The Manager, Digital Marketing Analytics is the leader of media and data intelligence within Digital Marketing and a key stakeholder within the cross-functional Marketing team working on brand and consumer insights. This person is responsible for spearheading global digital marketing intelligence through all content, media, tools and systems that we use to understand the impact of Monster’s marketing efforts in all areas digital media.
The role requires someone who is part data analyst, part technical analyst and part strategist. He or she must be a critical thinker who is creative in coming up with new, relevant ways to track, measure and optimize Monster’s digital marketing.
Essential Job Functions:
Lead and manage Marketing Analytics team, recruit and develop talent, build processes to effectively create and deliver data and analytics insights and products, balancing short and long-term priorities in a roadmap.
Build and strengthen 3 key capabilities in Marketing Analytics: digital consumer and brand insights, acquisition/retention marketing (mix modeling, optimization, attribution), and conversion (e.g. A.B testing).
Leverage data and analytics to measure performance of digital partnership activations and pilots and influence future strategies and partnerships.
Conduct a range of analytics, including deep-dive projects, dashboard reporting and pilot performance analytics to translate data into actionable insights.
Set strategy on approaches to optimize media mix and increase efficiency on media spend, work with marketing teams to activate audience solutions to increase media spend effectiveness.
Lead the efforts to improve our measurement capabilities, such as enhancing methodology and establishing process on in-channel and cross-channel incrementality, and understanding of promotions effectiveness and efficiency (offer, duration, presentment) through in-market testing.
Work closely with Brand, International and Customer Marketing teams to plan, execute, and measure market tests to assess channel and program incrementality.
Work closely cross-functional insights teams including Brand Insights and Category Management to implement new audience solutions and measure their effectiveness.
Set strategy and work closely with cross-functional marketing and business units across the company to enhance media attribution methodology and process and enhance methodology and establish process on in-channel and cross-channel incrementality.
Serve as an expert in transactional, consumer and marketing data and analytics, informing data agreements, integration requirements and use cases.
Partner with CMO and VP, Digital Marketing to develop the international digital marketing infrastructure and resources to best meet the needs of our global strategy and our regional business units.
Bachelor’s degree in a quantitative field such as Statistics, Applied Math, Behavioral Sciences, Business, Finance, Economics, Quantitative Marketing. Advanced degree preferred but not required.
5+ years of relevant professional experience with an emphasis on Digital Marketing Analytics, Digital Media and/or Digital Platforms / Services with an emphasis on consumer insights, media mix optimization and budget planning, measurement of incrementality and attribution (multi-touch, online/offline).
A strategic thinker and practitioner with experience building and leading analytics teams/projects, developing analytics talent, and managing agile workflows.
Experience at an omni-channel brand with a high volume of complex data and/or familiar with the online and offline media landscape. CPG experience a plus.
Experience working with teams to successfully implement spend recommendations to drive business growth.
Able to partner with key cross-functional areas to drive insights from the analysis to conclusion.
An expert in advanced statistics and machine learning methodologies preferred.
Technical skills including writing complex SQL queries, Python (preferred) or R, with solid understanding of open source data mining / data visualization software packages (e.g., pandas, scikit-learn, matplotlib) a plus.
Familiar with AdTech and MarTech toolsets and platforms, such as Power BI, NetBase, Optimizely, GA, DART/DoubleClick, etc.
Must be proactive and focused, detail-oriented, self-motivated, results-driven, and able to manage multiple priorities and projects simultaneously in a fast-paced environment.
Ability to work well and communicate within a team as well as externally with partners. Strong verbal, written, and presentation skills.
Ability to think creatively, critically, in order to clearly present ideas and communicate with leadership.
Digital media certifications a plus: Google, Facebook, Twitter, etc.
Proficiency in Microsoft Office programs: Word, Excel, PowerPoint, and Outlook
HTML/CSS experience a plus.