Job Description The lead is responsible for working closely with Digital Campaign Marketers (aka Architects) to ensure that all US digital marketing strategy and execution can be measured to answer critical business questions and objectives. Using an industry:leading strategy and approach to maximize campaign optimization in:flight and post flight to shape and influence the next campaigns.
This leader will ensure that engagement teams with responsibility for the creation and pull:through of campaigns have the timely and actionable insights necessary to optimize customer engagement during campaign execution. Across our Companys US portfolio, the role will have the opportunity influence over 100 MM in annual spend on Heath Care Providers and consumer campaigns.
Work closely with Digital Engagement Teams to provide them with deep analytical insights and actionable recommendations to impact next digital iteration (in:flight) decisions based on data and learning.
Proactively align measurement metrics and analytics to campaign objectives during in:flight and post campaign.
Define, build, analyze, monitor and share key results and Key Performance Indicators that inform marketing and customer strategy in a timely manner
Actively seek ways to address data gaps and quality to improve performance to maximize results
Review and provide recommendation on Google Analytic tagging and create insightful, meaningful accurate reports and analysis
Work with the reporting team to generate weekly dashboards that highlights key insights and low:lights.
Partner closely with the advanced analytic team (Market Analytics and Investment Optimization) on the Return on Investment analysis and establishing leading:indicators of positive Return on Investment
Be comfortable presenting to key partners and leaders and share key learning across different internal stakeholders and teams
Support the Digital Engagement Teams by develop testing plans and capabilities using digital A/B testing at the campaign level and provide insights quickly. Also, provide support with customer research and competitive analysis.
Build strategic relationships and manage communication.
Oversee the work of the off:shore analytic team by clearly providing directions and set the right expectation to ensure high quality of work is being delivered that addresses the objective(s) of the campaigns
Digital Marketing Test Design is critical
Good understanding of data warehousing, architecture and ETL
Fluent in SQL and EXCEL or ability to learn quickly on the job as needed
Expertise in digital metrics, including web analytics and digital media channels
Experience in visualization tools to help drive data adoption and knowledge across the organization
Manipulate and analyze complex data set for both planned and ad hoc analysis
Able to tell stories from diverse analytic and behavioral data in ways the end user can understand. Willingness to teach others but open:minded to learn.
Strong communications and presentational skills
Detail oriented and commitment to producing high:quality work and maximizing resources, while meeting deadlines
Positive attitude, professional, courteous demeanor, strong work ethic and ability to collaborate in a constructive manner with others in a dynamic working environment
Always curious and asking questions that would improve customer experience and engagement
Experience and Education
Bachelors Degree required/Advanced Degree in quantitative analytics field (eg quantitative sciences, engineering, IT or MBA) preferred
Data driven mindset with 5+ years of work experience doing quantitative analysis at the digital campaign and customer level
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