HP is seeking an experienced Marketing Analytics leader who is passionate about optimizing the business through the intersection of marketing data and experimentation. As an Analytics Lead, you will partner cross-functionally to optimize various marketing initiatives and drive key performance indicators (KPI’s) forward for the hp.com online stores worldwide.
You will collaborate with digital marketing teams and be seen as a subject matter expert for interpretation of results and assessment of strategic initiatives. You will also work on complex problems where analysis of situations or data requires an in-depth evaluation of multiple factors. Role will require you to Lead and/or provides expertise to functional project teams and may participate in cross-functional initiatives. Furthermore, you will act as an expert providing direction and guidance to process improvements and establishing policies. Frequently represents the organization to external customers/clients. Exercises significant independent judgment within broadly defined policies and practices to determine best method for accomplishing work and achieving objectives. May provide mentoring and guidance to lower-level employees.
Responsibilities:
· Experience working with Digital Marketing Channel Teams and Proven track record of supporting channels with Data and Insights
· Drive material improvements to acquisition, retention, and customer lifetime value activities through analysis & experimentation of campaigns spanning across all channels.
· Optimize media budgets and gross margins and serve as an extension to the demand generation team responsible for SEM, SEO, Paid Social, Programmatic, and other Marketing channels.
· Strong Expertise in data analytics tools like SQL, R/Python with in-depth knowledge and understanding of business intelligence platforms such as Datorama, Tableau, Power BI, Alteryx, etc.
· Experience in modeling techniques such as Multimedia Mix, Multi Touch Attribution, Predictive Analytics, etc.
· Strong knowledge and working experience in Google Marketing Platform, especially in Analytics (GA 360, GA4), Google Tag Manager, Data Studio, Optimize
· Exposure to Data Management Platforms and Customer Data Platforms
· Expertise in the full spectrum of digital analytics including but not limited to tag management, web analytics, A/B testing, campaign optimization, audience management, paid media measurement.
· Familiarity with AI/ML techniques applicable to marketing analytics
· Evolve and refine measurement frameworks and KPIs for Customer Measurement
· Develop program initiatives utilizing segmentation strategies based on customer behaviors, business drivers and economics, competitive environment and past program results.
· Expertise in web analytics. Hands on experience on building dashboards and segmentation in Adobe analytics. Understand the different component of Adobe analytics.
· Provide thought partnership in customer web/mobile engagement & journey, lifecycle activities and website optimization.
· Develop program initiatives utilizing segmentation strategies based on customer behaviors, business drivers and economics, competitive environment and past program results.
· Benchmark, communicate and track program results against plan.
· Be able to quickly translate business problems to an analytical solution-based framework.
Education and Experience Required:
· Solutions-oriented thinker who can adequately assess and prioritize business needs and translate those into thoughtful and creative digital executions.
· Analytical thinker with exceptional strategic planning and problem-solving skills
· 5+ years of experience as a Data Scientist, Data Analyst, or Data Engineer. Preferably for a digital media, MarTech, digital subscription business, and/or technology business
· 3+ years' experience in experimentation design, A/B testing, propensity score analysis, linear regression modelling and/or probabilistic modelling at scale
· BA or BS in Marketing or Data Science; master's preferred.
· 7+ years marketing and project management or operational experience.
· Experience in Marketing database such as MRM or CRM applications; statistics background a plus.
· Demonstrable experience with digital marketing, SEM, social media and display advertising
· In-depth knowledge of google trends and similar web with ability to think strategically on leveraging insights for campaign development.
· Experience with GA360, AdWords, Display Networks or relevant digital experience platforms
· Advanced statistics background for analytical positions preferred (advanced degree with research and statistical focus background).
Knowledge and Skills:
· Advanced understanding of marketing attribution including multi-touch & ML (Machine Learning)
· Proven expertise in experimental design (including but not limited to A/B testing), principles of causal inference, and statistical techniques.
· Deep understanding of components of Digital Marketing Programs: Audiences, Platforms (Facebook, Google, Programmatic), Creative and Measurement
· Certification in Google AdWords/Facebook PPC is a plus.
· Hands on experience with SEM Platforms and Adobe or Google Analytics
· Familiarity with web design, tagging and marketing tracking parameters.
· Proven ability to make trade-offs in the face of uncertainty.
· Expert knowledge of marketing principles, practices, tactics, and tools.
· In-depth knowledge of marketing activities, practices, and procedures.
· In-depth knowledge of and/or experience in business and marketing strategies.
· Excellent written/oral communications and analytical skills.
· Excellent interpersonal and project management skills; ability to build and manage virtual teams.
· Excellent negotiating and change management skills.
· Ability to interface effectively with management team and functional disciplines.
· Excellent influencing and consensus-building skills.
· Excellent execution skills.