Senior Analyst, Marketing

Why Meridian? 

At Meridian our aspiration is to integrate our purpose into everything we do for people, the planet, and communities. We believe that our greatest opportunity is to create opportunity and meet people where they are. 

Factor us into your next career opportunity. We want you to grow with us and have an experience that’s different. This is a place where you can expect the unexpected.  

Find our story here: About Meridian

The role: *Please note - this is a 9 month contract opportunity* 

Note that this position is a 9-month contract. The contract could have the opportunity to become permanent. 

The Senior Marketing Analyst provides proactive, actionable, analytical support and business insight to marketing department, as well as their stakeholders (LOBs). The role will have significant impact on Meridian’s marketing strategy, as they are responsible for segmenting, deploying and executing the communication of marketing campaigns, product launches and focused research. 

As a subject matter expert, the Senior Marketing Analyst demonstrates an ability to present complicated analytical material in a concise and compelling manner and, interpret insights in a meaningful way for management and partners. 

The role will support the advancement of analytics and data management, processes, and tools to contribute to the achievement of Meridian’s strategic and in year goals and improve business profitability. In partnership with colleagues, this role will maintain existing marketing reporting while also participating in Big Rock Projects including a focus on Retention and Holistic Advice. 

Big Rock Projects represent the highest priority initiatives chosen to drive profitable growth, improve efficiency, enable transformation and meet regulatory requirements. The retention project is addressing gaps in the Member lifecycle to improve relationships and positively influence long-term retention. While Holistic Advice is changing tools, and technologies to make it more accessible for Members to receive advice, wherever they are on their financial journey.

Key Responsibilities:

Analysis & Insights

• Measure the effectiveness of Marketing tactics (paid, organic, brand, email, website, social etc.) while you partner with the marketing team to set goals, measure results, and share actionable insights. Build and develop models that help to accelerate marketing’s long term strategic plans.
• Analyze, prepare and present scheduled reports (i.e. key business performance indicators, and dashboards) and ad hoc reports (i.e. in support of organizational projects or initiatives) for the marketing team, both proactively and upon request.
• Lead the development of management reporting that empowers leaders to take action, by converting data into meaningful information that identifies issues, opportunities and emerging trends.
• Foster cross-functional collaboration across all MCU departments—particularly with Enterprise Analytics & Data, Data Governance and Culture, Member Experience Services, and Sales—to streamline communication, gather data, define terms and conditions, and consolidate information from multiple platforms into a centralized source for segmentation and reporting.
• Leads qualitative and quantitative analysis of relevant industry and consumer behaviour trends to identify revenue opportunities and grow our capital base.
• Assists with the development of various programs by collecting, analysing and collating Member and prospect information ensuring that Meridian delivers a personalized solution that is in relation to their transactional, advice or price-driven relationships while also considering long-term Member value.
• Analyze prospect and Member-level information to determine the effectiveness of campaigns and generate additional profitability-enhancing strategies
• Networks with other like-minded individuals within the Enterprise Analytics and Data community at Meridian, as well as industry events, to keep abreast of new solutions, resources, and analytical techniques

Execution

• Employ Marketing experiments, test-and-learns, A-B testing, etc, with the focus to continually improve our Member experience and increasing KPIs such as response rates, balance growth and cross-sell
• Identify key business opportunities for growth by profiling the existing Member base and assessing emerging needs through industry research and competitive analysis.
• Proficient in leveraging diverse marketing deployment platforms (e.g., Acoustic, Dynamics, Soapbox, internal banking systems, Google, Meta) to scope, segment, and prepare audience lists, ensuring accurate and timely system integration and deployments.
• Primary lead on verifying data quality, personalization, and quality execution across all transactional and Marketing communications and journeys. Ensuring adherence to industry regulations such as CASL & PII.
• Collaborate with Enterprise Analytics team to develop models such as product profitability or propensity models
• Support the improvement of marketing attribution using tools such as marketing mix modeling and multi-touch attribution

Communication & Business Solutions

• Demonstrated ability to work with all levels of the organization (operational staff to Executive to Board of Directors) and the ability to obtain required information to support or develop analysis.
• Interprets results and delivers information and/or presentations with impact
• Effectively demonstrates the ability to explain complex information and concepts to different audiences, including professionals in a manner tailored to the audience and elicits receptivity
• Coordinates the acquisition of data from various, relevant data sources and applies analytical skills to convert data into meaningful information.
• Demonstrates an ability to leverage technology to streamline processes, tools and analysis and seeks out opportunities to leverage AI and other automation tools to increase department efficiency
• Support CRM in partnership with Centre of Excellence on future enhancements and capabilities within the platform.
• Review key marketing strategies to collect requirements and design solutions with marketing operations, IT and Digital teams, ensuring the necessary data is integrated into various platforms, such as CRM (Dynamics 365), to support the operation of marketing journeys, processes, and campaign measurement.

