Marketing – Marketing Analytics AVP, Based in London

TIAA

Role Summary:

The AVP, Institutional Marketing Analytics will need to be strategic thinker, with a strong analytical and technical skill set who is comfortable working with large amounts of disparate data (e.g., CRM, sales, marketing, digital, email, social, publishing platforms, etc.). This involves partnering with marketing teams to implement and promote a standardized measurement approaches (formalising analytic methodology, approaches & KPIs), create A/B tests, and report and review performances. They will not simply report data, but will look at data from multiple sources and create meaningful insights for the marketing business to make informed decisions. They could involve leveraging deep knowledge of the Institutional and global distribution channels to help inform marketing strategy, uncover areas of opportunity, develop new optimized models, apply statistics to enhance the client experience, lead generation, pipeline analysis, market segmentation, etc.

Primary Responsibilities:

• Using data to help drive improvements in marketing efforts such as translating analytic insights to team and leadership to ensure capabilities and analyses are well understood and tangible, actionable solutions are developed as we go to market

• Maintain and create dashboards and data processes to ensure data is correctly and enable self-serve analytics

• Measure marketing campaigns and activities within the marketing operations department. This includes building custom analytics and standardisation of data from different platforms.

• Campaign/marketing activity tracking, testing, creating A/B tests, measuring campaign performance, and comparing results to benchmarks

• Collaborate with global partners to understand their in-market programs, the best practices they have used, and the results they are obtaining

• Provide data-driven, actionable insights for campaigns and marketing programs (e.g., lead generation, welcome and onboarding, engagement, retention)

• Perform analyses of historical data to surface trends and insights using advanced analytical methods

• Acquire, compile and utilize structured and unstructured data and verifies its quality, accuracy and reasonableness to further enhance our distribution analytics capabilities and distribution efforts

• Create and documents best practices and able to mentor. Proactively expands knowledge of business and analytics and shares with team members.

Experience/Capabilities:

• Requires minimum 5 years’ experience in advanced marketing analytics in asset management/financial services industry

• Advanced degree in relevant field required (finance, marketing, computer science, statistics, applied mathematics)

• Strong data analysis and logical reasoning skills with experience analysing complex datasets using SQL or other programming languages

• Experience with Google Optimize, Google Analytics 4, and other marketing platforms

• Heads-on experience with BI platforms (e.g. Domo, Tableau, PowerBI, etc.)

• Strong executive presence, with the ability to communicate effectively with stakeholders at all levels