Digital Marketing Analyst at UNITED FEDERAL CREDIT UNION in St. Joseph, Michigan

Job Description:

United Federal Credit Union has served its Members since 1949 by helping them to build a sound financial future. United is based in St. Joseph, MI, with additional branches in Arkansas, Indiana, Michigan, Nevada, North Carolina, and Ohio. United is in the top 100 largest federally-insured credit unions in the U.S.

United, as a not-for-profit company, takes its commitment to both Members and the community to heart by improving lives and bettering local neighborhoods through financial tools and resources. The employees who work at United, known as Team United, are rooted in their communities as friends, family, volunteers, and mentors. For more information visit www.UnitedFCU.com.

General Summary (What is done and why)

The Digital Marketing Analyst is responsible for developing and executing Uniteds overall digital marketing efforts and shares in the management of several digital channels including SEO, SEM, display advertising, Email Marketing, and Social Media as well as tracking, analysis, and ongoing testing of content and optimization of each channel. This role will develop innovative ideas that tie together search, email, and web to help drive brand awareness and promote efficient and engaging content and targeted messaging. The position will also lead efforts in building out paid ad campaigns on LinkedIn, Facebook, and Twitter.

This individual owns the monitoring, measurement and performance of marketing campaigns and assesses against goals (ROI and KPIs) as well as strategizes, plans, executes and evolves online promotions and conversion testing.

The Digital Marketing Analyst will work closely with the United Marketing team, cross-functional departments and external agencies to create and execute concurrent Member facing digital campaigns and coordinates day-to-day activities that lead to completion of projects and tasks as work is published through various digital channels. The Analyst will need to understand the brand and verbal identity and points of differentiation to execute the digital campaigns with authentic and personalized solutions.

ESSENTIAL FUNCTIONS, IN PRIORITY ORDER (Majority of duties, but not meant to be all inclusive or prevent other duties from being assigned as necessary)

1. Lead United's SEM strategy through Google Ads, ensuring that all lead, revenue, efficiency, and budget goals are met. Ensure messaging alignment from keyword to ad copy to landing page. Lead and manage campaign optimization activities to stay on budget and drive performance. Time 35%
   


2. Track, report and analyze results of multiple campaigns concurrently and identify ways to improve for future campaigns. Dive into analytics to conduct complete post-campaign evaluation and reporting, including budgeting and reconciling responsibilities to ensure digital advertising remains within allocated budget. Builds and implements a/b and multi-variate testing. Time 25%
   


3. Develops and manages campaigns and promotional activity across Social Media channels, indoor/outdoor signage, online banking advertising, Yext search relationship including optimization, Yelp, and other online platforms. Time 20%
   


4. Suggest website updates to reflect brand messaging, campaign themes, and promotions. Understand the customer journey and evaluate how to better leverage digital content. Create and edit basic web content using HTML within a CMS. Implements SEO strategies for organic discovery. Time 10%
   


5. Contributes to the success of company by leading or assisting with other projects and tasks as assigned and build a positive rapport with stakeholders and team members. Time 10%
   

Education (Minimum education required to perform the duties of this position)

• Bachelor's degree in marketing, communications, web development, computer science, or a related field or two years of related work experience required.

Experience (Minimum experience required to perform the duties of this position)

In addition to the education requirement:

• 3 or more years of Digital Marketing experience or related field


• Experience with HTML & CSS


• Experience developing and growing marketing automation, email and trigger-based marketing programs


• Experience with Sitecore or related CMS


• Experience with email marketing platforms (Salesforce Marketing Cloud, Microsoft Dynamics, MailChimp, or Constant Contact)


• Experience with Social Media channels, primarily Facebook for Business.


• Experience with Google Analytics, Google Tag Manager, Google Ads, and Google Search Console


• Experience with pay per click advertising and with execution and management of Google ad campaigns across search and display networks


• Experience with SEO and employing up to date and timely strategies for organic growth.

Knowledge, Skills and Abilities (Minimum technical and communication skill levels and licenses/certificates normally required to perform the duties of this position)

• Savvy with online content trends and best practices to incorporate them into overall digital strategy.


• Comfortable with recommending innovative ways to use digital channels and digital content to tell stories, interact and build community and drive engagement and traffic.


• Proficient in Adobe Creative Suite, primarily Dreamweaver, Illustrator, and Photoshop


• Comfortable with writing content for emails, landing pages, website, video scripts, and other digital materials.


• Demonstrated knowledge in managing users, business units, permissions and settings within Salesforce Marketing Cloud.


• Skilled with building reports and managing dashboards in Salesforce Marketing Cloud.


• Comfortable with Social Media posting and moderating across the major channels.


• Excellent verbal and written communication skills.


• Excellent organizational and presentation skills.


• Knowledge of financial products and marketing of these products preferred


• Creative management.

Required Competencies

• Problem Solving


• Dealing with Ambiguity


• Time Management


• Demonstrates Courage


• Drive for Results


• Interpersonal Savvy


• Customer Focus


• Integrity and Trust


• Self-Development

Mental Requirements

• Ability to analyze trends, research data and recommend site and copy improvements


• Ability to work under pressure with both internal and external audiences


• Ability to use good judgement and make sound decisions quickly


• Ability to understand, relate and apply logic based on strategic objectives


• Ability to concentrate in a multi-task environment


• Ability to maintain a positive attitude and professional image

Tools and Equipment Used

• All available general office and teaching equipment as needed.


• All available computer software and hardware as needed.


• PC and accessories.


• Marketing-related word processing and graphic software as appropriate.


• Web site software and scripting language.

Working Relationships/Contacts (Positions with which incumbent has frequent contact)

• Daily, personal/written/phone contact with the Marketing Insights and Channel Manager.


• Regular personal/written/phone contact with marketing team members.


• Regular personal/written/phone contact with other department managers.


• Regular personal/written/phone contact with credit union staff.


• Regular personal/written/phone contact with credit union members.


• Regular personal/written/phone contact with vendors and consultants for electronic channel systems.

Physical Demands (Physical effort generally associated with this position)

Work involves standing and walking for brief periods of time, but most work is done from a seated position. There is potential for eyestrain from prolonged work at the computer. Deadlines, workloads and pressure to achieve goals may cause increased stress levels. Ability to lift and average of 35 pounds may be required when moving boxes of printed and other marketing materials.

Working Conditions (Typical working conditions associated with this type of work and environmental hazards, if any, that may be encountered in performing the duties of this position)

Internal work is normally performed in climate-controlled office environment, where exposure to conditions of extreme heat/cold, poor ventilation, fumes and gasses is very limited. Noise level is moderate and includes normal sounds of office equipment (computers, telephones, etc.) No known environmental hazards are encountered in normal performance of duties. Length of day is unpredictable; long hours may be required to accommodate deadlines, project completion or special meetings.

External Some travel may be required. Information on these environmental conditions is variable and therefore unknown.

EEO/AA Employer/VET/Disabled

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