Principal Marketing Analyst

Essential Functions & Responsibilities

• Defines the digital media testing roadmap and coordinates deployments with internal and external partners.
• Leads development of user level segmentation and aligns data across paid media channels, owned website, and the CRM customer journey.
• Conducts in-depth analyses to identify inefficiencies across all stages of the lead acquisition funnel, from pre-lead to start, and creates corrective action plans to address with core stakeholders.
• Partners with Analytics Intelligence team to deliver predictive model solutions into market and turn user level segmentation data into actionable targeting audiences.
• Performs ad hoc requests to provide analysis on marketing efficiencies, channel engagement, and test case designs.
• Queries, extracts, and mines necessary large data from Analytical Data Store, CVUE, Salesforce, Experian, and other utilities and sources.

Minimum And Preferred Qualifications

• Bachelor's in Mathematics, Engineering, Economics, Marketing, Quantitative Psychology, Business, or similar.
• A graduate degree is preferred.
• 5+ years of experience in digital marketing analytics focusing on lead acquisition strategy, paid media optimization, website optimization, or similar experience.
• Expert working knowledge in analyzing web analytics data from Google Analytics, Adobe Analytics, Audience Studio, etc.
• Expert working knowledge in digital test design, A/B, tree testing, and multivariate testing.
• Expert working knowledge with a lead acquisition strategy, paid media optimization, website optimization, or similar skill sets.
• Proficient in SQL/Transact-SQL.
• Expert working knowledge with aligning data across disparate data sources.
• Proficient in data visualization through BI platforms (Power BI, Tableau, Datorama, etc.).
• Predictive solution design including Logistic and Linear regression model design preferred.
• Strong project management experience and capable of leading projects of varying size and complexity from incubation to final delivery.
• Proficient in telling a compelling narrative based on the analyses and selling the necessity of our analytics to the business.
• Ability to exercise good judgment.
• Ability and willingness to work a flexible schedule.
• Experience: 3+ years of experience with web analytics products (Google Analytics, Adobe Analytics).
• 3+ years of SQL and capable of querying data from structured datasets.
• 1+ years of Model design in a scripting language like Python, R, or SAS preferred.
• 1+ years of working experience with ETL tools preferred.