Vice President, Marketing Analytics

Requisition ID: 240659

Join a purpose driven winning team committed to results in an inclusive and high-performing culture.

Purpose

Provides strategic direction leadership and oversight for the Marketing Analytics team and function globally in alignment with the Office of the CMO and Client Insights Data & Analytics (CID&A). Accountable for optimizing marketing campaigns targeting and spend to maximize ROI improve customer engagement and support growth across all business lines and geographiesin partnership with Marketing Business Line leads.

With a dual reporting line into the Chief Marketing Officer and Chief Analytics Officer the Vice President Marketing Analytics will be responsible for defining and executing the analytics strategy that empowers the Marketing organization to make data-driven decisions to optimize marketing investments and drive growth across our footprint.

This leader will build mentor and inspire a high-performing team of analytics professionals fostering a culture of continuous learning innovation and rigorous measurementas well as build strong collaborative partnerships with existing embedded business line analytics teams and third-party data providers.

Accountabilities

• Elevate Marketing Performance:Drive significant improvements in marketing ROI and overall campaign effectiveness across all channels and financial products.

• Strategic Insight Generation:Translate complex data into clear compelling and actionable strategic recommendations for the Marketing leadership team and consolidate/lead storytelling of campaign results and optimization decisions to executives.

• Marketing Attribution Modeling:Lead the development and implementation of advanced analytics models and capabilities (eg MTA MMM CLV) to enable stronger data-driven media strategies and continuous optimization.

• Enabling Data-Driven Decision Making and Personalization: Work with CID&A and the centralized analytics engineering HUB to build foundational standardized data products across markets essential to unlocking highly personalized and targeted marketing efforts at scale through enhanced segmentation and audience design while strictly adhering to data privacy and regulatory compliance.

• Build & Scale Analytics Capabilities and Automation: Establish and mature the marketing analytics infrastructure at a global scale including data products tools processes and talent to support the banks growth objectives and evolving data landscape.

• Ensure Regulatory Compliance & Data Integrity:Champion robust data governance security and privacy practices within the analytics function ensuring all activities meet stringent financial industry regulations (e.g. consumer protection privacy acts).

Additional Responsibilities

• Represent Marketing overseeing global Marketing requirements for/contributions to large scale cross-team data-driven initiatives (e.g. personalization 3DM Switch Growth vendor discussions)
• Manage a best-in-class Marketing Analytics team that will:
  • Standardize the collection analysis and interpretation of marketing data from various sources to identify trends patterns and opportunities
  • Develop and manage key performance indicators (KPIs) and dashboards to track marketing campaign performance
• Build and lead the data strategy for Global Brand & Client Insights (GBCI) ensuring the appropriate data infrastructure access and tools and roadmaps exist to meet the future state needs of the team

• Partner with GBCI to proactively provision and implement high priority data-related initiatives (eg. client experience and brand dashboards reporting servers access to client data to execute strategic research proof of concepts etc)

• Identify areas for improvement and provide regular reports to the Marketing Leadership Team to be shared with stakeholders across all biz lineseffectively consolidating storytelling of marketing campaign performance

• Builds a high-performance environment and implements a people strategy that attracts retains develops and motivates their team by fostering an inclusive work environment and using a coaching mindset and behaviours; communicating vison/values/business strategy; and managing succession and development planning for the team.

• Directs day-to-day activities in a manner consistent with the Banks risk culture and the relevant risk appetite statement and limits. Communicates the Banks risk culture and risk appetite statement throughout their teams.

• Creates an environment in which his/her team pursues effective and efficient operations of his/her respective areas while ensuring the adequacy adherence to and effectiveness of day-to-day business controls to meet obligations with respect to operational risk regulatory compliance risk AML/ATF risk and conduct risk including but not limited to responsibilities under the Operational Risk Management Framework Regulatory Compliance Risk Management Framework AML/ATF Global Handbook and the Guidelines for Business Conduct.

Requirements

• Education:Bachelors degree in a quantitative field such as Statistics Mathematics Economics Computer Science Engineering or a related discipline. Masters degree or Ph.D. preferred.
• Experience:
  • 10 years of progressive experience in marketing analytics business intelligence or a related quantitative field with at least 5 years in a leadership role managing a team.
  • Mandatory experience within the Financial Services/Banking industry (retail banking wealth management credit cards or lending is highly preferred)with deep understanding of marketing as a discipline.
  • Demonstrated experience showcasing an understanding of business channel client & marketing needs.
  • Proven experience in building and implementing advanced analytical models (attribution MMM CLV propensity models).
  • Track record of driving significant business impact through data-driven insights and strategic recommendations.
• Technical Skills:
  • Experience with data visualization tools (e.g. Tableau Power BI Looker) and web analytics platforms (e.g. Google Analytics Adobe Analytics).
  • Familiarity of big data environments and cloud platforms (e.g. AWS Azure GCP) is a strong asset.
  • Understanding of CRM systems (e.g. Salesforce Marketing Cloud) and marketing automation platforms.
• Analytical & Problem-Solving Skills:
  • Exceptional analytical critical thinking and problem-solving abilities with a keen eye for detail and accuracy.
  • Ability to translate complex analytical findings into clear concise and actionable business recommendations for non-technical audiences.
• Leadership & Communication:
  • Strong leadership team-building and mentorship skills.
  • Excellent written and verbal communication skills with the ability to present effectively to senior executives and diverse stakeholders.
  • Proven ability to influence and persuade at all levels of an organization across multiple functions.
• Regulatory & Compliance Acumen:
  • Solid understanding of data privacy regulations (e.g. GDPR CCPA PIPEDA if applicable) and compliance requirements within the financial services industry.
  • Demonstrated commitment to ethical data practices and responsible use of customer information.

Working Conditions

• Work in a standard office-based environment; non-standard hours are a common occurrence.
• Moderate travel internationally.

Location(s): Canada : Ontario : Toronto

Scotiabank is a leading bank in the Americas. Guided by our purpose: for every future we help our customers their families and their communities achieve success through a broad range of advice products and services including personal and commercial banking wealth management and private banking corporate and investment banking and capital markets.

At Scotiabank we value the unique skills and experiences each individual brings to the Bank and are committed to creating and maintaining an inclusive and accessible environment for everyone. If you require accommodation (including but not limited to an accessible interview site alternate format documents ASL Interpreter or Assistive Technology) during the recruitment and selection process please let our Recruitment team know. If you require technical assistance please click here. Candidates must apply directly online to be considered for this role. We thank all applicants for their interest in a career at Scotiabank; however only those candidates who are selected for an interview will be contacted.