Director, Marketing Analytics Job Description
Director, Marketing Analytics Duties & Responsibilities
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Sample responsibilities for this position include:
Director, Marketing Analytics Qualifications
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Licensing or Certifications for Director, Marketing Analytics
List any licenses or certifications required by the position: CRM
Education for Director, Marketing Analytics
Typically a job would require a certain level of education.
Employers hiring for the director, marketing analytics job most commonly would prefer for their future employee to have a relevant degree such as Bachelor's and Master's Degree in Statistics, Economics, Marketing, Mathematics, MBA, Business, Computer Science, Engineering, Finance, Graduate
Skills for Director, Marketing Analytics
Desired skills for director, marketing analytics include:
Desired experience for director, marketing analytics includes:
Director, Marketing Analytics Examples
Director, Marketing Analytics Job Description
- Identify potential opportunities based on external factors, , advances in marketing targeting, attribution and measurement, legislative or economic changes, evolving consumer needs, competitive environment, partnership opportunities
- Analyze marketing campaign performance to explain what happened and why
- Track, measure and analyze performance of marketing programs and communicate results and insights to internal stakeholders
- Build relationships and supervise day to day activities which support the marketing initiatives
- Accountable for setting the strategic vision and direction for the CRM Marketing Analytics agenda and the development of analytic and reporting capabilities
- Collaborate with partners and peers to develop and foster strong working relationships between teams within marketing and business partners
- Understand and manage all risks as it relates to Canadian Banking and Marketing & Channel Strategy business, including strategic, reputational, operational, market, and regulatory compliance
- Plans, implements, manages, analyzes and optimizes organic and paid search engine marketing campaigns
- Develop new ways to mine data to guide marketing investments
- Direct the Marketing Analytics function by defining the long term road map (people, process and technology) of the team in order to best achieve overall business goals
- Customer engagement, demand generation, lead nurturing and CRM analytic expertise
- Gravitas and presence in front of clients
- Strong points of view
- Desire to innovate and push boundaries
- Experience with digital media analytics
- Great team work, must be able to collaborate with other bright minds to develop great ideas into industry leading solutions
Director, Marketing Analytics Job Description
- Continue to evolve and upgrade the team’s technical skills through a combination of SQL, Excel, Python and R to optimize performance
- Provide guidance, development and leadership for a team of Marketing Analysts
- Oversee deep dive analysis on spend, portfolio mix and performance to drive marketing strategy
- Develop data-driven marketing products and capabilities, Bidding algorithms, automated ad copy generation
- Support in the governance and alignment of all marketing channel specific reports to core business & financial measurements
- Establishes and sets benchmarks and key performance indicators of overall health of business success metrics for product and marketing initiatives
- Collaborate with Data Engineering to integrate and enhance robust data sets, apply advanced analytics solutions to marketing activity, automate processes
- Lead the development of test strategy and measurement plans ensure methodology is in alignment with problem complexity and business priority
- Develop and implement analyses for improved targeting and promotional response
- Understand business objectives and select the optimal analytical metrics to measure project outcomes
- Experience with business intelligence tools such as Tableau, TIBCO Spotfire, QlikView, and MicroStrategy, is a plus
- Act as subject matter expert in the implementation of new approaches, identifying the optimal blend of measurement and analytic techniques
- Advanced degree required in statistics, economics or other quantitative field
- Experience with advanced analytic techniques, such as multivariate regression analysis, logistic regression, factor analysis, response prediction, and ROI measurement
- Experience designing and analyzing A/B and Multivariate tests to measure performance
- Experience with promotional, targeted, & marketing data
Director, Marketing Analytics Job Description
- Manage WW marketing budget allocation process to ensure all regional growth rates are considered
- Jointly with Finance and Sales Ops to evaluate the channel partner performance, marketing investment and coverage
- Create Marketing training curriculum with HR team
- Prepare for BoD, all-hands, on-going Marketing staff meetings, and annual planning interlock exercise
- Work cross-functionally with internal Product, Marketing, Finance, and Analytics team
- Work cross-functionally with internal Product, Marketing, Finance, and Analytics teams
- Work with stakeholders to develop dashboards, playbooks, decision aids and business case analysis to support programs, creative and recommended solutions
