Associate Director, Marketing Insights

Job title:

Associate Director, Marketing Insights

Company

ATB

Job description

:At ATB, we exist to make it possible for our clients, team members and communities. Our purpose is more than aspirational. It’s a real commitment we live every day through our values (what we call the ).Life at ATB is about more than work. In fact, we’re consistently recognized as one of thanks to our high-care, high-performance culture, upheld by the three commitments we make to our team members:Impact in action: No matter where you are in the organization, you’re empowered to make an impact in the lives of our clients and communities.Thrive together: We want you—the unique, authentic you—to feel safe and celebrated at work. We’re on a continuous journey to build the most flexible and inclusive programs.Ready for tomorrow: We want to enable your success through interesting and challenging work, performance enablement, and learning and development.About the roleAs Associate Director of Marketing Insights on ATB’s Culture, Communications, and Marketing (CCM) team, you will be a trusted partner to our internal marketers, someone recognized for their expertise and leadership in advancing data-centricity and a key partner in showing how CCM works to deliver value to ATB. You’ll lead the development of insights strategies aligned with business objectives, leading and leveraging market research, performance analytics, and competitive analysis. You are a strategic partner, working closely with senior marketers and leaders across the team to champion the advancement of ATB’s brand value proposition, informing strategic approach, and enhancing performance measurement systems.
This role is responsible for generating and applying insights to optimize our brand and marketing execution and has a passion for data-driven decision-making, with a deep interest in the transformative power and ethical application of AI in marketing and insight generation. As such, you will also lead experimentation with AI to revolutionize our insights practices, empowering our marketing team to make more real-time and informed, strategic choices to drive exceptional results. Your leadership will be instrumental in shaping ATB’s marketing future and ensuring our continued success in a rapidly evolving landscape.Accountabilities

• Lead the development of insights aligned with business objectives; leveraging both primary and secondary sources, as well as attitudinal and behavioural data to effectively translate data into easily actionable, strategic recommendations for CCM
• Synthesizing key trends and opportunities; providing considerations, special analysis, and expert points of view from current internal/external trends that will drive brand and channel strategy, as well as a more audience-centric approach to market planning and campaign development:

• Monitoring and analyzing the landscape, identifying emerging trends, opportunities and threats; as well as competitor strategies and positioning
• Oversee ongoing monitoring of performance activities to produce insights that will enable in-market optimization and impact evaluation
• Collaborate closely with our external research partner to manage the daily execution of ATB’s Brand Equity tracking study. Partner with them to generate actionable, audience-level insights that will enable marketers to effectively engage key target audiences throughout the customer journey, from building brand relationships to driving conversions.
• Lead insight programming that accelerates channel and creative alignment with strategic brand, audience, and campaign goals:

• Overseeing the development and dissemination of deep, audience-centric insight to inform more targeted market approaches for key segments and sectors of interest
• Providing guidance to a small team who influence audience, creative and channel strategies through research, testing, and data analysis on the end to end creative development process
• Aid in the development and execution of CCM’s Metrics Hierarchy and ‘value creation story’ by providing guidance to your team members and campaign leads on objective setting, tracking, and measurement. Ensure consistency and integration with a broader KPI framework to assess the overall impact of our campaigns in the market.
• Oversee multiple vendor relationships with external research and data partners
• Champion the adoption of new technologies, methodologies and ethical frameworks, including AI, automation, and agile methodologies, to enhance marketing effectiveness and efficiency.
• Providing guidance, coaching, and mentorship to ensure efficient delivery of projects and professional growth.

Skills, experience & requirements

• At least 8-10 years experience in marketing, market research, or marketing analytics/insight, with 3+ years in direct leadership
• Professional CAIP designation is looked on favourably
• Mastery of both primary and secondary research, with proven experience in both qualitative and quantitative methodology, as well as metrics for performance marketing
• In-depth knowledge of market segmentation, personas, and market dynamics (tech, socio-economic, environmental, etc) and their application
• Strong understanding of the full range of marketing channels, how they work, how they can be integrated and how to evaluate them to drive decision making
• Mastery of communication and data storytelling skills – ability to translate data into creative and effective recommendations for actionability
• 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
• Strong analytical skills (a statistical qualification is not required, but comfort with data analysis is essential)

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

• Knowledge and application of generative AI for marketing insights
• 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

Don’t meet all the requirements on the list?
A resume only goes so far in expressing who you are and the unique perspectives you bring. If you believe your skills and experience align with the role—but you might not check all the boxes—we want to hear from you. We encourage candidates from all work backgrounds, equity-seeking communities and experience levels to apply. If you’re seeking a career where your drive, perspective and growth are celebrated, we want to hear from you.We’re dedicated to building a workforce reflective of those within our communities, and a culture where our team members are equipped with what they need to succeed—their way. Part of creating an inclusive workplace is recognizing our role in advancing Truth and Reconciliation. We are committed to meeting and exceeding the standards set out in the program created by the Canadian Council for Aboriginal Business.What happens next?
If you are shortlisted, you’ll hear from us after the posting closes. Check out our page to learn more about our hiring process. If you need any accommodations throughout this process, please let us know atStay in touch
We’re excited that you’re interested in a career with ATB. Follow us on , and to learn more about what our team is up to.

Expected salary

Location

Calgary, AB

Job date

Sat, 29 Mar 2025 02:09:12 GMT

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