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First Merchants Corporation · 1 month ago

Marketing Analytics Insights & Reporting Manager

Indianapolis, IN

Full-time

Onsite

Senior Level

5+ years exp

First Merchants Bank is seeking a Marketing Analytics Insights & Reporting Manager to join their team. The role focuses on consolidating marketing data to create actionable insights that drive decision-making and improve customer experiences.

Financial Services

Responsibilities

Consolidate and normalize marketing data from web analytics, social platforms, email/SMS, SEO/SEM, paid media, and CRM to establish a single source of truth for performance reporting and optimization

Define and maintain the KPI framework and benchmarks for brand, demand, lifecycle, and experience metrics; tie measures to business outcomes and OKRs in partnership with Marketing and Finance/FP&A

Build and maintain executive and team-level dashboards and reports (weekly/monthly/QBR) and apply data-storytelling techniques so stakeholders quickly grasp what/so-what/now-what

Stand up/run a VoC program aggregating solicited and unsolicited feedback (CSAT/NPS/CES, in-app/site feedback, product reviews, social listening, service transcripts). Apply sentiment/topic analysis to reveal loyalty drivers and friction

Operationalize closed-loop feedback with Marketing, UX, Product, and Service; size impact, recommend fixes, and track adoption and outcomes

Create measurement plans, event schemas, and UTM/naming standards; ensure full-funnel tracking for always-on and campaign activity across paid/owned/earned. (Design the stack recognizing that no single tool covers all analytics needs.)

Deliver pre/post analyses, A/B and incrementality testing, and contribution/attribution reads to quantify ROI/ROAS and inform budget reallocation. Communicate findings using storytelling best practices

Partner with UX to share behavioral insights (funnels, heatmaps, session replays) and VoC themes that shape hypotheses, experiments, and design priorities

Collaborate with Finance/FP&A to connect marketing investments to growth, acquisition, retention, and relationship deepening; align on forecasting and performance narratives for leadership

Work with Marketing Ops/IT/Data to govern data quality, documentation (data dictionary), and access/controls; ensure reporting is accurate, timely, and compliant

Evaluate and advise on analytics/VoC and martech tools, integrations, and roadmaps; lead light vendor management and pilots as needed

Coach marketers on interpreting dashboards and applying insights; run recurring insights reviews and share best practices for data storytelling to drive adoption and action

Champion privacy-aware measurement and ethical use of data in collaboration with Legal/Compliance

Qualification

Marketing analyticsData storytellingVoC program managementDashboarding/visualizationSQL/data transformationWritten communicationProblem-solvingCollaborationOrganizational skillsAttention to detail

Required

Bachelor's degree in marketing, analytics, statistics, business, computer science, or related field

A minimum of (5) years of hands-on experience in marketing analytics/insights/reporting with measurable impact on channel optimization and campaign ROI

Preferred

Excellent written and verbal communication skills

Strong analytical and problem-solving abilities with the ability to distill complex information into actionable insights

Commitment to the mission and values of the organization

High degree of integrity, discretion, and professionalism

Collaborative and team-oriented approach to partnerships

Ability to work independently and thrive in dynamic, fast-paced environments

Empathetic and mission-driven, prioritizing relationships built on respect and compassion

Demonstrated exceptional organizational, time management, and attention to detail

Demonstrated ability to consolidate data across web analytics, SEO/SEM, paid media, social, email/SMS, and CRM; fluency working across multiple tools/platforms

Proficiency in dashboarding/visualization (e.g., Power BI) and data storytelling; working SQL/data transformation skills preferred

Experience standing up or contributing to VoC programs (survey design, text/sentiment analysis, social listening, closed-loop actioning)