Responsibilities

• Lead the definition and segmentation of target audiences based on advanced demographics, behaviors, and preferences to tailor acquisition and engagement strategies.
• Strategically identify and target high-value member segments using sophisticated models such as the Wharton customer centricity model.
• Develop and oversee the implementation of diverse lead generation tactics including content marketing, social media outreach, and paid advertising to attract new members.
• Direct the analysis and optimization of the sales funnel to improve conversion rates at each stage, from initial awareness to final purchase.
• Utilize advanced data analytics to track the effectiveness of member acquisition and engagement efforts, measuring KPIs such as cost per acquisition, engagement score, and return on investment.
• Oversee the tracking and analysis of marketing campaign performance, ensuring alignment with strategic goals.
• Work closely with marketing and other departments to ensure alignment in messaging and strategies, leveraging marketing campaigns to drive new member acquisitions and engagement.
• Continuously gather and analyze insights into customer preferences, behaviors, and pain points to tailor engagement strategies.
• Implement advanced behavioral targeting techniques to engage members based on their online actions such as website visits, abandoned carts, and previous purchases.
• Create and oversee detailed maps of the customer journey to understand the various touchpoints and interactions customers have with the brand, helping to personalize the experience at each stage.

Requirements

• Bachelor’s degree in marketing, Data Administration or a related field.
• Certifications in various project or data management programs.
• Understanding of credit union operations, including member services and products, familiar with financial regulations, compliance issues and data privacy laws.
• Proficiency in advanced data analysis tools and software.
• Understands how to translate complex data into actionable growth strategies.
• Knowledge of statistical methods and the ability to interpret trends and patterns to support marketing strategy.
• Five plus years of credit union or relevant industry experience.
• Five plus years in a data analysis role utilizing tools such as Excel, SQL, Python, and data visualization tools such as Tableau.
• Experience with data warehouses or cloud platforms and marketing automation platforms. E.g. Marketo.
• Proven ability to work collaboratively in a team environment.