Opportunity Analysis –Provide actionable insights from advanced data mining, segmentation, member profiling and quantitative analyses. Provide insights through diagnostic and predictive analytics for opportunities that can help the bank achieve strategic growth and relationship goals.
Member Acquisition – Provide prospecting support at various levels: officer, branch, region, bank, and affiliates, as appropriate. Analyze market opportunities related to competitor branch closures and service downsizing.
Member Development – Identify opportunities to expand and strengthen relationships with existing members through new offerings – to include potential affiliate referral opportunities.
Member Retention – Identify the bank’s profitable relationships and potentially vulnerable relationships we want to protect.
Research & Surveys – Conduct research needed to support marketing and member experience strategies.
Conduct and analyze research and provide recommendations based on findings.
Collect and monitor survey responses received by mail, email, and on website, analyzing overall satisfaction rate and calculating net promoter scores.
Data Integrity & List Management – Provide data, lists, and reporting needed to support and measure marketing strategies.
Proficient in building and pulling queries in Power BI for member mailings, event mailings, affiliate cross-promotion requests.
Download and scrub lists from various databases for grand openings, special events, and as needed by regions.
Participate in process review, performance improvement initiatives, development of data quality action plans, and planning for ongoing projects.
Adept at sourcing external data/lists for member prospecting and growth strategies.
Exercise extreme attention to inclusion/exclusion criteria and list hygiene.
Oversee subscription for business and industry profiling resource, training representatives in each region.
Marketing & Campaign Metrics – Responsible for measuring and monitoring marketing and campaign metrics and for informing marketing and business strategy through advanced data analytics.
Develop and update the Marketing Dashboard to ensure strategies are aligned with tactics
Identify trends, patterns, and relationships in member and marketing data to partner with business lines to track and understand trends in member behavior and the competitive environment.
Create, customize and maintain performance dashboards.
Provide timely analysis of campaign effectiveness.
Measure and evaluate campaign effectiveness at achieving desired goals.
Marketing Automation – leverage available marketing automation to optimize member touchpoints along product, service, and lifecycle journeys.
Serve as marketing lead for relationship management software, to build audiences and deliver customized messaging from a single platform.
Core Responsibilities:
Understand and comply with bank policy, laws, regulations, and the bank’s BSA/AML Program, as applicable to your job duties. This includes but not limited to; complete compliance training and adhere to internal procedures and controls; report any know violations of compliance policy, laws, or regulations and report any suspicious member and/or account activity.
Obey all applicable federal laws, rules, and regulations relating to Anti-Money Laundering (AML) including the Bank Secrecy Act (BSA)
Minimum Required Skills and Competencies:
Strong understanding of banking or financial services industry
Experience with advanced Excel functions including pivot tables, vlookups and complex formulas.
Experience mining data for business growth opportunities
Excellent analytical, organizational, and problem-solving abilities
Ability to comprehend information visually, numerically and verbally
Ability to initiate and complete projects in an expedient manner
Ability to work independently, analyze data, and recommend/present appropriate actions
Ability to handle multiple priorities simultaneously, and work well both independently and collaboratively
Experience with Google Analytics, Power BI, and other database systems
Desired Skills and Competencies:
College degree in marketing or business strategy – or demonstrated proficiency.
Five or more years analyzing data, deriving business value from data, and experience with programming languages.
Embraces the Towne Spirit: Reaffirms the brand, and the story of friendships and relationships, in new and existing markets.
