Director, Advanced Analytics - Channel Analytics

Position Summary...

What you'll do...

POSITION:                    Director, Marketing Analytics – Channel Analytics

LOCATION:                   San Bruno, CA or Hoboken, NJ

TEAM SUMMARY:

The Marketing Analytics team helps drive business strategy by synthesizing data and performance metrics into actionable insights across customer segments, marketing channels and product categories.  The team sits within Marketing and is part of the Walmart US Omni (eCommerce and Stores) business segment.  Marketing Analytics is a high-performance team that is scaling up to help accelerate Walmart’s aggressive growth both for online eCommerce and offline brick & mortar Stores.

ROLE:

As the Director, Marketing Analytics – Channel Analytics, you will lead the development of world-class analytics within the US Marketing team.  Embedded within Marketing Analytics, you will provide business insights and build capabilities to drive performance for key Channel/Media teams within Marketing including Search (both SEM and SEO), DPS (Display & Paid Social), Affiliates (Core, Content, Influencers), CRM (Email & Push), and other new and emerging channels.  You will provide a holistic view of performance by leveraging state of the art analytics tools and will be responsible with identifying areas of opportunity to drive revenue and profit through data-driven best practices.  You will be a true “athlete” in the Marketing Analytics team that can work across key parts of Marketing (Performance Marketing, Brand Marketing, Data Engineering, Category Marketing) to bring data-driven decision making to our marketing strategy.  Given the size and scale of the Marketing at Walmart investment this position will be highly visible and have an opportunity to make a significant impact across the entire organization.

RESPONSIBILITIES:

• Lead and develop the strategy for reporting, testing, analyzing, and forecasting business performance across key Marketing Channels including Search, Display, Paid Social, Affiliates, CRM, and other new and emerging channels

• Partner with the Channel/Media Marketing teams to conduct deep analysis to help evaluate and optimize marketing campaigns and strategies across both lower funnel performance media as well as upper funnel brand media

• Lead media investment scenarios through advanced analytics techniques such as multi-touch attribution, marginal ROAS, experimentation, etc. with the goal of helping the Channel/Media Marketing teams understand the best way to drive incremental sales

• Use Walmart’s vast 1st Party and 3rd Party data to analyze customer behavior, build compelling customer segments and activate audience targets to drive business performance across channels

• Build and customer views to understand the impact of Marketing on customers across all stages of the buying lifecycle including New User Acquisition, Engagement/Retention, and Reactivation

• Utilize and integrate LTV (Lifetime Value) measurement to help shape the way we deploy our performance marketing budget

• Integrate disparate data sources and leverage state-of-the-art analytics best practices to deliver integrated actionable insights to partners and senior leadership

• Partner with the Data Engineering team to define data architecture and in-house tool requirements

• Develop tools and lead training that enable Marketers partners to adopt an analytical mindset for their daily business decisions

MINIMUM QUALIFICATIONS: 

• BA/BS in Business, Mathematics, Statistics, Computer Science, Engineering or related field (or equivalent experience)

• 10+ years of experience in data analysis

• 6+ years of experience in Marketing Analytics, Digital Analytics, or eCommerce Analytics

• 5+ years of experience leading cross functional teams and influencing partner teams

• Strong SQL skills with an understanding of database capabilities and experience structuring and analyzing large amounts of data from diverse sources 

• Experience leveraging big data technologies (Hive/Hadoop) and modern data visualization tools (Tableau, ThoughtSpot, Looker) to blend data from multiple sources to help answer multi-dimensional business questions

• Expert level understanding of Microsoft Office especially Excel and PowerPoint

• Strong problem solving, analytical and quantitative skills and ability to synthesize findings into tangible actions that help drive business outcomes.

• A self-starter with a sense of ownership and accountability

• Strong organizational skills with a demonstrated ability to manage multiple priorities and lead complex projects with a high degree of ambiguity.

• Outstanding communication skills to explain technical material to a range of audiences and ‘tell a story’ that provides insight into the business.

PREFERRED QUALIFICATIONS:

• MBA or Master’s Degree in Mathematics, Statistics, Computer Science, Engineering or related field

• Digital marketing analytics experience in a retail and/or eCommerce environment

• Experience using R and/or Python to manipulate data, build models and draw insights from large data sets

• Knowledge of machine learning and AI techniques to build and implement models that optimize marketing performance

• Knowledge of statistical concepts and Test/Control methodologies (A/B and multivariate testing)

• Working knowledge of Digital Marketing Channels (at least CPC Paid Search and Programmatic Display).  Preference will be given to candidates with experience optimizing paid media channels through advanced Marketing and Ad Technology (i.e. Marin, Kenshoo, Google DoubleClick & Adwords, etc.)

• Experience using an enterprise-level digital analytics platforms (e.g. Adobe Analytics, Google Analytics, etc.)

• Experience and a working understanding of different marketing attribution methodologies (rule-based attribution, multi-touch attribution, Media Mix Models)

• Experience building and applying customer segmentation, cohort models and personas to actionable results

• You have a passion for working in a fast-paced agile environment

Minimum Qualifications...

Outlined below are the required minimum qualifications for this position. If none are listed, there are no minimum qualifications.

As permitted by applicable law, provide evidence of full vaccination as defined by CDC guidelines OR secure approval of medical or religious accommodation for the vaccination mandate., Bachelor’s degree in Business, Finance, Accounting, Statistics, or related field and 5 years' experience in data analytics or related field OR 7 years'
experience in data analytics or related field.
4 years' supervisory experience OR experience leading cross-functional teams

Preferred Qualifications...

Outlined below are the optional preferred qualifications for this position. If none are listed, there are no preferred qualifications.

Cluster analysis techniques, simulation, inferential statistics, neural networks, or data mining techniquesMasters: Business Administration, Masters: Information Systems, Masters: Statistics

Primary Location...

850 Cherry Avenue, San Bruno, CA 94066-3031, United States of America