Director of Marketing Analytics, Commercial Bank

Job Description

Commercial Banking delivers extensive industry knowledge, local expertise and seamless global capabilities to clients—including corporations, municipalities, financial institutions, real estate investors and owners, and not-for-profit organizations—with annual revenue generally ranging from $20 million to $2 billion. We offer a comprehensive set of financial products and services including credit, asset-based lending, real estate finance and treasury. We also provide clients with access to investment banking and asset management services.

Commercial Bank Marketing and Communications is hiring a Director of Marketing Analytics to build an internal Center of Excellence to elevate the use of data and analytics across the entire CB Marketing department. This position will report to the Head of Digital Strategy and lead a team of direct reports responsible for CB Marketing analytics, including channel KPIs and end-to-end campaign reporting. This position will also partner closely with internal Data teams and Finance departments to ideate strategies that rely on Big Data, AI, etc. to further identify business segments, products and opportunities where Marketing can drive significant impact.

The successful candidate will be analytically/technically strong, and will have deep digital and campaign analytics expertise with proven experience delivering acquisition, deepening, and retention programs across digital and traditional channels.

Martech experience and acumen is critical in this role. This position will work closely with our Martech team to ensure data hygiene is top of mind throughout the expansion of our tech stack and data is available to marketing practitioners through self-service tools and dashboards when possible.

This person should have a passion for data and analytics, and how this information can be used for better planning and decision making. The ideal candidate must be comfortable and capable of working with multiple business partners, clients, and senior executives, and communicating with them at their level of analytical/technical understanding.

Success in this role means each marketing lead has access to the data and analytics they need to run a successful operation and the CB M&C team is seen by our internal clients as a data-driven function that delivers measureable and meaningful contributions to the business.

• Manage and support the Commercial Bank Marketing campaign lifecycle, including test design development, sizing, targeting, business case support, modeling support, list execution support, reporting, financial assessments, forecasting and overall campaign analysis, etc. Examples of campaign support include:
• Business Case – Work with Marketing leads, Finance and Marketing COE leads to build quant models and core KPIS that will support business case
• Channel Analytics – Ensure all media and engagement channels are being tracked and optimized throughout campaign life cycle. Advocate opportunities for multi-variant testing and budget reallocation when appropriate
• Mid-Campaign/Post-Campaign Reporting – Ensure campaign readout and wrap up reports have meaningful data and insight. This includes progress against primary KPIs, channel KPIs and pipeline contribution when appropriate
• Ensure CB Marketing leads and COEs have access to data/insights needed to support quarterly business reviews as well as day-to-day operations across events, content and digital media
• Manage, mentor and develop a team of talented advanced analytics professionals.
• Build a long-term vision, strategy and roadmap for the CB M&C Analytics COE
• Partner with CB data teams to ideate on big data strategies; use data to inform business/marketing opportunities, audience targeting, etc.
• Proactively deliver analytic and data driven recommendations to key marketing and business partners

• MBA, Master's, or PhD in a quantitative field preferred: Statistics, Applied Mathematics, Computing and Information Theory, Econometrics, Biostatistics, Operations Research, or Industrial / Electrical Engineering
• 10+ years of producing and overseeing advanced analytics work
• 8+ years people management experience, particularly in the advanced analytics space
• Financial Service industry experience desired, but we are open to evaluating candidates with strong analytics backgrounds from other industries
• Experienced in supporting the B2B Marketing campaign lifecycle, including test design development, sizing, targeting, business case support, modeling support, list execution support, reporting, financial assessments, forecasting and overall campaign analysis, etc.
• Strong knowledge of Business/Commercial Banking products and services, including deposits, lending, cash management, credit cards and merchant services
• Strong grasp of new technologies, competitive landscapes, marketplace, and regulatory environment
• Proficient in identifying, buying, testing and deploying new data types that can drive insights from other LOBs, as well as small business data vendors (i.e. D&B, credit bureaus, etc.)
• Proven background in partnering with digital marketing firms to identify leading edge data and analytic opportunities to enhance our digital marketing effectiveness.
• Demonstrates highly proficient skills in each of the following areas: quantitative, analytics, and technical skills
• Strong presence and speaking skills, with the ability to influence and motivate executives
• Demonstrated ability to communicate complex and technical concepts in a way that drives understanding and achieves objectives.
• Comfortable creating and presenting recommendations to senior management and capable of influencing multiple stakeholders
• Consulting orientation ability to influence both internal & external business partners
• Offshore team management experience is also a plus

Analytical/Technical Requirements:

• Proficiency in data analysis languages such as Python, SAS, Java, R, JavaScript, C++, Scala.
• Experience in Marketing Automation and Digital analytics technologies, such as Pega, Adobe, Marketo, Pardot, SalesForce, etc.
• Experience in Big Data platforms such as Hadoop, Hive, Pig, Apache Spark etc.
• Experience in relational databases including proficiency in SQL and/or Teradata
• Experience with dynamic and interactive reporting/visualization applications such as Tableau
• Proficient in standard data mining and analytical methods
• Strong analytics, interpretive and problem solving skills
• Expert in time series analysis, unsupervised and supervised learning algorithms, dimensionality reduction techniques
• Excellent understanding of experimental design, A/B and multivariate testing, and matched pairs analytics.
• Experience with customer-centric design, marketing processes or consumer behavior modeling
• Technical understanding of data extraction, transformation and load processing
• Hands-on experience in delivering analytics and insights to multiple levels of management (Including Test Design, Financials, Conversion/Response Reporting, Response Analysis, Incremental Analysis, Response Profiling and Target/Segmentation Analysis)