Digital Marketing & Analytics Manager
West Michigan Community Bank, Grand Rapids, MI, United States
Position
Digital Marketing & Analytics Manager
Location Grand Rapids, MI
Job ID 299
Overview 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
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
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.
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.
Compliance & Training
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.
Equal Opportunity Employer West Michigan Community Bank is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, protected veteran status, status as a qualified individual with disability, sexual orientation, gender identity or any other characteristic protected by law.
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Location Grand Rapids, MI
Job ID 299
Overview 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
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
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.
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.
Compliance & Training
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.
Equal Opportunity Employer West Michigan Community Bank is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, protected veteran status, status as a qualified individual with disability, sexual orientation, gender identity or any other characteristic protected by law.
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