Job Description

Did you know that Servus Credit Union is Alberta's largest credit union and is ranked #1 in Canada on Forbes' World's Best Banks list for 2022? We are excited to be embarking on a bold new vision which requires transformational change. Gone are the days of status quo as we build out a gutsy and driven workforce who can take Servus to the next level!

We are looking for a Market Insights Analyst II to join our Member & Market Insights team.

Apply before: October 3, 2022

Reporting to the Manager Member & Market Insights, your primary goal is to drive internal and external research to support Servus's overall strategic plans and business objectives. As a Market Insights Analyst II, you'll identify opportunities through strategic market research and analysis, maximize ROI and growth through member segment marketing programs, and lead market insights initiatives. The research you provide will include market intelligence, internal member insights, brand/reputation, campaign tracking, market share and competitor information. You will also assist in the development and refinement of the segmentation strategy including definitions, branch and market composition, profitability assessment and channel migration.

As an expert in needs analysis, you'll use research outcomes and analysis to develop meaningful recommendations on key deliverables for Servus. You are a key point of contact between the IS Group, Operations, Member Experience, and Marketing, translating business needs effectively and efficiently into data, research, analytic requests and deliverables. Your ability to identify opportunities for the credit union through strategic marketing research and member segment marketing programs plays a crucial role in how Servus continues to reimagine financial fitness.

More specifically, the scope of your responsibilities will include, but are not limited to:

Market Research

• Contribute to research projects using various methodologies to support strategic and operational decision making and identify market opportunities
• Develop, implement, and analyze both external and internal surveys on member/employee loyalty and satisfaction as well as other areas.
• Analyze research findings, create cohesive summaries and insights, and provide recommendations
• Surveys/ studies include but are not limited to:

• Community/market makeup and trends
• Market share analysis
• New market assessment
• Branch location analysis
• Brand/reputation analysis
• Campaign / advertising measurement/analysis
• Product analysis/innovation
• Member and non-member analyses
• Member Panel surveys
• Voice of the Member (VoM) surveys
• Employee and organizational surveys including culture, diversity and inclusion

Member and Database Research/Analytics

• Plan and manage research and analysis on credit union members to provide insights and direction for tactical implementation of corporate strategies
• Coordinate data extraction with other departments across legacy systems and ensure data integrity and consistency
• Compile, analyze and interpret data to create meaningful summaries, reports and dashboards for branches, business lines, departments and senior management; translate data into relevant, actionable insights and information
• Studies include but are not limited to:

• Member loyalty and satisfaction
• Brand Health
• Share of wallet analysis
• Consumer financial needs and preferences
• Channel usage
• Trends in the financial services industry
• Member attrition, retention, and acquisition
• Overlaying 3rd party behavioral and attitudinal information on existing member data such as Environics, Curinos, etc

Segment Program Development and Management

• Work with, and provide leadership to, the Market Insights team and other key stakeholders to develop member insights and approaches that drive strategic decision-making and maximize resource efficiency of marketing and sales
• Contribute to the development of a comprehensive segmentation summary and communicate with appropriate internal partners
• Assist in the creation of strategies based on member segments to grow new members, increase wallet share and retain existing members
• Share member insight and market potential with the Marketing team for the development of segment- specific campaigns, products, and communication
• Provide an on-going analysis of segments and results of segment-targeted initiatives

Cross-Functional Team Support

• Provide leadership and use project management skills to keep initiatives on track both for timelines and budget requirements
• Use comprehensive operational knowledge of the banking system, connected infrastructure, and branch activities to ensure marketing activities achieve required goals
• Provide consumer and member insights to the marketing team to help ensure maximum return on marketing investments. Activities include:

• Assess market potential
• Recommend target groups
• Contribute to the development of campaign goals
• Coordinate research and segmentation plans and activities across all areas of marketing to guide in the efficient use of resources and achievement of departmental goals

Marketing Campaign Measurement

• Coordinate contact lists and ensure trackable measures are established for campaigns, provide timely measurement of results, and create a post-campaign analysis with recommendations for future initiatives
• Work with Insights team members to provide comprehensive and robust methodology for marketing campaign performance measurement
• Assist in targeting segments and locations for use in specific campaigns
• Work with the Data Scientists to capture all sales and consideration activity and use outcomes for input into modeling process

Leadership and Marketing Team Collaboration

• Provide mentorship and promote team development
• Lead initiatives to help achieve Servus's goals in marketing campaign activities. Contribute to, and take part in, the development of the annual Marketing Plan, budgeting, and performance metrics

• Provide product and financial knowledge and develop strong partnerships with key internal partners such as Communications, Marketing, Strategy, Treasury, Finance, Operations, and Learning and Development

Requirements

To qualify, you will need at least the following:

• A minimum of 7 years' experience in marketing research with a thorough knowledge of research methodologies and strategic marketing principles
• A minimum of 4 years' hands-on experience in Data Analysis or Business Intelligence using; SQL code to extract, compile and manipulate data (from various data sources), and Power BI for reporting and data visualization to present findings and recommendations to stakeholders
• Undergraduate degree in business, marketing, finance, economics, or related field
• Experience with marketing campaign measurement
• Experience leading market research studies in the following areas: brand health, member loyalty & satisfaction, voice of member programs, and research panel management
• Intermediate/advanced knowledge of Excel for data manipulation and analysis
• Intermediate/advanced knowledge of PowerPoint for presentations and communicating stories
• Intermediate knowledge of SPSS for analysis of raw survey data
• Intermediate knowledge and experience with Qualtrics XM
• Computer literacy and familiarity with database management

Although not required, the following experience, education/certificates are valuable assets:

• Certified Marketing Research Professional (CMRP)
• BI Certification
• Agile/Scrum experience
• Experience working within a financial institution
• Experience developing marketing personas

Most importantly, we are looking for candidates who can independently lead projects, have impeccable communication skills, and who love telling stories through data. If you are a positive, self-starting, and detail-oriented person looking for a long-term career growth, then we encourage you to apply!

Benefits

Where we work?

Servus has introduced a new flexible hybrid work model which consists of a combination of working in the office and working remotely. The hybrid approach provides employees with more flexibility, while still allowing employees to connect in person and remotely and building upon the culture that makes Servus such a great place to work.

What's in it for you?

Working for Servus has outstanding benefits. We offer our employees flexible and practical benefits in addition to competitive salaries and career building opportunities. Some of our benefits include:

• Immediate financial service benefits: No fee bank accounts and staff rates on loans, mortgages, investments and Mastercards
• Group RSP programs available after 3 months
• 3-week vacation and vacation purchase program
• Personal care days
• Flexible group benefit plan
• Flexible health and/or wellness spending account
• Employee/family assistance program

Servus is building a culture where diversity, equity, inclusion, and belonging are at the center of why we work and how we work. If you want to join a team of community leaders passionate in making an impact, apply now!

What happens next?

Thank you for applying with Servus Credit Union! If you are shortlisted for this opportunity, you will hear from us after the posting closes regarding next steps. Should you require an accommodation during the application and selection process, please contact us at with the position and location you are interested in.