Director of Marketing Analytics

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)

Additional Essential Functions

• Ensure compliance with Northwest’s policies and procedures, and Federal/State regulations

• Navigate Microsoft Office Software, computer applications, and software specific to the department in order to maximize technology tools and gain efficiency

• Work as part of a team

• Work with on-site equipment

Additional Responsibilities

• Complete other duties and special projects as requested by management

Safety and Health for Supervisors with Direct Reports

• Provide leadership and positive direction for maintaining the safety and loss prevention program

• Actively participate in and support employee participation in the safety and loss prevention program by ensuring that employees know how to properly report a safety issue, making sure that all accidents are promptly reported to Human Resources and documented, and ensuring that prompt action is taken whenever workplace hazards are identified

• Help implement emergency procedures

QUALIFICATIONS

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education

Bachelor's Degree Business, Data Science, Statistics, Finance, Marketing or related field

Work Experience

8 - 12 years Business and/or marketing analytics or data science And

Experience in data visualization tools such as Power BI for data analysis, insight synthesis and presentation

General Supervisory/Manager Knowledge, Skills, and Abilities

• Ability to identify existing and potential problems, obtain and evaluate relevant information, identify possible causes of the problems, and suggest an alternative course of action including innovative or creative approaches

• Ability to allocate and effectively use information, personnel, time, and other resources necessary for implementation of Northwest’s strategic plans

• Ability to make decisions, render judgments, and take action on tasks within the scope of given authority in a timely fashion

• Ability to develop, evaluate, and implement alternative courses of action, based on correct assumptions concerning resources and guidelines, and support decisions or recommendations with data or reasoning

• Ability to present and express ideas and information effectively and concisely in an oral and/or written mode in a manner appropriate for the audience

• Ability to listen and comprehend what others are saying and facilitate the open exchange of ideas and information

• Ability to motivate and provide direction in the activities of others, appropriately assigning work and authority, in the accomplishment of goals; providing advice and assistance as required

• Ability to understand and appropriately apply procedures, requirements, regulations, and policies; maintain credibility with others on specialty matters

Additional Knowledge, Skills and Abilities

Ability to build, analyze, validate and test new or existing marketing tools and models

Ability to extract customer data from marketing databases, data warehouses or data lakes using structured query language (SQL)

Strong SQL skills required

Strong Data skills - must be comfortable analyzing large quantities of data to create summaries, develop models or tools, and extract insights

Exceptional project management skills, driving multiple initiatives and rollouts to tight deadlines

Exceptional quantitative, analytical and problem-solving skills with the ability to draw insights and recommendations from the analysis and present proposals to internal stakeholders

Excellent people skills, a positive attitude and leadership abilities are critical to the success of this position

Adaptability, customer focus, decisiveness, driving for results, initiative, sales focus, teamwork and cooperation, business acumen, developing others, managing others, project management

Northwest is an equal opportunity employer. We are committed to creating an inclusive environment for all employees.

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