EXECUTIVE director, MARKETING EFFECTIVENESS and Analytics
The Marketing Effectiveness and Analytics Executive Director is responsible for providing client leadership and guidance on how their brand and business metrics intersect. This role partners directly with client teams to define business objectives and proactively identify unstated business questions and the analyses that provide insight into them.
This role is also responsible for leading and developing the Marketing Effectiveness and Analytics department at Resource that monitors and optimizes marketing programs for national and international brands, conducts analysis across a spectrum of business questions, interprets the data in a meaningful way and translates the information into actionable results for clients.
Essential Job Functions
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Partner with client teams, strategists and clients to learn their business, category, competitive landscape and target audience to establish clear objectives, KPIs and optimization strategies during project initiation
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Being a visionary advocate leading internal staff to guide clients with business objective identification in order to create and deliver KPI-driven performance measurement reports and dashboards
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Develop and evangelize Resource thought leadership in measurement and analytics
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Lead, develop and mentor the Marketing Effectiveness and Analytics team that is responsible for developing tagging and tracking specifications for implementation; ensure appropriate data capture in alignment with the measurement and optimization strategy
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Investigate/oversee the assessment and trial of emerging analytics platforms and identify appropriate opportunities for adoption
Required Qualifications
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Passionate about marketing effectiveness and business savvy relative to how brand and business metrics combine
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10+ years of analytics experience with responsibility for reporting and analyzing data in a fast-paced business environment
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Strong communication skills, with the ability to present information in spoken, written or visual form to a variety of audiences, from internal team to client executives
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Demonstrated experience effectively conducting hypothesis-driven analyses that drove action
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Ability to lead and facilitate the establishment of clear project objectives and appropriate KPIs
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Demonstrated experience developing performance measurement reports and dashboards with a solid understanding of data visualization best practices
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Demonstrated experience designing and implementing loyalty and other CRM programs
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Demonstrated experience with designing market segmentations
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Demonstrated experience with marketing mix modeling (MMM) and ROI definition
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Strong understanding of digital and social media marketing principles
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Ability to work effectively both independently and in collaborative team settings
Preferred Qualifications
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Agency and client-side experience
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Deep proficiency with at least one major web analytics platform (e.g. Coremetrics, Adobe/Omniture, Webtrends, Google Analytics, etc.)
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Experience with search and social media analytics
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Experience with one or more commercial BI, dashboard or reporting platform
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Experience marrying quantitative with qualitative data
Travel Requirements
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This position may require up to 20% travel to and from current or potential client sites, conferences, seminars and/or training sessions
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