Marketing Analyst

JOB SUMMARY

The Marketing Analyst job is customer-facing and focuses on expanding customer acquisition and engagement capabilities for ARGO’s Connects product suite for the Financial Services industry.

The Marketing Analyst role encompasses ensuring ongoing product suite market competitiveness and solution delivery readiness to Argo’s Financial Services customers. The Connects solution extends customer experience and engagement throughout the customer's journey. It supports acquisition, fulfillment, service, retention, and risk management. It meets the needs of both individual and business customers in an Omni-channel world.

The Marketing Analyst will be responsible for working with Argo’s client’s to optimize their usage of the Connects solution for customer engagement campaigns through all stages of the customer journey from a lead thru conversion using insightful analytics to help better understand the client’s end users and reporting back with easy to understand data visualization and clear solutions. Your role will continue post client implementation to ensure our clients are getting the full value of our solutions.

EXPECTED WORK AND PERFORMANCE

Job duties and responsibilities include the following. Other duties may be assigned as needed.

1. Marketing Plans

a. Have an in-depth understanding and the application of customer journey stages, especially how our solution generates earlier engagement in the Awareness and Consideration phases of the journey.

b. Create best practice methods and specific customer engagement campaign models using scientifically proven engagement methods.

c. Plan, develop, and monitor digital (email and SMS) campaign performance and channel tracking.

d. Translate requirements into technical specifications for development, data, and reporting teams and, conversely, technical approaches into easily digestible insights.

2. Client (Customer) Engagement

a. Define, design, and communicate storyline and demonstration on value proposition to customers.

b. Create best practice-based templates to facilitate rapid customer implementation.

c. Define and design campaigns for each stage of the customer journey, from prospect nurturing through awareness, influencing conversion, onboarding, soliciting feedback, customer management, retention, and relationship expansion,

which are automated, and staff led to optimize use of staff?

d. Recommend campaign optimizations to reduce customer friction and increase customer engagement.

e. Devise and evaluate methods for collecting data, such as surveys, questionnaires, focus groups, opinion polls, etc., interpret, organize, and present actionable findings to clients.

f. Serve as the voice of our customers, understanding their needs for topics including surveys and campaigns and communicate those to both Argo and Client teams.

3. Marketing Research

a. Research and recommend marketing constructs that will benefit both Argo and client (Relevance by market segment, etc.)

b. Conduct competitive research, analyze benchmarking data, and provide value add recommendations.

c. Analyze current/ongoing targeting strategies to define and implement new opportunities for media optimization, including A/B testing of delivered content and success ratios.

d. Content types and uses for Awareness and Consideration – effectiveness research – video, text, pictures, infographics (what should we consider for product knowledge and education)

e. Research, recommend, and obtain digital marketing certifications for our staff that increase our value proposition to customers as directed.

4. Marketing Automation

a. Oversee the marketing automation strategy inclusive of customer journey framework, customer data platform (CDP), segmentation and customer preference management, content and creative, targeting and list management in collaboration with technical teams.

b. Define marketing process around single and multifunctional campaigns across multiple channels, Including A/B testing. campaigns for prospect nurturing and lead generation i.e. conversion to customer.

c. Create and document best practices for customer delivered content (Email, SMS) with a focus on creating compelling calls to action (CTA)

d.

e. Ensure marketing automation tools are intuitive and easy to use.

f. Research and document plans for integration to third-party advertising such as Google – relevant methods, integration, documenting relevance to Argo solutions for customer engagement solutions and how Argo would utilize.

g. Linked In – research for business customer segment, and document relevance and potential integration into Argo solutions.

h. Research use and relevant of Social Media platforms to Argo solutions – research, pros, cons, relevance for us to consider. Document universe of “applicable” integration points

5. Performance Results - Reporting and Analysis

a. Evaluate target demographics, appropriate distribution channels and marketing outlets.

b. Interpret performance results using data science models, draw conclusions about findings.

c. Measure, evaluate and report on the effectiveness and ROI of marketing channels, methods, strategies, and digital marketing campaigns.

d. Have knowledge of customer segments, collect, and analyze data regarding customer preferences, demographics, buying patterns, habits, and needs to better identify market potential and factors influencing product demand.

e. Study and understand the behavior and expectations of online users with ability to communicate out the customers experience and behaviors. Such as customer intent and effectiveness of the sales funnel.

f. Create and communicate informative reporting that highlights marketing KPI’s like leads, conversion rates, website traffic and social media engagement and highlights relevant business trends and opportunities for improvement.

g. Measure results from customer Net Promoter Score (NPS) and satisfaction questionnaires across customer segments to drive an active feedback loop for marketing strategies.

QUALIFICATIONS

• 5+ years of marketing experience with a minimum of 3+ years of digital marketing experience in sales campaign execution, online commerce, survey tools or related fields

o Experience in Financial Services preferred.

o Experience and responsibility for direct-to-consumer marketing through digital and retail channels such as consumer goods, financial services, with direct-to-customer experience in acquisition, relationship, and retention management.

o Knowledge of the psychology of consumer buying patterns and behaviors

• Education - Bachelor’s Degree with studies in Marketing, Market Research, Business Administration or similar

• Able to travel to customer sites or industry events up to 15% of the time.

REQUIRED SKILLS / EXPERIENCE / KNOWLEDGE

The Marketing Analyst is a subject matter expert with direct-to-consumer sales and marketing experience.

Candidate should have detailed knowledge of:

• Marketing campaign execution

• Customer Journey Mapping and experience optimization

• Customer survey and measurement programs including Voice of Customer NPS

• Data visualization tools

• Knowledge of common CRM programs such as SalesForce

Candidate should have a good balance of knowledge in areas such as:

• Working knowledge of search engines, web analytics and business research tools

• Communication Skills - proven ability to communicate effectively both written and verbally with customers at all levels – from end-users to management.

• Analytical skill to convert data into presentable and consumable formats, strong quantitative analytical and critical thinking skills.

• High degree of IT Automation literacy including:

o The ability to recognize, understand, and effectively use technology concepts in your day-to-day job functions including training, implementation, and testing.

o A working knowledge of the technological systems and their makeup (hardware and software components) used in branch automation solutions.

o A general understanding of data constructs (where is data stored, what systems “own” the data, system of record) what is the availability of data and KPI’s numerical interpretation)

ATTENDANCE/WORK LOCATION

The position is based in our Richardson, TX Headquarters. Daily physical presence in the office is required for interaction with co-workers, attending meetings, and for collaboration on projects.

PHYSICAL DEMANDS

While performing the duties of this job, the employee is regularly required to stand, walk; sit stationary; constantly operate computer keyboarding and office equipment. talk or hear, to communicate with employees, and/ or customers (must be able to exchange accurate information in various situations). The employee is required to regularly communicate with other employees, confer or coordinate with other employees. While performing their duties the candidate must be able to travel overnight, including occasional weekends.

DISCLAIMER

Nothing in this job description restricts management’s right to assign or reassign duties and responsibilities to this job at any time.