- Partner with the Channel Managers to optimize campaigns within each channel
- Understand and develop guidance to best measure all stages of the customer acquisition funnel from engagement to monetization
- Determine optimal way for team to present actionable analytics and recommendations for future execution
- Advanced use of a SAS or other statistical programming language
- Data manipulation – used to analyzing large volumes of data and a solid understanding of database principles and efficiencies required
- Project Planning – capable of planning and managing analytical components of projects to ensure deadlines are met
- Excellent communications and presentation skills with an ability to interpret analytical and technical content in an easy-to-understand manner
- Account handling for both marketing mix modelling projects and ongoing consultancy conducted throughout the year, which includes relationship management across all media and ad agency partners
- Lead a team of up to 10 analysts to deliver model findings, ad hoc projects, and monthly in-market testing results
Director, Marketing Analytics Job Description
- Coach and Guide a team of Marcom Analysts & Marcom SMEs --Coach & Guide a team of Marcom Analysts and Operators to deploy insights in the Studios.Deploy analytics tools and best practices across Marcom SMEs for self-serve Marcom Analytics
- Work closely with the Sales & Marketing teams to provide strategic leadership in analytics applications
- Lead efforts to incorporate new and more advanced (digital) analytics in the marketing decision making framework
- Lead efforts to incorporate internal and 3rd party data into the overall brand and marketing strategy
- Help marketing team identify analytic priorities organize and structure overall analytic platform and tools
- Collaborate with vendors and the market insights team
- Define & refine the key reporting metrics that are used by Marketing and Sales
- Manage internal customer expectations - internal customers include sales executives, product executives, marketing channel managers & executives
- Evaluate value of customer marketing outreach and media
- Work cross-functionally with marketing and account management team to provide the data and analytics needed to drive acquisition growth, campaign efficiency and program effectiveness
- 6-8 years of experience in a marketing measurement & analytics role supporting Direct Mail, Email, or database-driven programs required
- Strong communication with the client’s senior management, implementation of marketing mix modelling results to the client and agency partners on an ongoing basis, and periodically meet with different business units to determine best modelling approaches
- Support in the interpretation of results, including storytelling, benchmarking to previous experiences, similar industries, and to historical findings
- Graduated a college or university with a Bachelor, Masters, or MBA degree with academic experience in a quantitative field
- Strong quantitative, analytical, statistical, and excellent communication skills
- Provides thought leadership and communicates new capabilities and insights throughout the organization via email, meetings and presentations, with diverse audiences from marketing channel managers to C-Suite executives and the chairman
Director, Marketing Analytics Job Description
- Leverage expertise to build and develop marketing campaigns as to ensure tracking, analytics and development of predictive models
- Oversee and manage $1-2 million in vendor contracts and maximize value to the health plan and marketing
- Collaborate closely with key Marketing leads who control -- Media, Strategic Partnerships
- Directs the development the marketing performance, measurement, and analytics strategy and framework, identifying key performance indicators and metrics for evaluating impact (across both print and digital campaigns website/page performance)
- Lead marketing spend and tactics analytics using different (statistical) analytics techniques
- Use advanced analytical techniques to measure value and develop insights that help allocate spend across and within marketing vehicles (e.g., TV, Direct Mail, Digital Video)
- Help execute key projects for the Marketing Analytics organization that will significantly impact SBU results
- Present work to Marketing leaders (including CMO) and leaders of other functions (e.g., VP or SVP in Distribution)
- Recommend budget allocations based on analytics and KPI reports
- Provide accurate and robust reporting and analytics to give a comprehensive view of channel performance
- Strong predictive modeling including market mix modeling and logistic regression
- Experience with SQL, SAS, SPSS, S-Plus, R or other data manipulation / data analytics tools is a plus
- Leads the annual planning and refinement of Analytics and Targeting strategies and prioritized tactics that will most efficiently achieve company and marketing objectives
- Develops and manages vendor engagements in order to augment the bandwidth and capabilities of internal team
- Manage, motivate and develop team to improve performance in their current role and prepare them for career growth
- Minimum 10 years' financial and operational experience in a media, entertainment, technology, internet or adjacent industry