Digital Marketing & Analytics Manager

The Digital Marketing & Analytics Manager is responsible for driving the performance of the bank's digital channels through search optimization, website strategy, marketing analytics, and database marketing. This role focuses on improving visibility, engagement, and customer growth by translating data into actionable insights and building digital strategies that align with customer behavior and business goals. The position works closely with internal teams to ensure digital experiences and marketing efforts are effective, measurable, and customer focused. Specific Job Functions & Responsibilities Digital Strategy, SEO & Website Optimization ➢ Develop and manage search engine optimization (SEO) and AI optimization (AIO strategies to improve search visibility, site traffic, lead generation and brand awareness. ➢ Improve website structure, navigation and content based on real customer search behavior and intent. ➢ Build pillar and cluster content frameworks that strengthen organic traffic and domain authority. ➢ Partner with internal teams to translate bank products into clear, compelling, customer-focused content. ➢ Continuously enhance website performance and user experience using analytics, testing and customer insights. Analytics, Measurement and Insights ➢ Own and manage marketing analytics, including Google Analytics (GA4) and campaign tracking. ➢ Collect, analyze and interpret data using tools such as web analytics, social media analytics, surveys, polling and internal research platforms (e.g. Synapsis). ➢ Measure and report on campaign performance, channel effectiveness, and ROI. ➢ Identify trends, risks and opportunities and translate findings into clear, actionable recommendations. ➢ Maintain audience data, segmentation and data quality to support accurate reporting and targeting. Database Marketing & Campaign Optimization EOE/VET/Disability ➢ Manage the database marketing program across all three banks. ➢ Develop targeted campaigns that support customer retention, engagement, and cross-sell objectives. ➢ Use segmentation and lifecycle insights to deliver more relevant, personalized outreach. ➢ Continuously test, refine, and optimize campaigns to improve performance and results. Reporting & Leadership Communication ➢ Create and maintain a marketing metrics dashboard that provides leadership with clear, timely visibility into performance. ➢ Use tools such as Power BI (or similar) to develop intuitive, automated reports. Define and track key performance indicators (KPIs) aligned with growth, engagement, and customer outcomes. Prepare and present insights to leadership in a clear, concise, and meaningful way to support decision-making. ➢ Must complete all required annual training ➢ Follow required federal and state regulations and related internal policies and procedures Required Skills/Abilities 3-6+ years of experience in digital marketing, website management, or marketing analytics Strong understanding of SEO and content strategy (pillar/cluster experience a plus) Experience with Google Analytics (GA4) and marketing performance tracking Familiarity with Power BI, Tableau, or similar dashboarding tools Proficiency in Microsoft Office (especially Excel and PowerPoint) Understanding of Constant Contact or other marketing automation platforms preferred Strong communication skills and the ability to collaborate across teams Education/Experience Required Bachelor's Degree in Marketing, Business, Communications, or related field Compliance All associates have a responsibility to understand the Bank's BSA/AML Program, the procedures outlined in it, and to follow the Program and procedures in carrying out their duties. When an associate has supervisory responsibilities, he or she will make certain that his/her staff understand the responsibilities to comply with applicable regulatory issues and internal programs, policies and procedures. Any associate that fails to adhere to the BSA/AML Program or commits other violations of the Code of Conduct may be subject to disciplinary action up to and including termination. EOE/VET/Disability Physical Demands The physical demands described here are representative of those that must be met by an associate to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. This is an on-site position. Must be willing and able to travel to all branch locations. While performing the duties of this job, the employee is regularly required to sit, stand, use hands to touch, handle or feel, reach with hands and arms, and talk or hear. The employee is frequently required to stand and walk. The employee must occasionally lift and/or move up to 10 pounds. Vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception and ability to adjust focus. The employee must be willing and able to drive and travel to all branch locations. Notice ➢ Requirements are representative of minimum levels of knowledge, skills, and/or abilities. To perform in this position successfully, the employee will possess the abilities and aptitudes to perform each task proficiently. ➢ Ability means to possess and apply both knowledge and skill. ➢ This position description has excluded the marginal or peripheral functions that are incidental to the performance of primary functions. All requirements are essential to the function of the position. ➢ This position description describes the minimum selection requirements to qualify for the position. However, promotion and other employment decisions are also based on Bank needs, being in good standing, fully competent performance, and other non-discriminatory issues. ➢ All requirements are subject to possible modification to reasonably accommodate individuals with disabilities. Some requirements may exclude individuals who pose a direct threat or significant risk to the health and safety of themselves or other employees. ➢ This position description does not create an employment contract, implied or otherwise than an "at will" employment relationship. Northstar Bank is an Affirmative Action/Equal Opportunity employer. We do not discriminate against any applicant or employee regardless of race, color, gender, national origin, religion, age, disability, sexual orientation, gender identity, military status, veteran status or any other legally protected status.

