• Director, Digital Marketing Analytics

    ID
    2019-7370
    Job Locations
    US-CA-San Francisco
    Category
    Marketing
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    At First Republic, we care about our people. Founded in 1985, we offer extraordinary client service in private banking, private business banking and private wealth management. We believe that personal connections are everything and our success is driven by the relationships we form with our colleagues and clients. You’ll always feel empowered and valued here.

     

    Incredible teams doing exceptional work, every day

    Eagle Lending is responsible for student loan refinancing, professional loan programs, home equity lines of credit and small business loans. We provide high-touch service and customized products designed around our client’s needs. From refinancing your student loan debt to buying your first home, our team is leading the way for innovation at First Republic.

     

    About the Role:

    We are seeking a dynamic and hands on leader to spearhead and evolve the Digital marketing analytics function in Eagle Lending. The Director of Digital Marketing Analytics will lead the effort to analyze and optimize our marketing investments across all marketing channels, with a  primary focus on digital (e.g., digital display, website, email, social etc.). This person will partner with an outside agency  by providing in-the-weeds leadership and support. This critical role will also support lifecycle analytics as it grows in scope.  This person will need to ensure proper experimental design and implementing timely tracking, resulting in insights and learnings are actionable and used to improve future marketing programs.  

     

    This is an exciting opportunity to join a high growth team and function as atrail blazer for the entire organization. Being able to balance talent/skills with sound judgement to make the appropriate business decisions is  critical.

     

    What you'll do as the Director, Digital Marketing Analytics:

    • Customer Acquisition Analytics – Performance channels Measure effectiveness of all marketing programs and customer acquisition campaigns. Develop multi-touch attribution methodologies across all channels to assess effectiveness of multi-channel marketing efforts - search engine marketing (SEM), search engine optimization (SEO), affiliate marketing, display advertising, social media, email external partnerships, and other direct marketing programs.
    • Marketing Mix modeling: Specific to digital marketing, optimize the performance spend and provide direction to media partners as needed. Needs to have strong understanding of marketing mix modelling, as well as data driven recommendations and insights for sales funnel optimization
    • Design of Experiments: Lead experimental design and implementation of A/B tests needed to improve funnel performance (from awareness to purchase) and channel efficiency and inform marketing investment decisions
    • Ad-tech Analytics:  Have a strong understanding of how DMP (Data Management Platforms- Adobe Audience Manager, Neustar etc.) works. Also – understand on how to combine data coming coming from different ad platforms to form a 360 view  of the Customer/Prospect
    • Data Strategy, Wrangling and Extracts:  When applicable - work with the data engineering team to source the data needed to support and optimize marketing campaigns. This may sometimes mean stitching together data sources that may be spread across multiple data channels
    •  Data Visualization/ BI:  This person is not directly responsible for creating tableau reports; but need to drive the creation of Tableau reports by working with the appropriate team. Lead creation of KPI/ Customized Dashboards – Define what the business needs look like and convert it into self-service reporting tools. There is a BI team but this person may need to build their own reports at times
    • Drive Predictive Modeling as needed– As the business needs become more complex,being able to drive the use cases around predictive models (Can be Machine Learning) would be very helpful

     

    What skills you will use:

    • Master's Degree in Statistics, Economics, Mathematics, Business, Engineering, Operations Research, or Physics.
    • 6+ years of hands on Marketing Analytics experience; We are a hands-on group and operate as a mature startup. The expectation would be to get granular based on business needs and executing the detailed tasks with limited guidance
    • 4 + years’ people management experience
    • 4+ years’ experience in managing digital marketing channels, e.g., Display, SEM, SEO, Email, and Affiliates
    • Strong understanding and experience with marketing technologies and tools such as Email Automation platforms, A/B testing Tools , CMS, DMPs and CRMs
    • Excellent SAS and SQL (or similar language) programming skills. Experience with Python a plus
    • Excellent verbal and written communication skills and the ability to work directly with Sr. Management from the following areas: Marketing, Product, Engineering etc. and external partners: Credit Bureaus, Marketing Technology vendors etc.
    • Preferred
      • Marketing Experience in Financial Services / Technology is a plus
      • Experience with Adobe stack – Audience manager, Omniture, Audience/Marketo

    Own your work and your career — apply now

    Are you willing to go the extra mile because you love what you do and how you can contribute as a team? Do you want the freedom to grow and the opportunity to take charge of your own career? If so, then come join us.

     

    We want hard working team players. You’ll have the independence to learn, lead and drive change. A culture of extraordinary service, empowerment and stability — that’s the First Republic way.

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