Marketing Data Strategist

Lake Trust Credit Union•Brighton, MI

About The Position

The Marketing Data Strategist is a pivotal role responsible for creating a unified view of our marketing performance. This individual will extract, consolidate, and analyze data from a diverse tech stack—including, but not limited to, our HubSpot CMS/CRM, digital ad platforms, and Alkami Predictive Analytics. This role isn't just about pulling numbers; it is about connecting disparate data points to tell the story of the member journey. The ideal candidate is a "hands-on" practitioner who ensures data integrity, maintains sophisticated dashboards in Power BI and/or Looker Studio, and strictly adheres to PII and financial privacy standards.

Requirements

Bachelor’s degree required. Degree in marketing, data science, finance, or a related field preferred (or equivalent professional experience or professional certifications).
3–5 years of professional experience required.
Experience in marketing analytics or business intelligence, within the financial services or credit union industry preferred.
HubSpot (or similar): Proven experience managing both CMS (Website) and Marketing/CRM data.
Advertising: Proficiency in Google Ads Manager, Meta Ads Manager, and SEMrush.
Analytics: Advanced knowledge of GA4 and the Alkami Customer Insights/Marketing platform. (or any similar audience segmentation tool or CDP)
Strong proficiency in Power BI and/or Looker Studio (Google Data Studio) and Alteryx. (Or similar tool such as Tableau)
Solid understanding of PII regulations and the security requirements inherent in the banking/credit union sector.
Analytical Rigor: Ability to "join" data from unrelated platforms (e.g., matching a Meta ad click to a specific conversion in a banking portal) to prove marketing impact.
Data Visualization: Skilled at turning complex datasets into clean, scannable, and easy-to-understand visual reports for stakeholders.
Technical Troubleshooting: A proactive approach to identifying "broken" data flows or tracking gaps between the CMS and the CRM.
Communication: Ability to translate technical data findings into plain-language insights for the broader marketing and leadership teams.
Privacy Mindset: A disciplined approach to handling sensitive financial data, ensuring member privacy is never compromised in the pursuit of analytics.

Responsibilities

Connect and maintain data streams from Google Ads, Meta Ads, SEMrush, HubSpot, Predictive Analytics and GA4 across platforms and into centralized dashboards.
Utilize Alkami Predictive Analytics to track member behavior and segment audiences for targeted marketing campaigns.
Use Alteryx to set up workflows to pull data from the organization’s data warehouse.
Analyze website performance data from the HubSpot CMS, along with advertising data from multiple platforms, and correlate it with lead data and member acquisition data in Predictive Analytics to map the complete member journey.
Perform regular audits of HubSpot to ensure clean data entry, lead source tracking, and identify automation opportunities.
Perform daily new member upload to ensure new members are added to the database.
Identify trends, bottlenecks, and opportunities within the data to provide actionable recommendations for campaign optimization and budget allocation.
Strictly adhere to PII (Personally Identifiable Information) standards and NCUA regulations, ensuring all marketing data practices protect member privacy.
Transition the team away from manual exports by collaborating with our BI team to build automated, refreshable reports within Power BI or Looker Studio to track key performance indicators (KPIs) and marketing ROI.
Continuously improve how data is shared and connected between platforms to reduce manual reporting and increase data accuracy