The Leader of Marketing Analytics and Customer Insights will partner with the Norton Security Marketing leadership to develop insights about Norton customers and prospects, to plan and optimize marketing activities, and to assess channel and campaign performance.
The leader will develop Norton Marketing’s analytics strategy, incorporating both the long-term vision and near-term requirements across branding, digital acquisition, customer lifecycle management, and retention marketing for Norton. This includes developing and achieving buy-in on the vision and roadmap needed to build out a world class marketing analytics function that integrates both quantitative and qualitative insights.
Key Accountabilities
To SVP, Consumer Marketing and Chief Digital Officer (dotted line)
Capture, recommend, and prioritize questions that insights/analytics team will solve, and oversee team to deliver timely and accurate results and recommendations
To VP, Pricing, Analytics and Optimization (primary reporting relationship)
Drive efficient and effective use of insights and analytics resources within Marketing
Work with cross-functional central analytics team to maintain data integrity and consistency, and disseminate insights to other functions (e.g. Product Management, Partner Engineering, etc.)
Key Responsibilities
Act as thought leader and advisor to Marketing team, collaborating with functional marketing leads (Global Brand, Digital Customer Acquisition, CRM) to ensure that marketing plans and decision-making are data-driven
Organize, lead, and develop a team of 12-15 marketing analysts, statisticians, and researchers. Ensure that each team member possesses and develops the necessary skills and experiences to develop rigorous quantitative and qualitative insights
Utilize primary research and data to segment and profile consumers/customers, identifying target segments for product and service offerings, and enabling targeted marketing and messaging
Develop sophisticated modeling tools that correlate activities with customer outcomes, and recommend ideas and initiatives with the goal of improving marketing performance (CPA, CLV) and customer outcomes (attach rates, retention rates)
Lead attribution modeling to assign credit for traffic and conversions across marketing channels and consumer touchpoints, enabling Marketing leaders to make the right investment decisions and to increase customer acquisition and/or CLV
Develop, maintain, and communicate marketing/customer KPIs and dashboards. Help Marketing team focus on critical customer outcomes and metrics
Competencies
Highly numerate, analytically savvy, and metrics driven; adept problem solver
Strong team leader
Effective communicator and ability to sell ideas to senior leadership
Strong track record of identifying key questions and ability to connect the dots across multiple sources of data
Demonstrated ability to anticipate and meet demands of senior-level business managers
Comfortable navigating matrixed organization and building relationships across functions
Qualifications/ Experience
10+ years of experience in a highly analytical environment performing complex analyses and generating data-driven insights
Experience in online customer business and/or user interfaces essential
Knowledge and experience in interactive marketing techniques including online analytics, search engine marketing and optimization, affiliate marketing, co-reg programs, social media marketing, advertising networks and other internet partnerships to grow customer base
Experience in leading teams
Experience in subscription business highly valued
Prior experience in market research/market segmentation is a plus
Education
MBA or PhD in econometrics/statistics
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