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Senior Marketing Insights Analyst

2 months ago

Columbus, Ohio, United States Designer Brands Full time
Senior Marketing Insights Analyst, A/B Testing & Performance Measurement

Overview
The Senior Marketing Insights Analyst plays a pivotal role in facilitating the design and evaluation of marketing and promotional experiments, particularly A/B tests. This position is accountable for developing the analytics and measurement strategy for each test, collaborating closely with project leads to ensure that experiments are structured to effectively validate hypotheses and extract valuable insights. Following the launch of tests, the analyst is tasked with tracking progress and outcomes, ultimately collaborating with project leads to conclude tests and disseminate findings to relevant teams and stakeholders.

Reporting Structure: Reports to the Director of Marketing Analytics

Key Responsibilities:

• Partner with project leads to grasp test objectives and initial audience specifications during the design phase, while also identifying analytics that could enhance test design; utilize insights from analytics to refine testing strategies.

• Collaborate with project and promotional leads to synchronize on key focus areas and scaling methodologies for impact assessment during the measurement phase.

• Execute pertinent analytics to aid in the refinement of test designs.

• Advise on the most effective testing methodologies (e.g., test cell configurations).

• Recognize potential measurement challenges for test concepts (e.g., conflicts with concurrent tests).

• Draft measurement plans outlining primary and secondary KPIs, necessary audience sizes, and impact assessments for each test.

• Provide additional data specifications for audience targeting as required.

• Ensure tests are monitored consistently once live and conduct interim evaluations of results.

• Recommend when to conclude a test based on established measurement protocols.

• Calculate annualized impact based on agreed scaling methodologies, audience definitions, and frequency; oversee ongoing scaled initiatives and formulate plans for periodic re-evaluations to ensure continued alignment with expected outcomes.

• Present comprehensive test results and insights from detailed analyses in review sessions to support communication with leadership and the broader organization.

Required Skills:

• Proficient in reporting and querying tools (e.g., Google Cloud Platform - Big Query, Python, Adobe).

• Strong analytical capabilities, including data extraction, organization, presentation, and summarization.

• Ability to excel in a highly quantitative, dynamic environment with evolving business requirements.

• Competence in creating visual representations, summaries, and articulating complex analytical methods, data, and recommendations in straightforward business language.

• High level of initiative, accountability, and ownership.

• Detail-oriented with robust organizational and project management abilities.

• Proven critical thinking and problem-solving skills.

• Strong analytical curiosity with the capacity to identify and proactively address issues.

• Ability to prioritize effectively and manage multiple projects concurrently while adhering to deadlines; strong time management skills.

• Capacity to collaborate in a multi-team environment, providing support to various business stakeholders.

• Ability to cultivate relationships with cross-functional partners and key stakeholders at all organizational levels.

• Excellent written and verbal communication skills.

• Proficient in MS Excel, Word, and PowerPoint.

Competencies:

• Goal Setting: Develops and follows effective plans, anticipates risks, and creates contingency strategies. Aligns plans with objectives and allocates necessary resources. Embraces change and is open to innovative ideas and approaches.

• Collaboration: Clearly communicates personal and team goals, fosters a collaborative atmosphere through humility and respect, and builds effective relationships. Responds constructively to feedback and manages conflict and pressure adeptly.

• Results Orientation: Takes personal responsibility for performance targets and achieving results. Prioritizes effectively, navigates obstacles, and makes timely decisions. Simplifies complex problems and addresses root causes to meet deadlines.

Qualifications:

Minimum Experience:

• 5+ years in an analytical capacity.

• Experience conducting in-depth analyses of customer attributes and behaviors, both online and offline.

• Proven experience in developing and enhancing A/B test measurement strategies.

Preferred Qualifications:

• Background in retail is advantageous.

• Familiarity with Regression and Time Series Analysis.

• Experience with Hypothesis Testing and Confidence Intervals.

Minimum Education:

• Bachelor’s Degree, preferably in Statistics or Mathematics.