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Digital Marketing Analytics Lead for HP.com

4 months ago

Austin, United States HP Full time

HP is seeking an experienced Marketing Analytics leader who is passionate about optimizing the business through the intersection of marketing data and experimentation. As an Analytics Lead, you will partner cross-functionally to optimize various marketing initiatives and drive key performance indicators (KPI's) forward for the hp.com online stores worldwide.

You will collaborate with digital marketing teams and be seen as a subject matter expert for interpretation of results and assessment of strategic initiatives. You will also work on complex problems where analysis of situations or data requires an in-depth evaluation of multiple factors. Role will require you to Lead and/or provides expertise to functional project teams and may participate in cross-functional initiatives. Furthermore, you will act as an expert providing direction and guidance to process improvements and establishing policies. Frequently represents the organization to external customers/clients. Exercises significant independent judgment within broadly defined policies and practices to determine best method for accomplishing work and achieving objectives. May provide mentoring and guidance to lower-level employees.

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.

Experience in Marketing database such as MRM or CRM applications; statistics background a plus.

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.

Equal Opportunity Employer (EEO):

HP, Inc. provides equal employment opportunity to all employees and prospective employees, without regard to race, color, religion, sex, national origin, ancestry, citizenship, sexual orientation, age, disability, or status as a protected veteran, marital status, familial status, physical or mental disability, medical condition, pregnancy, genetic predisposition or carrier status, uniformed service status, political affiliation or any other characteristic protected by applicable national, federal, state, and local law(s). #J-18808-Ljbffr