Blaine, Minnesota, US
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Director Marketing Performance & Analytics

Country : USA USA

State : Minnesota

County : Anoka County

Town : Blaine

Category : Marketing

Contract type : Permanent

Availability : Full time

Job description

Director Marketing Performance Analytics is responsible for leveraging analytics to translate business vision into marketing objectives, with clear KPI's across audience, portfolio, channels and the tactical building blocks to optimize each. Evaluate campaign content and channel performance to continuously improve marketing ROI and translate data into actionable insights to drive traffic and transactions across the Aveda ecosystem of stores, salons, social media and online. Enabling our shift from traditional marketers to data driven marketing optimizing each touch point across consumer touchpoints - partnering with media platforms to optimize content testing, audience optimization, and enabling real time adjustments across all marketing efforts to increase our overall marketing productivity as we lower acquisition cost throughout the funnel. Leads the development of the customer database and mines customer data to identify insights and trends that enhance consumer engagement and retail marketing strategies, ultimately recruiting, but also driving rapid repeat and loyalty to increase consumer value. Enabling journey to consumer personalization - as we build towards rich profiles, that will enhance our consumer experience and engagement. Each Aveda employee will practice an individual commitment to sustainability and environmental responsibility in the workplace. We aim to steer society in a more sustainable direction for our benefit and the benefit of generations to come. Job Description: RECRUITMENT: Translate data into actionable insights, building a vision, strategies and tactics to drive qualified traffic, and optimal engagement and conversion across Aveda distribution ecosystem of stores, e-commerce platforms, B&M environments and other selling platforms. Partner with consumer engagement to ensure all campaigns are optimized, across all channels, with each message and creative asset - to delivery highest possible marketing productivity. Conduct analysis of marketing investments and ROIs for product, category and guest segment performance across all channels. Translate strategy into action for each marketing activation - with clearly translated KPI's for Paid Media, Sampling, Earned Media, Owned media value. Post Campaign analysis for critical campaigns, hero performance - with ongoing analytics and recommendations of improvement. Content testing with media platforms to ensure global toolkits optimized with most effective communication to deliver marketing productivity. Enable vision of leveraging our consumer data and insights - to create personalization across our owned ecosystem. REPEAT: Identify consumer behavior and patterns via database marketing - informing our highest value journeys and how to activate and track efforts to fuel retention and rapid repeat rates. RETENTION: Partner with loyalty team to optimize long term consumer value - through immediate optimization of tactics and long term initiatives OTHER: Collaboration within consumer marketing, media owners, technology owners and more requires strategic communication, solutions oriented mindset. Improve data acumen across consumer marketing - via capability building, creating clear scorecards and dashboards that breeds a culture of accountability.


Bachelor's Degree in Quantitative/Analytic Discipline (economics, finance, other) MBA Preferred 8+ years of Marketing Analytics Strong data acumen with regards to performance marketing - with track record in omni-digital and direct to consumer optimization From Extrapolation, to modeling to analytics to insights to action Experience focused on driving superior performance of direct response programs for both digital and direct mail campaigns Predictive modeling skills and experience building marketing analytics models, preferably in digital marketing industry Strategic story telling ability - where data fuels ongoing optimization and drive profitable growth Cross functional collaboration within Aveda as well as with data partners at media platforms and other technology vendors Strategic thinker, leveraging multiple data sources, to identify opportunities Ability to work consistently and urgently in a fast-paced environment Proficiency in modern marketing data tools (eg. Sprinklr or similar) Proficiency in Microsoft Office suite
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