Saint Petersburg, FL
Digital
Full - Time
20-Apr-2021

POSITION:             Customer Data Analytics Manager

DEPARTMENT:       Digital Marketing

REPORTS TO:        Director, Data Science

LOCATION:              St. Petersburg, Florida (SalonCentric National Operating Center)

                                                              

SUMMARY:

SalonCentric is searching for a data driven, customer obsessed, Data Analytics Manager to help deep dive into customer behavior across digital channels, develop our customer activation strategy, and provide 360 online + offline activation reporting and insights. This role is responsible for gathering customer behavior insights and creating activation strategies determining who (which segments of customers) and how (through what tactics) should we reactivate, acquire new, retain, and create stronger cross brand, cross category plans to drive increase in customer lifetime value and meet overall business goals. This role will work hand in hand cross functionally to develop campaigns that fulfill the activation strategy and identify optimal audience targeting and segmentation strategies for promotions, animations and launches. The role will analyze campaigns, generate reporting, guide the creation of predictive models and develop forward looking insights in order to help the business answer key questions. Role will help optimize the performance of omni-channel sales (website, store and sales reps), drive more efficient/effective marketing, improve brand/marketing ROI, achieve both short and long term brand and equity objectives, optimize CRM and loyalty channel effectiveness and better forecast business performance.

Candidates need to be willing to work in fast-paced, cross-functional team environment.

 

POSITION RESPONSIBILITIES:

  • Manage and Scope Customer Strategy: proactively mining, querying and analyzing the customer database to lead a long term customer retention strategy
  • Analyze roadmap to encompass various verticals: email, direct mail, media, loyalty, sales promotion and CRM KPIs (Acquisition, Repeat, Retention,etc)
  • Understand customer behavior across day to day business, animations, promotions, launches to help drive top of mind strategies and activations
  • Work on segmentation strategies for each type of animation partnering with digital, operational marketing, category management and/or brand marketing teams
  • Work closely with digital marketing teams on always on segmentation and new test and learn agenda
  • Spearhead build of reports/dashboards for digital marketing teams to track performance and monitor KPIs to optimize cross channel sales drivers
  • Support Ad Hoc Analysis requests and perform campaign analysis to help drive strategy and execution of future programs and product launches
  • Interpret campaign results, formulate insights and successfully communicate actionable recommendations and implications
  • Collaborate to determine analytic objectives, ensure data quality
  • Project manage internal DDM upgrades and enhancements – new data inclusion and platform maintenance and upgrades
  • Identify business opportunities and make recommendations on possible segments to business teams
  • Interpret data, analyze results using statistical techniques and provide ongoing reports
  • Identify, analyze, and interpret trends or patterns in complex data sets
  • Work closely with management to prioritize business and information needs
  • Ensure data health through regular checks and troubleshoot any data flow issues with internal IT partners
  • Utilize SQL to provide business partners ad hoc reporting from the DDM platform
  • Pilot machine learning and AI tests for optimized consumer journeys and efficient marketing performance

 

POSITION REQUIREMENTS:

  • Background in B2B or performance marketing preferred (Agency experience a plus) or experience in customer insights/digital marketing analytics/planning/operations roles
  • Proficient SQL Knowledge with reporting (Tableau/Power BI) experience
  • Self-Motivated, results oriented, and a strategic thinker with strong time management and prioritization skills
  • Comfortable working in CRM, Social and Media Analytics tools – Salesforce Marketing Cloud, Google Analytics, Facebook Ads Manager, etc
  • Excellent interpersonal skills with ability to work effectively as a member of a fast paced, dynamic team, servicing various stakeholders. Excellent presentation and verbal/written communication skills; ability to communicate complex quantitative ideas to direct team and larger organization
  • Hands-on experience in quantitative data analysis and ability to understand/diagnose potential quality issues and anomalies.
  • Self-motivated and able to operate independently, as well as work effectively with others
  • Strong analytic skills with ability to interpret analytic results and convert into insightful value for the brand
  • Creative problem solver who enjoys thinking “outside the box” to solve complex problems.
  • Understanding of A/B and Multivariate testing techniques and measurements
  • Knowledge of key digital marketing KPIs preferred
  • Ability to work in a fast-paced environment with flawless customer-centric focus
  • Deep understanding of SQL and ability to cull reports from complex customer data
  • Technical expertise regarding database fundamentals (design, data models, advanced SQL writing and efficient querying), data mining/profiling and segmentation techniques
  • Strong knowledge of and experience with reporting and visualization tools (Tableau, PowerBI, etc.) for producing operational and executive level dashboards
  • Forward mindset regarding new uses of ML/AI
  • Knowledge of statistics and experience using more advanced analytical techniques/languages (Python,R, etc.) a plus
  • Proficiency with PowerPoint is a plus
  • 5-7 years proven working experience in CRM, Data Analytics or related field
  • Bachelor’s Degree in Business, Computer Science, Mathematics or related field preferred
  • Travel Required as needed


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