Patelco Credit Union

  • Director, Marketing Analytics

    Job Locations US-CA-Pleasanton
    Req No.
    2019-3103
    Category
    Marketing
    Type
    Regular Full-Time
  • Overview

    This Director, Marketing Analytics is core to the Marketing leadership team and responsible for leading advanced data analytics, modeling, segmentation to aid the targeting/optimization for marketing efforts. A successful candidate will effectively lead the marketing analytics roadmap for membership and product acquisition strategy. This candidate is responsible for developing and executing against the roadmap to drive enterprise goals, and will be the leading expert on developing, flawlessly executing and optimizing revenue generating multi-channel and integrated product marketing campaigns using advanced marketing analytics approaches including statistical modeling, propensity modeling and other progressive analytic methods. This role combines business strategy with data analytics expertise, marketing strategy, marketing communications, and technology to inform acquisition and participation efforts.

     

    This role will lead a team who’s responsible for list management, marketing effectiveness, campaign effectiveness and marketing analysis. They will be focused on delivering against our business goals of driving new membership and deepening product penetration through all channels, but focus on the digital channel, delivering the right offers and right message, while ensuring the right data quality and controls are in place.  

     

    Candidate must have general marketing knowledge include comfort with evaluating marketing tactics including direct marketing, mass media, marketing collateral, in branch merchandising, digital advertising and social media efforts. The role requires a naturally curious, data driven marketer who loves to experiment and has a solid track record increasing effectiveness of cross channel marketing activities. The successful candidate will have the expertise to support thought leadership activity, serving as the expert voice in the market. Candidate should feel very comfortable operating in a fast moving agile environment while juggling multiple priorities with accelerated timelines.  A strong ability to successfully manage relationships with senior leadership as well as partnering and working effectively cross functionally across all lines of business, Marketing partners, IT and Operations functions is critical for success.  

    Responsibilities

    • Refine, adapt and evolve our marketing analytics roadmap based on enterprise needs
    • Construct analytical design for modeling/targeting of Lending profiles using available information for prospects and customers
    • Retrieve varied sources of external and internal data and conduct applicable analysis using various analytical techniques and tools (web based)
    • Utilize statistical, segmentation and modeling (including machine learning) to develop targeting strategies for driving acquisition programs (both membership and product)
    • Articulate data driven insights to business partners and senior leaders, obtain organizational buy-in, and work across teams to drive implementation of the recommendations.
    • Build and deploy customer level pricing models for differentiated offers and response elasticity through digital channel and others as applicable
    • Develop targeting strategy with Affiliate lines of business through understanding customer/ prospect profiles including look-alike modeling/targeting
    • Develop a rigorous online and offline design/tests, track and analyze performance of various digital acquisition tests and programs to evaluate effectiveness.
    • Lead and manage meetings with cross functional teams including Digital, Marketing, Product, Risk, Legal, etc.
    • Be innovative and enterprising given the new space to accelerate learnings and ramp up usage and value creation of the digital infrastructure for Lending
    • Leverage Web Analytics tools to evaluate visitor journey and conversion
    • Manage a team to deliver excellence and contribute to strong company culture
    • Work closely with IT to establish requirements, influence design and buildout new data and analytical platforms and software to deliver business analysis, statistical modelling capabilities,
    • Measure effectiveness of marketing campaigns to ensure continued improvement and optimization of all marketing channels, including email programs, community programs, social programs, paid media programs and how those contribute to the overall effectiveness of growth and ROI (effective measurements of response, net acq rate, CPA, marginal contribution metrics, etc).  Communicate results and suggestions to stakeholders and leadership for improvement.
    • Collect analytics requirements from marketing and product partners to understand analytics needs and develop dashboards to solve critical business questions.
    • Develop data driven marketing strategies to increase acquisition, engagement, & retention across all digital channels (email, sms, messenger, website, display/social, etc.)
    • Assist in identifying advanced segmentation strategy that encompasses various customer profiles, data points, using internal data sources to improve personalization across the customer’s lifecycle.
    • Provide reporting and analytics in a timely manner to business stakeholders and drive strategy to boost performance.
    • Participate in idea exploration with team members to facilitate development of innovation.

     

    Qualifications

    • Bachelor's degree in Computer Science or relevant discipline. Master’s degree preferred.
    • 12-15 years of relevant data analyst or marketing experience (preferably in financial services product marketing)
    • 5 years people management experience
    • Strong understanding of acquisition marketing
    • 8+ years of experience analyzing large datasets and storytelling through data.
    • Strong knowledge of SQL and Excel.
    • Experience performing email marketing analysis.
    • Exceptional knowledge of SEO and SEM best practices, digital marketing tools (Google Search Console, Google Keywords, Google Analytics, Google Ads, etc) and channels.
    • Experience developing dashboards and working with Tableau.
    • Experience using data management platforms
    • Knowledge of data standardization and normalization and database structure and queries. • Experience pushing/pulling data from various sources for segmentation, automation, & execution.
    • Ability to think, plan and execute resourcefully, across multiple tasks, with minimal supervision.
    • Strong analytical skills and ability to interpret data, identify trends, analyze program effectiveness, and ROI.
    • Experience using predictive models and matching algorithms to optimize marketing acquisition and revenue is a plus.
    • Experience in statistical modeling, artificial intelligence and machine learning is a plus.
    • Experience owning your role and taking initiative to find opportunities and develop plans that inspire others
    • Ability to interact with people at all levels of the organization including our CEO and executive team
    • A sense of humor, inclusive leadership style, and can-do attitude that infectiously adds to the Patelco culture
    • Demonstrated ability to influence others and build strong working relationships across departments
    • Ability to work in a very fast paced environment juggling multiple priorities simultaneously
    • Passion for managing people and developing talent
    • Strategy driven, action oriented, results focused
    • Experience managing marketing plans and budgets
    • Excellent listening, oral and written communication/presentation skills
    • Refined attention to detail, impressive organizational skills, and an eye for consistency
    • Process and metrics driven with ability to consistently prioritize workflow with heavy emphasis based on business impact.
    • Ability to operate in the gray with shifting and conflicting priorities
    • Proactive problem-solving skills; ability to anticipate obstacles and quickly generate alternate solutions/ideas
    • Creative self-starter with can-do positive attitude and a roll-up-your-sleeves approach
    • Flexible with demands and changes in extremely fast-moving business environment
    • Ability to work well under pressure and deliver according to pre-determined schedule.
    • Advanced Excel and PowerPoint skills

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