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As Data Analytics Director, on the Enterprise Research & Analytics team, you’ll be developing and leading the data integration between Company’s marketing technology stack and their digital advertising technology stack based in large part on rollout of the Data Management Platform (DMP). These integrations will empower Company to leverage their data assets and marketing and advertising technology solutions to accelerate their digital marketing efforts resulting in significant top line and bottom line growth for the Bank. This position will lead all data components of the DMP including the ingestion and use of data, application of lookalike modeling, data science algorithms, and optimization of the DMP to execute cross-channel consumer and programmatic campaigns. This leadership role will drive the evolution of audience management and targeting and support the aggregation of first, second & third-party audience data for cross-channel marketing efforts. You will advance the targeting sophistication of digital campaigns by evolving the dataset within the DMP as well as the application of models to deliver best-in-class audience capabilities to the DMP users. Balancing strategic thinking with the nuts and bolts of maintaining platform execution will ensure success within this position. This role will work very closely with Corporate Marketing’s Digital Marketing & Technology team to jointly drive the adoption of the DMP. Compliance with all privacy and risk governance rules, policies and procedures are assumed part of this role.
Lead data implementation within the DMP in service of platform utilization and optimization by clients
Translate disparate business requirements into technical requirements for DMP implementation, data taxonomy configuration and digital tracking
Onboard 1st party data by leveraging various onboarding tools such as Liveramp and fully optimize for reach
Champion audience targeting practices and audience-first thinking within Marketing and Analytics teams, provide a consultative approach to Digital Optimization and Marketing Managers responsible for brand building, engagement and acquisition campaigns.
Integrate insights curated within the Analytics team that identify and interpret trends or patterns uncovered within a data lake that can be ingested and utilized within the DMP to drive improved performance.
Develop advanced customer segmentation strategies and use segmentation to build audiences in partnership with paid media teams, target and find those customers (and similar customers using lookalike modeling) across marketing channels
Oversee complex segment construction in the DMP and partner to monitor the effectiveness of campaigns run through the DMP
Partner with Paid Media, Agency teams to develop testing capabilities across DMP segments, including test structures, deployment and analysis.
Collaborate with media partners to configure, test, and validate destinations (social, display, rich media, targeting platforms) to send segments for audience activation
Facilitate new integrations within and outside of the platform with digital vendors and internal data warehouses to enhance audience capabilities
Demonstrate an understanding of legal issues (GDPR, etc.) around data privacy and security, data ingestion etc.
Collaborate on DMP roadmap development including new features and capability enhancements and track to completion and activation, keeping stakeholders aware of product updates
Manage day-to-day relationships with marketing partners, technology partners, data providers, and activation teams
Master's degree in data and technology management, or equivalent work experience
Ten or more years of experience in data management and business intelligence in the financial services industry
10+ years experience leading digital marketing teams and strategies
5+ years’ experience with marketing platforms, data and file management, digital advertising technology (CRM, CDP, DSP, SSP, Ad Servers, real time bidding, ad exchanges) or digital media planning, buying, or operations roles
3+ years’ experience working with a Data Management Platform, DMP certifications preferred
Understanding of various marketing cloud tools such as Salesforce Marketing Cloud, Adobe Marketing Cloud, Oracle Marketing Cloud etc. is a plus
Experience in data management and reporting tools and business intelligence and data visualization skills
Knowledge on digital media analytics (ex. site analytics, search, display, mobile) using digital data (Ex. Google, Adobe Analytics, DoubleClick etc.)
Experience with digital data onboarding technologies such as Datalogix, LiveRamp, Tealium etc.
Understanding different parts of a customer journey, and how to influence the consumer across paid/owned channels
Experience managing both internal and external partner relationships with strong influence management skills
Superior communication and presentation skills, with the ability to convey complex concepts simply and clearly to technical and non-technical stakeholders
Highly organized and detail oriented
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