VP Marketing Analytics

If you are motivated and believe in the credit union philosophy of "People Helping People," join our team!

Leads the marketing data team in developing and managing the measurement, analytics framework, and strategy for marketing data to support organizational goals, evaluate marketing performance, and optimize member experience. This includes taking a hands-on approach in building, leading, and collaborating with internal clients to implement tools and infrastructure to collect first-party data, as well as measure and track relevant KPIs including brand reputation, campaign metrics, media reporting, channel performance, social media listening, event and sponsorship ROI, and member engagement. Visualize and model data to forecast and scenario plan optimal marketing performance and investment. The ideal person for this role should be experienced in building out governance and data consolidation efforts, knowledgeable in data privacy regulations and associated technology/processes including consent and preference management and its impact on first party data, comfortable integrating data from a variety of systems and sources, and capable of translating data into meaningful stories and actionable insights.

Essential Responsibilities:

• Calculate ROI for marketing activities and enhance marketing attribution to prove the value of marketing efforts.

• Own analytics for performance, engagement, and sentiment with the ability to measure, understand, and communicate the impact of marketing investments to the business with insight and strategic recommendations to stakeholders and senior leadership on spend and outcome optimization.

• Establish a long-term strategy for marketing measurement and analytics that incorporates multiple data sources across SECU systems, communications, and marketing efforts while raising the marketing data driven maturity of the organization with emphasis on self-serve and automation.

• Track and analyze data to discover meaningful trends and present to key audiences on a routine basis using compelling, persuasive presentation materials to communicate business impacting learnings and recommendations clearly and concisely.

• Contribute to cross-functional data teams in data acquisition, handling, and governance processes. This will include collaboration with IT, InfoSec, Digital, Management Analytics, and individual analysts and teams from a variety of business units.

• Manage partners, agencies, and contractors as needed to input data sources into consistent framework.

Required Education & Experience:

• Bachelor’s degree or equivalent required

• 8+ years related work experience in using data to drive outcomes that impact the bottom line.

• Experience using traditional and digital media monitoring tools and related metrics reporting

• Strong analytical and quantitative background with expertise in measurement planning and experiment design. Test Design: A/B, Multivariate

• Proven ability to use data and analytics to evaluate assumptions, deliver recommendations, and move business metrics

• Ability to build the data literacy of the department and key stakeholders through dashboard creation and curation, data visualization techniques, and identifying opportunities to improve outcomes through marketing mix modeling.

• Familiarity with analytics applications for marketing technology, including personalization engines, customer data platforms, multichannel campaign management hubs and content marketing platforms

• Experience incorporating offline (e.g., point-of-sale) and external online (e.g., CRM) data into an online marketing campaign analysis

• Strong communication, interpersonal and presentation skills with excellent attention to detail

• A self-starter and problem solver, with a positive attitude and strategic mind capable of creative thought and executing new ideas

• Aptitude to nurture and develop analytics talent

• Experience managing and coordinating multiple projects across internal teams

Preferred Education & Experience:

• Experience with Adobe Analytics, data visualization tools, social listening, ad managers, querying big data platforms, and SAS/SQL

• Knowledge of marketing promotion methods and best practices

• Financial or other highly regulated industry background

• Qualtrics experience

• Tableau experience

• Python or R and machine learning experience

• Prior managerial experience with multiple direct reports

Job Environment & Physical Requirements:

• Hybrid with 2 in office days per week at our Creedm