Digital Marketing & Analytics Manager

Home › West Michigan Community Bank•Grand Rapids, MI

19h•Onsite

About The Position

The Digital Marketing & Analytics Manager is responsible for driving the performance of the bank’s digital channels through search optimization, website strategy, marketing analytics, and database marketing. This role focuses on improving visibility, engagement, and customer growth by translating data into actionable insights and building digital strategies that align with customer behavior and business goals. The position works closely with internal teams to ensure digital experiences and marketing efforts are effective, measurable, and customer focused.

Requirements

3–6+ years of experience in digital marketing, website management, or marketing analytics
Strong understanding of SEO and content strategy (pillar/cluster experience a plus)
Experience with Google Analytics (GA4) and marketing performance tracking
Familiarity with Power BI, Tableau, or similar dashboarding tools
Proficiency in Microsoft Office (especially Excel and PowerPoint)
Understanding of Constant Contact or other marketing automation platforms preferred
Strong communication skills and the ability to collaborate across teams
Bachelor’s Degree in Marketing, Business, Communications, or related field

Nice To Haves

Understanding of Constant Contact or other marketing automation platforms preferred
Strong understanding of SEO and content strategy (pillar/cluster experience a plus)

Responsibilities

Develop and manage search engine optimization (SEO) and AI optimization (AIO strategies to improve search visibility, site traffic, lead generation and brand awareness.
Improve website structure, navigation and content based on real customer search behavior and intent.
Build pillar and cluster content frameworks that strengthen organic traffic and domain authority.
Partner with internal teams to translate bank products into clear, compelling, customer-focused content.
Continuously enhance website performance and user experience using analytics, testing and customer insights.
Own and manage marketing analytics, including Google Analytics (GA4) and campaign tracking.
Collect, analyze and interpret data using tools such as web analytics, social media analytics, surveys, polling and internal research platforms (e.g. Synapsis).
Measure and report on campaign performance, channel effectiveness, and ROI.
Identify trends, risks and opportunities and translate findings into clear, actionable recommendations.
Maintain audience data, segmentation and data quality to support accurate reporting and targeting.
Manage the database marketing program across all three banks.
Develop targeted campaigns that support customer retention, engagement, and cross-sell objectives.
Use segmentation and lifecycle insights to deliver more relevant, personalized outreach.
Continuously test, refine, and optimize campaigns to improve performance and results.
Create and maintain a marketing metrics dashboard that provides leadership with clear, timely visibility into performance.
Use tools such as Power BI (or similar) to develop intuitive, automated reports.
Define and track key performance indicators (KPIs) aligned with growth, engagement, and customer outcomes.
Prepare and present insights to leadership in a clear, concise, and meaningful way to support decision-making.
Must complete all required annual training
Follow required federal and state regulations and related internal policies and procedures