Our Bottom Line is Different.

There's something special about working at ATB, and it's been recognized on every top employer list that matters. Maybe it's our exceptional culture where your total wellness is supported through market-leading benefits and you're free to bring your whole self to work. Maybe it's our commitment to a growth mindset and our unrelenting thirst for making it possible for fellow Albertans—even the ones who aren't our clients.

Whatever it is, you won't find a more genuine, driven and knowledgeable group of humans anywhere. We foster a culture of purpose, performance and possibilities. We engage with intense curiosity, and bring our whole selves to work, every day. We know it starts with people like you, so take a chance and start with us.

Department: Culture, Communication & Marketing

Job Number: REQ7587

Location: Edmonton or Calgary, AB (Hybrid within Alberta)

Apply by: May 20, 2024

Paygrade: L - OTH

System Title: Research & Insights Analyst 7

# Positions available: 1

Leader Name: Director of Strategy, Insights & Planning

Work Arrangement: Hybrid: You'll work both remote and onsite, where time onsite is based on your job accountabilities and performance objectives.

As Senior Manager of Marketing Insights on ATB's Culture, Communications and Marketing (CCM) Team, you're an active listener who is naturally curious, with a proven track record of building trusted relationships. You're also a critical thinker and a creative problem solver who is able to translate research and data into actionable insights - storytelling comes naturally to you!

You'll be focused on infusing market and consumer/business insights into CCM's strategies. Your experience and collaborative approach will enhance our Brand's value proposition, inform our strategic approach and play a key role in shaping our performance measurement systems. Under the leadership of the Director of Strategy, Insight & Planning, this role is influential and works closely with senior marketers and other key leaders across ATB to support marcom tactics that align with ATB's business goals and CCM's own operational plans. You will act as a consultant and partner for all Marketing teams in the way of designing performance/measurement plans of their initiatives and influencing their strategies.

Specific Accountabilities:

Strategy & Planning

• Lead the development of insights strategies aligned with business objectives; leveraging market research, consumer insights and competitive analysis
• Drive the instilling of a customer led, data driven strategic approach by curating, interpreting and distributing insights, trends and external POVs to facilitating key insights sessions and provide key recommendations.
• Identify emerging trends, opportunities, and threats within the market landscape to inform strategic decision-making
• Monitor and analyze the competitive landscape, including competitor strategies, product offering and market positioning - providing insight to internal stakeholders for competitive response strategies
• Lead and provide input into the development of qualitative and quantitative concept and copy testing plans/proposals, ensuring creative alignment with strategic brand and campaign goals
• A key partner of both leaders and program owners in the building of the annual plan and segment market plans
• Define the measurement and reporting framework for the CCM team; implement and govern across the teams

Coaching for Marketing Data & Analytics

• Advise and coach on the creation of strategies and marketing briefs across CCM; providing considerations, special analysis, and points of view from current internal/external trends
• Work with campaign leads on objective setting and tracking/measurement for their initiatives; ensuring consistency and integration with overall KPIs; provide the lens of what's possible
• In partnership with the Director, further develop CCM's strategic KPIs and metric framework; and ensure consistent implementation across the teams
• Contribute to the development of an integrated, "real-time" snapshot of Brand/Marketing effectiveness; objectives, return, effort, etc.

Leadership

• Lead and inspire our Marketing Insights Manager to ensure efficient delivery of projects by offering support and guidance

• Act as a trusted strategic partner to the broader CCM team—someone recognized for their specialized expertise and leadership in advancing the data-centricity and measurement storytelling of how CCM works to maximize results and impact to ATB

Requirements

• At least 5 years experience in marketing, market research, or marketing analytics/insight
• Strong data-driven and analytical mindset, with a solid knowledge of KPI frameworks and marketing metrics/tracking
• Comfort with both primary and secondary or syndicated research, with a strong understanding of both qualitative and quantitative methodologies, and how to use research to guide program creation and insight generation
• You can synthesize learnings from multiple "data" sources and formulate storylines; and confidently share your perspectives
• Knowledge of market segmentation, personas, and market dynamics (tech, socio-economic, environmental, etc)
• Strong understanding of the full range of marketing channels, how they work, how they can be integrated and how to evaluate them
• Exceptional client sensitivity, empathy and intuition combined with understanding of market dynamics and trends (technological, socio-economic, environmental, etc)
• Excellent communication skills - ability to tell a story from data (influential communicator & presenter).
• You ask tough questions to generate discussion and solve problems
• You don't shy away from guiding/coaching partners and fellow marketers; and you're patient with it
• Ability to adapt to and balance shifting priorities

Knowledge of the following are also considered an asset for the role:

• Programs such as GA4, Emplifi, Hubspot, Looker Studio, Tableau, Google Cloud Platform (GCP)
• Advances analytical techniques that drive marketing KPI generation
• Agile methodology and practices
• Experience working in Financial Services

At ATB, we know that as you develop in your career, you gain many transferable skills. If you believe your experience and qualities are what we are looking for, please consider applying!

Interested? If you know one of our team members, BEFORE applying, reach out to them and ask them for a referral link to help your application stand out.

Online applications are preferred. Please let us know if you require any accommodations.

Benefits

Be great. Be you. Believe.

We are dedicated to building a workforce reflective of the diversity within our communities and creating an environment where every team member has what they need to reach their potential. We encourage candidates from all equity-seeking groups to apply.

What happens next?

Thank you for applying online. If you are shortlisted for this opportunity, you will hear from us after the posting close date regarding next steps. We might ask you to participate in a digital interview or phone interview. If you require any accommodations, please let us know.

Stay in touch!

ATB is excited to know you're interested in a career with us! Follow us on LinkedIn, Facebook and Instagram to get the inside scoop on what our team is up to.

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