Lead - Nurturing Strategy/Remarketing Strategy

Responsibilities :

- Design, analyze, monitor the strategies and campaigns for lead generation and lead nurturing

- Design and deploy algorithms to update the prospective customers- database

- Identify the opportunity areas and pro-actively communicate with stakeholders

- Gather Requirements from Business Stakeholders who will help provide inputs into campaign strategy

- Campaign List Creation, Test / Target Group creation, Holdout Samples / Control samples creation, repeatable and optimized scripts using SAS/R/SQL

- Collaborate on campaign strategy with Business Stakeholders, Convert strategy into business rules and further into specifications that can be translated into code

- Test and learn development, Marketing budget allocation, Digital journey personalization, and building forecasting framework etc.

Requirements :

- Knowledge of and certifications in programming, R/SQL/SAS/Python

- Knowledge of best practices in coding and creating re-usable artifacts

- Knowledge of typical marketing campaign activities including but not limited to list creation / lead list generation for traditional campaigns as well as A/B tests, control groups design etc.

- Knowledge of Banking / Financial Services Industry with preference in lending space(Mortgage, Personal & Education Loans, Credit Cards etc.), preferably Mortgage industry

- Knowledge of typical campaign data, application of appropriate filters, ingesting external data etc.

- Experience in Customer Segmentation / Modelling to identify the right cohort for marketing campaigns

- Ability to create recommendations and insights from data for maximizing the conversions / leads

- Good knowledge of designing, implementing, and measuring statistically valid experiments (mainly A/B tests)

- Experience with creating customer 360 using internal and third party data (Experian, CoreLogic, etc)

- Ability to design the right KPIs for measuring campaign success

- Knowledge of marketing channels - traditional (email/SMS/DM etc.) as well as new-age channels (if applicable) such as FB, google, affiliates

- Understanding of various elements of marketing campaigns, such as product/channel affinities, contact frequency, creative, optimization algorithms used by FB/Google etc

- Ability to communicate and present the results to business stakeholders