Marketing Insights Analyst

Job Description

How will your role impact First Command?

At First Command, our objective is to create compelling marketing engagement opportunities and excellent client experiences with prospects and clients that support our efforts to provide personal financial coaching to our Nation's military families.

As a Marketing Insights Analyst, you will be responsible for driving analytic insights that result in understanding/analysis our marketing engagement effectiveness, learn about our clients and what drives them. Your day will be spent exploring data (primary/secondary research, marketing campaign outcomes, client/other data sets) to better understand our clients as well as the success of our marketing efforts. Utilizing various types of data, from surveys to competitor/industry research, the Marketing Insights Manager will produce useful client/marketing insights to inform stakeholders for effective planning and decision making. As part of the Client Centricity team, the Marketing Insights Analyst will have the opportunity to build data science capabilities based on the Client Experience vision, Marketing strategy and research outcomes.

What will you be doing?

• Help drive the First Command competitive advantage by delivering fact-based insights that inform marketing strategies targeting prospects and clients
• Uncover new and understand from existing research unique opportunities and insights for the companies core military market
• Interpret multiple data sets and communicate insights in a meaningful way to assist in business decision-making
• Develop journey based KPIs to understand opportunities with the most potential
• Create and maintain a '360 view of the customer' using existing and new data
• Use a combination of existing data and financial formulas to create and maintain lifetime value of our clients and advisors
• Prepare consolidated views of the marketing functional KPIs for executive meetings and strategy development. Maintain and manage tracking of key business and marketing metrics.
• Collaborate with the Marketing and Communications teams and partner agencies, to evaluate and monitor the First Command brand
• Identify key drivers of brand strength and client demands utilizing benchmarks for NPS, CSAT, CES, others
• Guide optimization of marketing and sponsorship strategies through segmentation and positioning research
• Work with senior management to identify additional insights needs and priorities across the organization based on business objectives and goals
• Serve as a key influencer to the Marketing Leadership Team collaborating with the VP, Strategic Marketing, VP of Military Marketing, VP, Communications, and Strategic Marketing Consultants.

What skills/qualifications do you need?

Education

• Bachelor's degree in Business, Marketing research, data analysis
• Master's preferred

Work Experience

• At least 3 years' strategic marketing research
• Insights management experience
• Client-focused insight experience

Knowledge, skills, and abilities

• Ability to combine numerous data sets, from operational data to research, to create broader marketing and client insights
• Excellent written communication, presentation skills, and data story telling skills
• Demonstrated knowledge of approaches in identifying use cases based on business needs and forming hypotheses
• Experience with developing and implementing analytics solutions to visualize marketing insights using data and quantitative/qualitative research
• Ability to clearly communicate and translate complex technical outcomes when communicating with non-technical stakeholders and client executives
• One + years of experience SQL
• One + years of experience with data tools, like PowerBI, Tableau, Salesforce CRM Analytics,

Prefrerred:

• Understanding of Python, R, or equivalent
• Understanding of Qualtrics, UserTesting, Salesforce or other similar databases, Google Analytics and Marketing Cloud Intelligence

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