Senior Marketing Analyst - IT Avalon

Position Summary
The Senior Marketing Analyst is responsible for managing cross-functional measurement practice that includes marketing performance priorities, measurement, reporting and insights across paid and owned marketing channels. Partnering with marketing and business stakeholders, agencies and technology teams, candidate will implement measurement tools and tactics, report on key metrics and generate data-driven insight to help stakeholders understand campaign and tactic effectiveness. As a leader they will be passionate about transforming data into meaningful insights, testing propositions and optimizations that drive marketing performance. They will generate fresh and innovative approaches to using marketing data, technology, and analytics in service of smarter, more informed decisions.

Key Responsibilities:

• Create a strategic measurement framework that communicates measurement priorities and opportunities.
• Work with marketing and business partners to define measurement plans for each campaign and channel effort.
• Develop, implement, and maintain effective tracking tools across all paid and owned marketing channels, including email, SMS, organic and paid social, direct mail, website and traditional advertising channels.
• Oversee marketing campaign reporting across audiences and channels. Build and maintain reporting dashboards [RL1] to ensure prompt, accessible and accurate output of data. Develop and refine reports to track and communicate marketing trends and campaign results to measure the effectiveness of tactics and strategies as well as examine return on investment for marketing efforts. This may include reporting across marketing systems in use such as marketing automation, social media management tools etc.
• Contribute to the generation of regular and ad-hoc reporting documents for Senior Management review [MF2] [RL3] . Present findings to leadership and cross functional teams as needed.
• Conduct analysis for marketing across audiences and provide recommendations on optimization strategies for cross-channel marketing campaign performance across tactics.
• Lead multivariate and A/B testing as an ongoing discipline to improve campaign audience targeting, channel utilization and media placement/mix. Collaborate on research to test elements of creative (personalization, product mix, message).
• Leverage propensity modeling to help guide customer-centric targeting and retention strategies
• Analyze and recommend ways to optimize marketing spend by fiscal period, marketing channel and message.
• Partner with marketing teams and agencies to ensure accuracy and timeliness of media investment and performance data; act as a liaison for media team and digital/IT team to execute on tagging strategy

• Partner with the channel team, enterprise technology, enterprise analytics and digital strategy teams to determine appropriate tracking systems and technology enhancements to improve data accuracy and accessibility and reporting capabilities
• Participate on data governance and technology project implementation teams as needed. Provide guidelines for data management to ensure initial data collection is optimized for analysis.
• Provide guidance in the area of data analysis and reporting to members of the marketing team and other internal groups as needed.
• Prepare reports of findings, presenting data graphically and in written formats. Provide insights and recommendations based on analysis.

Qualifications:

• Eight-plus years of experience, at least six years in digital marketing analytics
• Subject matter expertise in marketing analytics and measurement as well as marketing fundamentals
• Strong technical and interpersonal skills are essential, as well as the ability to think critically and analytically, work independently and handle multiple tasks. The ability to distill and convey findings clearly is a critical component of the work
• Proven track record in a complex, matrixed data environment
• Able to operate strategically and build effective stakeholder partnerships; able to collaborate with cross-functional partners in varying levels of responsibilities
• Understand extended marketing measurement and analytics needs to identify capabilities & solutions
• Experience partnering across marketing and other internal analytics teams to help deliver marketing analytics solutions
• Specific experience with digital media measurement, social listening, testing, etc.
• In-depth knowledge of DMPs (e.g., Adobe Audience Manager) and Attribution platforms
• Experience with key tools like Tableau, Adobe Analytics / Target / Audience Manager, Sprinklr, Doubleclick, LiveRamp, Domo, SAS and Access, Cognos as well familiarity with next best action CX tools.
• Mobile, social and app marketing analytics experience a plus
• Effectively communicate and interact at a high level of professionalism with Senior Management
• Self-motivated, disciplined fast learner with ability to be flexible and adapt in fast paced environment
• Healthcare experience and familiarity with HIPAA privacy rules preferred

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