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Sr. Analyst, Consumer and Mktg Analytics

Lincoln Financial Group Radnor, PA

Job Description





Alternate Locations: Radnor, PA (Pennsylvania)

Relocation assistance will be considered/provided for this opportunity within our company guidelines.

Requisition #37681

About the Company

Lincoln Financial Group provides advice and solutions that help empower Americans to take charge of their financial lives with confidence and optimism. Today, more than 17 million customers trust our retirement, insurance and wealth protection expertise to help address their lifestyle, savings and income goals, as well as to guard against long-term care expenses. Headquartered in Radnor, Pennsylvania, Lincoln Financial Group is the marketing name for Lincoln National Corporation (NYSE:LNC) and its affiliates. The company had $222 billion in assets under management as of March 31, 2015.


The Role


The Sr. Analyst, Consumer Mktg & Analytics will deliver on marketing reporting and analytics support to the assigned business units. The position requires leveraging of customer data, customer research and analysis for unique competitive advantage, as well as developing, measuring and innovating on test/experimentation to drive growth. The role requires a solid technical acumen of discovering and blending data across sources to deliver reports and analysis around customer behavior, consumer research, and 3rd party sources into insights and recommendations through modeling, analytical data mining, and predictive analytics.


This role will perform data analyses that helps drive a deeper understanding of our customers and marketing opportunities to drive incremental growth, engagement, and revenue. The analyst will support the inception of a marketing measurement framework to establish metrics and reporting with a consumer lens. He/she will work closely with business and IT partners and the Data Strategy and Management team to define marketing analytics data requirements, marketing use cases for test and learn and build a strong analytical rigor within the newly created team. He/she must be a strong communicator and passionate about actionable Marketing Analytics that help drive ROI for marketing investments. This position will be expected to work with various teams to synthesize cross-channel consumer insights and deliver recommendations that can be tested in the market. 


Consumer & Marketing Analytics Function


At Lincoln there is a huge opportunity to improve end customer experience and engagement through better design and integration of products, channels and touch points – both online and offline. The mandate of this new team is to lead a marketing and customer experience transformation by creating marketing strategies and capabilities based on customer insights, preferences, attitudes and behaviors. By gaining an understanding of the end consumer Lincoln aims to create an increased level of personalization and relevancy with its interactions with its customers, both buyers and sellers – all based on a foundation of data and analytics.

The charter of this newly-developed group at Lincoln is responsible for identifying effective strategies for engaging and marketing to consumers, building and owning consumer data systems and running data analytics for targeting consumers. The team is also leading the development of “test and learn” capability that will support both businesses. The group is also partnering with Enterprise IT and Business stakeholders to develop a shared data analytics capability for Lincoln’s Retirement Plan Services (RPS) and Group Protection businesses.





  • Perform regular and ad hoc analysis that identifies actionable marketing insights, marketing influenced revenue opportunities, enhanced customer experience and functional cost-savings.
  • Serves as an ‘analytics champion’ educating the business to drive adoption and usage of data analytics to further business insights
  • Deliver ad-hoc analysis and reporting projects to answer quick business questions
  • Leverage Consumer and Marketing data assets to measure marketing performance and to improve participation rates, plan contributions and renewals
  • Identify and execute ‘test and learn’ use cases to create a business case for a differentiated and personalized marketing and messaging strategy
  • Maintains knowledge on current and emerging developments/trends for assigned area(s) of responsibility, assess the impact, and collaborates with senior management to incorporate new trends and developments in current and future solutions.
  • Identifies and directs the implementation of process improvements that significantly improve quality across the team, department and/or business unit for his/her assigned area(s) of responsibility.
  • Provides subject matter expertise to team members and applicable internal/external stakeholders on complex assignments/projects for his/her assigned area(s) of responsibility.
  • Query raw data from multiple sources and synthesize into business insights
  • Responsible for constructing analytics models and helping validate hypothesis
  • Develop a deep and detailed knowledge of Lincoln Financial Group’s products and their users
  • Distill requirements from business users into actionable results derived from data analysis
  • Create data visualizations to communicate meaningful trends and complex relationships found in the data
  • Suggests optimizations and insights based on performance data to drive business through identifying key customer targets.





  • 4 Year/Bachelor’s Degree or equivalent work experience (4 years of experience in lieu of Bachelors) in in Marketing, Economics, Business Administration, Statistics or other mathematical discipline.
  • Master’s Degree Preferred.




  • 5 – 7+ Years in marketing analytics customer insights and/or statistical experience directly related to the specific duties of this position.
  • Strong background in statistics, cluster analysis, multivariate analysis, propensity and predictive modeling, decision trees, linear and non-linear models, consumer segmentation
  • Proficient in data mining tools, programming languages and tools like SAS, R, SQL, SPSS, Alteryx
  • Proficient in at least one modern visualization dashboard tool like Tableau
  • Extensive knowledge of standard research methodologies, data analysis techniques and marketing procedures.
  • Knowledge of direct /e-mail or web campaign management and performance measurement
  • Strong communication skills with the ability and desire to collaborate with key business and marketing stakeholders and constituents, including other Marketing Analytics Managers
  • Ability to communicate Marketing Analytics strategy, insights and recommendations to key stakeholders, clearly and concisely
  • Passion to self-educate and keep up-to-date on the latest Marketing Analytics trends within and outside the insurance vertical
  • A demonstrated track record of consistently meeting and/or exceeding performance expectations
  • Possesses a bias for action and avoids workplace distractions
  • Drives performance targets to completion







This position may be subject to Lincoln’s Political Contribution Policy.  An offer of employment may be contingent upon disclosing to Lincoln the details of certain political contributions. Lincoln may decline to extend an offer or terminate employment for this role if it determines political contributions made could have an adverse impact on Lincoln’s current or future business interests, misrepresentations were made, or for failure to fully disclose applicable political contributions and or fundraising activities.



Job Details

Date Posted August 10, 2017
Date Closes September 9, 2017
Requisition 37681-en_US
Located In Radnor, PA
Department Marketing
SOC Category 00-0000.00