO Investorline and other BMO partner businesses, and is central to advancing Ambition 2030 priorities. Strategy, Client Targeting & Growth Own the Wealth‑wide lead strategy across One Client and Priority Segments Retail, Mass Affluent, Business Owners, Intergenerational Wealth, and emerging opportunity segments. Design and evolve client lead strategies that support full client lifecycle objectives, including acquisition, deepening, retention, and key transition events. Reduce lead time for existing Campaigns by using automation / AI tools to drive more efficient processes. Translate client data, behavioural signals, and analytics into actionable targeting strategies for Wealth, Private Banking, BMO Insurance, and partner businesses. Identify and incubate new lead and growth programs by converting emerging insights, risks, and client behaviours into scalable business use cases that drive share‑of‑wallet growth. Provide strategic input as a trusted advisor to senior leaders on growth opportunities, client strategy, and new initiatives. Analytics, Measurement & Insights Support $100MM+ in revenue‑driven activities across the Wealth leads and campaigns portfolio through measurable improvement in client lifecycle progression and share‑of‑wallet growth. Faster campaign execution cycles through standardization and governance through AI and automation. Launch of new lifecycle‑driven lead and campaign programs driven by forward‑looking insights. Clear, measurable contribution to Ambition 2030 and One Client growth priorities. Deliver insights on lead source effectiveness, advisor uptake, cross‑LOB opportunities, and share‑of‑wallet expansion. Surface emerging risks and opportunities (e.g., external outflows, ownership transitions, lifecycle gaps) through advanced client analytics. Conduct pre‑ and post‑implementation analyses to quantify business impact (e.g., revenue uplift, cost efficiency, client outcomes). Promote automation, self‑serve analytics, and a culture of analytics‑driven decision making across the business. People & Delivery Leadership Lead, coach, and develop a team of lead strategists, campaign specialists, and analysts, fostering strong execution discipline and career development. Identify opportunities to improve speed‑to‑market, execution quality, and consistency, translate opportunities into actionable roadmaps/plans and lead team to execute. Ensure strong governance, risk management, documentation, and audit readiness. Build sustainable capability and bench strength across lead strategy, lifecycle management, campaign execution, and analytics enablement. Foster a culture aligned to BMO’s purpose, values, diversity, and inclusion principles, role‑modelling expected behaviours. Campaign & Journey Enablement Lead the development of lifecycle‑based lead and campaign journeys across email, advisor‑led outreach, and digital channels. Optimize post mass email journeys and downstream advisor actions to improve conversion, relevance, and client experience. Enable A/B testing and learn experimentation to continuously refine lead effectiveness across different lifecycle stages. Ensure consistent execution standards, governance, and controls across the Wealth campaign portfolio. Activate new digital and physical channels to broaden reach and improve campaign effectiveness. Analytics & Technical Leadership Lead the design, implementation, and management of advanced analytics, reporting, and visualization solutions. Oversee data preparation, structuring, and transformation across multiple dimensions (e.g., demographics, households, products, transactions). Ensure strong data quality, validation, model testing, and compliance aligned with enterprise standards and policies. Integrate data from multiple internal and external sources to support efficient processes and enhanced decisioning. Oversee development and delivery of tools, dashboards, and training to enable non‑technical stakeholders to consume analytics effectively. Stakeholder & Cross‑LOB Partnership Act as a thought partner to Wealth, Private Banking, Business Banking, Commercial Banking, Insurance, and enterprise partners on growth and lifecycle strategy. Collaborate closely with Data & Analytics, Marketing, Technology, ACOE, Sales Enablement, and Risk teams to deliver seamless end‑to‑end client experiences. Present insights, recommendations, campaign performance, and lifecycle outcomes to senior leadership and executive forums. Ensure stakeholders have clear visibility into campaign plans, performance outcomes, client experience, and growth opportunities. Qualifications 8+ years of experience in analytics, marketing, client strategy, or data‑driven decisioning, preferably within financial services. 5+ years in knowledge and experience in data preparation, data analysis, and statistical tool sets including but not limited to SQL, SAS – Expert, Tableau, PowerBI. 5+ years in campaign measurement including designing and executing programs to meet KPI and ROE requirements. 5+ years experience with Salesforce CRM or comparable. 2+ years hands‑on experience leveraging AWS and Python for data analytics and automation. Experience with lead management, campaign analytics, lifecycle measurement, and performance frameworks. Expert‑level skills in executive communication, stakeholder influence, and cross‑functional collaboration. Verbal & written communication skills - In‑depth / Expert. Analytical and problem‑solving skills - In‑depth / Expert. Influence skills - In‑depth / Expert. Collaboration & team skills; with a focus on cross‑group collaboration - In‑depth / Expert. Able to manage ambiguity. Data driven decision making - In‑depth / Expert. Strong understanding of Wealth Management clients, advisor‑led distribution, client lifecycle dynamics, and campaign‑driven growth models is preferred. Demonstrated people leadership, delivery ownership, future‑driven and continuous improvement mindset. Comfortable operating in ambiguous, complex, and fast‑moving environments. Compensation & Benefits Salary range: $86,000.00 – $160,000.00. Type of compensation: Salary (with target commission for the first year). Additional total compensation may include discretionary bonuses, performance awards, and other incentives. Benefits: Health insurance, tuition reimbursement, accident and life insurance, retirement savings plans, and other standard benefits. Commission structure may be included for commission‑based roles; salary figures represent the target for the first year. 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