Executive Director, Consumer and Marketing Analytics

Job Description

The Executive Director of Consumer & Marketing Analytics will lead a unified analytics function that supports Northwest Bank's consumer and marketing strategies. This role will harness internal and external data to drive profitable growth, optimize customer experiences and inform strategic decisions across pricing, segmentation, staffing, and marketing investment. As a key member of the leadership team, this individual will serve as a strategic partner to business lines, marketing, finance and technology, ensuring data-driven insights are translated into actionable outcomes.

Essential Functions
* Strategic Analytics & Insights
* Develop and deploy advanced analytics to support deposit pricing, customer segmentation and marketing ROI.
* Influence the creation of data models and insights that drive customer acquisition, retention and deepening across consumer, small business, and wealth segments.
* Build repeatable analytical processes to evaluate product usage, customer behaviors and profitability.
* Marketing Effectiveness & Research
* Refresh methodologies to measure the impact of marketing investments on brand growth and business outcomes.
* Conduct and integrate primary and secondary market research to inform product, brand and customer experience strategies.
* Present insights through compelling storytelling and data visualization to executive stakeholders.
* Voice of the Customer (VoC) & Customer Experience Leadership
* Oversee the strategic design and execution of VoC research studies that support the bank's customer experience (CX) practice.
* Partner closely with the bank's customer experience leader, who is accountable for leveraging VoC insights to shape and drive CX strategy.
* Ensure VoC research is methodologically sound and aligned with enterprise priorities, delivering actionable insights to internal stakeholders.
* Operational Optimization
* Build and manage staffing models to optimize sales and service across financial centers, wealth management, and contact centers.
* Collaborate with HR and sales leadership to redesign incentive plans and goal-setting frameworks.
* Influence financial center location decisions using economic, demographic, and competitive data.
* Data Strategy & Governance
* Partner with the Chief Data Officer and IT to advance the bank's long-term data strategy, infrastructure, and governance.
* Serve as a key influencer of the marketing technology stack, including analytics platforms, customer data platforms, and automation tools.
* Collaborate with the data team to design and implement a householding solution that enhances customer analytics, segmentation, and personalized engagement.
* Leadership & Collaboration
* Lead a cross-functional analytics team and foster a culture of data-driven decision-making.
* Collaborate with Marketing, Finance, Technology, and Business Line leaders to align analytics with strategic priorities.
* Act as a thought leader in analytics, representing Northwest Bank at industry forums and conferences.

Additional Essential Functions
* Ensure compliance with Northwest's policies and procedures, and Federal/State regulations
* Navigate Microsoft Office Software, computer applications, and software specific to the department in order to maximize technology tools and gain efficiency
* Work as part of a team
* Work with on-site equipment

Safety and Health for those without supervisory duties
* Abide by the rules of the safety and loss prevention program
* Perform work tasks in a safe manner
* Report any and all injuries to supervisor
* Know what to do in case of an emergency

QUALIFICATIONS
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education
Bachelor's Degree Data Science, Applied Mathematics, Marketing Analytics Master's Degree

Work Experience
More than 15 years In advance analytics, marketing measurement, and strategic decision support, preferably in financial services
8 - 12 years Expertise in SQL, SAS, Tableau, Power BI, and other analytics tools
8 - 12 years Deposit pricing, elasticity modeling, and marketing attribution

Executive Knowledge, Skills, and Abilities
* Ability to develop and implement an organizational vision which integrates key strategic goals, priorities, values, and other factors
* Ability to balance change and continuity - to continually strive to improve customer service and program performance, to create a work environment that encourages creative thinking, and to maintain focus, intensity and persistence, even under adversity
* Ability to design and implement strategies which maximize employee potential and foster high ethical standards in meeting the Northwest's vision, mission, and goals
* Ability to make timely and effective decisions and produce results through strategic planning and the implementation and evaluation of programs and policies
* Ability to acquire and administer human, financial, material, and information resources in a manner which instills public trust and accomplishes Northwest's mission, and to use new technology to enhance decision making
* Ability to explain, advocate and express facts and ideas in a convincing manner, and negotiate with individuals and groups internally and externally
* Ability to develop an expansive professional network with other organizations
* Knowledge of key national and industry policies and economic, political, and social trends that affect Northwest; Understands near-term and long-range plans and determines how best to be positioned to achieve a competitive business advantage

Additional Knowledge, Skills and Abilities
Be skilled in SQL, SAS, Microsoft Power BI, Tableau, and other advanced analytic tools and methodologies; expertise in data structures
Possess a proven record of strong interpersonal skills - this position requires substantial interaction with bank representatives at all levels, including senior management. The ability to communicate persuasively, both orally and in writing
Translating complex analyses into compelling narratives to advocate for marketing spend, product enhancements, staffing optimization, and to drive critical initiatives forward
Possess excellent project management and cross-functional collaboration skills by working closely with teams across the organization, including Marketing, Information Technology, Executive Leadership Team, Network leaders and sales team members, Finance, and Human Resources
Possess an understanding of consumer deposit pricing, elasticity, and economic factors impacting consumer behavior and bank profitability
Large bank experience a plus, specifically managing demands of multiple stakeholders and collaborating across marketing, technology, product, risk management, and lines of business
A degree or coursework in computational mathematics, data science, or applied math would be beneficial

Northwest is an equal opportunity employer. We are committed to creating an inclusive environment for all employees.