Description
In this role you'll get to use a customer-first creative mindset as a key player on teams who originate data-driven sales and marketing ideas. You'll lead the way in providing the data resources that help us reach our personal and business banking customers, as well as future customers, with the most relevant message delivery to help improve their financial lives.
This means you'll serve as a lead data marketing partner across all regions and areas of business who helps uncover high potential opportunities of customer and future customer outreach that supports strategic objectives. You'll work closely with your marketing and communications teammates and line of business partners to generate direct marketing and sales lead lists while incorporating established data cleansing procedures and will own the output analysis from the direct marketing and sales lead programs, including lead distribution, reporting and analysis.
You'll access various internal and external data sources for research and reporting, and will play a lead role in email marketing campaigns and other channel initiatives with data generation, imports and automations. You will generate maps and other data resources as necessary and will partner closely with the programming team to create efficiencies, improve data integrity and design automations. Your voice will be a contributing thought leader in how we grow our bank, expand our brand and stay relentlessly focused on our communities and our customers.
Essential Job Responsibilities
1. Proficiently uses SQL, Synapsys and Synapsys Marketing Manager (CRM), data warehouse (jhaKnow), Microsoft Excel, Acoustic (email marketing platform), S&P Global (web-based industry market research) and other available data resources to generate reports, fulfill requests and make recommendations for sales and marketing strategies based on actionable insights. Serves as marketing team lead for testing upgrades that impact these systems.
2. Serves as an owner of the company's lead management strategy, including;
a. Makes proactive recommendation on lead opportunities
b. Serves as subject matter expert of Synapsys Marketing Manager for lead distribution and reporting
c. Manages the workflow for maintaining lead development and lead delivery schedule that supports strategic objectives.
d. Produces and validates lead lists for email, direct mail, sales outreach or other tactics.
e. Serves as lead resource for lead management questions and provides training input as requested.
f. Uses S&P Global for lead generation for business prospects and/or coordinates acquisition of external prospect leads (UCC or other) through multiple vendor sources, including management of budgeted costs.
3. Serves as an owner of email marketing system and manages all email marketing data development and workflow.
4. Uses marketing email system metrics, advertising agency metrics and other available metrics to track and report conversions and recommend conclusions on marketing tactic effectiveness. Provides lookalike and suppression audiences to advertising partners for optimizing advertising spend. Supports marketing team partners on data-driven channels.
5. Studies outcomes of marketing initiatives or other requested customer insights and presents learnings and recommendations. Leverages learnings to prepare customer profiles and personas.
6. Works with programming team to develop data extracts, automations and reports.
7. Assists with data file preparation as needed internally or in conjunction with outsourced vendors for surveys, mailings, research projects or other initiatives
8. Coordinates appends of refreshed demographic variables for consumer clients, including physical import/export of data files to/from Experian/other vendors and documentation of all data definitions. Makes recommendations for demographic data use. Manages associated budget for append acquisition.
9. Establishes and/or implements procedures to scrub lists against all appropriate customer privacy data sources (i.e., National Do Not Call, PA Do Not Call, internally established lists and databases) to ensure adherence to all privacy-related legislation. Owns associated policies and procedures including Opt Out and CAN-SPAM.
10. Stays informed on industry advancements and uses internal and external data sources to perform research to provide insights, evaluate concepts or make recommendations for sales and marketing strategies.
11. Uses S&P Global or other similar application to generate maps as requested by management.
Bona Fide Occupational Qualifications
1. Bachelor's Degree in Information Systems, Computer Programming or equivalent experience is preferred.
2. Minimum of two (2) years of database management experience and experience with Microsoft Office packages (Access, Excel, Word, PowerPoint and Outlook) preferred.
3. Proficient project management skills and ability to meet established deadlines required.
4. Experience with SQL and/or Microsoft Report Builder required. Tableau, Power BI or related experience preferred.
5. Ability to analyze data and interpret results and make recommendations for improvement required.
6. Proficient analytical and mathematical skills and proficient communication and interpersonal relations are a must. Proficient reading, writing, and grammar skills are required.
7. May be eligible for Telecommuting.
Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities
The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor’s legal duty to furnish information. 41 CFR 60-1.35(c)
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