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.
The Marketing Analytics Manager gathers, analyzes, and shares data and insights to improve performance for various digital programs and initiatives. This role focuses on testing and optimization of 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 iterative testing and experimentation. The role involves A/B testing and optimization, web analytics and insights, technical expertise, and project management. The Analytics Manager's daily tasks include designing and conducting A/B tests within the Adobe Target platform, managing project scope and tracking milestones, collaborating with cross-functional teams including development, analyzing test results, identifying gaps and opportunities via collaboration with management, and providing thought leadership on optimization techniques.
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 and learnings with providers. Manages campaign process including executing timely and accurate campaign files, count requests, reporting and analyses. Gathers and interprets 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. Masters degree a plus. Certification in any of the following: Adobe Analytics, Adobe Customer Journey Analytics, or Adobe Target a plus. 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. 5+ years of experience serving as a digital analyst using Adobe Marketing Cloud tools, such as Adobe Analytics and Adobe Target. 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. 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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