AVP - Marketing Analytics

Welcome to PeoplesBank! We are the largest mutually chartered bank in Western Mass and Northern Connecticut, we are proud to lead the way in green values, sustainable energy financing, and charitable giving. Our commitment to operating in the best interest of our customers is matched by our dedication to fostering an inclusive and engaging work environment. We offer excellent compensation, workplace flexibility, and a competitive benefits package to our associates. Our award-winning culture has earned us recognition as the Best Place to Work and Best Local Bank. Join our team of dedicated and innovative individuals and be a part of our dynamic, successful organization. Let's make a difference together!

Summary:

PeoplesBank is seeking a dynamic and strategic Associate Vice President (AVP) of Marketing Analytics to pioneer and lead our marketing analytics function. This high-impact role offers the unique opportunity to build a data-driven foundation from the ground up-designing scalable frameworks, uncovering actionable insights, and driving smarter marketing decisions across all channels. Reporting to the SVP of Marketing, the AVP will collaborate cross-functionally with internal teams and external partners to shape the future of marketing performance at PeoplesBank. If you're a hands-on analytics leader with a passion for turning data into strategy, we invite you to help us transform how we measure success.

Essential Duties and Responsibilities:

Marketing Analytics Strategy & Execution

• Define reporting and analytics requirements across all marketing channels (digital, traditional, social, content, events, etc.).
• Collaborate closely with the bank's data team, CRM team, external agency partners, and marketing colleagues to implement reporting solutions.
• Stand up and manage marketing dashboards and performance tracking systems to monitor KPIs, campaign ROI, customer behavior, and channel effectiveness.
• Lead the creation and evolution of a robust marketing measurement framework aligned to business objectives and growth goals.

Insights & Action Loop

• Develop and manage a consistent cadence of reporting, insights generation, and actionable recommendations for all marketing activities.
• Present findings to senior leadership, making the case for marketing investment decisions, strategic pivots, and campaign optimizations.
• Serve as the marketing team's go-to expert on performance trends, attribution models, segmentation, and targeting strategies.
• Champion the use of analytics in creative development, media planning, and lifecycle marketing efforts.

Foundational Role Building

• Build PeoplesBank's first dedicated marketing analytics capability-laying the groundwork for tools, metrics, reporting processes, and culture.
• Proactively identify data gaps and partner with internal stakeholders to source and structure the right data inputs.
• Establish analytics governance, quality control protocols, and documentation to support scale and sustainability.

Leadership & Collaboration

• Act as a thought partner to the SVP of Marketing and broader leadership team.
• Mentor junior team members as analytics capabilities expand over time.
• Serve as a bridge between marketing, technology, data, compliance, and agency teams to ensure alignment and execution.

Other duties as assigned.

Education and Experience:

• Bachelor's degree in Marketing, Business Analytics, Statistics, Economics, or related field
• 5 - 7 years of experience in marketing analytics or related fields, including experience standing up new reporting capabilities.
• Demonstrated success in a fast-paced, highly collaborative environment where analytics had tangible impact on marketing outcomes.
• Experience in financial services or a regulated industry is a strong plus.

Skills Required:

• Deep expertise in marketing performance analysis, campaign measurement, attribution modeling, and funnel analytics.
• Strong working knowledge of tools such as Google Analytics, data visualization platforms (e.g., Tableau, Power BI), CRM/Martech platforms (e.g., Creatio, Yext), and SQL or similar query languages.
• Ability to translate complex data into clear, concise insights and actionable recommendations for non-technical audiences.
• Self-starter with a strong bias for action-able to navigate ambiguity and build from scratch.
• Exceptional communication, collaboration, and stakeholder management skills.
• Analytical thinker with a strategic mindset and sharp attention to detail.

Computer/Technical Skills:

• Experience with HTML, EXCEL, PPT, Adobe Creative Suite (photoshop, InDesign),
• Proficiency working with web analytics tools such as Google analytics, content management and web layout principles, social media platforms.

Work Environment and Physical Demands:

The working conditions and physical demands described here are representative of those that must be met by an associate to successfully perform the essential functions of this job. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the associate is regularly required to sit, use hands to sort, write and keyboard, and to listen and speak. The associate is frequently required to reach, walk, stoop, crouch. The associate is occasionally required to stand, lift, bend, drive and travel.