Marketing Analytics and Segmentation Manager
Apple Bank - New York City, NY
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GENERAL DESCRIPTION: The Marketing Analytics and Segmentation Manager develops strategies for marketing campaigns in multiple channels, including SEO, PPC, and SEM and is responsible for assisting in the development of marketing targets, segments, and audiences and defining opportunities in collaboration with internal stakeholders and agency partners. The Manager will be responsible for data extraction and analysis, data quality and enhancement, customer segmentation and audience definition, list and lead generation, and report creation for marketing initiatives, and evaluates the effectiveness of marketing campaigns tied to benchmarks and ROI. This position is required to leverage personas and brand archetype strategies currently defined, as well as assist in the evolution of targeted audience and persona definition based on campaign results, market demographics, and Apple Bank''s strategic goals. This role will manage the paid search budget, have experience in organic search marketing for financial services, and work with the SEM/SEO marketing agencies in order to maximize ROI, drive traffic, and customer conversions. The Manager must remain proficient in search engines ranking rules and techniques to optimize spend and drive results. The incumbent must have a strong understanding of marketing strategies and tactics in a financial services environment, and move effortlessly between the strategic "big picture" and detail-oriented tactical execution. The ideal candidate, who will report to the VP, Assistant Marketing Director, must be comfortable partnering with all levels of management, as well as multiple agency resources and works closely with business product owners, fellow marketing team members, and our Branch Sales Team to develop creative campaigns to meet business objectives. ESSENTIAL DUTIES AND RESPONSIBILITIES: Lead the effort to execute against a marketing segmentation strategy that leverages tactics and analytics around channels, audiences, psychographics, customer segmentation, priority targets, and retargeting in order to develop a sales strategy and competitor presence in key markets. Define segmentation and reporting needs to support the growth of the Bank''s digital channel, as well as our 80+ branches and execute a local targeting strategy and tactics with customized messaging. Define and execute on campaigns to acquire new customers as well as opportunities to leverage channels to cross sell to existing customers to deepen relationships. Collaborate with the Marketing Content and Digital Marketing Managers to develop a content strategy that leverages search optimization and personalized content based on segmentation data and objectives. Work closely with agency partners to execute tests, collect and analyze data, identify trends and insights in order to achieve maximum ROI in paid search campaigns. Evaluate success of marketing campaigns with analytics and benchmarking to meet targeted ROI and define recommendations for new opportunities. Collaborate with the Data Warehouse and Retail Banking teams to extrapolate data for marketing programs and develop reporting to support marketing campaign definition and results reporting. Oversee the required tracking and analysis of website performance, SEO and PPC initiatives and campaigns. Optimize copy and landing pages for paid search engine marketing campaigns; perform ongoing keyword discovery, expansion, and optimization in collaboration with the SEO agency. Manage campaign expenses, staying on budget, estimating monthly costs and reconciling discrepancies Research and analyze competitor advertising and report on initiatives and progress to the Digital Marketing Director. Create and maintain data models, dashboards, reports, and data queries as needed for marketing,digital banking, product development, and sales teams, as well as senior management. Work with Enterprise Data Warehouse team on database marketing initiatives as the Bank migrates to an external core system with FIS, to ensure the appropriate marketing database functionality, structure, access, and defined marketing objectives are met. Assist in the definition of an onboarding program for new customers. Perform other duties as requested. SKILLS, EDUCATION AND EXPERIENCE: Bachelor''s degree in Marketing or Database Marketing preferred. At least 3 years of experience in a segmentation marketing manager position with demonstrated success in driving new customer acquisition and cross sell results Must be experienced in working data models to achieve a robust marketing strategy. Experience in a financial services environment strongly preferred. Outstanding proficiency with MCIF systems, customer segmentation, modeling, A/B and multi- variant testing and audience targeting. Extremely strong knowledge of SEO best practices. Demonstrated experience with data analytics and benchmarking disciplines. Experience with reporting and query tools including Excel, Access and SQL. Experience working with website content management systems and Google Analytics. Excellent project management skills and knowledge of project management software. Knowledge of Microsoft Office and all relevant reporting and query tools. Must be willing to learn new programs as needed. All new hires must be fully vaccinated with a COVID-19 vaccine in order to work at Apple Bank. Candidates are responsible for showing proof of these vaccinations during their onboarding period. Reasonable accommodations will be considered for disabled applicants and employees with medical documentation establishing they should not be vaccinated and for those with sincerely held religious beliefs that prevent vaccination. If you need to request a reasonable accommodation, please contact [Click Here to Email Your Resumé]. Apple Bank offers Medical/Dental, Vision, 401k and Tuition Reimbursement to full time employees. We are an equal opportunity employer and do not discriminate on the basis of race, color, religion, sex, sexual orientation, gender identity, national origin, disability, military and/or veteran status, or any other Federal or State legally-protected classes.
Created: 2021-11-29