This role is responsible for overseeing the development of digital marketing and website analytics functions and managing analyses to measure the effects of U.S. Cellular ecommerce/digital marketing online and in stores. The role identifies critical business questions, conducts analyses, and translates the data into meaningful information that drives results.
Essential Duties and Responsibilities:
Leads analyses to determine the effects of all U.S. Cellular digital marketing and digital experiences, both online and offline. Manages the analysis of current marketing performance to assess what is working and what isn’t, and recommends actions and solutions to maximize investment of $100MM+ annual marketing budget. Uses a profit and loss mindset to drive analytical approaches.
Work with digital marketing and ecommerce senior leadership in a consultative capacity, advising and influencing the distribution and outcomes of the annual marketing budget
Lead, define, execute and communicate USCC digital analytics strategy, plan and current performance to the organization including executive leadership to ensure continuity and alignment to goals and priorities
Ensure the creation of comprehensive implementation plans to ensure proper data collection and evaluation of initiatives; own strategic initiatives analyses and appropriate communication/dissemination of this information
Work across and integrate data from multiple digital analytics platforms and manage a distributed organization of agency partners
Proactively identifies critical business questions and analyses, conducts analysis related to a range of unique business questions, interprets the data in a meaningful way, and translates the information into “marketer-friendly” results
Drive implementation of large analytic platforms and projects in partnership with eCommerce and other teams
Provide subject matter expertise support for digital analytics/web initiatives
Define and own the strategy, development and implementation of a/b and multivariate testing programs to optimize company-wide digital marketing and ecommerce KPIs
Manage the development, consolidation and dissemination of business intelligence data and reporting to provide respective teams with information that contributes to decision-making; manage incoming data requests and outgoing needs to ensure information is provided, and to the right parties
Review and streamline reporting approach and standards across digital marketing and ecommerce, including both internal and external groups
Investigate/oversee the assessment/trial of emerging analytics platforms and make recommendations for adoption.
Own relationship with all U.S. Cellular marketing analytics departments; partner with internal analytics and information technology groups to ensure digital marketing and ecommerce data is incorporated in enterprise-wide reporting, as well as obtaining assistance with advanced analytics projects to serve the digital marketing and ecommerce group
Identify, retain and manage digital analytics agency and analytic teams at digital/creative/media agencies and other external vendors and consulting resources; manage vendors, contracts/Statements of Work and budgets
Provide technical and analytical guidance to analysts who support daily information needs across the enterprise including external agencies as well as internal analytics groups
Lead operational improvements to analytics platforms to improve the business
Create business cases for sound digital investments; partner with Finance, eCommerce and Executive Leadership teams to drive Digital Strategic Plans and Roadmaps, including Analytic features/capabilities
Stay abreast of industry and market trends and use information to nhance job and business performance
Provide Quality Assurance (QA) support for digital analytics/web initiatives
Bachelor’s degree required. Mathematics, statistics, economics, finance, business or related discipline preferred; advanced degree in related discipline a bonus.
8+ years of digital analytics experience in a fast-paced business environment with responsibility for reporting and analyzing data for multiple channels including web and in-stores required; digital marketing experience in an ecommerce environment strongly preferred
5+ years of experience managing large analytic platform implementations, including the ability to facilitate the establishment of clear project goals, objectives, plans and key performance indicators (KPI); demonstrated ability to successfully lead large analytic projects and implementations.
Demonstrated leadership experience managing internal and external resources.
High attention to detail and quality assurance of analytic methods and outputs
Experience working across multiple layers of an organization from executive and senior leadership to frontline
Knowledge and experience with profit and loss models and ability to analyze the effects of digital marketing and our properties on our enterprise sales both online and offline, reporting/presenting to ecommerce and Senior Leadership required
Excellent oral and written communication skills with experience with business case and deck development required as this role is a key contributor to business cases for strategic planning / investments for our digital properties, supporting VPs, Senior Director, Directors and the greater Leadership Team
Analytic approach to problem-solving and aptitude for conveying the why and “so what” using data and analytic insights
Ability to design/develop performance measurement reports and dashboards and adapt data capture and reporting processes
Prefer experience in selection and implementation of data management platform (DMP)
Demonstrated ability to build credibility and rapport across cross-functional teams
Knowledge of query tools and best practices, including deep proficiency with at least one major web analytics platform (e.g. Google Analytics, Webtrends, Coremetrics, Adobe Analytics etc.)
Familiarity with attribution modeling and software (e.g. Adometry or Attribution 360, VisualIQ, Neustar)