DIRECT MARKETING ANALYST- BUSINESS KNOWLEDGE DEPT - FIRSTBANK PR

Direct Marketing Analyst (Direct-to-Consumer Campaign)

Business Knowledge Department

FirstBank PR

At FirstBank PR, we strive to be a trusted advisor to our clients, and our employees are the ones that ensure we deliver on our promise of excellence in personalized customer service. Our more than 3,100 employees in Puerto Rico, the Virgin Islands and Florida share a passion for excellent customer service. We are proud of our team because they are continuously surpassing our client's expectations.

Do you have a passion for helping customers, building relationships, and delivering extraordinary, personalized customer service? If your answer is yes, FirstBank is the number one place for you.

The Direct Marketing Analyst supports the execution of Direct-to-Consumer marketing campaigns for Personal Loans and Credit Cards by coordinating campaign requirements, preparing and validating data inputs, and ensuring accurate and compliant campaign delivery. This role focuses on operational execution, data readiness, documentation, and cross-functional coordination, serving as a key Line of Business partner to Analytics & BI, Marketing, Credit Risk, Operations, and external vendors.

What you'll do:

• Initiate DTC campaigns by submitting TransUnion (TU) project requests and coordinating required data inputs and dependencies.
• Manage campaign setup activities by requesting APPRO channel creation, preparing APPRO intake and file preparation forms, and coordinating ELOAN channel activation.
• Request, consolidate, and document updated pricing and credit policy information to ensure accurate campaign execution and compliance.
• Receive and review TU data layouts and descriptive reports to validate data structure, completeness, and readiness for campaign use.
• Prepare exclusion and suppression files in alignment with credit policy, regulatory requirements, and operational constraints.
• Gather required inputs for renewal campaigns, including historical response indicators, account status data, and Line of Business guidance.
• Request and validate updated credit score databases and ensure proper linkage to prospect universes.
• Prepare and issue letters of instruction to Database Marketing partners and validate received prospect datasets through structured data quality checks.
• Execute pre-built response probability and clustering models developed by the Analytics & Business Intelligence team, ensuring correct inputs, accurate execution, and validated outputs.
• Apply approved exclusions to prospect datasets and prepare preliminary prospect selection scenarios.
• Coordinate approval processes for credit-related exclusions with Credit Risk.
• Draft and maintain campaign documentation, including the Campaign Information Document (CID) and marketing guidelines.
• Review and approve live campaign samples to ensure alignment with brand standards, pricing, disclosures, and compliance requirements.
• Securely distribute final prospect lists, provide outbound specifications, transmit outbound files, and create remail lists.
• Support campaign performance review through TransUnion variable revision activities.
• Support ad hoc campaign execution needs and evolving business requirements.
• Contribute to continuous improvement of campaign processes, documentation standards, and data validation practices.
• Maintain organized, audit-ready records of campaign inputs, approvals, and deliverables.
• Participate in cross-functional working sessions to improve execution quality and coordination.

Competencies

• Data Handling & Quality Control
• Documentation & Communication
• Compliance Awareness
• Attention to Detail
• Collaboration
• Ownership & Reliability

What you'll need to Succeed

• Bachelor's degree in Business, Marketing, Analytics, Finance, Information Systems, or a related field.
• Strong proficiency in Excel and working knowledge of SQL.
• Experience coordinating operational or campaign-related processes.
• Strong written and verbal communication skills.
• High attention to detail and strong organizational skills.
• Bilingual English/Spanish proficiency.
• Experience supporting direct marketing or customer acquisition campaigns.
• Familiarity with consumer lending products.
• Experience in regulated environments.

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, skills required of personnel so classified. The reporting relationship may not reflect the most recent changes to the corporate reporting structure.

EQUAL EMPLOYMENT OPORTUNITY EMPLOYER