Marketing Analyst

  • Michigan Schools and Government Credit Union
  • 4555 Investment Drive, Troy, MI, USA
  • Oct 28, 2020
Full time Design Finance Marketing Other

Job Description

Overview of Responsibilities: Collects, organizes, analyzes, and reports marketing and business line performance data from various sources and provides recommendations to fuel data-driven marketing initiatives in support of MSGCU’s growth strategies. Uses all available data sources and effective analytics to recommend new business and marketing opportunities for acquisition of new members, while developing deeper relationships with existing members. Contributes to overall strategic and product planning by providing pertinent data and critical insights that will ultimately strengthen our competitive position and perpetually prepare us for future enhancements.

 

Essential Duties and Responsibilities:

  • Serves as the department lead and subject matter expert for MSGCU’s Marketing Customer Information File (MCIF), and other Marketing related software systems. Ensures complete and effective utilization of the systems. Runs queries as needed and validates database on a regular basis. Establishes regular reporting processes and maintains analysis, distribution, and discussion as appropriate.
  • Uses credit union and industry data sources to effectively supplement and enhance MCIF data.
  • Coordinates and develops relationships with vendors for marketing related systems and proactively collaborates with third parties to obtain knowledge and data from external sources. Discusses implications and opportunities for the Credit Union and helps execute successful targeted programs.
  •  Responsible for MSGCU’s member and market research.   Completes research projects and prepares reports for primary and secondary research. Proactively draws conclusions and makes recommendations based on the research results to help inform marketing strategies and inform corporate decisions on future service enhancements, product offerings, and fee structure.
  • Develops  targeted audiences for marketing programs using available first and third party data in support of program goals. Considers members and prospects and how best to reach them. Develops and uses modeling techniques where appropriate.
  • Supports member segmentation strategy and associated member journeys for use in content development, marketing automation, predictive analytics, and member onboarding and re-boarding. In collaboration with marketing colleagues, informs and helps develop relationship nurturing programs.
  • Monitors member growth data for ongoing measurement and reporting in order to identify and share key trends and recommend opportunities. Establishes member referral measurement.
  • Informs and assists ongoing product marketing efforts by establishing ongoing tracking of product/ service penetration and other factors via iDashboards and Excel reporting. Uses this data to provide insights and recommendations that help  guide programs, develop campaigns/promotions with KPIs, and fully analyze results quantitatively and qualitatively.
  • Develops process to track leads from initial engagement to conversion. Derives return on investment methodology and analysis for initiatives and recommends modifications based upon that analysis.
  • Aggregates results from all paid, earned, and owned channels and provides regular reports to marketing team measuring the effectiveness of website, marketing programs, and other marketing activities. Layers this data with product/service metrics to track and calculate incremental lift as a result of marketing efforts. Draws conclusions and makes recommendations based on findings.
  • Monitors and aggregates consumer trends data in a usable and accessible format and shares insights relevant  for campaign, content, education, and product development. Proactively provides and presents data and insights to marketing team for consideration.
  • Partners with Marketing Automation Specialist and other marketing team members to build meaningful and productive relationships in order to plan, produce, deploy, and optimize effective communications and test scenarios.
  • Uses new and existing research tools to monitor competition relative to stated fees as well as brand awareness in order to assess our position in the marketplace, and make recommendations on fee changes.
  • Ability and willingness to take on special projects as required.

Essential Preparation and Experience:

  • Bachelor’s degree in Business Administration, Marketing, or other related field or the equivalent combination of closely related education and work experience; and
  • 5 years of experience in a Marketing Analyst role.
  • Preference will be given to candidates with financial services experience and/or experience administering, managing, and preparing reports from an MCIF and/or CRM.

Essential Knowledge, Skills and Abilities:

  • Business Insight: Applies knowledge of the credit union business and the consumer marketplace to effectively use available data in support of MSGCU’s goals. Skillfully transforms data into business intelligence through analysis and integration of quantitative and qualitative information.
  • Member Focus: Builds strong relationships (internal/external) and is skilled at influencing and working as part of a team in order to deliver effective, data-driven, member-focused marketing campaigns and promotions.
  • Manages Complexity: Makes sense of complex, high quantity, and sometimes contradictory information to accurately analyze situations and develop innovative approaches that effectively solve problems and drive organizational success. Strong analytical skills and ability to draw conclusions and prepare recommendations based on member and market data and research reports.
  • Action Oriented: Takes on new opportunities and tough challenges with a sense of urgency and enthusiasm. Operates well under pressure and meets tight deadlines using strong project management, organizational, and time management skills.
  • Collaborates: Builds partnerships and works collaboratively by openly and clearly sharing insights with others to meet shared objectives.
  • Communicates Effectively: Develops and delivers written and verbal communications that organize information in a useful manner, effectively articulating data-supported insights and possible courses of action in order to inform effective and efficient decision making. As a subject matter expert, provides information in an understandable, helpful, and motivating manner to audiences with varying needs and abilities.
  • Instills Trust: Builds relationships and gains the confidence of others by modeling honesty, integrity, authenticity, and behaviors that align with organizational values. Exemplifies courage by stepping up to address difficult issues.
  • Manages Ambiguity: Deals comfortably with problems that do not have clear solutions or outcomes and operates effectively, even when things are not certain or the way forward is not clear.
  • Nimble Learning: Actively learns through experimentation when tackling new problems, using both successes and failures as learning fodder and seeks out novel approaches when problem solving. Shows personal commitment and takes consistent action to obtain new knowledge and develop new skills.  
  • Advanced Excel skills, proficiency with PowerPoint, Word, and other Microsoft Office applications.
  • Familiarity with marketing automation platforms.
  • Understanding of and ability to set up and utilize data provided by Google Analytics.

 

Working Conditions:

  • Office and branch location environment with little discomfort from noise, extreme temperature, dust, or other factors.
  • Required to travel throughout MSGCU's service area as business needs require.
  • Exposed to potentially hazardous conditions, such as robbery. Receives detailed instructions and security procedures on an annual basis to minimize risk.
  • This work involves sitting most of the time with brief periods of walking or standing and may occasionally require lifting and/or moving up to 10 pounds.