Business Banking & wCIB Marketing Analytics Lead

at  US Bank National Association

At U.S. Bank, we’re on a journey to do our best. Helping the customers and businesses we serve to make better and smarter financial decisions and enabling the communities we support to grow and succeed. We believe it takes all of us to bring our shared ambition to life, and each person is unique in their potential. A career with U.S. Bank gives you a wide, ever-growing range of opportunities to discover what makes you thrive at every stage of your career. Try new things, learn new skills and discover what you excel at—all from Day One.

JOB DESCRIPTION

The Marketing Analytics and Technology team is an enabling function supporting the Business Unit Marketing and Enterprise Analytics & Customer Experience teams and thereby the Chief Product Officers/Line of Business, responsible for measuring, assessing and articulating the efficacy of our marketing strategies to help drive growth and/or efficiency opportunities across the bank.
This team participates alongside the marketing lifecycle, embedding themselves into the annual planning process, they work alongside the business unit marketers, CPOs and Finance teams to create their annual marketing plan and how it will impact the P&L. In addition, the marketing analysts engage early in every campaign planning process to ensure standard KPIs and data are planned for, as well as plan for any new/add’l campaign specific KPIs or data. They also build out the experimentation plan that will ensure incrementality is considered alongside champion/challenger testing opportunities.
Once the campaign is in market, the analysts are responsible for weekly read-outs on performance, utilizing reporting curated by the team or made available by our vendor teams. Every read out will include recall of campaign goals and targets, progress against those goals and targets, updates on test results, and most importantly, optimization opportunities to either save on spend or scale for growth.
Another milestone delivery for the analysts is monthly and quarterly assessment of budget allocation across campaigns, channels and products in light of economic factors, business need or efficiency. This team will curate an initial recommendation based on reporting and insights generated via a Marketing Mix Modeling tool, and work alongside the business unit marketers and CPOs to refine into action plans.
Last, but certainly not least, this team is responsible for early and ongoing education of marketing analytics providing learning material and learning plans that help educate within and outside the team.

BASIC QUALIFICATIONS

• Bachelor’s degree
• 10 to 15 years of relevant experience in marketing analytics including evaluation of offline channels such as broadcast TV, radio, in-store/branch, direct mail and online channels such as email, programmatic/direct buy display, social media, affiliate marketing, SEO/SEM, as well as owned channel advertising on digital properties; understanding of and experience with underlying datasets and corresponding technology to activate and measure, specifically the Adobe suite, Google stack, TTD and Meta

PREFERRED QUALIFICATIONS

• Strong analytical, decision-making and problem-solving skills related to various marketing measurement methodologies including AdTech platform reporting, last touch attribution and Marketing Mix Modeling
• Robust understanding of incrementality and how to design experiments that identify lift and can be deployed at scale to drive growth
• Experience and appreciation for using data to tell a story that takes what has happened and explains why it’s happening, what we should do about it, and how the bank will benefit
• Experience measuring the impact of marketing on the sales pipeline and account-based marketing strategies that produce quality leads
• Effective presentation, verbal and written communication skills
• Ability to collaborate and influence at a senior level, considerable tact, diplomacy and people skills
• Team leadership and people development experience that ensures high team satisfaction, development and output to build a strong pipeline of future marketing analytics leaders

LEADER RESPONSIBILITIES

• Singular point of contact for marketing performance in the business banking space and Wealth, Corporate & Institutional Banking (wCIB) space – all corresponding segments and products
• Owns insights across all marketing channels – paid, owned and earned/organic
• Leads and owns performance read-outs including engagement, understanding and alignment with key stakeholders
• Utilizes all centrally built measurement/reporting capabilities, including vendor-built Marketing Mix Modeling and in-house/Platform Last Touch Attribution dashboards, only building separately when necessary
• Develops and owns the test and learn strategy for their segments utilizing a centralized framework, coordinating as necessary for customer-level strategy, ensuring learnings are scaled
• Proactively develops, scopes and forecasts investment scenarios to reach near and long-term goals and pitches to the CPOs and business unit marketing partners
• Partners with sister teams to synthesize performance across all of marketing for top-of-the-house insights
• Leads and develops a team of analysts supporting efforts at a more granular level (product, channel, funnel stage)

THE ROLE OFFERS A HYBRID/FLEXIBLE SCHEDULE, WHICH MEANS THERE’S AN IN-OFFICE EXPECTATION OF 3 OR MORE DAYS PER WEEK AND THE FLEXIBILITY TO WORK OUTSIDE THE OFFICE LOCATION FOR THE OTHER DAYS.

If there’s anything we can do to accommodate a disability during any portion of the application or hiring process, please refer to our disability accommodations for applicants.

Our approach to benefits and total rewards considers our team members’ whole selves and what may be needed to thrive in and outside work. That’s why our benefits are designed to help you and your family boost your health, protect your financial security and give you peace of mind. Our benefits include the following (some may vary based on role, location or hours):

• Healthcare (medical, dental, vision)
• Basic term and optional term life insurance
• Short-term and long-term disability
• Pregnancy disability and parental leave
• 401(k) and employer-funded retirement plan
• Paid vacation (from two to five weeks depending on salary grade and tenure)
• Up to 11 paid holiday opportunities
• Adoption assistance
• Sick and Safe Leave accruals of one hour for every 30 worked, up to 80 hours per calendar year unless otherwise provided by la