Director, Digital Channel Peformance

Allegacy Federal Credit Union•Winston-Salem, NC

14h

About The Position

The Director, Digital Channel Performance leads measurement, monitoring, and optimization of Allegacy Financials’ digital channels and digital sales funnel, connecting digital marketing and activation efforts to measurable growth outcomes. The role provides visibility into how prospects and members respond and progress through key digital conversion points, identifies lost opportunities, and drives improvements in acquisition, conversion, product adoption, and relationship growth. The Director supports Personal, Small Business, Commercial, and Wealth Management product lines and partners with Marketing, Digital Experience, Solutions/Product, Data & Analytics, business teams, and technology teams to turn performance insights into action. The role develops focused KPIs and recurring reporting, identifies opportunities to improve digital attribution and testing capabilities, and uses data and experimentation to deliver measurable performance improvements. Digital Experience retains ownership of member journey design and experience optimization.

Requirements

Bachelor’s degree in Marketing, Business, Digital Strategy, or a related field.
At least 7 years of experience in digital channel performance, digital marketing performance, conversion optimization, customer/member acquisition, or related disciplines.
Proven experience monitoring and improving multi-step digital sales and conversion funnels.
Strong understanding of digital channel performance measurement, attribution, conversion optimization, and experimentation.
Ability to determine what data is needed, identify how to obtain it, and use it to answer digital channel and business performance questions.
Ability to analyze and interpret quantitative and behavioral data, identify meaningful patterns, and distinguish actionable insights from reporting noise.
Experience with digital channels, websites, digital analytics, CRM/marketing automation platforms, and digital application or commerce experiences.
Strong cross-functional collaboration, communication, and influencing skills.
Strong data storytelling skills, including the ability to translate performance analysis into clear insights, implications, reports, and visualizations that educate stakeholders and influence action.

Nice To Haves

Financial services experience.
Knowledge of deposit, lending, wealth, and relationship-based financial products.

Responsibilities

Monitor critical digital sales funnel conversion points, including response, progression, application, conversion, and relationship growth, to identify strengths and opportunities.
Establish a disciplined approach to measuring digital channel effectiveness against growth objectives, including new-member acquisition, indirect-to-direct conversion, product adoption, relationship deepening, and deposit and loan growth.
Connect digital campaigns, email, website activity, digital applications, and other activation efforts to downstream outcomes such as applications, conversions, and funded relationships.
Identify and quantify opportunities to improve digital channels and conversions; engage appropriate partners to determine and implement actions and monitor results.
Establish a structured test-and-learn approach, including defining success measures, evaluating results, and applying learnings to future optimization.
Identify and access data needed to understand digital channel and funnel performance, partnering with Data & Analytics and other data owners as appropriate.
Analyze and interpret performance, connect data across sources, and develop clear reports, dashboards, and visualizations that surface insights and drive action.
Provide digital funnel and behavioral performance insights to Digital Experience to help identify conversion opportunities.
Collaborate with Marketing, Digital Experience, Solutions/Product, Data & Analytics, business leaders, and technology teams to move performance opportunities from insight to action.
Define and maintain focused KPIs connecting digital channel and activation activity to acquisition, conversion, product adoption, and relationship growth.
Develop recurring performance reporting that makes trends, gaps, and opportunities easy to understand and act upon.
Identify opportunities to strengthen digital attribution, testing, behavioral measurement, personalization, decisioning, marketing technology, and digital sales funnel visibility.