Director Customer Data Strategy & Analytics

• Provide Vision, Strategy and Direction to scale the Salesforce Ecosystem across all LOB and Corporate.
• Establish shared vision across Comerica by building consensus on priorities leading to platform execution and platform excellence (Sales Cloud, Service Cloud, Marketing Cloud, Einstein).
• Implement Roadmap, evangelize it and act as driving force behind the work at all levels, across all functions.
• Define best portfolio of Salesforce products to ensure scale and eliminate data silos
  Stich together Salesforce data and tools with the rest of the enterprise data. (Data lake to Salesforce, CIS, AFS, etc....).
• Set strategic Goals (2 to 5 years) Build synergies between projects to ensure we support all lines of businesses for current needs but also for future needs (reduce technical/resource debt).
• Integrate usability studies, research, and market analysis into product requirements to enhance user satisfaction and improve adoption.
• Stay abreast of the market and industry trends, continuously identifying necessary adjustments to the vision and strategy to stay ahead.
• Ensure Data Governance is part of project implementation and in line with guidelines and recommendations.
• Identification of marketing capability needs vis-a-vis Converge and Salesforce Marketing Cloud platforms.
• Management of Salesforce reporting capabilities related to lead generation, lead distribution, campaign management and attribution.
• Analysis of Salesforce campaign efforts to determine opportunities, shortcomings, and ideas for optimization.

• Solicit data provisioning requirements from key stakeholders (marketing team leaders, business unit leaders) and convert these requirements into data strategies and deliverables.
• Lead the process for audience segmentation and targeting, including test and learn strategies and next best offer campaigns.
• Continually assess data integration needs and work with Technology partners to maintain an integration roadmap that helps deliver on marketing needs.
• Evaluate third-party data sources and recommend integrations where applicable
  Collaborate with Digital Marketing team to integrate campaign audience selection with media and channel logistics.
• Develop and maintain repeatable processes and workflows for managing people, calendars, budgets, and schedules.
• Translate the insights gained through campaign performance reporting into campaign analytic model development and campaign strategy adjustment.

• Orient advanced analytics, business intelligence (BI), and reporting efforts towards aiding data-driven business decision making and process automation.
• Create set of automated dashboards to inform and support LOBs and Marketing with their outreach initiatives or for performance tracking and measurement.
• Lead the process for campaign targeting and predictive model development.
• Work with the Technology Data Function to build, test, validate and deploy predictive models for use in campaigns, and ensure models are repeatable assets that score the marketable population on a regular basis.
• Develop next best offer analytics strategies and develops analytic strategies to monitor changes in customer behavior.
• Validate the marketing analytics model catalog and ensures the portfolio of models meets banking regulatory criteria.
• Define strategic and tactical performance reporting standards for marketing and sales lead campaigns.
• Set expectations with internal stakeholders for critical success factors for campaigns and interprets the results of performance reports for those stakeholders.
• Define the roadmaps for recurring campaigns, starting with fundamental capabilities in the initial rounds of campaign maturity, and leading to more nuanced results supporting test and learn goals as campaigns become more mature.
• Define the short and long-term test and learn strategy for Corporate Marketing and incorporates test and learn capabilities into the majority of campaigns.
• Automate and streamline the production of reports so that low-value activities require the absolute minimum of DSA team people-time.

• Help define/optimize and educate on the most meaningful metrics to measure the health of our digital initiatives.
• Proactively monitor customer behavior on our websites to identify potential issues and areas of opportunity. Use these learnings to develop A/B tests that can increase key business APIs.
• Generate insights from a variety of digital marketing platforms and initiatives, including desktop/mobile websites, apps, digital media, email, CDP's, ecommerce platforms, and social media.
• Track web behavior for digital personalized journey leveraging the Customer Data Platform for triggered journeys.
• Provide leadership into test and learn agenda for the entire web experience.
• Measure engagement and financial success of the media campaigns.
• Define best digital attribution model for optimum digital spend optimization.

• Active participation in the CX roadmap for the CX team, understand feasibility and identify bottlenecks ahead of time for data related projects (segmentation, survey, journey...).
• Lead quantitative customer data analysis and segmentation initiative for marketing journeys.
• Leverage the Medallia and Customer Data platform for sentiment analysis and journey implementation.
• Serve as data SME for tech development of onboarding programs and event-triggered programs.
• Deliver a 360 view of the customers across all LOB's for Marketing and frontline initiatives.
• Drive platform strategy to ensure efficient data flow between our core systems (CDP, Datalake, Converge).
• Lead Customer Data Platform for constant evolution to make sure we keep growing the 360 view of the customer with new channels, new connections while maintaining pristine data quality for the future source of truth of the customer data.
• Sunset the map data platform and provide training and documentation for the new Customer Data Platform.
• Sets standards for data quality, validation and house holding rules.
• Provides Corporate Marketing representation on the Enterprise Data Governance Council.

About Comerica
We know our employees are critical to our overall success and we are dedicated to investing in their future. One of the ways we do this is to offer a comprehensive Total Rewards package designed to recognize and reward individual performance, as well support health, well-being, development and security for our colleagues and their family. Total Rewards consists of cash compensation, development and flexible benefit programs designed to meet individual needs today and in the future. Your salary will be commensurate with your work experience and our programs are reviewed regularly to ensure each remain competitive. We are proud to offer benefits such as health and welfare programs, strong retirement benefits, and generous paid time off programs. You and your eligible family members, including domestic partners and their children, can participate in medical, dental, and vision benefits, 401(k) and pension, income protection benefits such as life insurance, AD&D, and supplemental health programs to offset unexpected health care expenses. We also have a variety of time off programs for things like vacation, sick time, disability, and parental leave. Eligibility for some programs varies based on employment status and tenure.

Upon offer, Comerica conducts a comprehensive background and fingerprint check.

NMLS certification requirement: where applicable, a favorable background check screening, credit check, fingerprint check, and NMLS certification is required in accordance with the SAFE Act.

Comerica Incorporated (NYSE: CMA) is a financial services company headquartered in Dallas, Texas, and strategically aligned into three major business segments; the Commercial Bank, the Retail Bank, and Wealth Management. Comerica's colleagues focus on relationships, and helping people and businesses be successful. In addition to Texas, Comerica Bank locations can be found in Arizona, California, Florida and Michigan, with select businesses operating in several other states, as well as in Canada and Mexico.

Comerica is proud to be an Equal Opportunity Employer - veterans/individuals with disabilities, committed to workplace diversity.