Digital Marketing Analytics Lead for Hp.com

2 weeks ago

Spring, United States Hewlett Packard Full time

**_ Responsibilities: _**
- Experience working with Digital Marketing Channel Teams and Proven track record of supporting channels with Data and Insights
- Drive material improvements to acquisition, retention, and customer lifetime value activities through analysis & experimentation of campaigns spanning across all channels.
- Optimize media budgets and gross margins and serve as an extension to the demand generation team responsible for SEM, SEO, Paid Social, Programmatic, and other Marketing channels.
- Strong Expertise in data analytics tools like SQL, R/Python with in-depth knowledge and understanding of business intelligence platforms such as Datorama, Tableau, Power BI, Alteryx, etc.
- Experience in modeling techniques such as Multimedia Mix, Multi Touch Attribution, Predictive Analytics, etc.
- Strong knowledge and working experience in Google Marketing Platform, especially in Analytics (GA 360, GA4), Google Tag Manager, Data Studio, Optimize
- Exposure to Data Management Platforms and Customer Data Platforms
- Expertise in the full spectrum of digital analytics including but not limited to tag management, web analytics, A/B testing, campaign optimization, audience management, paid media measurement.
- Familiarity with AI/ML techniques applicable to marketing analytics
- Evolve and refine measurement frameworks and KPIs for Customer Measurement
- Develop program initiatives utilizing segmentation strategies based on customer behaviors, business drivers and economics, competitive environment and past program results.
- Expertise in web analytics. Hands on experience on building dashboards and segmentation in Adobe analytics. Understand the different component of Adobe analytics.
- Provide thought partnership in customer web/mobile engagement & journey, lifecycle activities and website optimization.
- Develop program initiatives utilizing segmentation strategies based on customer behaviors, business drivers and economics, competitive environment and past program results.
- Benchmark, communicate and track program results against plan.
- Be able to quickly translate business problems to an analytical solution-based framework.

**_ Education and Experience Required: _**
- Solutions-oriented thinker who can adequately assess and prioritize business needs and translate those into thoughtful and creative digital executions.
- Analytical thinker with exceptional strategic planning and problem-solving skills
- 5+ years of experience as a Data Scientist, Data Analyst, or Data Engineer. Preferably for a digital media, MarTech, digital subscription business, and/or technology business
- 3+ years' experience in experimentation design, A/B testing, propensity score analysis, linear regression modelling and/or probabilistic modelling at scale
- BA or BS in Marketing or Data Science; master's preferred.
- 7+ years marketing and project management or operational experience.
- Demonstrable experience with digital marketing, SEM, social media and display advertising
- In-depth knowledge of google trends and similar web with ability to think strategically on leveraging insights for campaign development.
- Experience with GA360, AdWords, Display Networks or relevant digital experience platforms
- Advanced statistics background for analytical positions preferred (advanced degree with research and statistical focus background).

**_ Knowledge and Skills: _**
- Advanced understanding of marketing attribution including multi-touch & ML (Machine Learning)
- Proven expertise in experimental design (including but not limited to A/B testing), principles of causal inference, and statistical techniques.
- Deep understanding of components of Digital Marketing Programs: Audiences, Platforms (Facebook, Google, Programmatic), Creative and Measurement
- Certification in Google AdWords/Facebook PPC is a plus.
- Hands on experience with SEM Platforms and Adobe or Google Analytics
- Familiarity with web design, tagging and marketing tracking parameters.
- Proven ability to make trade-offs in the face of uncertainty.
- Expert knowledge of marketing principles, practices, tactics, and tools.
- In-depth knowledge of marketing activities, practices, and procedures.
- In-depth knowledge of and/or experience in business and marketing strategies.
- Excellent written/oral communications and analytical skills.
- Excellent interpersonal and project management skills; ability to build and manage virtual teams.
- Excellent negotiating and change management skills.
- Ability to interface effectively with management team and functional disciplines.
- Excellent influencing and consensus-building skills.
- Excellent execution skills.

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