Description:

Marketing Analytics Analyst / Senior Analyst Banking & Credit Cards

Role Objective:

Drive data-backed marketing decisions across credit card acquisition, engagement, and retention by applying advanced analytics, experimentation, and performance measurement. The role partners closely with marketing, credit risk, and product teams to optimize ROI while maintaining portfolio health.

Key Responsibilities:

Campaign Analytics & Performance Measurement:

- Analyze end-to-end marketing campaigns across acquisition, activation, spend stimulation, and retention.

- Track and report key KPIs including conversion, activation, spend, incremental revenue, and ROI.

- Build campaign scorecards to evaluate performance at channel, offer, and customer-segment levels.

A/B Testing & Experimentation:

- Design, execute, and evaluate A/B and multivariate tests for offers, messaging, channels, and targeting strategies.

- Measure incremental lift, statistical significance, and risk-adjusted impact.

- Partner with stakeholders to translate test outcomes into scalable strategies.

Predictive & Customer Analytics:

- Support development and monitoring of propensity, churn, and cross-sell models.

- Perform decile, lift, and cohort analysis to assess model effectiveness.

- Identify high-value and at-risk customer segments to guide targeting strategies.

Credit & Risk-Aware Marketing:

- Monitor portfolio health metrics such as delinquency, utilization, and early risk indicators for marketing-driven cohorts.

- Ensure marketing strategies align with credit risk and compliance requirements.

- Perform vintage and post-campaign risk analysis.

Data & SQL Development:

- Write complex SQL queries to extract, transform, and analyze large customer and transaction datasets.

- Build reusable analytical datasets for campaign tracking, experimentation, and reporting.

- Conduct cohort, funnel, and trend analysis using structured data.

Reporting & Stakeholder Communication:

- Develop dashboards and recurring reports for senior management highlighting performance, insights, and recommendations.

- Translate analytical findings into clear business narratives and actionable recommendations.

- Support ad-hoc analysis for leadership, marketing, and product teams.

Required Skills & Qualifications:

Technical Skills:

- Strong proficiency in SQL (joins, subqueries, window functions, aggregations).

- Experience with marketing analytics, campaign measurement, and A/B testing frameworks.

- Solid understanding of statistical concepts: hypothesis testing, confidence intervals, significance testing.

- Hands-on experience with BI tools (Tableau, Power BI, or similar).

Domain Knowledge:

- Understanding of credit card or retail banking products.

- Familiarity with key metrics: ROI, CLV, CPA, activation, churn, delinquency, and utilization.

- Working knowledge of credit risk fundamentals and their interaction with marketing decisions.

Soft Skills:

- Strong problem-solving and analytical thinking.

- Ability to communicate insights to non-technical stakeholders.

- Stakeholder management across marketing, risk, and product teams.

Preferred Qualifications:

- Experience in BFSI analytics consulting or in-house bank analytics teams.

- Exposure to predictive modeling (logistic regression, tree-based models).

- Experience working with large-scale customer and transaction data.

- MBA, Masters, or Bachelors degree in Statistics, Economics, Engineering, or related fields.