Executive Director, Analytics

Vericast•San Antonio, TX

3d•Onsite

About The Position

Vericast is building a consultative analytics capability that changes how financial institutions understand the performance of their marketing investments. The Executive Director, Analytics will lead that effort. This leader owns the analytics strategy and team that powers our client relationships across Paid Search, Programmatic, Direct Mail, and emerging digital channels. They are responsible for ensuring every client engagement is grounded in data, every insight is tied to a business outcome the client cares about, and every performance narrative is delivered in language the C-suite understands without requiring a decoder ring. This is not a data science role. This is a leadership role for someone who has spent years in advertising or marketing analytics, knows what good measurement looks like, understands the difference between a vanity metric and a decision-driving insight, and can coach a team to deliver both the analysis and the story. The financial services domain expertise is non-negotiable. This person should already understand deposit acquisition economics, loan portfolio strategy, rate sensitivity, digital banking adoption trends, competitive dynamics between banks and credit unions, and how marketing investments connect to balance sheet outcomes. The Executive Director reports to the SVP Product, Data Engineering and Analytics and partners directly with Product, Sales, Strategy, Client Management, and Data Engineering.

Requirements

Bachelor's degree in a quantitative, business, or related field.
12+ years of progressive experience in analytics, insights, or data strategy roles within advertising, media, or marketing services, with at least 5 of those years focused on financial services clients.
Led teams of 5 or more and have managed at the manager or senior manager level.
Fluent in the analytics ecosystem without being a hands-on practitioner.
Know what a well-structured attribution model looks like.
Understand incrementality testing design.
Can evaluate whether a dashboard tells the right story or just displays the right numbers.
Experience with BI platforms (Tableau, Power BI, DOMO, or equivalent).
Understand SQL well enough to evaluate queries and data logic.
Can navigate marketing data from platforms like Google Ads, SA360, DV360, The Trade Desk, and programmatic DSPs.
Presented to C-suite audiences at financial institutions and can simplify complex analytical findings into clear, actionable recommendations without dumbing them down.
Understand the difference between presenting data and telling a story with data.
Deposit acquisition strategy, cost of funds, and the competitive dynamics that drive retention and growth at banks and credit unions
Loan portfolio economics including auto, mortgage, HELOC, and consumer lending and how marketing investment ties to origination volume
Digital banking adoption trends, mobile-first member journeys, and how FIs measure engagement beyond account opening
Rate environment sensitivity and how shifts in Fed policy change marketing priorities across product lines
Regulatory considerations that shape how financial institutions approach data, targeting, personalization, and performance measurement
The competitive landscape between community banks, credit unions, regional banks, neobanks, and large national players and how that shapes marketing strategy at each tier

Nice To Haves

A master's degree is a plus but not required.

Responsibilities

Define the analytics strategy that connects Vericast media performance to client business outcomes. Establish measurement frameworks, KPIs, and reporting standards that work across channels and hold up to scrutiny from analytically sophisticated financial institution leaders. Set the bar for how we measure attribution, incrementality, lift, and return on marketing investment.
Serve as a senior consultative voice to our strategists and sales leadership for client engagements, executive briefings, and prospect meetings. Translate performance data into narratives that resonate with CFOs, CMOs, and CEOs at community banks, regional banks, and credit unions. Support Sales and Client Management by bringing analytical credibility and domain fluency to the room.
Lead and develop a team of analysts, senior analysts, and BI developers. Build a culture where the standard is not just accurate data but clear communication of what that data means and what to do about it. Own workforce planning, performance management, career development, and succession planning for the analytics function.
Partner with Account Services, Client Strategy, Product and Data Engineering to shape the analytics product roadmap. Influence decisions about reporting architecture, data pipelines, identity resolution, tagging infrastructure, and client-facing dashboards. You do not need to build these things yourself but you need to know what to ask for and whether what was delivered is right.
Bring and maintain deep fluency in the financial services landscape. Know how deposit strategy works, what drives member growth at a credit union versus customer acquisition at a regional bank, how rate environments shift marketing priorities, and where digital transformation is creating both opportunity and anxiety for FI marketing leaders. Use that knowledge to make every analytics deliverable more relevant and more credible.