Audience Engineering & SQL Pipeline Development: Write, optimize, and maintain advanced SQL queries (multi-table joins, CTEs, window functions) across core banking systems, data warehouses, and MCIF/CRM platforms; engineer and deliver high-precision audience segmentation files and suppression logic for omni-channel campaigns (direct mail, digital ads, email, etc). Member Journey, Behavioral & Predictive Analytics: Integrate quantitative core data (product penetration, interchange volumes, digital adoption) with qualitative sentiment (NPS, member effort scores, onboarding feedback) to assess full member lifecycle dynamics; conduct root-cause analyses on acquisition, cross-sell propensity, deposit elasticity, and attrition/dormancy risks.