Sr Director, Demand Generation and Targeting Analytics

Job description

Overview

Are you looking to take your career from good to great?

As an employee of PenFed, every day is an opportunity to thrive, and be part of a team working to ensure our organization is providing world class service to our members, employees, and our communities.

We exist to help our members realize their full potential, educate and encourage their dreams, and make every effort to follow our mission and help our members “do better.” Joining PenFed is more than being an employee; it’s about being a part of the PenFed family.
PenFed is hiring a (Hybrid) Sr Director, Demand Generation and Targeting Analytics at our Tysons, Virginia location.

The primary role of this job is to lead and develop the Consumer Lending target framework, systems, and processes strategies for Consumer Lending Targeted Campaigns for credit cards, personal loan, and auto loan products.

This position will be responsible for overseeing the platform, systems, process, ideation, development and implementation of direct marketing campaigns, marketing analytics, and data driven strategies to improve marketing efficiency, drive positive selection, maximize profitability and support PenFed smart growth strategic initiative.

This position will lead a team of analysts to evaluate new data sources, systems and processes as well as analyze marketing insights/trends, design and execute targeted marketing campaigns.

Responsibilities

Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

This is not intended to be an all-inclusive list of job duties, and the position will perform other duties as assigned.

+ Develop targeting strategy and approach to grow PenFed consumer lending products to and beyond current membership.

+ Together with product partners to set strategy and business objectives and collaborate with Decision Science team in the development of targeting, propensity and response models.

+ In collaboration with product partners and marketing establish a rigorous, data driven, and repeatable test and learn framework that leads to continuous improvement in marketing effectiveness, positive selection and profitable growth.

+ Oversee a team focused on optimizing data driven targeted direct mail email, and digital marketing effectiveness.

+ Develop programs to expand direct marketing to new PenFed members for consumer lending products with a focus on driving positive selection, profitable growth and marketing efficiency.

+ Work closely with PenFed’s Credit, Decision Science, Marketing, Product and Data teams, and external partners (i.e. credit bureaus and other data sources) to optimize new members and existing members targeting (both pre-approval and ITA) via effective segmentation.

+ Actively follow industry trends and ensure team is assessing, and strategically acting on platform, data, and landscape changes as they occur.

+ Lead team in performing marketing campaign/ channel monitoring.

+ Lead team in planning, organizing and implementing studies to determine the Return on Investment (ROI) and evaluate the effectiveness of PenFed marketing campaigns and initiatives.

+ Define and oversee a full analytic lifecycle to improve pull-through and credit performance.

+ Lead periodic and ongoing research initiatives to support, validate and define customer segmentation, competitive positioning, department/category strategies and other business needs.


Qualifications

Equivalent combination of education and experience is considered.

+ Bachelor's Degree required in Marketing, Research, Business, Economics, Mathematics, Computer Science, Statistics, or Business Analytics required, master’s degree preferred.

+ Minimum of twelve (12) years’ experience in targeted marketing campaign strategy & analytics.

+ A minimum of five (5) years’ experience in management is required.

+ Experience with consumer products in the financial services industry is required.

+ Experience developing targeted campaign programs in credit card, auto and personal lending required.

+ Knowledge of statistical modeling techniques, linear and logistical regression, machine learning techniques used in the building of propensity and response models and other analytical methods including test and learn experiment design, used in the analysis and projection of data, survey methods and marketing analytics.

+ Ability to plan, direct and advise others on highly complex and sensitive projects and prepare and present technical reports.

+ Strong written and verbal communication skills.

High degree of proficiency in synthesizing and communicating data from a variety of disciplines.

+ Knowledge of CRM, offer generation platforms, digital platforms, and marketing solutions systems including Salesforce and Experian Ascend.

+ Expertise in SQL/R/Python, Excel and PowerPoint and proficiency working with large datasets.

+ Excellent communication, influence and seamless execution skills to transform ideation to results.

Supervisory Responsibility

This position will supervise employees.
Licenses and Certifications

There are no additional licenses and/or certifications required.
Work Environment

While performing the duties of this job, the employee is regularly exposed to an indoor office setting with moderate noise.

*Most roles require working in an office setting with moderate noise and the ability to lift 25 pounds.*
Travel

Ability to travel to various worksites and be on-call is required.

About Us

Established in 1935, PenFed today is one of the country’s strongest and most stable financial institutions with over 2.9 million members and over $31 billion in assets.

We serve members in all 50 states and the District of Columbia, as well as in Guam and Puerto Rico.

We are federally insured by NCUA and we are an Equal Housing Lender.

We are available to members worldwide, via the web, seven days a week, twenty-four hours a day.

We provide our employees with a lucrative benefits package including robust medical, dental and vision plan options, plenty of paid time off, 401k with employer match, on-site fitness facilities at our larger locations, and more.

Equal Employment OpportunityPenFed management will maintain and observe personnel policies which will not discriminate or permit harassment or retaliation against a person because of race, color, creed, age, sex, gender, gender identity, gender expression, religion, national origin, ancestry, marital status, military or veteran status or obligation, the presence of a physical and/or mental disability or medical condition, genetic information, sexual orientation, and all statuses protected by applicable state or local law in all recruiting, hiring, training, compensation, overtime, position classifications, work assignments, facilities, promotions, transfers, employee treatment, and in all other terms and conditions of employment.

PenFed will also prohibit retaliation against individuals for raising a complaint of discrimination or harassment or participating in an investigation of same.

PenFed will also reasonably accommodate qualified individuals with a disability so that they can apply for a job or perform the essential functions of a job unless doing so causes a direct threat to these individuals or others in the workplace and the threat cannot be eliminated by reasonable accommodation or if the accommodation creates an undue hardship to PenFed.

Contact human resources (HR) with any questions or requests for accommodation at 402-639-8568.

#LI-Hybrid

Required Skill Profession

Other General