Lead – Marketing Insights & Analytics

Role Overview

This role is focused on leading data-driven marketing decisions by combining customer insights, brand health monitoring, campaign analysis, and evaluation of business results. The primary responsibility is to transform data into actionable insights that enhance marketing efficacy and demonstrate their effects on business growth.

Primary Responsibilities

• Take ownership of marketing insights and analytics for the bank.
• Lead initiatives in customer research, segment identification, journey mapping, and insight development to guide marketing strategy and communications.
• Oversee brand health metrics including awareness, consideration, preference, and advocacy.
• Create and maintain a comprehensive marketing measurement system connecting campaign performance to business impact.
• Assess campaign elements such as creatives, channels, and media spends for their influence on top funnel metrics like reach, awareness, engagement, and consideration.
• Monitor the conversion of marketing activities into downstream indicators such as leads, acquisitions, activations, revenues, and portfolio growth.
• Develop unified dashboards and reports that provide clear insights into marketing effectiveness.
• Collaborate with Brand, Media, Digital, Product, and Business teams to produce actionable recommendations.
• Drive market research projects, consumer panel assessments, campaign evaluations, and competitive intelligence efforts.
• Establish frameworks for attribution and marketing ROI to optimize channel investments.

Candidate Profile

• 10 to 15 years of professional experience in marketing analytics, consumer insights, research, business intelligence, or data strategy.
• Background in industries such as banking, financial services, telecom, consumer goods, retail, consulting, or digital business is preferred.
• Expertise in marketing measurement, consumer research, data analysis, and performance reporting.
• Capability to interpret large datasets into strategic business recommendations.
• Experience working with research agencies and analytics partners is desirable.

Key Competencies

• Customer and consumer insights.
• Marketing analytics and measurement.
• Brand health monitoring.
• Campaign effectiveness analysis.
• Media and creative performance evaluation.
• Business intelligence and dashboarding.
• Marketing ROI and attribution.
• Strategic problem-solving skills.

Success Metrics

• Improvement in quality and usability of customer insights.
• Greater precision and acceptance of marketing performance dashboards.
• Defined linkage between marketing investments and business outcomes.
• Enhanced brand tracking index and core brand health indicators.
• Improved campaign effectiveness and marketing ROI.
• Accelerated data-driven decision making within marketing and business teams.