Digital Marketing Analyst

Position Summary

The Digital Marketing Analyst is responsible for driving data-informed marketing strategies by analyzing campaign performance, customer behavior, market trends, and digital engagement metrics. This role combines marketing analytics, digital advertising, customer engagement, website optimization, and social media insights to improve customer acquisition, engagement, retention, and return on investment (ROI).

The Digital Marketing Analyst partners with retail sales, lending and other business leaders to provide actionable recommendations that support organizational growth and brand awareness.

Essential Duties and Responsibilities

Marketing Analytics & Reporting •Develop, track, and analyze key marketing performance indicators (KPIs) across all marketing channels. •Create and maintain dashboards and reports that provide insights into campaign effectiveness, lead generation, customer engagement, and conversion rates. •Regularly communicate marketing performance, trends, and recommendations to leadership.

•Conduct ROI analyses for marketing initiatives, campaigns, and product marketing efforts. Digital Marketing & Campaign Management •Plan, execute, monitor, and optimize digital marketing campaigns across multiple channels. •Evaluate campaign performance and implement data-driven adjustments to improve results. •Monitor customer acquisition costs, conversion funnels, and campaign effectiveness.

•Coordinate campaign tracking and attribution methodologies across platforms. Paid Advertising •Partner with Brand and Creative Specialist to manage and optimize paid media campaigns including search, display, video, retargeting, and social advertising. •Monitor budgetary allocations, performance metrics, and ROI. •Conduct A/B testing and audience targeting analysis to maximize campaign results.

•Recommend improvements to advertising strategies based on performance data. Product Marketing & Market Analysis •Analyze product performance, customer adoption trends, and competitive market conditions. •Conduct market research to identify opportunities, emerging trends, and customer needs. •Monitor industry benchmarks and competitor activities.

•Provide recommendations to support product development, positioning, messaging, and go-to-market strategies. Customer Engagement Management & Email Marketing •Manage and analyze customer data within data and/or Customer engagement platforms. •Develop audience segmentation strategies to improve campaign effectiveness.

•Track and report email marketing performance, including open rates, click-through rates, conversion rates, and engagement metrics. •Recommend enhancements to customer lifecycle marketing and retention efforts. Website Strategy & SEO •Monitor website performance, user behavior, and conversion metrics. •Analyze website traffic, customer journeys, and content engagement patterns.

•Support search engine optimization (SEO) initiatives through keyword research, content analysis, and performance reporting. •Identify opportunities to improve user experience, search rankings, and lead generation. Social Media Strategy & Advertising •Generate data-driven recommendations for social media content, campaigns, and audience engagement strategies to lead creation of monthly content calendar.

•Analyze engagement, reach, impressions, audience growth, and conversion metrics across social platforms to determine how performance compares to industry standards or best practice. •Support social media advertising strategy and performance analysis. •Identify emerging social media trends and opportunities for audience growth.

Data Collection & Customer Insights •Collect, organize, and analyze customer demographic, behavioral, and survey data to make recommendations on target audience or sought out future demographics. •Desgn and manage customer feedback surveys and market research initiatives. •Translate customer insights into actionable recommendations for marketing, product development, and customer experience improvements.

•Ensure data integrity and compliance with applicable privacy and data governance standards. Marketing Support

• Provide support for departmental campaigns, promotions, public relations, brand-awareness efforts and integrated marketing activities, including the creation, coordination and distribution of related materials and communications.
• Support crisis communications as directed, including preparation of communication materials and coordination activities.
• Support internal and external events, including employee-recognition events, community outreach initiatives, branch celebrations, sponsorship events, and corporate functions. Marketing Compliance
• Assist in ensuring marketing materials, communications, advertisements, sponsorships and promotional activities comply with applicable banking regulations, legal requirements and internal policies. Additional Responsibilities •Perform additional duties and responsibilities as assigned by management.

Qualifications

•Bachelor's degree in Marketing, Business Analytics, Communications, Statistics, Data Analytics, or a related field. •Five or more years of experience in digital marketing, marketing analytics, market research, or a related discipline. •Experience with marketing analytics, campaign measurement, and digital advertising platforms.

•Strong analytical, problem-solving, and presentation skills. •Ability to manage multiple projects and translate complex data into actionable business insights. Preferred Technical Skills •Google Analytics (GA4) •Google Ads •Meta Business Suite/Facebook Ads Manager •LinkedIn Campaign Manager •CRM platforms (Salesforce, Hub.

Spot, Microsoft Dynamics, or similar) •Email marketing platforms (Mailchimp, Constant Contact, Hub. Spot, etc.) •SEO tools (SEMrush, Ahrefs, Moz) •Dashboard and reporting tools (Power BI, Tableau, Looker Studio) •Advanced Microsoft Excel •Experience with usage of AI tools/platforms such as co-pilot and others •Survey Monkey and other survey tools Key Performance Indicators (KPIs) •Lead generation and conversion rates •Customer acquisition cost (CAC) •Marketing ROI •Website traffic and conversion performance •SEO rankings and organic traffic growth •Email engagement and conversion rates •Social media engagement and audience growth •Paid advertising performance and cost efficiency •Customer satisfaction and survey participation metrics Physical Demands and Condition Requirements: •General office environment.

•Some travel for special events planning and marketing production Equipment Used: •General office equipment, i.e., calculator, photocopier, etc. •Computer ADA: The employer will make reasonable accommodations in compliance with the Americans with Disabilities Act of 1990. Salary & Benefits: Health Insurance Retirement Incentive Compensation Fringe Benefits Paid time off Salary Range: $65,000-$75,000, Exempt