Marketing Analytics Lead (Acquisition, Lifecycle, and Segmentation)

Marketing Analytics Lead Acquisition, Lifecycle, and Segmentation

Our client in the commercial banking domain is seeking a Marketing Analytics Lead to build and lead the analytics strategy that fuels their next phase of growth in digital financial services. This leader will own marketing measurement, acquisition analytics, lifecycle insights, and segmentation, driving data-informed decisions across the customer journey from first impression to long-term retention.

As a key member of the analytics leadership team, you will partner closely with Marketing, Product, Deposits, Lending, and Digital Channel leaders to deliver actionable insights, optimize investment, and accelerate customer growth in a competitive, digitally native environment.

This is a high-impact, early-growth stage role ideal for a builder who can design the roadmap, assemble the team, and operationalize marketing analytics into a repeatable, scalable capability.

Key Responsibilities

• Develop and execute the end-to-end marketing analytics strategy across paid, owned, and earned channels.
• Build the analytics framework to measure marketing effectiveness, ROI, and customer impact across acquisition and lifecycle programs.
• Establish marketing data standards, taxonomy, and measurement protocols in partnership with the central analytics platform and data teams.
• Lead a team of analysts and data scientists focused on acquisition, lifecycle, and segmentation.

Acquisition Analytics

• Partner with Growth and Channel Marketing teams to optimize digital acquisition performance (search, display, social, affiliates, partnerships).
• Develop attribution models (multi-touch, MMM, incrementality testing) to guide spend optimization.
• Deliver actionable insights to improve cost-per-acquisition, conversion rates, and funnel efficiency.
• Evaluate new acquisition channels and test-and-learn initiatives using a structured measurement framework.

Lifecycle and Retention Analytics

• Build customer lifecycle measurement across onboarding, activation, engagement, and retention.
• Partner with CRM and Lifecycle Marketing teams to design and measure triggered communications and retention campaigns.
• Identify behavioral and transactional drivers of churn and engagement.
• Define success metrics for lifecycle programs and report performance to business stakeholders.

Segmentation and Customer Insights

• Lead customer segmentation and clustering initiatives to inform personalized marketing strategies.
• Partner with Product and Experience teams to translate insights into differentiated journeys and offers.
• Develop and maintain customer profiles, personas, and behavioral cohorts that guide media targeting and content strategies.

Measurement & Experimentation

• Own the marketing measurement architecture, including tracking, tagging, and analytics design.
• Drive test-and-learn culture through A/B and multivariate experimentation in partnership with marketing and product teams.
• Build dashboards and self-service analytics tools that democratize insight access across marketing teams.
• Define marketing KPI hierarchy from media efficiency to customer value realization.

Required Qualifications

• 10+ years of experience in marketing analytics, growth analytics, or digital marketing data science, preferably in financial services, fintech, or e-commerce.
• Deep understanding of digital channels (search, social, display, programmatic, affiliates) and associated KPIs.
• Proven experience designing and implementing measurement frameworks (attribution, MMM, lift testing).
• Experience managing first-party and third-party data integration for analytics and personalization.
• Excellent communication and storytelling skills able to bridge analytical depth with business clarity.
• Demonstrated success building and leading high-performing analytics teams.

Preferred Qualifications

• Experience in a high-growth or digital-first business within banking, payments, lending, or wealth management.
• Familiarity with privacy frameworks (CCPA, GDPR) and compliant marketing data governance.
• Expertise with customer data platforms (CDPs) and marketing automation systems (Salesforce Marketing Cloud, Braze, Adobe).
• Advanced degree in Quantitative Marketing, Data Science, Statistics, Economics, or related field.

Apex Systems is an equal opportunity employer. We do not discriminate or allow discrimination on the basis of race, color, religion, creed, sex (including pregnancy, childbirth, breastfeeding, or related medical conditions), age, sexual orientation, gender identity, national origin, ancestry, citizenship, genetic information, registered domestic partner status, marital status, disability, status as a crime victim, protected veteran status, political affiliation, union membership, or any other characteristic protected by law. If you have visited our website in search of information on employment opportunities or to apply for a position, and you require an accommodation in using our website for a search or application, please contact our Employee Services Department at employeeservices@apexsystems.com or 844-463-6178.