Principal Business Analyst (Marketing)

Overview

Navy Federal Credit Union currently does not provide sponsorship for this role. Applicants must be authorized to work in the United States without the need for current or future sponsorship.

Responsible for strategy and planning to align business operations with the credit union's mission and goals. Conduct analyses and review business, member, and marketing data to identify strategic issues and opportunities affecting growth, profitability, member engagement, and marketing effectiveness. Work independently to interpret and develop solutions to complex business challenges that have a significant impact on the credit union and our members.

Within Member Communication Orchestration & Analytics, this role leads targeting strategy, campaign orchestration, analysis, and optimization for member communications enabled by Pega Customer Decision Hub and related marketing decisioning capabilities. Uses member data, predictive analytics, testing, and performance insights to support Next Best Action decisioning and create more relevant, member-centric experiences across inbound and outbound channels.

Specialized skill set and proficiency with procedures, analysis techniques, marketing technologies, and decisioning platforms. Recognized as an expert in own area within the credit union.

Responsibilities

• Evaluate business, member, and marketing performance data to identify challenges and opportunities; provide solutions to complex business problems using quantitative analysis, cost/benefit analysis, campaign measurement, and process analysis.
• Partner across teams to develop predictive analytics, forecasting techniques, targeting strategies, and decisioning capabilities that improve member engagement and inform strategic decision-making.
• Conduct market, member, and campaign analysis to identify emerging trends, member needs, competitive threats, and opportunities for innovation in communication orchestration and personalization.
• Analyze complex marketing campaign requirements and translate them into targeting logic, decisioning strategies, and Pega Customer Decision Hub capabilities that support relevant and effective member communications.
• Lead the orchestration and arbitration of Next Best Actions, helping ensure the accuracy, relevancy, and effectiveness of communications across Pega CDH-enabled marketing channels.
• Develop, QA, deploy, measure, and optimize campaigns and decisioning strategies across inbound and outbound channels, including email, direct mail, paid media, branch/contact center, online banking, mobile, and other member communication channels.
• Manage the end-to-end campaign lifecycle, including requirements gathering, stakeholder alignment, compliance review, development, quality assurance, deployment, performance measurement, and optimization.
• Troubleshoot complex issues related to data, targeting logic, campaign performance, system integrations, and Pega CDH configuration; identify root cause, assess impact, and recommend effective resolutions.
• Measure, analyze, and report on campaign and decisioning outcomes, including channel engagement, product take-up, applications, bookings, account opens, member response, and other business performance indicators.
• Design and execute A/B tests, multivariate tests, and other experiments to optimize audience targeting, channel mix, messaging, creative strategy, and member engagement.
• Analyze and present data-driven recommendations to business, marketing, digital, operations, data, and technology partners to improve targeting strategies, communication effectiveness, channel performance, and business outcomes.
• Lead discussions with cross-functional partners to integrate new data elements, models, and decisioning capabilities into Pega CDH and related marketing platforms.
• Develop reusable data assets, reports, dashboards, and analytical frameworks to improve team efficiency, consistency, and decision quality.
• Utilize comprehensive knowledge of the company's internal operations, marketing technology ecosystem, member data, and business priorities to develop forward-looking focus for business.
• Champion best practices in Pega CDH, campaign orchestration, data analysis, testing, quality assurance, and member-centric decisioning across the team.
• Mentor and enable team members with campaign development, data analysis, Pega CDH capabilities, quality assurance practices, and analytical problem solving.
• Lead large-scope initiatives and manage work across agile delivery processes, including Azure DevOps product backlog items, tasks, dependencies, and implementation activities as applicable.
• Develop strategic partnerships with key operations groups, internal business partners, technology teams, and external third parties.
• Perform other duties as assigned.

Qualifications

• 7-10 years of experience in business and operational strategy, planning, analysis, marketing analytics, campaign orchestration, customer decisioning, or related experience.
• Subject matter expert within business area/specialization with understanding of interrelationships across marketing, data, technology, digital channels, operations, compliance, and member experience.
• Expert knowledge of data querying, reporting, forecasting, analysis, campaign measurement, and marketing performance analytics.
• Proven expertise with Pega Customer Decision Hub or similar customer decisioning, campaign orchestration, or marketing technology platforms such as Salesforce Marketing Cloud, Adobe Campaign, Braze, or comparable tools.
• Proficient in SQL, business intelligence tools, data analytics, spreadsheet software, word processing software, and marketing technologies.
• Extensive experience developing, deploying, measuring, and optimizing campaigns across inbound and outbound channels, including email, direct mail, paid media, web, mobile, contact center, branch, or other member communication channels.
• Solid understanding of predictive analytics, adaptive analytics, audience targeting, personalization, experimentation, and Next Best Action decisioning.
• Research, analytical, and problem-solving skills, including the ability to use member, market, campaign, and business data to uncover insights and recommend action.
• Advanced problem resolution skills, including determining root cause, scope, scale, business impact, and appropriate resolution for complex issues.
• Advanced leadership and interpersonal skills, with the ability to influence and collaborate with senior leadership and cross-functional teams.
• Expert project management skills to lead large-scope projects, initiatives, or cross-functional delivery efforts with diverse internal and external contacts.
• Experience collaborating with teams across phases of the software development lifecycle; experience using SAFe or similar agile methodologies preferred.
• Ability to learn complex material, concepts, business processes, and technology quickly.
• Exceptional attention to detail, with strong quality assurance discipline and ability to manage multiple priorities independently and in a team environment.
• Advanced skills in presenting findings and information clearly to business partners, senior leaders, and cross-functional stakeholders.
• Advanced verbal, written, negotiation, organizational, planning, and interpersonal communication skills.
• Experience working in financial services desired.
• Bachelor's Degree in Business Administration, Marketing, Finance, Analytics, or related field, or equivalent experience.

Desired Qualifications

• Master's Degree in Business Administration, Marketing, Finance, Analytics, or related field.
• Pega Decisioning Consultant certification.

Additional Information

Hours:

• Monday - Friday, 8:00AM - 4:30PM

Location:

• 820 Follin Lane, Vienna, VA 22180
• 5510 Heritage Oaks Drive, Pensacola, FL 32526

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