Sr Growth Strategies Analyst

POSITION SUMMARY

The Sr Growth Strategies Analyst plays a critical role in driving strategic growth initiatives that significantly contribute to the credit union’s revenue and expansion. Leveraging advanced data-driven insights, the Senior Analyst will attract new members, enhance member engagement, and foster member loyalty with a strong focus on deposit growth. This role involves leading the analysis of market trends, member data, and financial performance to identify high-impact opportunities for engagement and increased profitability of the credit union.

ESSENTIAL FUNCTIONS

• Lead the definition and segmentation of target audiences based on advanced demographics, behaviors, and preferences to tailor acquisition and engagement strategies.
• Strategically identify and target high-value member segments using sophisticated models such as the Wharton customer centricity model.
• Develop and oversee the implementation of diverse lead generation tactics including content marketing, social media outreach, and paid advertising to attract new members.
• Direct the analysis and optimization of the sales funnel to improve conversion rates at each stage, from initial awareness to final purchase.
• Utilize advanced data analytics to track the effectiveness of member acquisition and engagement efforts, measuring KPIs such as cost per acquisition, engagement score, and return on investment.
• Oversee the tracking and analysis of marketing campaign performance, ensuring alignment with strategic goals.
• Work closely with marketing and other departments to ensure alignment in messaging and strategies, leveraging marketing campaigns to drive new member acquisitions and engagement.
• Continuously gather and analyze insights into customer preferences, behaviors, and pain points to tailor engagement strategies.
• Implement advanced behavioral targeting techniques to engage members based on their online actions such as website visits, abandoned carts, and previous purchases.
• Create and oversee detailed maps of the customer journey to understand the various touchpoints and interactions customers have with the brand, helping to personalize the experience at each stage.
• Design and manage loyalty programs that reward members for their engagement and purchases, personalizing these rewards based on desired member behaviors.
• Ensure consistent and cohesive engagement across various channels such as email, social media, and live chat to meet members where they are.
• Foster a sense of community among members through forums, social media groups, and events, encouraging interaction and peer support.
• Track and analyze KPIs related to member engagement and loyalty.
• Research and analyze customer attrition to understand the forces that cause members to leave the credit union and propose strategies to decrease erosion of the customer base.
• Research and implement best practices, analytical playbooks, case studies, and innovative approaches to becoming an industry thought leader and advise leadership on how consumers shop for products online.
• Gather and analyze data on local market conditions, competitor strategies, and industry trends to inform growth opportunities.
• Analyze member behavior and preferences to support customer relationship management.
• Other duties as assigned.

Education/Certification 

• Bachelor’s degree in marketing, Data Administration or a related field.
• Certifications in various project or data management programs.

Required Knowledge         

• Understanding of credit union operations, including member services and products, familiar with financial regulations, compliance issues and data privacy laws.
• Proficiency in advanced data analysis tools and software.
• Understands how to translate complex data into actionable growth strategies.
• Knowledge of statistical methods and the ability to interpret trends and patterns to support marketing strategy.

Experience Required          

• 5+ years of credit union or relevant industry experience.
• 5+ years in a data analysis role utilizing tools such as Excel, SQL, Python, and data visualization tools such as Tableau. 
• Experience with data warehouses or cloud platforms and marketing automation platforms. E.g. Marketo.
• Proven ability to work collaboratively in a team environment.

HARD/TECHNICAL SKILLS/ABILITIES

• Quantitative/Qualitative Data Analysis: Analyze structured data such as campaign metrics, conversion rates, loan application volumes and member engagement.  Interpret unstructured data such as member feedback, survey responses and social media sentiment.  Understanding how both data types inform member needs, product preferences, and communication effectiveness.
• Data Synthesis: Integrate and interpret data from multiple sources – including member behavior, campaign performance, financial product usage, and market research – generate cohesive actionable insights that support strategic marketing decisions and enhance member engagement.
• Growth Strategies: Leverages data-drive insights to identify, evaluate, and support marketing strategies that drive member acquisition, product adoption and long-term engagement.
• Consumer Behavior: Analyze and interpret member behavior patterns to inform strategic marketing decisions.  Leveraging data to understand member needs, preferences, financial habits and lifecycle stages.  Uses insights from transactional data, survey responses, and digital engagement metrics. 
• Audience Segmentation: Develops and applies data-drive audience segmentation strategies to enhance member engagement and campaign effectiveness, include identifying key member segments based on demographics, financial behaviors, product usage, and engagement platforms. 
• Consumer Engagement: Measure, analyze, and enhance member engagement across multiple channels.  Includes tracking key engagement metrics such as email open rates, click-through rates, website interactions and product adoption trends.
• Customer insight: Extract and synthesize actionable insights from member data to drive strategic marketing and business decisions. Includes analyzing behavioral, transactional, and demographic data to uncover trends, preferences, and unmet needs.
• Customer Relationship Management: Leverages CRM systems to manage, analyze, and optimize member interactions throughout the member lifecycle.  Includes maintaining accurate member data, tracking engagement history, and using CRM insights to support targeted marketing, retention strategies, and cross-sell initiatives.
• Project Management: Strong organizational and project coordination skills to manage multiple analytics initiatives from concept to completion.  Defines project scopes, sets timelines, collaborates with cross-functional teams, and ensures timely delivery of data-driven insights.
• Agile Methodology: Proficient in applying Agile principles to manage and deliver marketing analytics projects in a fast-paced collaborative environment.  Participating in sprint planning, daily stand-ups and iterative development cycles to ensure continuous delivery of insights and improvements.
• SQL: Advanced proficiency in using SQL to extract, manipulate, and analyze data from relational databases.  Includes writing complex queries, joining multiple tables, filtering large datasets and creating views or temporary tables to support marketing analysis.

WORKING CONDITIONS

• Standard office conditions
• Low to moderate noise
• Limited lifting up to 15 lbs.

This description has been reviewed to ensure that only essential functions and basic duties have been included.  Peripheral tasks, only incidentally related to each position, have been excluded.  Essential functions, requirements, skills, and abilities included have been determined to be the minimal standards required to successfully perform the positions.  In no instance, however, should the duties, responsibilities, and requirements delineated be interpreted as all-inclusive.  Additional functions and requirements may be assigned by supervisors as deemed appropriate. 

In accordance with the Americans with Disabilities Act, it is possible that requirements may be modified to reasonably accommodate disabled individuals.  However, no accommodations will be made which may pose serious health or safety risks to the employee or others or which impose undue hardships on the organization.

The Credit Union believes that each employee makes a significant contribution to our success.  That contribution should not be limited by the assigned responsibilities.  Therefore, this job description is designed to outline primary duties, qualifications, and job scope, but not limit the incumbent.  It is our expectation that each employee will offer his/her services wherever and whenever necessary to ensure the success of our endeavors.