What are the responsibilities and job description for the Senior Marketing Analyst position at Comerica?
Senior Marketing Analyst
Senior Marketing Analyst on the Customer Data Strategy & Analytics team is a high visibility position that requires strong analytical skills combined with the ability to drive marketing optimization. Support for the vibrant marketing journey to create a world class marketing program. Provides visibility into integrated campaigns performance, as well as product and consumer analytics to improve return on investment, marketing effectiveness and informed investment decisions. Measures key performance indicators and creates performance dashboards that provide data-based strategic direction to support product growth.
Senior Marketing Analyst on the Customer Data Strategy & Analytics team is a high visibility position that requires strong analytical skills combined with the ability to drive marketing optimization. Support for the vibrant marketing journey to create a world class marketing program. Provides visibility into integrated campaigns performance, as well as product and consumer analytics to improve return on investment, marketing effectiveness and informed investment decisions. Measures key performance indicators and creates performance dashboards that provide data-based strategic direction to support product growth.
Position Competencies
- Strong knowledge of SQL; able to easily query complex data.
- Advanced proficiency in Microsoft Excel and PowerPoint.
- Understanding of A/B testing to measure marketing performance.
- Understanding of customer segmentation and campaign management.
- A self-starter with the ability to work effectively under minimal direction.
- Experience building cross-channel marketing strategies including the development of A/B testing, incrementality analysis and customer lifecycle journey planning.
- Working knowledge of at least one of the BI tools (Tableau or Power BI).
- Understanding of customer experience and customer engagement best practices.
Position Responsibilities
- Lead the data management and email marketing journeys implementation using Salesforce Marketing Cloud; ensuring that campaigns are optimized for deliverability.
- Proactively collaborate cross-functionally to build campaign objectives, identify measurable KPIs, and develop measurement strategies.
- Partner with the senior marketing leaders to strategize and implement audience segmentation and launch targeted campaigns that result in higher customer retention and engagement.
- Monitor and analyze campaign performance data and provide insights and actionable recommendations to optimize the future campaign optimization.
- Create end-to-end analytics processes with the ability to query data from multiple sources, be creative in applying different methodologies to dissect data and develop visualizations that are easy to comprehend at all levels of the business.
- Conduct ad-hoc analyses to provide insights on new campaigns and other marketing initiatives.
- Build and maintain data visualization and dashboards to communicate campaign performance.
- In-house Salesforce Marketing Cloud expert; providing training and support to other team members.
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