Director, Digital Channel Performance

Description

The Director, Digital Channel Performance will lead the measurement, monitoring, and optimization of Allegacy Financials’ digital channel and digital sales funnel performance, connecting digital marketing and activation efforts to measurable growth outcomes. This role will provide visibility into how effectively prospects and members respond and move through critical digital conversion points, identifying where opportunities are being lost and where focused action can improve acquisition, conversion, product adoption, and relationship growth.

Supporting all product lines across Personal, Small Business, Commercial, and Wealth Management, the Director will partner across Marketing, Digital Experience, Solutions/Product, Data & Analytics, and business teams to turn digital channel performance insights into action and measurable improvement.

Key Responsibilities

• Digital Sales Funnel Performance: Monitor performance across critical digital sales funnel conversion points, including response, progression, application, conversion, and relationship growth, to identify areas of strength and opportunity.
• Digital Channel Performance: Establish a disciplined approach for measuring the effectiveness of Allegacy’s digital channels against growth objectives, including new-member acquisition, indirect-to-direct conversion, product adoption, relationship deepening, and deposit and loan growth.
• Digital Channel & Activation Effectiveness: Connect digital campaigns, email, website activity, digital applications, and other digital activation efforts to downstream outcomes, extending measurement beyond engagement to applications, conversions, funded relationships, and other defined business results.
• Performance Optimization: Identify and quantify digital channel and conversion opportunities for improvement and engage the appropriate partners to determine actions, implement changes, and monitor resulting performance.
• Conversion Testing: Establish a structured test-and-learn approach for digital channel and digital sales funnel opportunities, including defining success measures, evaluating results, and applying learnings to future optimization.
• Data, Insights & Performance Reporting: Proactively identify and access the data needed to understand digital channel and digital sales funnel performance, partnering with Data & Analytics and other data owners as appropriate. Analyze and interpret performance, connect data across sources, and develop clear reports, dashboards and visualizations that surface key insights, educate stakeholders and drive action and change.
• Digital Experience Partnership: Provide digital funnel and behavioral performance insights to Digital Experience to help identify conversion opportunities while Digital Experience maintains ownership of member journey design and experience optimization.
• Cross-Functional Collaboration: Partner with Marketing, Digital Experience, Solutions/Product, Data & Analytics, business leaders, and technology teams to move identified digital performance opportunities from insight to action.
• Performance Measurement: Define and maintain focused KPIs that connect digital channel and activation activity to acquisition, conversion, product adoption, and relationship growth. Develop recurring performance reporting that makes trends, gaps and opportunities easy to understand and act upon.
• Performance Capabilities: Identify opportunities to strengthen digital attribution, testing, behavioral measurement, personalization, decisioning, marketing technology, and digital sales funnel visibility.

Requirements

Qualifications

• Bachelor’s degree in Marketing, Business, Digital Strategy, or related field.
• 7+ years of experience in digital channel performance, digital marketing performance, conversion optimization, customer/member acquisition, or related disciplines.
• Proven experience monitoring and improving multi-step digital sales and conversion funnels.
• Strong understanding of digital channel performance measurement, attribution, conversion optimization, and experimentation.
• Highly data-curious and analytically minded, with a demonstrated ability to determine what data is needed, identify how to obtain it, and use it to answer digital channel and business performance questions.
• Strong ability to analyze and interpret quantitative and behavioral data, identify meaningful patterns, and distinguish actionable insights from reporting noise.
• Experience with digital channels, websites, digital analytics, CRM/marketing automation platforms, and digital application or commerce experiences.
• Financial services experience preferred, with knowledge of deposit, lending, wealth, and relationship-based financial products beneficial.
• Strong cross-functional collaboration, communication, and influencing skills.
• Strong data storytelling skills, with the ability to translate digital performance analysis into clear insights, implications, reports and visualizations that educate stakeholders and influence action.

Performance Indicators

• Improvement in digital sales funnel conversion and reduction in abandonment.
• Growth in new-member acquisition, product adoption, and relationship deepening attributable to digital channels and activation.
• Improved digital channel and activation effectiveness based on downstream business outcomes.
• Measurable digital performance improvement resulting from testing and optimization.
• Increased visibility into and action on digital channel and digital sales funnel performance opportunities.