Head of Digital Marketing Analytics

First National Bank of Omaha
Omaha, NE
30+ days ago
First National Bank of Omaha
First National Bank of Omaha

Job Description

At FNBO, our employees are the heart of our story—and we’re committed to their success! Please see below the details of this career opportunity and how it fits into our organization’s success.

As part of the FNBO Enterprise Marketing Planning & Strategy team, you will be a key part of a unique team specializing in the design of personalized customer experiences, automation, and multichannel marketing strategy to drive bank growth and customer success. We are looking for a strong analytics leader, passionate about developing data-driven insights and reporting in order to drive immediate impact for the business and our customer.

The Head of Digital Marketing Analytics thrives on great data – from ensuring proper up-front controls and tracking for intended initiatives to mid-stream analysis to campaign or journey reporting, this individual will have an active role in shaping the way we look at, and rely on, digital data as a marketing organization. This individual is also responsible for identification and mitigation of potential gaps in tracking resulting from changes in content, new products, new vendors or systems, changes in data connections, etc.

The successful candidate thrives in a role demanding fast-paced analysis and innovation, cross-functional collaboration, creative solutioning, and enterprise-level thinking. This individual embraces variety and challenge and is able to work across business lines to develop new ways of working within existing structures and regulation. This candidate has a demonstrated ability to analyze objectives, manage multiple large-scale initiatives, communicate with impact, analyze outcomes, integrate learnings, and pivot as needed throughout the process.


  • Creates systems, process, and reporting to drive data-based marketing decisions.
  • Accountable for the development and maintenance of our digital measurement framework including goals, KPIs, metrics, segments/dimensions, and data sources.
  • Responsible for the development of end-to-end tracking for digital engagement.
  • Accountable for learning and maintaining a solid awareness of how data flows between systems and assisting the team in ensuring data and tracking are aligned for all initiatives.
  • Accountable for digital reporting – proactively to inform the work and reactively to ensure proper measurement allowing the team to quickly pivot and optimize based on learnings.
  • Collaborates with marketing teams to provide regular analysis and reports on marketing initiatives; develops and continually refines attribution models.
  • Accountable for digital data connection into the Datorama platform in order to measure results against cost, transactions, goals and other inputs in order to determine ROI.
  • Develop customer-level insights; assist with development of optimal segmentation, personalization, and test/learn strategies. Monitors and measures success; adjusts.
  • Work with agencies, vendors, and internal partners to align objectives and ensure data connectivity to the data necessary for attribution/reporting.
  • Accountable for CID code assignments and pixel placements.
  • Collaborate with other areas of the bank leveraging these/similar tools to ensure alignment and continually refine process and capabilities.
  • Assist with data governance and recommend improvements to ensure high digital data quality.
  • Maintain privacy focused digital data & tagging strategy to ensure compliance with regulations
  • Continually evaluate processes and workflows for automation, simplification, or enhancement.
  • Build business cases for development or enhancement of systems, tools, data, or design, as needed, to meet given or expanding objectives.
  • Stay up to speed on digital analytics and industry trends, tools, and best practices.
  • Present on initiatives and results to various departments and/or bank leadership.
  • Manage and ensure compliance with regulatory and legal requirements for all efforts, staying in front of all privacy and customer data regulations.
  • Lead or assist with other marketing-driven projects, as assigned.

Basic Qualifications:

  • Bachelor’s degree preferred
  • 3+ years of relevant experience and the ability to use data to tell a story
  • Strong technical acumen with web analytics, data QA and validation, and the ability to solve data and technical issues
  • Extensive experience with Adobe Analytics (or Google Analytics) and tag management platforms
  • Strong understanding of digital technology stacks and the ability to lead data/tech initiatives
  • Experience with website tag management & digital analytics tools
  • Understanding of marketing concepts and workflows, financial and business principles
  • Analytical with strong problem-solving skills, excellent attention to detail; creative with big picture thinking
  • Excellent written and verbal communication
  • Ability to expand knowledge and learn new skills or technologies
  • Self-motivated, collaborative, organized, able to work independently
  • Able to meet deadlines and handle multiple, cross-functional projects
  • Proficiency with Microsoft Word, Excel, PowerPoint, and SharePoint applications

Additional Qualifications:

  • 5+ years of related experience or master’s degree
  • Relevant certifications
  • Experience with Salesforce Sales & Service Clouds
  • Experience with Salesforce Marketing Cloud and Datorama
  • Experience with Adobe Analytics, Adobe Target, Adobe Experience Manager

This role is Hybrid Remote with some time expected in the Omaha office each week. Hybrid On-site or Primary Remote may be considered based on qualifications.

Equity, Diversity, & Inclusion:

FNBO is committed to belonging, inclusion, diversity and equity. We are committed to intentionally and proactively creating pathways to success for historically underrepresented populations. To accomplish this, we foster a culture of belonging and inclusion so that every employee is valued, and has opportunity and the ability to make an impact. FNBO strives to reflect the diversity of the communities we serve in the makeup of our workforce.

See the full FNBO Equity, Diversity, & Inclusion Statement here

All qualified applicants will receive consideration for employment without regard to age, race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, or disability status.



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