Sr. Performance Marketing & Digital Analytics Manager at Flagstar Bank, N.A. in Lansing, Michigan

Job Description:

Position Title
Sr. Performance Marketing & Digital Analytics Manager

Location
Nationwide, MI 48098

Job Summary
The Sr Manager-Performance Marketing & Digital Analytics role leads the development and execution of in-house paid media and digital analytics capabilities to drive customer acquisition, engagement, and growth. It oversees media strategy across programmatic, paid search, and paid social while ensuring robust measurement frameworks, data-driven insights, and marketing attribution. The position also manages customer data activation, audience targeting, and personalization, collaborating with digital, data, and technology teams to optimize marketing effectiveness. With a focus on team leadership, cross-functional alignment, and compliance with data privacy regulations, this role delivers measurable business impact through advanced analytics and media optimization.

Pay Range: $140,622 - $186,324 - $232,026

Pay Range: Local Minimum Wage - $0.00 - $0.00

Job Responsibilities:

• (35%) Paid Media Strategy, Execution, & Optimization

• Developing and leading paid media strategies across programmatic, paid search, and paid social


• Managing in-house media buying, ad operations, and AdTech


• Overseeing campaign execution, monitoring, and optimization

• (25%) Measurement, Analytics, & Reporting

• Defining and implementing media performance measurement frameworks


• Utilizing analytics tools to optimize campaigns and inform decision-making


• Overseeing marketing attribution and reporting to senior leadership

• (20%) Digital Analytics & Customer Profile Management

• Managing customer data activation, segmentation, and personalization strategies


• Ensuring integration of customer profiles across MarTech and AdTech stacks


• Leveraging analytics platforms to analyze customer behavior and campaign effectiveness

• (10%) Team Leadership & Management

• Leading, mentoring, and developing a high-performing team


• Providing strategic direction and professional growth opportunities

• (10%) Collaboration & Cross-Functional Alignment

• Partnering with internal stakeholders to align media strategies with business objectives


• Managing relationships with external vendors and staying ahead of industry trends

• Uses independent judgement and discretion to make decisions:

• 
  Strategic Media Planning & Execution: Independently determines budget allocation, bidding strategies, and audience segmentation across programmatic, paid search, and paid social channels. Evaluates and implements new media platforms, AdTech solutions, and automation tools while continuously optimizing campaigns based on performance trends and business objectives.

Data-Driven Decision-Making & Performance Optimization: Defines KPIs, measurement frameworks, and attribution models to assess media effectiveness and inform budget reallocations. Interprets complex analytics to

• drive customer segmentation, personalization, and cross-channel marketing strategies while ensuring compliance with data privacy regulations.

• 
  Leadership, Collaboration & Vendor Management: Provides strategic direction to the team, manages priorities, and develops high-performing talent. Aligns media strategies with cross-functional stakeholders, negotiates with external vendors, and makes key decisions on partnerships, contracts, and technology investments to enhance marketing effectiveness.


• Analyzes and resolves problems pertaining to:

• 
  Media Performance Analysis & Optimization: Continuously monitors campaign performance across programmatic, paid search, and paid social channels, identifying underperforming areas and opportunities for improvement. Uses A/B testing, bid strategy adjustments, and audience segmentation refinements to optimize spend efficiency and maximize ROI.


• 
  Data-Driven Insights & Decision-Making: Leverages analytics tools to assess attribution models, customer behavior trends, and media effectiveness. Identifies patterns, gaps, and correlations in performance data to refine targeting, messaging, and investment strategies.


• 
  Cross-Channel & Business Impact Evaluation: Synthesizes insights across marketing channels, customer journeys, and business KPIs to diagnose broader optimization opportunities. Collaborates with stakeholders to resolve inefficiencies, enhance personalization, and align media investments with overall business goals.

• Responsible for talent management functions including: employment, performance evaluations, staff development/training, disciplinary actions, succession planning and ensuring all staff comply with compliance requirements.

ADDITIONAL ACCOUNTABILITIES

• Performs special projects, and additional duties and responsibilities as required.


• Consistently adheres to regulatory and compliance policies and standards linked to the job as listed and complete required compliance trainings. Accountable to maintain compliance with applicable federal, state and local laws and regulations.

JOB REQUIREMENTS

Required Qualifications:

• Education level required: Undergraduate Degree (4 years or equivalent)


• Minimum experience required: 8+ Years of experience in paid media, digital analytics, digital marketing, or related fields


• Proven expertise in programmatic, paid search, and paid social strategy and execution and optimization.


• Hands-on experience with digital analytics tools (e.g., Adobe Analytics) and media platforms (e.g., Google Ads, Facebook Ads, DSPs).


• Proven experience influencing a business or marketing strategy through the application and/or management of advanced statistical techniques and data driven solutions.


• Experience with CDPs (Customer Data Platforms) and data driven marketing approaches.


• Advanced level user of Microsoft tools: Excel and PowerPoint.


• Experience in media mix modeling and marketing attribution methodologies.

Preferred Qualifications:

• Education level preferred: Undergraduate Degree (4 years or equivalent) in Marketing or Digital Marketing


• 5+ years of financial services experience

Job Competencies:

• Data-Driven Analysis & Strategy: Strong analytical skills with the ability to translate insights into actionable strategies.


• Technical & Data Expertise: Hands-on experience with SQL, R, Python, SAS, or similar tools, with a solid understanding of APIs, data flows, and stewardship.


• Technology & Platforms: Experience with cloud data platforms (AWS, Snowflake, BigQuery), data visualization tools (Tableau, Power BI), and CRM systems like Salesforce.


• Advanced Analytics & Modeling: Expertise in statistical modeling, data mining, segmentation, and ETL platforms (Alteryx, Rivery, FiveTran, Informatica).


• Project & Stakeholder Management: Exceptional project management skills, balancing multiple priorities in a fast-paced environment.


• Leadership & Team Development: Proven ability to mentor, inspire, and build high-performing teams.


• Minimum travel required (occasional team and vendor meetings, conferences, etc.)


• Physical demands (ADA): No unusual physical exertion is involved.

Flagstar is an equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identify, or national origin.

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