Director of Marketing Analytics

Northwest Bank • Columbus, OH • 1d ago

Job Description 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 our Director of Marketing Analytics & Research, you will collaborate cross-functionally guided by a core principle of putting the customer front and center. Today, the marketing investment is a bank's primary driver of new customer acquisition. You and your team will lead how the bank uses data to measure the effectiveness of the marketing investment and will consult with internal partners on how to drive profitable growth. You will serve as a partner to business leaders and marketing colleagues, understand our goals and then use your skills and subject matter expertise to offer useful insights that drive business outcomes. You and your team will collaborate with partners across the bank to drive your findings and recommendations into action. Essential Functions

In conjunction with key partners, including Finance and FP&A, develop a process and methodology for understanding how the bank's marketing investment drives brand growth, customer acquisition, retention and relationship deepening across consumer, small business and commercial segments

Employ a consultative approach to providing insights focused on customer, competitive and market trends and leverage those insights to help drive marketing strategy

Present insights and analytics to a wide range of stakeholders and lead the effort to integrate research findings to support marketing, brand and product decisions; use data to help craft compelling stories with data visualizations and by developing executive-level presentations

Partner with internal teams to address complex business questions, conduct analysis and effectively communicate actionable insights through strong storytelling skills

Demonstrate expertise with customer data and help identify and fill data gaps utilizing both internal resources and outside vendors

Understand how to apply customer and market data to enhance the development of customer segments and marketing journeys

Either in-house or in partnership with third-party firms, leverage qualitative and quantitative primary market research to inform bank decisions

Develop effective test design strategies to maximize learnings and insights

Work alongside marketing, data team and business leadership to hone a data strategy designed to leverage customer and market data to drive revenue outcomes, program optimizations and experience/product enhancements

Serve as a key influencer of Northwest's marketing technology (martech) stack and roadmap in relation to tools and capabilities that enable marketing analytics

Serve as primary liaison to and partner with technology and information systems to implement data requests and system changes

Build and maintain dashboards to measure and assess customer growth and marketing program performance

Experience extracting data/reporting from Google Analytics, common marketing automation platforms (e.g., Marketo, HubSpot) and testing tools (e.g., Optimizely), CRM (e.g., MS Dynamics 365) and others

Develop prospect and customer targeting criteria, leveraging large amounts of information and data science techniques to develop models or tools designed to elevate production, quality and efficiency

Provide thought leadership and oversee execution supporting prospect and customer targeting for digital and non-digital campaigns (email, direct mail)

Maintain Northwest Bank's standard for internal controls, such as the internal and external audit points working efficiently and effectively to satisfy any issues raised by regulators as needed

Provide ad hoc reporting supporting bank leadership, marketing and product teams

Subject matter expertise involving modern customer data management strategies and platforms (e.g., customer data platforms

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