Planner - Market and Segmentation

Position Title: Market and Segmentation Planner

Position Summary:

The Market and Segmentation Planner is responsible for developing and executing comprehensive market analysis and segmentation strategies to inform TDECU's marketing, product development, and Member engagement initiatives. This role will focus on identifying, analyzing, and delivering actionable insights regarding Member demographics, behaviors, and preferences. The Planner will collaborate with cross-functional teams, including retail branches, marketing, product management, and Member care, to ensure that data-driven strategies optimize growth, retention, and Member satisfaction. Additionally, this role will help guide the development of relevant product offerings for both prospects and existing Members, including recommendations for the next best offer.

Essential Duties and Responsibilities:

Market Segmentation: Develops and manages segmentation models to understand key Member groups, their behaviors, and preferences. Use these models to guide targeted marketing and communication strategies across various channels, with a focus on optimizing performance in existing retail branches. Data Analysis and Insights: Analyzes internal and external data, including demographic trends, Member behavior, market potential, and competitive positioning to inform strategy. Present insights to leadership and various teams to drive business decisions. Product and Service Optimization: Identifies and recommend relevant products and services for both prospective and current Members, ensuring offerings are aligned with the specific needs of different Member segments. Partner with the product team to define the next best offer for various Member segments based on their lifecycle, preferences, and behaviors. Retail Branch Strategy Support: Works closely with the retail branch teams to apply segmentation insights and drive in-branch Member engagement. Provide recommendations on product placements, targeted offers, and Member engagement strategies within retail branches to enhance the Member experience and improve sales effectiveness. Campaign Targeting: Collaborates with marketing teams to apply segmentation insights to marketing campaigns. Ensure the right segments are targeted with the appropriate messaging, channels, and product offerings (including next best offers) to maximize campaign effectiveness and relevance to Members. Performance Tracking: Develops KPIs to monitor the performance of segmentation strategies and their impact on key metrics like Member acquisition, retention, cross-sell, and Member satisfaction. Provide regular reports to senior leadership and stakeholders. Research and Trend Analysis: Research market trends, emerging technologies, and best practices in segmentation and market research. Continuously refine segmentation models based on evolving data and Member behavior patterns. Collaboration and Leadership: Works cross-functionally with retail branch, marketing, product, and Member experience teams to ensure that segmentation insights are integrated across all relevant areas of the business. Lead workshops or training sessions to help teams apply segmentation data effectively.

Minimum Qualifications:

Education:

• Bachelor's degree in Marketing, Business, Data Science, or a related field preferred.
• Five plus years of experience in market segmentation, data analysis, and/or consumer insights, preferably in financial services or credit unions.

Experience:

• Experience in financial services or membership-based organizations.
• Familiarity with CRM tools and automated marketing systems for next best offer recommendations.

Knowledge, Skills, and Abilities:

• Proficiency with data analysis tools (e.g., SQL, SAS, Power BI, Excel) and segmentation techniques.
• Strong knowledge of statistical analysis methods and experience working with large datasets.
• Proven ability to turn data into actionable insights that drive business decisions, particularly in the retail environment.
• Excellent communication skills with the ability to present complex data in a clear and compelling way to non-technical stakeholders.
• Strong project management and organizational skills, with the ability to manage multiple projects simultaneously.
• Experience collaborating with cross-functional teams and leading projects from concept to execution.
• Knowledge of consumer behavior trends, particularly within the financial services sector.

Physical Demands and Work Environment:

(The physical demands and work environment characteristics described herein are representative of those that must be met by an employee to successfully perform essential functions of this position and/or may be encountered while performing essential functions. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.)

• While performing the essential duties of this position, an employee would frequently be required to stand, walk, and sit.
• Specific vision abilities required by this position include close vision, distance vision, and the ability to adjust focus.
• The noise level in the work environment is usually moderate.
• Our company offers a dynamic hybrid work arrangement, which requires three days on-site work. Our retail roles are required to be onsite at the branch locations.

Disclaimer:

The above statements are intended to describe the general nature and level of work being performed by people assigned to this job. They are not intended to be an exhaustive list of all responsibilities, duties, and skills required of personnel so classified.

Texas Dow Employees Credit Union is an equal opportunity employer, dedicated to a policy of non-discrimination in employment on any basis including race, color, age, protected veteran status, sex, religion, disability, genetic information, national origin or other status protected by federal, state or local law. Consistent with the American Disabilities Act, applicants may request accommodations needed to participate in the application process.