Marketing Analyst

Overview

BankNewport celebrates being a community bank since 1819. Yes, that's 200 years, and still growing. Offering new and exciting career opportunities, BankNewport is committed to providing our employees the resource and guidance to develop careers that are challenging and rewarding.

So, if you're looking for a great professional opportunity, know that BankNewport will empower and invest in you.

This position is a hybrid position based out of Middletown, Rhode Island. A minimum of two days per week on site is required.

Responsible for using data analytics to provide actionable insight on BankNewport's customer base, geographic markets, and competitors. Key administrator of MCIF and CRM systems. Must have excellent analytical skills, superior communication skills, and have an innate sense of curiosity. Is a team player and adheres to all marketing policies and procedures.

Responsibilities

• Analyze customer base to identify deepening opportunities
• Use data analytics to develop targeting for demand generation campaigns
• Perform customer segmentation and market opportunity analytics
• Measure and evaluate performance of campaigns
• Develop marketing performance reporting
• Administration of CRM and MCIF systems
• Responsible for monthly upload and balancing, of MCIF system.
• Maintains monthly data files for business units reporting and quarterly marketing metrics.
• Responsible for maintaining Bank-wide Onboarding Program lists that are shared by various departments.
• Responsible for measurement data files of Onboarding Program and Single Service Campaigns via tableau data system.
• Provides email lists to Marketing Specialist for email marketing and provides tracking results of each campaign.

Customer Analytics

• Analyze BankNewport customer base to understand segmentation penetration compared to the market
• Quantify relationship deepening opportunities and identify specific customers likely to need specific products
• Create targeting methodology and lists for demand generation programs such as sales team lead lists and direct mail campaigns.

Market Analytics

• Analyze BankNewport's geographic markets, including branch trade areas, to identify and quantify specific customer segment and business opportunity.
• Use tools like FDIC and Standard & Poor to assess competitive performance and identify growth opportunity or threat for BankNewport.
• Use third party data and work with external firms to identify external customer and product opportunities, and create prospect targeting and prospect lists for demand generation campaigns.

Performance Measurement

• Work with VP, Digital Marketing to design and implement campaign performance measurement and reporting, including:
  • Establishing goals, metrics and KPIs
  • Determining data sources
  • Designing performance report
  • Consolidating data from Google Analytics, media agency, mail agency to populate integrated performance report
  • Automating porting of data where possible
  • Cross selling metrics
  • Onboarding activity

Additional Duties

• Conduct secondary research on industry topics and trends, including strategies, products and services, and value propositions.
• Develop spreadsheet models to quantify the financial impact of business initiatives.

• Back up to marketing team and ad agency with list preparation for direct mail campaigns. Retrieves files, prepares mailing lists, and measures results of mailing campaigns.

SUPERVISORY SCOPE:

No supervisory responsibility

INDEPENDENT ACTION:

Operates under the direction of the bank's established policies and procedures, and within the scope of assigned job responsibilities.

Attendance in office during normal business hours (at minimum) may be required in order to effectively coordinate with multiple departments, projects and outside entities.

Qualifications

• Undergraduate degree in finance, marketing, economics or related quantitative disciplines required. Courses in money and banking, accounting, marketing, and statistics are strongly desired.
• Well-developed analytical skills, with at least two years in Analyst position preferred.
• Experience working with Tableau, MCIF, CRM systems and other data sources.
• Ability to utilize customer information databases and create tracking reports.
• Exceptional communication skills, both written and verbal.
• Proficiency in Microsoft Office software, especially Excel.
• Experience using Google Analytics and other digital media analytics tools.
• An aptitude and eagerness to learn.
• The ability to manage several assignments concurrently.
• A high level of interest in the financial services industry.
• A high level of ethical integrity.

BANKNEWPORT CORE VALUES:

• We celebrate individuality
• We empower employees to be creative problem solvers
• We invest and take the time to really get to know our customers
• We commit to serving the financial needs of Rhode Islanders

Any physical demands or work conditions described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

BankNewport is committed to a policy of Equal Employment Opportunity and will not discriminate against an applicant or employee on the basis of race, color, religion, creed, national origin or ancestry, sex, age, physical or mental disability, veteran or military status, genetic information, sexual orientation, gender identity or expression, pregnancy, childbirth or related medical conditions, military service, marital status, or any other legally recognized protected basis under federal, state or local laws, regulations or ordinances.