Sr. Director of Marketing Analytics
Location: Atlanta, GA
IQ Workforce is a leading recruiting firm for the global analytics & data science community.
Our new client partner is one of the US’s largest providers of digital cable television, telecommunications and services with over 20,000 employees and $11B in revenue. Their B2B product suite has the fastest revenue growth and is looking to add a new created Sr. Director of Marketing Analytics.
Reporting directly to the Exec Dir of Marketing & Sales, the Sr. Director of Analytics role is being established to cover descriptive, diagnostic, predictive and prescriptive analytical insights. The Sr. Director will lead an 8 to 10-member team and have responsibility for establishment and oversight of marketing analytics strategy, including marketing campaign optimization, customer segmentation, as well as advanced traditional media and digital marketing analytical modeling activities.
The Sr. Director and his/her team will act as the center of excellence for the business unit in developing best practices, guidelines and governance across campaign reporting, customer segmentation, traditional and digital marketing, media mix optimization as well as advanced modeling toolsets. Working in concert with their Consumer Insights, Pricing and BI community, the desired intent is to develop an integrated, analytical marketing framework and supporting organization.
Provide holistic advanced marketing analytics across the enterprise with connective tissue inclusive of marketing campaign analytics and advanced marketing model efforts
Evolve and transform an existing reporting and campaign management-centric team into a data science-led team, taking an always-on approach towards actionable insights
Through advanced data manipulation, lead the ideation, development and rollout of an analytical roadmap to enhance performance gains in traditional, digital (paid social, SEO, display, programmatic, email, etc.) and account-based marketing tactics
Lead multi-channel response attribution to optimize marketing channel investments
Establish the appropriate rigor with ongoing test and target marketing rigor so as to increase share of wallet and associated customer lifetime value, while reducing customer churn
Lead forecasting trends across traffic drivers (sales call volume, site traffic, etc.), products, sales channels and regions, and identify opportunities for driving business growth
Enable the business to make fact-based marketing decisions through the delivery of advanced analytics methods and related prospect and customer segmentation strategy, focusing on marketing investment optimization and opportunities to drive sustainable and profitable revenue growth
Support the strategic planning process by providing marketing forecasts, analysis and direction on-demand generation investment effectiveness
Lead marketing list development accessibility, analytical dataset creation, and ongoing reporting strategy through statistics, data acquisition, data mining and optimization techniques with first-party, third-party business data requirements, ensuring optimal analytic delivery
Support real-time and predictive approaches across in-market, out-of-footprint tests in collaboration with field and center marketing personnel as well as agency partners
Lead the standardization across in-depth media research and analytics which power marketing ROI calculators used to determine effective levels of media spend. Develop, assess and hypothesize the use of media and related data for ongoing segmentation and engagement planning
10+ years of experience with an impressive track record in related analytics, data sciences, modeling, information integration expertise
Strategic thinking, courageous innovation that reshapes markets, and a creative approach to marketing analytics. A forward-looking leader, unbound by what has been done, what is traditional, and what has worked in the past
Particular strengths in media mix modeling optimization, specific but not limited to digital, search, email, account-based marketing (ABM) and traditional tactics to ensure maximum ROI and tracking on all media investments
Excellent diagnostic skills to analyze, identify discrepancies and opportunities within advanced marketing and propensity models, offering guidance and interpretation
Demonstrated ability to develop and apply information-driven analytic and customer segmentation approaches, including the latest in innovative tools, methods and modeling, e.g. machine learning and AI to solve critical marketing and business-centric questions in a practical manner with tangible results
Ability to take complex analytic solutions and be able to articulate/story-tell to enable actionable insights and operational decisions
Advanced knowledge of marketing in concert with fundamental analytical, statistical techniques, attribution results, forecasting, simulation and data optimization
Awareness and understanding of digital marketing and mobile apps, CRM and marketing automation, e.g. Salesforce.com, Adobe Marketing Cloud, Unica, DemandBase, etc. Able to recommend additional tools and associated software