Senior Manager Customer Insights & Analytics

US-PA-Warrendale
Job ID
2017-29138
Category
Marketing

Overview

The Sr. Manager Consumer Insight and Analytics will guide the digital organization’s use of data and measurement to drive the business, inform the strategic roadmap, support the product development team and guide operations teams. This individual will lead the analytics team to drive digital analytics and digital testing and optimization.  This role and its direct reports will be responsible for providing business and technical end-users with predictive and data models. This team will measure progress and success against key initiatives from a quantitative and qualitative perspective. The Sr. Manager Consumer Insight and Analytics will be responsible for reporting and analyzing multi-channel marketing campaigns to determine opportunities to increase efficiencies and maximize return on marketing investment. This individual will be responsible for establishing baselines in a marketing test and learn culture, reporting on marketing program measurement and effectiveness, assessing marketing and business opportunity and understanding and communicating cross-concept and omni-channel customer insights. The ideal candidate will have the strategic, creative and analytical skills needed to connect quantitative data to insights that will drive and change our marketing activities across all channels. This role reports to the Senior Director Digital Marketing and will work with a cross-functional team to identify the top customer experience drivers, frame and execute analysis on the key strategic questions for customer experience to inform priorities, and measure impact from customer experience investments.

Responsibilities

Website Performance and Analysis:

  • Monitor and report on web site (desktop and mobile devices) performance and customer experience insights utilizing Google Analytics (GA) and related tools
  • Measure site usability/effectiveness and develop actionable insights to improve the customer experience and KPI’s
  • Develop and manage reporting and key metrics dashboards, including conversion funnel fallout report, device and digital channel activity, and trending analysis
  • Analyze relevant media and financial data to generate reports/presentations that provide actionable insights and identify growth opportunities
  • Be the Google Analytics subject matter expert and remain current on updates to features and services
  • Support A/B and multivariate testing by analyzing and reporting test results
  • Review user interactions and identify web site usability constraints and opportunities for improvement

Digital Performance and Analysis:

  • Collaborate with internal marketing partners to develop goals and KPIs for media channels, providing recommendations for upcoming events and campaigns
  • Capable of creating site and channel-specific performance “deep dives” to uncover performance improvement opportunities related to marketing spend and promotional activities
  • Support all bespoke channel-specific performance reporting (for example paid search, email, paid social), including automation where possible
  • Present seasonal/quarterly marketing recaps to business unit partners and support the development of seasonal media plans
  • Develop a comprehensive and effective approach to marketing attribution, developing new reports and approaches
  • Carries out post-event analysis to validate forecast assumptions and identifies all additional associated factors

Customer Insights and Analysis:

  • Support improvements to the overall customer experience by compiling, synthesizing and reporting on customer feedback
  • Reviewing responses and compiling into concise reports to help identify experience trends and actionable insights
  • Provide analysis related to customer retention, acquisition and loyalty program
  • Maintain and distribute standardize media performance recaps for marketing campaigns and promotional events, using attribution and internal data
  • Drives operational excellence through standardization of agreed upon best practices. Drives out defects and ensures processes are in place to positively impact customer experience
  • Bring customer insights to life through data and exceptional storytelling

Develop strategies, best practices, process improvements, analytical frameworks, share expertise with others, mentor and continually strive to improve overall contributions to the department

Qualifications

  • Bachelor’s degree in Marketing Analytics, Business, Research or related field
  • 5+ years’ professional experience in marketing analytics, business analytics or comparable analytics position
  • 3+ years’ experience leading cross-functional and multi-faceted teams
  • Strong analytical skills, including experience structuring, analyzing and interpreting large volumes of data into actionable insights
  • Must be an expert user of Google Analytics and Excel
  • Excellent analytical, mathematical and creative problem-solving skills
  • Experience working with online survey tools, CRM platforms and analytical tools
  • Experience with marketing attribution approaches; calculating incremental lift from marketing campaigns; establishing, implementing and socializing test and learn best practices
  • Hands on experience with SQL, SAS and Predictive Modeling (data mining skills required)
  • Advanced Microsoft Excel skills including pivot tables, macros and v-lookups
  • Strong working knowledge of digital media and customer experience methodologies
  • Able to design analyses to uncover business opportunities
  • Able to communicate effectively in person and in written form (e.g. presentations, reports, well-presented data visualizations) to technical and non-technical audiences
  • Ability to build partnerships across teams and businesses
  • Must be energetic and self-motivated, responding to issues quickly with an open and positive attitude
  • Must also be accurate and detail-oriented

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