Director of Marketing Analytics

Northwest Bank

Bellevue, PA

Full Time

Director

11 days ago

Job Description

About the Role

Northwest Bank is a premier financial services provider focused on delivering best-in-class customer experiences while remaining committed to the local communities we serve. As the Director of Marketing Analytics & Research, you will lead how the bank uses data to measure the effectiveness of marketing investments, drive profitable growth, and provide insights to support marketing, brand, and product decisions. You will collaborate cross-functionally with internal partners and serve as a key influencer of the bank's marketing technology and data strategies.

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.
Provide 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.
Partner with internal teams to address complex business questions, conduct analysis, and communicate actionable insights through storytelling and data visualizations.
Identify and fill data gaps using internal resources and outside vendors, demonstrating expertise with customer data.
Apply customer and market data to enhance development of customer segments 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 insights.
Work with marketing, data teams, and leadership to develop a data strategy that drives revenue, program optimization, and product enhancements.
Serve as a primary liaison to implement data requests and system changes with technology and information systems teams.
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, testing tools, and CRM systems.
Develop targeting criteria and models using data science techniques to improve campaign efficiency.
Support prospect and customer targeting for digital and non-digital campaigns.
Ensure compliance with internal policies and regulations.
Participate in safety and health programs, including safety reporting and emergency procedures.
Complete other duties and special projects as requested.

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.
Effective resource allocation and decision-making skills.
Strong communication skills for presenting ideas and insights.
Ability to motivate and lead teams, assign work, and support others.
Understanding of procedures, regulations, and policies relevant to the role.
Strong SQL skills and experience analyzing large data sets.
Exceptional project management and analytical skills.
Ability to develop, validate, and test marketing tools and models.
Experience extracting customer data from databases or data warehouses.
Ability to draw insights and make recommendations based on data analysis.