Marketing Product Specialist (Richardson, TX)

About the position

The Marketing Analyst job is customer-facing and focuses on expanding customer acquisition and engagement for ARGO's Connects product suite for the Financial Services industry. The Connects solution extends customer experience and engagement throughout the customer's journey. It supports acquisition, fulfillment, service, retention, and risk management. It meets the needs of both individual and business customers in an Omni-channel world. Specifically, the role centers on customer engagement in the earlier consumer journey stages - awareness, discovery, consideration pre-purchase decision. This entails delivery of lead generation capabilities, specifically how we structure optimal engagement and measure opportunity probability. This result will initiate engagement (campaigns, advertising, offers, etc.) using both digital and staff as a basis for increased customer engagement for all five customer journey stages, including financial planning, education, survey of needs, and anticipating needs thru life stage events. Utilizes data and insights to inform sales campaigns and advertising opportunities. Communicates messaging about products and services to differentiate value. The Marketing Analyst will be responsible for working with Argo's client's to optimize the customer engagement campaigns thru all stages of the customer journey from a lead thru conversion using insightful analytics to help better understand the client's end users and reporting back with easy to understand data visualization and clear solutions. Your role will continue post client implementation to ensure our clients are getting the full value of our solutions. You will plan and track our client's marketing campaigns and become the integral leadership that our interdisciplinary team can rely upon.

Responsibilities

• Have an in-depth understanding and the application of customer journey phases and how Argo solutions generate earlier customer journey engagement in the Awareness and Consideration phases of the journey.
• Create best practice methods and specific customer engagement campaign models using scientifically proven engagement methods.
• Plan, develop, monitor and manage digital (web and mobile) campaign performance and channel tracking.
• Translate requirements into technical specifications for data and reporting teams and, conversely, technical approaches into easily digestible insights.
• Evaluate target demographics, appropriate distribution channels and marketing outlets.
• Interpret performance results using data science models, draw conclusions about findings.
• Measure, evaluate and report on the effectiveness and ROI of marketing channels, methods, strategies, and digital marketing campaigns.
• Create and communicate informative reporting that highlights marketing KPI's like leads, conversion rates, website traffic and social media engagement.
• Monitor budget distribution and performance success of paid marketing campaigns in collaboration with marketing departments and media agencies.
• Define, design and communicate storyline and demonstration on value proposition to customers.
• Perform 'website mapping' to identify key digital sensory points and their relative 'signal strength'.
• Measure the effectiveness of client marketing programs and strategies, analyze findings and make recommendations.
• Recommend website and campaign optimizations to reduce customer friction and increase customer engagement.
• Create best-practice based templates to facilitate rapid customer implementation of marketing initiatives.
• Analyze sales funnels and customer intent.
• Study and have expert knowledge of customer segments especially segment behavioral buying patterns and preferences.
• Collect and analyze data regarding customer preferences, demographics, buying patterns and habits.
• Research and recommend digital marketing constructs that will benefit both Argo and client.
• Conduct competitive research, analyze benchmarking data and provide value add recommendations.
• Research, recommend, and obtain digital marketing certifications for our staff.
• Research and document plans for integration to third-party advertising such as Google.
• Research use and relevance of Social Media platforms to Argo solutions.
• Devise and evaluate methods for collecting data, such as surveys, questionnaires, focus groups, opinion polls, etc.

Requirements

• 5+ years of marketing experience with a minimum of 3+ years of digital marketing experience in web analysis, online commerce, survey tools or related fields.
• Experience in Financial Services is preferred.
• Experience and responsibility for direct-to-consumer marketing through digital and retail channels.
• Knowledge of the psychology of consumer buying patterns and behaviors.
• In-depth understanding of SEM campaign strategies and SEO practices.
• Education - Bachelor's Degree with studies in Marketing, Market Research, Business Administration or similar.
• Able to travel to customer sites or industry events up to 15% of the time.

Nice-to-haves

• Expert experience in data visualization tools.
• Customer survey and measurement programs including Voice of Customer NPS.
• Marketing campaign execution.

Benefits

• Full-time position based in Richardson, TX Headquarters.
• Daily physical presence in the office is required for interaction with co-workers.