Marketing Analytics Manager
1 month ago
AARP is the nation's largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age. With a nationwide presence, AARP strengthens communities and advocates for what matters most to the more than 100 million Americans 50-plus and their families: health security, financial stability and personal fulfillment. AARP also produces the nation's largest circulation publications: AARP The Magazine and AARP Bulletin.
AARP's Integrated Communications and Marketing (ICM) Group includes Membership, Content and Editorial, Customer Experience, External Relations, Brand Strategy and Strategic Communications. Across paid, earned, shared and owned channels, ICM manages AARP's reputation, drives engagement and member growth, and showcases AARP's mission and value through one, integrated voice.
The Marketing Analytics Manager gathers, analyzes, and shares data and insights to improve performance for various digital programs and initiatives. This role focuses on reporting and analysis supporting AARP's digital platforms, including the website and AARP's apps, with the goal of driving impactful changes through data-driven insights and recommendations. The Marketing Analytics Manager is at the forefront of enhancing user experiences and driving business growth through high-impact intel and research. The role involves reporting and visualization, custom analysis of user behavior, outcomes and customer experience, support of the optimization roadmap, and project management. The Analytics Manager's daily tasks include tracking of key KPIs withing the Adobe Analytics platform, data aggregation and preparation, dashboard creation and exploration, analyzing digital performance including A/B test results, identifying gaps and opportunities via collaboration with management, stakeholder presentations and data storytelling, providing thought leadership on analysis techniques, data troubleshooting and continuous learning.
Responsibilities
Develops and oversees digital and offline campaign tracking requirements. Manages data quality control, classification, and upload to database/CMS platforms. Designs cross-team campaign templates, processes, and / or procedures and performs peer quality controls. Develops and completes all ad hoc, weekly, monthly, and quarterly reporting deliverables. Provides analysis for optimization of marketing spend and other strategic issues. Collaborates with marketing teams to share insights & learnings with providers. Manages campaign process including executing timely and accurate campaign files, count requests, reporting and analyses. Gather and interpret data to develop actionable steps to improve digital experiences and optimize business performance. Identifies and explores opportunities for expanding data sources and/or custom models. Analyzes data for multiple enterprise-wide priorities including digital member behavior, content consumption, marketing campaigns, test and learn campaigns, and audience targeting and optimization efforts.
Qualifications
Bachelor's degree in Computer Science, Marketing, Databases, or a related field. 5+ years of experience with A/B and multivariate testing, including hypothesis formulation, test design, cohort analysis, and other in-depth analysis related to results preferred. 5+ years of experience serving as a digital analyst using Adobe Marketing Cloud tools, such as Adobe Analytics and Adobe Target. Adobe Analytics Certification or Tableau Certified Data Analyst a plus Skilled at analyzing performance of websites, apps, marketing channels, digital campaigns, and content, while evaluating conversion rate optimization strategies and targeting campaigns. Proficient in data storytelling, including visualizing data, communicating the "so what" behind the numbers and building meaningful and actionable insights. High comfort level with communicating technical information and complex data concepts to non-technical audiences. Ability to collaborate effectively with various cross-functional teams across multiple, simultaneous projects and experience proofing work prior to delivering to internal clients. Experience with data visualization tools, such as Tableau and manipulating, analyzing, and presenting data in Microsoft Excel and PowerPoint.
Additional Requirements
Regular and reliable job attendance Effective verbal and written communication skills Exhibit respect and understanding of others to maintain professional relationships Independent judgement in evaluation options to make sound decisions In office/open office environment with the ability to work effectively surrounded by moderate noise
Flexible Work Arrangement (FWA)
AARP observes Mondays and Fridays as telecommuting workdays, except for essential functions. Remote work and telecommuting can only be done within the United States and its territories.
Compensation and Benefits
AARP offers a competitive compensation and benefits package including a 401(k); 100% company-funded pension plan; health, dental, and vision plans; life insurance; paid time off to include company and individual holidays, vacation, sick, caregiving, and parental leave; performance-based and peer-based recognition and tuition reimbursement.
Equal Employment Opportunity
AARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.
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