MarTech Data & Personalization Manager (Fintech)

San Diego

02 Jul 2021

San Diego

1

The MarTech Data & Personalization Manager will plan, manage, and deliver a flawless execution of the Bank’s personalization initiatives throughout digital channels, driving acquisition, conversion, retention, and engagement. This role is ideal for a person who gets excited about working with data, and knows how to use it to generate insights, optimizations and hyper-personalization that impact ROI and customer engagement.

This is an end-to-end position, where you will not just conceptualize and strategize, but build, execute, and measure results.  This role will successfully and efficiently operationalize projects and use cases on our Next Best Action (NBA) and Data Management Platform (DMP) initiatives via Salesforce Interaction Studio (Salesforce NBA platform) and Audience Studio (Salesforce DMP platform).
This is a unique opportunity to join a high performing, passionate, driven, fast-paced, fun, and results-focused team!

Overview:

  • Analyze, access, query, integrate, and leverage data from various platforms and systems in the MarTech ecosystem to develop intelligent marketing campaigns and digital personalization initiatives in various channels
  • Execute on the overarching Personalization and Next Best Action strategies and roadmap as set out by the VP, Marketing Automation to ensure growth and maturity of these capabilities
  • Assist and support the VP, Marketing Automation in collaborating and guiding the Business and Marketing units in developing, prioritizing, and executing use cases for Interaction Studio and Audience Studio / DMP as well as in developing eligibility and priority rules for all use cases
  • Assist and support the VP, Marketing Automation in facilitating discovery sessions with stakeholders in scoping, gathering, and understanding business and technical requirements
  • Collaborate with the Enterprise Data Management team in defining the data and insights needed to enable specific use cases in Interaction Studio such as cross sell, upsell, retention, anti-churn, and many others based on parameters like customer lifetime value, digital behavior, banking lifecycle, and brand affinity to name a few
  • Implement, manage and organize the data, insights, and business rules in Interaction Studio
  • Create data, segments, and audience sets and profiles in Audience Studio / DMP based on business strategies, requirements and needs to generate insights and maximization of the platform
  • Lead the mapping, organization, and maintenance of data in Audience Studio / DMP and Interaction Studio
  • Manage and maintain database health and hygiene, data acquisition, and flow across systems Salesforce Marketing Cloud for lead generation and management
  • Track and analyze website traffic patterns and online customer behaviors through DMP
  • Leverage personalization tools and customer data sets to deliver a unified view of the customer
  • Develop, improve, and enhance all processes in DMP and Personalization efforts as well as managing and maintaining process maps and procedures
  • Establish and manage governance in these platforms and ensure documentation of all architecture, configurations, enhancements, and troubleshooting on the platform
  • With the guidance of the VP, Marketing Automation, apply and implement industry best practices for the development, testing, and deployment of use cases and campaigns in Interaction Studio and Audience Studio / DMP
  • With the guidance of the VP, Marketing Automation, develop and execute a Reporting and Success measurement framework, KPIs and metrics, and analytics sharing results back to stakeholders
  • Utilize first party online / offline data and third party data to ensure a highly personalized 1:1 experience; Own the optimization of third party product personalization platform
  • Work cross functionally with the Marketing Automation, Web team, IT, QA, BA in enabling these channels in Interaction Studio
  • Oversee and supervise the DMP Analyst and the Database Analysts including providing day-to-day guidance and direction as well as conducting performance reviews


Qualifications:

  • 5+ years' in operationalizing DMP, MarTech Data, Analytics, and Next Best Action initiatives and capabilities
  • 5+ years' in a highly analytical business and/or data role, including but not limited to Consulting, Finance, Technology, Retail, or eCommerce with proven, hands-on ability to execute
  • Proven success in developing 1:1 programs, managing multichannel touchpoints, building test and learn programs, visualizing and presenting data, and identifying and presenting insights for growth and optimization
  • Solid, proven experience and understanding of data science capabilities as it relates to building personalization and Next Best Action algorithms and rules
  • Relevant or related experience in statistical analysis, forecasting / predictive analytics, multivariate testing, email and web analytics, paid media, acquisition, lifecycle, customer data & segmentation analysis
  • Experience conducting and facilitating discovery sessions / workshops with Business and Marketing stakeholders
  • Bachelor’s degree in Marketing/ Digital Marketing, Economics, Statistics or related field; Master’s degree a plus

Required Technical Knowledge:

  • Intermediate knowledge of SQL, Tableau and/or other dashboard / reporting technologies
  • Experience in Salesforce Marketing Cloud (Journey Builder, DMP / Audience Studio, Interaction Studio) or related platforms
  • SDLC / Scrum and Agile delivery method

Must-Have Traits:

  • Highly motivated self-starter with a positive, can-do attitude and bias for innovative thinking, continuously challenging status quo
  • Highly passionate individual and a team player, with the ability to wear a MarTech ‘scientist’ hat when working with data, insights and next best action rules
  • Strong business acumen, combined with a customer-centric approach in identifying, developing and enabling use cases that truly personalize the digital experience for customers and prospects
  • Excel in a fast-paced, high-pressure, startup environment
  • Navigate ambiguity and onboard / educate stakeholders in executing on the mission
  • Highly effective cross-functional facilitator and collaborator with the ability to work independently and manage multiple, time-sensitive deliverables and competing priorities
  • Strong organizational, planning, problem-solving, and presentation skills
  • Effective data-oriented manager with a mentorship mentality for direct reports

Preferred:

  • Sitecore
  • AI/ Machine Learning and big data stack/platforms
  • Web analytics and tag management platforms (like Google Analytics and Tealium)