Marketing Channel Analytics Manager

Posted Date: Mar-24-2021

Job ID: 19403

Job Type: Full Time

Job Function: Marketing

City: Seattle

State: Washington

Store: Seattle HQ



Please visit the Covid-19 Hiring Updates before applying


What's cool about this job

The Marketing Channel Analytics Manager is instrumental in helping REI’s marketers make data-informed decisions. Strong quantitative analytical skills, solid knowledge of marketing principles, experiencing executing campaigns, and driving campaign improvement will set you up for success with your business partners in this role. Working knowledge and use of best-in-class tools and industry partnerships will help you successfully guide a team focused on optimizing programs that grow traffic and increase engagement with a highly desirable membership base.  
 
In a matrix organization, the Marketing Channel Analytics Manager partners with multiple Managers to focus on providing analytics support, actionable insights, foreseeable implications and strategic recommendations from four key areas: Predictive Modeling, Campaign Design, Reporting, and Program Analytics. 
 
  • Lead a team focused on delivering modeling, execution, reporting and analytics to all marketing channels (Email, Direct Mail, App Messaging, Paid Search/PLA, Paid Social, Affiliate, Influencer, and Paid Media programs). 
  • Oversee the development of predictive and behavioral analysis and models used by Marketing to enhance targeting, increase revenue, generate cost savings, and allocate resources to optimize marketing spend, ultimately transforming customer data into an actionable corporate asset.  Work with statisticians to build and enhance models to support direct marketing personalization. 
  • Drive testing for all marketing programs through evaluating business hypothesis, designing tests and measuring outcomes.  
  • Manage a team of execution analysts in the building of test plans, technical execution & on-time delivery of programs for direct mail and email campaigns that provide for test-&-learn efforts to drive long-term incremental improvements.  
  • Deliver new/enhanced reporting on KPIs and supporting the development of measurements for marketing channels.  Work with channels to standardize KPIs and to enhance information flow to support all marketing teams. 
  • Is a thought leader on attribution (holdout tested incrementality, attribution modeling such as MTA/MMM, and other measured outcomes). Work with marketing channels to ensure attribution is implemented into program decisions. 
  • Operates as a key member of the Channels and Planning leadership team. Work with other managers on strategic projects. 
  • Work cross-divisionally with Business Intelligence, Customer Insights, and IT to ensure ample data support for marketing.  This is to include on-going enhancement of the data warehouse and evaluation of new information sources that provide insight to REI’s customers. 
  • Responsible to develop long-term strategy & opportunities of the marketing channel analysis team. 
  • Vision & roadmap for measurement and analytical capabilities to drive business and customer outcomes.
  • Training and guidance to team of analysts.
  • Provide rich insights into how marketing channels are delivering customer KPIs (acquisition, retention, reactivation, churn prevention) and business outcomes (sales, profit) 
  • Insights on how individual pieces of marketing's impact on each part of the business 
    • Eg: category & product level analysis of a single email or paid search term 
    • Operational dashboards 
    • Strategic guidance 
    • Analysis 

Bring your passion and expertise

  • Bachelor’s Degree required; MBA preferred 
  • 5+ years predictive modeling and advanced analytic technique experience  
  • 5+ years experience with Tableau, SQL, and Python preferred, but R, SAS, or similar also acceptable 
  • 5+ years leading analytics teams 
  • Deep understanding of common retail measurement/attribution common practices and techniques (SSFT/SSLT, lift studies, A/B/n testing, hypothesis testing, MMM/MTA, marketing attribution) 
  • Familiarity with common measures used to optimize email, direct mail, push, paid search, PLA, affiliates, display, video, ooh, social and other marketing channels 
  • Experience leading a team to identify and optimization opportunities to improve relevancy, hierarchy, open, response, conversion and demand metrics 
  • Comfortable presenting to large audiences, virtually (and in-person) 
  • Creating elegant solutions to complex problems 
  • Outstanding communication skills; ability to translate analytics into a story that is compelling and understood by employees at multiple levels. Ability to deliver actionable insights succinctly up, down, and across the organization 

Preferred Qualifications: 

  • Working knowledge of CCPA, GDPR, CANSPAM, and NCOA regulations
  • Involvement with onboarding or use of a CDP
  • Familiarity with DMPs
  • Experience building high performing teams
  • 3+ years working on attribution modeling/solution, a/b/n testing, and/or reporting on marketing channel performance

#LI-BS1

At REI we offer an enviable work environment that Fortune Magazine has recognized on the "100 Best Places to Work" list since the award's inception – 23 years in a row! Sure, we work hard, but it’s balanced with time off to play—a strategy that works for us as we continue to grow and thrive. Want to enjoy a workplace where you can be yourself, be heard and be respected while having a job that challenges you? This is the place.

With more than 160 retail locations (and growing), REI offers unique competitive benefits to its more than 15,000 employees, including healthcare, gear and apparel discounts, free equipment rentals and challenge grants to help employees reach personal outdoor goals, generous retirement plan contributions, public transit subsidy, adoptions assistance, paid sabbaticals, and more.

REI is an Equal Opportunity Employer

NEW YORK CORRECTION LAW
ARTICLE 23-A, Section 753
LICENSURE AND EMPLOYMENT OF PERSONS PREVIOUSLY CONVICTED OF ONE OR MORE CRIMINAL OFFENSES

§753. Factors to be considered concerning a previous criminal conviction; presumption.

1. In making a determination pursuant to section seven hundred fifty-two of this chapter, the public agency or private employer shall consider the following factors:

(a) The public policy of this state, as expressed in this act, to encourage the licensure and employment of persons previously convicted of one or more criminal offenses.

(b) The specific duties and responsibilities necessarily related to the license or employment sought or held by the person.

(c) The bearing, if any, the criminal offense or offenses for which the person was previously convicted will have on his fitness or ability to perform one or more such duties or responsibilities.

(d) The time which has elapsed since the occurrence of the criminal offense or offenses.

(e) The age of the person at the time of occurrence of the criminal offense or offenses.

(f) The seriousness of the offense or offenses.

(g) Any information produced by the person, or produced on his behalf, in regard to his rehabilitation and good conduct.

(h) The legitimate interest of the public agency or private employer in protecting property, and the safety and welfare of specific individuals or the general public.

2. In making a determination pursuant to section seven hundred fifty-two of this chapter, the public agency or private employer shall also give consideration to a certificate of relief from disabilities or a certificate of good conduct issued to the applicant, which certificate shall create a presumption of rehabilitation in regard to the offense or offenses specified therein.