Marketing Insights Analyst

American Heritage Credit Union, a $4.8+ billion credit union, has an excellent opportunity available for a Marketing Insights Analyst! This position will administer multiple analytic platforms to determine, analyze, and report on effectiveness of marketing programs, promotions, and product/service development within the company. Serve as subject matter expert on technical infrastructure that supports all marketing tools, technology, processes, measurement and governance, including marketing customer information file (MCIF), Marketing Automation, Google analytics profile, marketing aspects of customer relationship management (CRM), as well as other proprietary tools.

RESPONSIBILITIES INCLUDE:

• Research, analyze, and implement processes to increase sales opportunities and sales cycle efficiencies through database management and refined lead management strategies. Identify trends of member product and behavioral information that impact penetration and campaign success. Create targets and exploratory database queries to obtain information needed to make recommendations to improve campaign response rates and revenue.

• Manage and optimize Marketing Automation and MCIF tools to ensure the most effective and personalized marketing messages are being curated to members with the goal of increasing products per household and overall product balances. Leverage available data on brand impressions, web site traffic growth, web site User Interface (UI) and advertising revenue to evaluate the organization's brand and product advertising strategies.

• Maintain American Heritage Credit Union and CUSO's Google Analytics profile for their respective main website and additional landing pages. Research and implement best practices for search engine optimization/search engine marketing (SEO/SEM) session, load time speed, etc. to optimize web performance in order to differentiate the American Heritage and/or CUSO digital experience/presence.

• Oversee Online Brand Reputation Platforms to research and understand the online reputation of the organization and individual branch locations. Coordinate with Branch Operations staff to ensure they understand the perspective of their branch and product mix and how they fit into our members' lifestyles through qualitative and quantitative data.

• Maintain American Heritage Credit Union's Site Search tool to analyze and suggest new content initiatives and SEO improvements of current practices and recommend improvements to the Credit Union website's User Experience (UX) and UI.

• Define, build, manage, and maintain business analytics reporting with the ability to successfully create dashboards and Board-level reports to measure campaign effectiveness, pipeline contribution, and overall business performance, including aggregation of data from multiple source systems.

• Create reports and utilize data visualization tool to track customer behavior such as response, churn, product selection, etc.

• Focus on the enhancement of automated marketing by working with internal clients as well as external technology partners to deliver viable solutions.

• Document workflow processes and systems within the marketing and sales cycle and provide guidance to Marketing and Sales colleagues to support best practices.

• Analyze member insights backgrounds to understand member needs and support the organization's growth through opportunity ideation via report generation. Create member personas and profiles by demographic and behavioral characteristics.

• Research the target market segments and liaise with Marketing Management for the purpose of ensuring that the products of the business offers something to each demographic. Analyze market data for the purpose of developing marketing strategies to enhance reception of products and to determine anticipation for new products/services.

• Interface with the Information Systems team and CRM vendor to understand processes and source systems. Automate and improve data integrity and data management initiatives, including segmentation implementation and analysis, list management, and lead processes in CRM.

• Develop lead nurturing strategies and prospect databases to increase product penetration and membership growth through Marketing Automation and MCIF tools. Source data and conduct in-depth data analyses using quantitative and qualitative research tools.

• Support management in the development and proposal of overall product strategies, innovation, presentation of marketplace outcome projections, as well as product culture development. Assist the Marketing team with the implementation of the overall marketing plan.

• Support management in conducting member research groups/case studies to analyze members satisfaction with current product/service suite and propose new products/services in anticipation of member needs.

QUALIFICATIONS:

• Three years to five years of similar or related experience.

• Credit union, financial services or fintech experience required.

• Project management experience required.

• Experience working on a high-performing team under deadlines and competing priorities.

• Knowledge/experience in Google Advertising and Analytics, including but not limited to search, display and re-targeting; Google advertising/analytics certifications strongly preferred.

• Experience in e-mail marketing and tracking.

• Experience with marketing automation platforms strongly preferred.

• Experienced with researching and identifying key features based on personas for different target demographics.

• This position may qualify for hybrid remote status under the credit union's current Policy and Program for Remote Work. Supervisor to determine requirements and eligibility.

Our commitment to your success is enhanced by our competitive salary commensurate with experience and an extensive benefits package including paid time off, health benefits, 401(k) with a generous company match, and future growth opportunities within the company. We work to maintain the best possible professional and environmentally friendly atmosphere for our employees.

To be considered, correspondence should include a resume listing job history and salary expectations. Please be advised that credit, criminal, employment, drug/alcohol testing and education background checks are conducted on potential candidates. All resumes will be reviewed, but only competitive candidates will be contacted for further conversation.

EOE M/F/D/V