Mgr, Performance Marketing Analytics

Salary
This position has a base salary range of $96,000 - $144,000 USD Annual. This range represents the expected base salary range for this position. The actual salary may vary based upon several factors including, but not limited to, relevant skills/experience and time in the role.
Summary
This role plays a critical role in helping BCU make smarter marketing and business decisions through data. This role partners closely with Marketing and cross-functional business teams to understand current and prospective member behavior, evaluate marketing effectiveness, identify growth opportunities, and translate complex data into actionable insights that drive measurable business outcomes. Beyond campaign performance, this individual will assess the impact of marketing investments, identify opportunities to improve business results, and help ensure resources are allocated to maximize growth and member value.

While audience creation, campaign measurement, and reporting are important foundational responsibilities, this role goes beyond reporting to shape strategy. Success requires strong analytical thinking, business acumen, financial literacy, and data storytelling skills to help answer not only what happened, but why it happened, what it means for the business, and what the organization should do next. This individual will serve as a strategic advisor, using data to evaluate ROI, quantify opportunities, forecast outcomes, and guide decisions that support member acquisition, engagement, and organizational growth.

Role and Responsibilities

Collaborate with Marketing and business partners to develop and execute audience segmentation and targeting strategies across email, direct mail, paid media, push notifications, digital banking communications, and other marketing channels using demographic, behavioral, financial, and transactional data.
Analyze member and prospective member behavior, channel performance, campaign results, and growth trends to identify opportunities to improve member acquisition, product adoption, and engagement.
Measure and evaluate the effectiveness of marketing campaigns, channels, and initiatives using segmentation, attribution, conversion funnel, and ROI analysis, quantifying impact, and business outcome measurement.
Design, develop, and own dashboards, scorecards, visualizations, and reporting that provide visibility into marketing performance, channel effectiveness, campaign ROI, audience performance, and business outcomes.
Evaluate acquisition performance across paid, owned, and partner channels, identifying opportunities to optimize targeting, improve conversion efficiency, and maximize marketing investment.
Support audience creation, prescreen strategies, recurring campaign execution, and marketing activation efforts while identifying opportunities to improve scalability, automation, and operational efficiency.
Assess growth opportunities across community markets, strategic partnerships, and external data sources, providing recommendations that improve prospect targeting and acquisition effectiveness.
Act as the primary analytics advisor to marketing leadership, influencing strategic planning, investment decisions, growth initiatives, annual planning efforts, and performance optimization efforts through data-driven recommendations.
Partner with data, technology, and business teams to ensure data quality, integrity, and consistency across marketing analytics, reporting, and measurement initiatives.
Support BCU's evolving data strategy initiatives, including leveraging marketing technologies and capabilities, to create a more unified view of members and prospects and enabling increasingly personalized experiences.
Manage analytics request intake and delivery, balancing strategic initiatives, ongoing reporting needs, and ad hoc analysis while continuously identifying opportunities to improve analytical processes, automation, measurement methodologies, and AI-enabled analytics capabilities.
Evaluate growth opportunities, develop business cases, forecast expected outcomes, and measure performance against revenue, member growth, profitability, and organizational objectives.

Qualifications and Education Requirements

Bachelor's degree in Business, Marketing, Analytics, Data Science, Economics, Statistics, or a related field.
5+ years of experience in marketing analytics, business analytics, growth analytics, performance marketing analytics, or a related analytical role, with financial services experience preferred.
5+ years of experience working with relational databases, including writing SQL queries and leveraging data for analysis and reporting.
3+ years of experience building dashboards, visualizations, and reporting solutions using Power BI or similar business intelligence tools.
Advanced proficiency in Microsoft Excel, including pivot tables, complex formulas, and data analysis techniques.
Experience with CRM, marketing automation, and Customer Data Platform (CDP) solutions such as Salesforce, Salesforce Marketing Cloud, and Salesforce Data Cloud (Data 360) a plus.
Strong understanding of marketing analytics disciplines including audience segmentation, attribution, campaign measurement, conversion analysis, funnel metrics, acquisition performance, and ROI measurement.
Demonstrated ability to connect performance metrics to business outcomes, including membership growth, product adoption, engagement, lending performance, revenue impact, and profitability.
Strong analytical storytelling skills, with the ability to translate complex data into concise, actionable insights and strategic recommendations for diverse audiences, including senior leadership.
Strong collaboration, communication, and stakeholder management skills, with the ability to influence decisions and serve as a trusted thought partner across multiple business functions.
Familiarity with AI-enabled analytics tools and a passion for leveraging technology to accelerate insight generation and improve decision-making.
Strong business and financial acumen with the ability to identify key value drivers, evaluate return on investment, and translate analytical findings into recommendations that support growth, profitability, and organizational objectives.