Senior Manager Data-Driven Marketing and Media Analytics - Tommy Hilfiger

Profile

The Americas Media team is four people strong and works with marketing, ecommerce, and wholesale across multiple projects. Our role is to ensure that our message - whatever stage of the funnel - reaches the right consumer at the right moment. Together with our agency of record, our mission is to drive Tommy Hilfiger’s media practice to new heights embracing innovation and continual improvement through a ‘Test & Learn’ mentality.

The Senior Manager, Data-Driven Marketing and Media Analytics will be accountable for quantifying and measuring the success of our executions and for delivering insights that enable us to innovate the work we deliver at Tommy Hilfiger. With the support of our agency, you will further build the practice within the media team using the support of our agency of record and the wider business analytics functions.  You will also work with the Planning team and  CRM team to build out our 1st party audience strategy and ensure all platform connects are. 

Responsibilities:

• Design and introduce systems and process that rise the reliability and integrity of our data; ensure high level of statistical significance
• Supervise and build out long term measurement projects, including MTA, retail, etc.
• Build out media KPIs and goal setting in partnership with planning team
• Responsible for all aspects of digital campaign analytics including evaluation of marketing program effectiveness and clear communication of results/insights to paid media and resort marketing teams across the organization and external media agencies
• Drive improvement of our reporting output by streamlining documents and elevating the insight to “Outcomes” vs “Activity”
• Craft narrative for our internal high-level management reporting and prepare materials to be consolidated into marketing wide-reports 
• Collaborate with the Analytics teams in Ecommerce and Global Marketing Finance to create a shared agenda
• Lead contact for media with vendors and legal to ensure compliance associated with data sharing and data transfer process
• Ensure the highest technical set up and integrity of our product feed integration into all key partners
• Work with IT to develop tagging infrastructure to make sure all data on brand and E-commerce websites, apps, and E-mails is being captured correctly
• Collaborate with media partners to configure, test, and validate destinations (social, display, rich media, targeting platforms) to send segments for audience activation
• Lead first (CRM and website analytics), second- and third-party data collection planning and requirements and work with internal resources and vendors to obtain and activate necessary data sources
• Develop advanced customer segmentation strategies and use segmentation to build audiences across marketing channels that feed into larger programmatic buying solutions, addressing challenges as they arise
• Analyze internal, external and integrated audience data and information to identify insights that support business decisions and initiatives, from planning phases through activation in a continuous improvement cycle
• Oversee data taxonomy creation, set up & measurement within platform; managing relationship and key applications
• Develop reporting capabilities using the DMP to assess audience overlap, trends in size/composition, advertising effectiveness while building a cohesive and unified view of audience data 

Qualifications:

• Bachelor’s Degree (preferred in quantitative field such as Economics, Mathematics, Statistics, or Computer Science/Engineering)
• 7-10 years of proven experience leading an Analytics function and building processes
• Tag management systems (such as Tealium IQ, Ensighten, BrightTag or Google Tag Manager)
• Native with Google Analytics, Adobe Analytics, Google Marketing Platform, Facebook Business Manager
• Experience implementing and/or using DMP platform (preferably Salesforce/Krux) specifically in creating attributes, segments, pushing audiences live and audience analysis. 
• DSPs (Demand Side Platform e.g. DoubleClick Bid Manager) and DMP (Data Management Platform e.g. Salesforce/Krux) to extract campaign analytics data
• Analytic tools/software such as SAS, SPSS, MS Access, Cognos, Tableau/Datorama, Adobe
• LiveRamp
• Ad servers (e.g. DoubleClick Campaign Management)
• Attribution management platforms (e.g. Visual IQ or Adometry)
• Marketing Technology/Automation, CRM onboarding, Customer Experience Management, Customer Journey Mapping, Business Consultancy, Web Analytics or related roles
• Online media or digital media planning/buying/agency/technology strategies
• Solid experience with Web Analytics (e.g. Adobe Analytics or Google Analytics)
• Skilled in ad servers, DSPs, and general ad technology.
• Proven experience leading an Analytics function and building processe
• Strong analytical skills and a natural affinity for numbers is key.  You must be able to analyze raw data, draw conclusions and develop actionable recommendations as needed, as well as possess the ability to think through rule-based segmentation logic and explain this to others.
• High attention to detail, and good organizational skills, with a deep understanding of digital marketing and advertising approaches across display, video, programmatic, SEM, social, affiliate, marketing automation/e-mail, search, and social platforms.
• Utilization of a DMP for maximizing marketing executions and establishing consumer journey path
• A passion for everything digital, with an active interest and understanding of online advertising industry trends.
• You possess strong communication, presentation and relationship building skills
• Excellent communicator: must be able to translate data into clear insights and actions
• Skilled in writing and conveying ideas in a clear, compelling and concise way
• Strong planning and execution skills
• Results oriented but flexible and adaptable in how you achieve those results with others
• Comfortable with uncertainty and ambiguity that comes with working with large cross functional/brand teams
• Innovative thinker, team player, results driven wanting to make impact
• Demonstrate keen ability to identify all options within a circumstance with holistic view of variables (costs, effectiveness, goals, alignment with business priorities, etc.) to allow for solid, reason based decisions to be made and topline highlights to be escalated when necessary for quick resolve
• Ability to work in fluid environment with changing priorities.  Ability to meet deadlines with frequent changes to projects