Benefits:

401(k) 401(k) matching Dental insurance Employee assistance program Health insurance Life insurance Paid time off Vision insurance

Work Location:

In person Digital Marketing & Analytics Manager 1960 Fred W Moore Highway, Saint Clair, MI 48079 Full-time Full-time The Digital Marketing & Analytics Manager is responsible for driving the performance of the bank's digital channels through search optimization, website strategy, marketing analytics, and database marketing. This role focuses on improving visibility, engagement, and customer growth by translating data into actionable insights and building digital strategies that align with customer behavior and business goals. The position works closely with internal teams to ensure digital experiences and marketing efforts are effective, measurable, and customer focused. Specific Job Functions & Responsibilities Digital Strategy, SEO & Website Optimization ➢ Develop and manage search engine optimization (SEO) and AI optimization (AIO strategies to improve search visibility, site traffic, lead generation and brand awareness. ➢ Improve website structure, navigation and content based on real customer search behavior and intent. ➢ Build pillar and cluster content frameworks that strengthen organic traffic and domain authority. ➢ Partner with internal teams to translate bank products into clear, compelling, customer-focused content. ➢ Continuously enhance website performance and user experience using analytics, testing and customer insights. Analytics, Measurement and Insights ➢ Own and manage marketing analytics, including Google Analytics (GA4) and campaign tracking. ➢ Collect, analyze and interpret data using tools such as web analytics, social media analytics, surveys, polling and internal research platforms (e.g. Synapsis). ➢ Measure and report on campaign performance, channel effectiveness, and ROI. ➢ Identify trends, risks and opportunities and translate findings into clear, actionable recommendations. ➢ Maintain audience data, segmentation and data quality to support accurate reporting and targeting. Database Marketing & Campaign Optimization EOE/VET/Disability ➢ Manage the database marketing program across all three banks. ➢ Develop targeted campaigns that support customer retention, engagement, and cross-sell objectives. ➢ Use segmentation and lifecycle insights to deliver more relevant, personalized outreach. ➢ Continuously test, refine, and optimize campaigns to improve performance and results. Reporting & Leadership Communication ➢ Create and maintain a marketing metrics dashboard that provides leadership with clear, timely visibility into performance. ➢ Use tools such as Power BI (or similar) to develop intuitive, automated reports. Define and track key performance indicators (KPIs) aligned with growth, engagement, and customer outcomes. Prepare and present insights to leadership in a clear, concise, and meaningful way to support decision-making. ➢ Must complete all required annual training ➢ Follow required federal and state regulations and related internal policies and procedures Required Skills/Abilities 3-6+ years of experience in digital marketing, website management, or marketing analytics Strong understanding of SEO and content strategy (pillar/cluster experience a plus) Experience with Google Analytics (GA4) and marketing performance tracking Familiarity with Power BI, Tableau, or similar dashboarding tools Proficiency in Microsoft Office (especially Excel and PowerPoint) Understanding of Constant Contact or other marketing automation platforms preferred Strong communication skills and the ability to collaborate across teams Education/Experience Required Bachelor's Degree in Marketing, Business, Communications, or related field Compliance All associates have a responsibility to understand the Bank's BSA/AML Program, the procedures outlined in it, and to follow the Program and procedures in carrying out their duties. When an associate has supervisory responsibilities, he or she will make certain that his/her staff understand the responsibilities to comply with applicable regulatory issues and internal programs, policies and procedures. Any associate that fails to adhere to the BSA/AML Program or commits other violations of the Code of Conduct may be subject to disciplinary action up to and including termination. EOE/VET/Disability Physical Demands The physical demands described here are representative of those that must be met by an associate to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. This is an on-site position. Must be willing and able to travel to all branch locations. While performing the duties of this job, the employee is regularly required to sit, stand, use hands to touch, handle or feel, reach with hands and arms, and talk or hear. The employee is frequently required to stand and walk. The employee must occasionally lift and/or move up to 10 pounds. Vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception and ability to adjust focus. The employee must be willing and able to drive and travel to all branch locations. Notice ➢ Requirements are representative of minimum levels of knowledge, skills, and/or abilities. To perform in this position successfully, the employee will possess the abilities and aptitudes to perform each task proficiently. ➢ Ability means to possess and apply both knowledge and skill. ➢ This position description has excluded the marginal or peripheral functions that are incidental to the performance of primary functions. All requirements are essential to the function of the position. ➢ This position description describes the minimum selection requirements to qualify for the position. However, promotion and other employment decisions are also based on Bank needs, being in good standing, fully competent performance, and other non-discriminatory issues. ➢ All requirements are subject to possible modification to reasonably accommodate individuals with disabilities. Some requirements may exclude individuals who pose a direct threat or significant risk to the health and safety of themselves or other employees. ➢ This position description does not create an employment contract, implied or otherwise than an "at will" employment relationship. Northstar Bank is an Affirmative Action/Equal Opportunity employer. We do not discriminate against any applicant or employee regardless of race, color, gender, national origin, religion, age, disability, sexual orientation, gender identity, military status, veteran status or any other legally protected status.

Benefits:

401(k) 401(k) matching Dental insurance Employee assistance program Health insurance Life insurance Paid time off Vision insurance

Work Location:

In person