Director of Marketing Analytics

About the Role

Key Responsibilities

• Develop a process and methodology for understanding how the bank's marketing investment drives brand growth, customer acquisition, retention, and relationship deepening across various segments.
• Employ a consultative approach to providing insights focused on customer, competitive, and market trends to help drive marketing strategy.
• Present insights and analytics to stakeholders and lead the integration of research findings to support marketing, brand, and product decisions, including creating executive-level presentations and data visualizations.
• Partner with internal teams to address complex business questions, conduct analysis, and communicate actionable insights through storytelling.
• Demonstrate expertise with customer data, identify and fill data gaps using internal resources and vendors.
• Apply customer and market data to enhance customer segmentation and marketing journeys.
• Leverage qualitative and quantitative primary market research, either in-house or with third-party firms, to inform decisions.
• Develop test design strategies to maximize learnings and insights.
• Work with marketing, data teams, and leadership to develop a data strategy that leverages customer and market data to drive revenue, optimize programs, and improve experiences.
• Serve as a key influencer of the bank’s marketing technology stack and roadmap related to analytics tools and capabilities.
• Partner with technology and information systems to implement data requests and system changes.
• Build and maintain dashboards to measure customer growth and marketing performance.
• Extract data and generate reports from tools such as Google Analytics, marketing automation platforms (e.g., Marketo, HubSpot), testing tools (e.g., Optimizely), CRM systems (e.g., MS Dynamics 365), and others.
• Develop prospect and customer targeting criteria using data science techniques and large datasets to improve campaign efficiency.
• Provide thought leadership and oversee execution of prospect and customer targeting for digital and non-digital campaigns.
• Maintain internal controls and ensure compliance with policies and regulations.
• Provide ad hoc reporting to support bank leadership, marketing, and product teams.
• Utilize modern customer data management strategies and platforms (e.g., customer data platforms).
• Ensure safety and health standards are maintained, support safety programs, and participate in emergency procedures.
• Complete other duties and special projects as requested by management.

Requirements

• Bachelor's Degree in Business, Data Science, Statistics, Finance, Marketing, or related field.
• 8 - 12 years of experience in business and/or marketing analytics or data science.
• Experience with data visualization tools such as Power BI.
• Ability to identify problems, evaluate information, and suggest solutions, including innovative approaches.
• Effective allocation and use of resources to implement strategic plans.
• Decision-making, judgment, and timely action within scope of authority.
• Ability to develop and evaluate alternative courses of action supported by data.
• Strong communication skills for presenting ideas and information clearly.
• Ability to listen, comprehend, and facilitate open exchange of ideas.
• Leadership skills to motivate and direct others, assign work, and provide guidance.
• Understanding and application of procedures, regulations, and policies.
• Strong SQL skills and experience extracting data from marketing databases, data warehouses, or data lakes.
• Exceptional project management skills to handle multiple initiatives under tight deadlines.
• Analytical and problem-solving skills to draw insights and develop models or tools.
• Excellent interpersonal skills, positive attitude, and leadership abilities.
• Adaptability, customer focus, decisiveness, initiative, teamwork, business acumen, and developing others.

Nice to Have

• Experience with data visualization tools such as Power BI.
• Experience with marketing automation platforms like Marketo and HubSpot.
• Experience with testing tools such as Optimizely.
• Experience with customer data platforms.
• Experience with modern customer data management strategies and platforms.

Qualifications

• Bachelor's Degree in Business, Data Science, Statistics, Finance, Marketing, or related field.
• 8 - 12 years of relevant experience in analytics or data science.

Benefits & Perks

• Not explicitly specified in the description.