Marketing Analytics and Segmentation Manager - Assistant Vice President New York, NY The Marketing Analytics and Segmentation Manager is responsible for the management and reporting of Apple Banks marketing programs. The individual in this position develops strategies for targeted marketing campaigns in multiple channels. They will be responsible to assist in the development of marketing targets, segments and personalization opportunities.
This manager will be responsible for data entry and extraction, data quality and enhancement, customer segmentation, list and lead generation and report creation for marketing initiatives, and evaluating effectiveness of marketing campaigns tied to benchmarks and ROI. This position will be responsible to define and build out a recommendation for industry analysis, segmentation definition and target market demographics in alignment with Apple Bank's strategic goals. The position ensures that project and departmental goals, milestones and benchmarking statistics are met within a marketing database management function.
The person in this position must be highly proficient in extrapolating data warehouse information from the bank's core system and working with MCIF functionality. Proficiency with CRM systems is a plus. The successful individual in this position must have outstanding project management skills and be able to work independently on multiple projects and serve the database marketing needs of 79 or more branch locations in addition to bank wide initiatives.
The person in this position must have a strong understanding of marketing strategy and tactics in a financial services environment, be able to apply this understanding to database marketing, and move effortlessly between the strategic "big picture" and detail-oriented tactical execution. The right candidate must be comfortable working at all levels of management and with multiple outside resources. This position reports to the Assistant Marketing Director and works closely with the Digital Marketing Manager as well as the Digital Banking, Product Development and Business Development teams.
Essential Duties & Responsibilities: Collaborate with relevant IT and Retail Banking teams to develop a marketing database. , , Work with Marketing, Digital Banking, Product Development, and Business Development teams to develop database-marketing strategy, tactics and analytics around channels, product and service priorities, customer segmentation, priority targets, retargeting, customer experience, sales strategy and competitor presence. Implement and manage procedures to build and grow the marketing database in all relevant channels, including branch, direct mail, email and digital account opening.
Meet the database marketing objectives of the bank's 79 branches and execute to locally targeted strategy and tactics with customized, segmented leads and lists. Evaluate success of marketing campaigns with analytics and benchmarking to meet targeted ROI. 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.
Balance database management responsibilities with daily data entry tasks to ensure quality control and provide support as needed for marketing and sales staff. Establish and maintain data quality through daily, weekly, monthly, quarterly and annual reporting. Work with IT task force 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.
Work with data warehouse team to extrapolate data for marketing programs. Develop personas and psychographics to be utilized for development of targeted marketing initiatives. Work with Digital Marketing Manager to develop on digital cross sell promotions based on database targeting.
Research and provide recommendations for MCIF providers or current partner capabilities to leverage their data sets and act as project manager to launch MCIF once a provider is selected. Create and maintain documentation on all aspects of lead and data management. Once established develop a clear plan for enhancements to the marketing database system and implement a strategy for improvement.
Additional Duties & Responsibilities: Work on special marketing projects within or outside the scope of responsibilities as needed. Skills, Education & Experience Bachelor's degree in Marketing, Database Marketing, Information Systems or Computer Science preferred. At least 5 years of experience in a corporate database marketing manager position with demonstrated success in maintaining a database tied to a core system.
Must be experienced in working with big data and deploying it to achieve a robust database marketing strategy. Experience in a financial services environment strongly preferred. Understanding of financial products and services highly desirable.
Outstanding proficiency with MCIF systems, customer segmentation, modeling, targeting and A/B testing. Experience with CRM platforms a plus. Extremely strong knowledge of database best practices, data structure, modeling and schemas, including knowledge of SQL.
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. Ability to work on multiple projects and meet ongoing deadlines. Ability to work seamlessly with associates at all levels of responsibility.
Knowledge of Microsoft Office and all relevant reporting and query tools. Must be willing to learn new programs as needed. 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.