Required Skills & Experience
- 5+ years of experience in Marketing Analytics, Customer Analytics, Campaign Analytics, Data Analytics, or a related discipline, with a strong understanding of customer journey maps and triggers.
- Strong SQL skills with demonstrated experience working with large and complex customer datasets.
- Experience translating business requirements into detailed data requirements or technical specifications.
- Experience developing or supporting customer marketing campaigns, lifecycle programs, triggered communications, or personalized customer journeys.
- Strong understanding of: o Customer segmentation o Campaign targeting o Eligibility and exclusion logic o Customer/product relationships o Transactional and behavioral data o Campaign measurement principles
- Experience performing data discovery, profiling, validation, and reconciliation.
- Strong documentation skills with the ability to develop specifications that can be understood by both technical and business stakeholders.
- Strong analytical and problem-solving skills with exceptional attention to detail.
- Ability to manage multiple priorities and work independently in a fast-paced environment.
Nice to Have Skills & Experience
Data 360 Salesforce Local to Chicago Financial Services within Marketing sector
Job Description
The Marketing Data Analyst will work at a global bank to support a Data 360 implementation initiative, working alongside an external consulting firm and internal teams to demonstrate how centralized customer data can enable more personalized, multi-channel marketing experiences.
This person will:
Analyze customer and marketing data across existing on-premise systems to support Data 360 use cases. Help bring data together to create a more centralized view of the customer. Partner with marketing, data, technology, and consulting teams to define and stand up high-value marketing use cases. Analyze customer behaviors, audiences, and campaign performance to identify opportunities for more targeted engagement. Support the development of triggered customer journeys across multiple channels, expanding beyond email. Validate and QA data used within each use case to ensure insights and targeting are accurate. Translate data findings into clear insights that marketing stakeholders and leadership can easily understand. Help demonstrate the business value of Data 360 through tangible use cases that can drive leadership buy-in and broader adoption.
Breakdown of responsibilities:
- Journey Development & Analytics
- Partner with Marketing and Analytics stakeholders to understand business objectives, campaign strategies, customer journeys, and targeting requirements.
- Translate marketing requirements into clearly defined audience selection and journey logic, including: o Customer eligibility criteria o Inclusion and exclusion rules o Trigger/event logic o Product and customer segmentation o Channel eligibility o Contact and suppression rules o Journey entry and exit criteria o Prioritization and sequencing logic
- Conduct data discovery and feasibility assessments to determine whether required customer attributes, behaviors, and events are available within existing data environments.
- Identify appropriate source systems, tables, fields, and business logic required to enable journeys.
- Perform exploratory analysis and customer sizing to support journey design and business decisions.
- Support enhancements and ongoing optimization of existing journeys as business requirements evolve.
- Technical Specification Development
- Develop comprehensive technical specifications (Tech Specs) that translate business requirements into implementation-ready data and decisioning logic.
- Document: o Source tables and data elements o Field definitions and transformations o Join logic and customer identifiers o Eligibility and exclusion criteria o Segmentation rules o Calculated fields and derived attributes o Trigger/event definitions o Refresh frequencies and applicable lookback periods o Data dependencies and upstream/downstream impacts
- Ensure technical requirements are clearly documented so technology and implementation teams can build the required audience, data, and journey components with minimal ambiguity.
- Maintain appropriate documentation and version control as journey requirements evolve.
- Data Analysis & SQL Development
- Develop and validate complex SQL queries to support data discovery, audience creation, sizing, and journey logic.
- Analyze large customer and transactional datasets to validate business assumptions and determine data availability.
- Reconcile customer populations across source systems and investigate discrepancies.
- Create prototype logic and analytical datasets that can be transitioned into production implementation.
- Identify data-quality limitations and recommend practical solutions or alternative approaches.
- Testing, Validation & Implementation Support
- Partner with Technology, Data, Campaign Execution, and Marketing teams throughout implementation.
- Develop test scenarios and expected results based on documented requirements.
- Conduct UAT and data validation to ensure implemented logic correctly reflects approved technical specifications.
- Perform record-level validation of customer eligibility, exclusions, segmentation, and journey triggers.
- Troubleshoot implementation issues by tracing data through source systems and transformation logic.
- Support production readiness and post-implementation validation.
- Governance & Documentation
- Ensure journey and technical specification documentation meets established data governance, risk management, and documentation standards.
- Maintain clear traceability between business requirements, technical logic, data sources, and implemented solutions.
- Document assumptions, dependencies, limitations, and business decisions.
- Support remediation activities where documentation or technical specifications require enhancement.
- Develop reusable approaches and standards that improve consistency across future journey development.
- Stakeholder & Cross-Functional Collaboration
- Serve as a key analytical liaison between Marketing, Marketing Analytics, Technology, Data, and Campaign Execution teams.
- Translate technical concepts into clear business language and business requirements into detailed technical requirements.
- Proactively identify requirement gaps, data constraints, dependencies, or potential implementation risks.
- Participate in journey design sessions, requirement walkthroughs, technical reviews, and implementation discussions.
- Manage multiple journey and Tech Spec deliverables while meeting agreed timelines and priorities.