Northwest Bank needs to measure the effectiveness of its marketing investment and consult with internal partners on how to drive profitable growth by leveraging data to understand customer acquisition, retention, and relationship deepening across different customer segments.
Requirements
- Experience in data visualization tools such as Power BI for data analysis, insight synthesis and presentation
- 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 quantitative, analytical and problem-solving skills with the ability to draw insights and recommendations from the analysis and present proposals to internal stakeholders
- 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
Responsibilities
- 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
- 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
Other
- Collaborate cross-functionally guided by a core principle of putting the customer front and center.
- 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.
- Exceptional project management skills, driving multiple initiatives and rollouts to tight deadlines
- Excellent people skills, a positive attitude and leadership abilities are critical to the success of this position
