Director - Marketing Insights

About the Role

Key Responsibilities

• Lead and mentor analyst(s) and/or manage external research partners to deliver high-quality insights.
• Develop and recommend marketing strategies in alignment with company goals.
• Partner with cross-functional teams to ensure cohesive go-to-market strategies.
• Identify growth opportunities through market segmentation, competitive analysis, and trend forecasting.
• Champion a member-first approach by translating insights into personalized marketing strategies that enhance member engagement and loyalty.
• Craft compelling data-driven narratives to influence marketing strategy and executive decision-making.
• Oversee qualitative and quantitative research initiatives to understand consumer/member needs, behaviors, perceptions, and brand awareness.
• Utilize research, segmentation, data mining, and consumer profiling to develop target marketing strategies.
• Track and monitor KPIs (conversion rates, acquisition costs, etc.), ROI, and campaign performance across all marketing channels and recommend optimizations.
• Translate complex data into clear, actionable insights for executive leadership.
• Identify and evaluate emerging marketing technologies and methodologies to enhance insight generation and campaign effectiveness.
• Stay ahead of industry trends and competitor strategies.
• Manage annual marketing planning and budgeting processes.
• Ensure efficient allocation of resources based on strategic priorities and performance data.
• Communicate insights and recommendations to business stakeholders.
• Collaborate with marketing, business intelligence, and other teams.
• Serve as a subject matter expert on target markets, demographics, and member segments.
• Responsible for completion of applicable training and compliance with federal regulations and APGFCU policies and procedures.

Requirements

• A bachelor's degree with an emphasis in marketing, statistics, economics, business, or a related field. MBA preferred.
• Seven to 10 years' experience in market research, preferably in a financial institution with at least two years in a leadership capacity.
• Proven track record of developing and executing successful marketing strategies.
• Strong analytical skills with experience in data visualization and marketing analytics tools.
• Excellent communication and storytelling skills, with the ability to influence senior stakeholders.
• Experience with tools such as Tableau, Power BI, SQL, or Claritas P$YCLE Premier to analyze and visualize data.
• Knowledge of research methodology, including statistical analysis, and understanding of achieving high confidence levels.
• Strong analytical and critical thinking skills and understanding of competitive analysis and benchmarking methodologies.
• Ability to analyze and communicate statistical data effectively.
• Strong technical, interpersonal, and problem-solving skills.
• Ability to manage projects from conception to roll-out and evaluate processes for future improvement.
• Ability to work collaboratively to turn raw research data into actionable plans.

Nice to Have

• Experience in a financial institution.
• Experience with data visualization and marketing analytics tools.
• Knowledge of emerging marketing technologies and methodologies.

Qualifications

• Bachelor's degree in marketing, statistics, economics, business, or related field
• MBA (preferred)

Benefits & Perks

• Flexible benefit account, sick time, 401(k)
• Medical and dental (shared expense), vision, life and disability insurance
• Flexible spending account, employee assistance program, referral program
• Educational assistance, holidays, annual leave and sick leave