• In partnership with Marketing Operations, conduct User Acceptance (UAT) and Post-Production testing to ensure proposed solutions work as intended.

Knowledge, Skills, and Abilities

• Strong working knowledge of an analytics stack, working with analytics tools, data warehouses and data visualization tools
• Strong financial acumen, excellent interpersonal skills and ability interacting with all levels of the organization, including Executive management
• Excellent written and verbal communication and presentation skills. Ability to communicate detailed information in an impactful way
• Strong process management skills, initiative, ability to manage competing priorities and attention to detail are critical
• Technical writing experience in relevant areas, including queries, reports, and presentations
• High level of proficiency in designing & developing custom analytics utilizing available or externally obtained data

• Business and partnership focused with an understanding of how Marketing enables the business

• Aptitude for investigating complex problems and a passion for creative problem-solving. Continuously innovates to achieve great results
• A strong business acumen and can translate insights into actionable recommendations that align with business objectives
• Ability to establish strong cross functional relationships with proven track record of working successfully with a divergent group of internal business partners
• Highly motivated self-starter with high energy and a very positive attitude
• Desire to propose changes that proactively seize market opportunities
• Forward thinking with an openness to change to identify new opportunities
• Ability to work independently and in a team-oriented environment
• Possess a strong attention to detail; be concise without comprising the facts
• Experience coaching and mentoring junior teammates
• Able to handle confidential and proprietary information with discretion

Education, Designations, Training, and Experience

• Degree or diploma in mathematics, statistics or computer science or related discipline;
• Experience in a financial institution environment with a strong understanding of financial metrics, segmentation and industry drivers.
• Five (5+) years' in an analytics driven role with proven analytic skills, including mining, evaluation, analysis, and visualization (ability to analyse large datasets)
• Strong SQL and Excel skills with the ability to learn other analytic tools
• Practical experience in statistical analysis through the use of statistical packages including Excel, Power BI and SAS
• Working experience in digital analytics using Google Analytics, and Data Studio.
• Expert in diverse marketing deployment platforms (e.g., Acoustic, Dynamics, Soapbox, Google, Meta)
• Demonstrated experience working in scripting languages such as Python or R, VBA, to set up automation and integrations is considered an asset.

Office Location:  Toronto Corporate Office with the ability to travel to our St. Catharines office as needed. This is a hybrid work opportunity.

What's in it for you?

• We have an inclusive and collaborative working environment that encourages teamwork, creativity, curiosity, and celebrates success!
• We provide you with the tools and technology needed to delight your candidates and clients!
• You will get to work with and learn from diverse industry leaders and colleagues, who have hailed from top organizations.
• Hybrid work arrangements with in-person office time to collaborate, innovate and build relationships with your colleagues.
• This is not your typical "corporate" job. We work hard and we have fun!

Who we are:

Meridian is Ontario’s largest credit union, and second largest in Canada, helping to grow the lives of our more than 380,000 Members. Meridian has more than 80 years of banking history and is 100% owned by its members. With 87 retail branches and 15 Business Banking Centers across Ontario and $ 32B in assets under management, Meridian offers a full range of financial products and services to its retail, business banking and wealth members. With over 2200 employees and corporate offices located in Toronto and St. Catharines, Meridian has a track record of creating and delivering innovative new offerings and is committed to investing in the communities that we serve.  Our plan is to build on our momentum as we deliver on our purpose - helping our members achieve their best life. 

Find our story here: About Meridian

Experience the Difference!

Meridian committed to promoting an inclusive, accessible environment, where all employees and customers feel valued, respected and supported. We are dedicated to employing a workforce that reflects the diversity of our communities and Members in which we live and serve.

Qualified applicants will receive consideration without regard to race, color, religion, sex, national origin, age, sexual orientation, gender identity, gender expression, or disability.

Please note that due to the volume of applications, only those under consideration will be contacted for an interview.

Thank you for your interest in Meridian Credit Union.

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