Lead, Audience Strategy

KEY RESPONSIBILITIES 

This position is within the Business Intelligence & Segmentation team. The primary activity is supporting the company's transformation to be more data-driven in its customer messaging. The overall goal is to drive strong customer engagement through relevant, personalized content in our marketing efforts. In this role, you will develop a deep understanding of who our customers are and what their needs are to help drive incremental direct business. 

As the Voice of the Customer, you will assist Marketing in successfully personalizing content for consumers based on strategic audience recommendations. These recommendations will help align the right content to the right audiences. Additionally, you will help build and execute marketing strategies that align with business objectives and drive revenue growth. 

This individual will work in a cross-functional pod to execute high-performing marketing initiatives focused on customer personalization. As a member of this pod, you will assess business needs and develop a strategic roadmap of audience segmentation initiatives across various channels such as web, email, media and direct mail. Such strategic recommendations will be utilized for business defined use cases and special projects.  

You will analyze consumer data to provide insights that support your strategic recommendations around segmentation. This includes analyzing the lifecycle and profiles of past guests and prospects to understand customer behavior. 

You will collaborate with the CDP team to prioritize and provide requirements for new audiences needed to support your segmentation strategies. This role requires partnering with eCommerce, CRM, Marketing, and Data Science teams. The ideal candidate should have a strong background in marketing strategy and customer segmentation, as well as excellent communication and leadership skills.  

QUALIFICATIONS AND EDUCATION 

• Bachelor’s degree (BA) required with a degree focus in Business, Finance or other quantitative discipline preferred 

• 7+ years of work experience required, with experience performing either strategic digital analysis, financial analysis or business intelligence/marketing analytics highly preferred 

• Experience analyzing consumer behavior and optimization of consumer experiences 

• Experience in travel/leisure hospitality preferred 

• Experience with web behavior preferred 

FINANCIAL/QUANTITIVE RESPONSIBILITIES 

• Use data analysis tools, such as Excel, Power BI and Adobe Analytics, in addition to SQL based programming to manipulate and analyze data. 

• Conduct end-to-end exploratory data analysis for large data sets from a wide range of data sources, and define data parameters according to ETL logic. Large data sets may include but not limited to demographic, psychographic, transactional and behavioral data.  

• Establish test plans to assure success and adoption of new approaches to segmentation and personalization. Use data exploration to guide A/B testing recommendations for future segmentation and personalization strategies. Analyze the results of any A/B tests using statistical methods to determine statistical significance and identify trends and patterns in the data. Analysis requires data mining and presentation of key insights/recommendations. 

• Work with other members of the Audience Strategy team to assure alignment and understanding of segmentation/personalization strategies in use across different channels to optimize the customer experience 

• Work with business and technical leaders to drive efficient delivery of Audience creation projects/initiatives  

• Drive teams to deliver against actionable KPIs and success metrics. Responsible for measuring the business impact of all implementations related to custom Audience segments, as measured KPIs. 

• Stay up-to-date with the latest trends and best practices in marketing strategy, data analysis and customer segmentation, and apply this knowledge to inform marketing strategies. 

• Demonstrated aptitude for problem solving and problem identification 

• Ability to function is an agile work environment where you will be the Subject Matter Expert in a pod structure and responsible for contributing to segmentation and testing strategies 

• Strong written and verbal communication skills to be able  

• Strong presentation skills to share learnings and insights on complex data to relevant business stakeholders at all levels of the organization 

• Ability to manage multiple projects and responsibilities in a fast-pace environment  

• Attention to detail required 

• Ability to operate in a team environment, with excellent interpersonal skills  

PHYSICAL REQUIREMENTS 

The physical demands described here are representative of those requirements employees must meet to perform the essential functions of this job with or without reasonable accommodations.   

While performing job functions the employee is regularly required to sit, stand, write, review and type reports, compile data, operate a pc, communicate, listen, and assess information. The employee may move about the office complex, may travel to other office locations and may lift, push, pull or move 10 - 15 pounds.  

Visual requirement include distant, close and color vision, and ability to adjust focus. 

WORKING CONDITIONS 

The environment includes work inside/outside the office