The Director of Marketing Performance and Analytics is responsible orchestrating the data, analytics and technology to enable and optimize brand and enterprise marketing. They will set the strategy and framework for tracking, analyzing and reporting on brand advertising and enterprise marketing campaigns, and bring together data from different channels into a holistic view of our marketing performance. The role will be responsible for analyzing and interpreting brand metrics, media effectiveness, digital traffic, social media engagement, email campaign effectiveness, website performance metrics and overall campaign ROI. This person will be focused on providing strategic insight and recommendations to internal teams to strengthen marketing planning and campaign effectiveness. This person will also be focused on demonstrating the impact of marketing investment on lead generation and sales through attribution models. This role requires strong analytical, statistical, and technical skills, as well as a deep understanding of marketing and campaign planning, turning data to insight and action.
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 as well as website/page performance)
Analyze marketing campaign and media performance, quantifying the impact of enterprise brand campaigns, social content, and other key initiatives and evaluating effectiveness of efforts
Lead development of attribution models to quantify the impact of marketing investment on sales, work in partnership with BU marketing analytics and Demand Generation teams
Oversees proposals and methodologies to be deployed in executing advanced modeling and statistical techniques
Provides leadership and best practice guidance around analytic methods to be executed
Partner with internal and external agencies to track and analyze campaign performance, including media effectiveness, messaging, content and design
Establish guidelines to ensure delivery of consistent, value added analytics to support marketing decisions
Work in close partnership with Customer Insights to understand the impact of enterprise campaigns on market perception and brand awareness
Connect brand metrics to lead generation and sales metrics; determine the relationship between the two and the impact increasing brand metrics has on lead generation and sales
Provides critical insights and recommended actionable steps to internal teams/partners to optimize marketing strategy, tactics and activities and support continuous improvement to campaigns.
Establish digital dashboards and performance summary reports for various departments and management
Partner closely with BU Marketing Analytics Managers to ensure data capture and analysis is consistent and complimentary to their practices.
Lead marketing spend and tactics analytics using different (statistical) analytics techniques; derive recommendations for spend and channel optimization based on analysis
Drive continuous process improvements in all business processes surrounding marketing analytics
Evaluate current reporting tools and capabilities to identify and implement improvements and changes.
Work with Customer insight and experience on research analytics for larger Enterprise projects
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Qualifications
7+ years of experience in a measurement, analytics or marketing role
Bachelor’s degree required (preferably in business, marketing, mathematics, statistics, or related field is preferred), MBA or Masters preferred
Hands-on experience with web analytics tools such as Adobe Analytics, CoreMetrics, WebTrends, Google Analytics, or similar tools
Strong analytics, strategic and critical thinking skills
Ability to work with advanced analytic skills (SPSS, Excel)
Ability to do data and attribution modeling
Understanding of marketing – especially digital marketing and media landscape
Strong communication skills, telling stories with data and numbers
Strong attention to detail, process improvement and project management skills
Ability to solve problems quickly and think creatively
Strong collaboration skills; successful working with cross-functional teams
Proven track record of demonstrating initiative
Strong written and oral communication
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