Marketing Data & Analytics Specialist

At First Mid, base salary is one component of our Total Rewards program. Exact compensation is determined by factors such as (but not limited to) education, skills, internal equity, and experience. This position offers additional compensation in the form of discretionary short-term incentives (i.e. bonus, incentives, and/or commission). Benefits for this role include comprehensive healthcare, well-being benefits, paid family leave as well as generous paid time off. Total Rewards also include banking perks, tuition reimbursement, an Employee Stock Purchase Plan, and a 401K plan with company match. Incentives and benefits are subject to eligibility requirements.

This is a key member of the marketing team’s business strategy and works closely with CMO and Marketing Strategy roles. Entrusted with deriving actionable insights and recommendations from multiple data sources, supports strategic goals through data management, reporting, analysis, customer intelligence, segmentation, targeting, demographics and other business analytics. Owns reporting and analysis for defined business areas. Translates data into insights, identifies performance trends, and partners with Strategy and CRM to support planning and optimization. Preferably leads enterprise‑level analytics, performance measurement, and insight generation. Shapes KPI frameworks, partners with senior leaders, and drives data‑informed decision‑making across Marketing and the business.

Responsibilities include, but are not limited to:

• Lead analytics strategy for major segments or enterprise initiatives
• Own reporting and analysis for assigned segments or campaigns
• Build dashboards, performance summaries, and KPI tracking
• Develop KPI frameworks, measurement plans, and insight models
• Translate data into insights and recommendations
• Improve reporting processes and data visualization
• Partner with CRM, Strategy, and business lines to support planning and improve data maturity
• Positions data (knowledge of our customers, products, employees, vendors, and the market at large) as a driver of messaging, budgetary spending, and tactics
• Ensure data quality and governance across assigned domains
• Lead analytics strategy for major segments or enterprise initiatives
• Serves as quality assurance guide for reporting functions within the department
• Champions data integrity and literacy required for customer-centric efforts.
• Works with marketing leadership to define standards and parameters of business rules for accuracy, cross-functional alignment, and structural integrity of data, including the creation of process documentation, templates, and systems required for effective data management
  
  

Qualifications

Education/Experience:

• Bachelor’s or advanced degree in marketing, data administration, information systems or equivalent experience.
• Minimum of 5 years’ experience in Analytics, Business Intelligence, or Marketing Insights roles.
• Financial services or regulated industry experience preferred.
  
  

Skills:

• Advanced data analytics, strategic insight development, data storytelling, KPI design and development, enterprise influence, segmentation, and cross‑functional collaboration.
• Has a working understanding of marketing functions and, in particular, the role that data and technology play in powering those functions
• Experience with a CRM system, preferable Microsoft Dynamics, and tools comprising the marketing stack
• Experience creating and delivering marketing metrics related to reports, including ROI
• Experience in market trends and consumer behavior research.
• Strong analytical, critical thinking and problem-solving skills.
• High attention to detail and ability to meet deadlines.
  
  

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