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Northwest Bank · 12 hours ago

Executive Director, Consumer and Marketing Analytics

Columbus, OH

Full-time

Onsite

Director/Executive

15+ years exp

Northwest Bank is seeking an Executive Director of Consumer & Marketing Analytics to lead a unified analytics function that supports their consumer and marketing strategies. This role involves harnessing data to drive growth, optimize customer experiences, and inform strategic decisions while collaborating with various business units.

BankingFinancial Services

Responsibilities

Develop and deploy advanced analytics to support deposit pricing, customer segmentation and marketing ROI

Influence the creation of data models and insights that drive customer acquisition, retention and deepening across consumer, small business, and wealth segments

Build repeatable analytical processes to evaluate product usage, customer behaviors and profitability

Refresh methodologies to measure the impact of marketing investments on brand growth and business outcomes

Conduct and integrate primary and secondary market research to inform product, brand and customer experience strategies

Present insights through compelling storytelling and data visualization to executive stakeholders

Oversee the strategic design and execution of VoC research studies that support the bank’s customer experience (CX) practice

Partner closely with the bank’s customer experience leader, who is accountable for leveraging VoC insights to shape and drive CX strategy

Ensure VoC research is methodologically sound and aligned with enterprise priorities, delivering actionable insights to internal stakeholders

Build and manage staffing models to optimize sales and service across financial centers, wealth management, and contact centers

Collaborate with HR and sales leadership to redesign incentive plans and goal-setting frameworks

Influence financial center location decisions using economic, demographic, and competitive data

Partner with the Chief Data Officer and IT to advance the bank’s long-term data strategy, infrastructure, and governance

Serve as a key influencer of the marketing technology stack, including analytics platforms, customer data platforms, and automation tools

Collaborate with the data team to design and implement a householding solution that enhances customer analytics, segmentation, and personalized engagement

Lead a cross-functional analytics team and foster a culture of data-driven decision-making

Collaborate with Marketing, Finance, Technology, and Business Line leaders to align analytics with strategic priorities

Act as a thought leader in analytics, representing Northwest Bank at industry forums and conferences

Qualification

Advanced analyticsMarketing measurementSQLSASTableauPower BIDeposit pricingElasticity modelingMarketing attributionData visualizationProject managementCross-functional collaborationInterpersonal skillsStorytelling

Required

Bachelor's Degree in Data Science, Applied Mathematics, Marketing Analytics

More than 15 years in advanced analytics, marketing measurement, and strategic decision support, preferably in financial services

8 - 12 years expertise in SQL, SAS, Tableau, Power BI, and other analytics tools

8 - 12 years in deposit pricing, elasticity modeling, and marketing attribution

Ability to develop and implement an organizational vision which integrates key strategic goals, priorities, values, and other factors

Ability to balance change and continuity – to continually strive to improve customer service and program performance, to create a work environment that encourages creative thinking, and to maintain focus, intensity and persistence, even under adversity

Ability to design and implement strategies which maximize employee potential and foster high ethical standards in meeting the Northwest's vision, mission, and goals

Ability to make timely and effective decisions and produce results through strategic planning and the implementation and evaluation of programs and policies

Ability to acquire and administer human, financial, material, and information resources in a manner which instills public trust and accomplishes Northwest's mission, and to use new technology to enhance decision making

Ability to explain, advocate and express facts and ideas in a convincing manner, and negotiate with individuals and groups internally and externally

Ability to develop an expansive professional network with other organizations

Knowledge of key national and industry policies and economic, political, and social trends that affect Northwest; understands near-term and long-range plans and determines how best to be positioned to achieve a competitive business advantage

Be skilled in SQL, SAS, Microsoft Power BI, Tableau, and other advanced analytic tools and methodologies; expertise in data structures

Possess a proven record of strong interpersonal skills - this position requires substantial interaction with bank representatives at all levels, including senior management. The ability to communicate persuasively, both orally and in writing

Translating complex analyses into compelling narratives to advocate for marketing spend, product enhancements, staffing optimization, and to drive critical initiatives forward

Possess excellent project management and cross-functional collaboration skills by working closely with teams across the organization, including Marketing, Information Technology, Executive Leadership Team, Network leaders and sales team members, Finance, and Human Resources

Possess an understanding of consumer deposit pricing, elasticity, and economic factors impacting consumer behavior and bank profitability

Preferred

Large bank experience a plus, specifically managing demands of multiple stakeholders and collaborating across marketing, technology, product, risk management, and lines of business

A degree or coursework in computational mathematics, data science, or applied math would be beneficial