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 efforts to integrate 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 outside vendors.
• 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 bank decisions.
• Develop effective test design strategies to maximize learnings and insights.
• Work with marketing, data teams, and leadership to craft a data strategy that leverages customer and market data to drive revenue, optimize programs, and improve experiences and products.
• Serve as a key influencer of the bank’s marketing technology stack and roadmap, ensuring tools and capabilities support analytics needs.
• Partner with technology and information systems teams 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 targeting criteria for prospects and customers using data science techniques and large datasets to create models or tools that improve efficiency and quality.
• Provide thought leadership and oversee execution of prospect and customer targeting for digital and non-digital campaigns (email, direct mail).
• Maintain internal controls and support audit processes as required.
• Provide ad hoc reporting to support bank leadership, marketing, and product teams.
• Apply expertise in modern customer data management strategies and platforms (e.g., customer data platforms).
• Ensure compliance with policies, procedures, and regulations.
• Navigate Microsoft Office and department-specific software to maximize efficiency.
• Work as part of a team and with on-site equipment.
• Complete other duties and special projects as requested by management.
• Support safety and health initiatives, including safety leadership, accident reporting, hazard identification, and emergency procedures.

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, evaluate, and implement alternative courses of action supported by data or reasoning.
• Strong communication skills for presenting ideas and information effectively.
• 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 ability to analyze large datasets.
• Exceptional project management skills to handle multiple initiatives under tight deadlines.
• Analytical and problem-solving skills to draw insights and develop recommendations.
• Excellent people skills, positive attitude, and leadership abilities.
• Ability to build, analyze, validate, and test marketing tools and models.
• Experience extracting customer data using structured query language (SQL).
• Knowledge of modern customer data management strategies and platforms.

Nice to Have

• Experience with marketing automation platforms such as Marketo and HubSpot.
• Experience with testing tools like Optimizely.
• Familiarity with customer data platforms.
• Experience in developing models or tools to improve marketing efficiency.

Qualifications

• Bachelor's Degree in a relevant field.
• 8-12 years of relevant experience in analytics or data science.

Benefits & Perks

• Not explicitly specified in the description.