,industry:Retail,title:Senior Manager, Data-Driven Marketing and Media Analytics - Tommy Hilfiger,datePosted:2021-06-03T00:00:00.000 0000,@context:****Senior Manager, Data-Driven Marketing and Media Analytics will be accountable for quantifying and measuring the success of our executions and for delivering insights that enable us to innovate the work we deliver at Tommy Hilfiger. You will also work with the Planning team and CRM team to build out our 1st party audience strategy and ensure all platform connects are. Design and introduce systems and process that rise the reliability and integrity of our data; ensure high level of statistical significance . Supervise and build out long term measurement projects, including MTA, retail, etc. Build out media KPIs and goal setting in partnership with planning team. Responsible for all aspects of digital campaign analytics including evaluation of marketing program effectiveness and clear communication of results/insights to paid media and resort marketing teams across the organization and external media agencies. Drive improvement of our reporting output by streamlining documents and elevating the insight to “Outcomes” vs “Activity” . Craft narrative for our internal high-level management reporting and prepare materials to be consolidated into marketing wide-reports . Collaborate with the Analytics teams in Ecommerce and Global Marketing Finance to create a shared agenda. Lead contact for media with vendors and legal to ensure compliance associated with data sharing and data transfer process . Ensure the highest technical set up and integrity of our product feed integration into all key partners . Work with IT to develop tagging infrastructure to make sure all data on brand and E-commerce websites, apps, and E-mails is being captured correctly. Collaborate with media partners to configure, test, and validate destinations (social, display, rich media, targeting platforms) to send segments for audience activation. Lead first (CRM and website analytics), second- and third-party data collection planning and requirements and work with internal resources and vendors to obtain and activate necessary data sources. Develop advanced customer segmentation strategies and use segmentation to build audiences across marketing channels that feed into larger programmatic buying solutions, addressing challenges as they arise. Analyze internal, external and integrated audience data and information to identify insights that support business decisions and initiatives, from planning phases through activation in a continuous improvement cycle. Oversee data taxonomy creation, set up & measurement within platform; managing relationship and key applications. Develop reporting capabilities using the DMP to assess audience overlap, trends in size/composition, advertising effectiveness while building a cohesive and unified view of audience data . Experience implementing and/or using DMP platform (preferably Salesforce/Krux) specifically in creating attributes, segments, pushing audiences live and audience analysis. You must be able to analyze raw data, draw conclusions and develop actionable recommendations as needed, as well as possess the ability to think through rule-based segmentation logic and explain this to others. Utilization of a DMP for maximizing marketing executions and establishing consumer journey path. Demonstrate keen ability to identify all options within a circumstance with holistic view of variables (costs, effectiveness, goals, alignment with business priorities, etc.) to allow for solid, reason based decisions to be made and topline highlights to be escalated when necessary for quick resolve. ,skills:kpis, paid media, digital marketing, results oriented, flexible, campaign management, data management, data-driven marketing, evaluation, business consultancy, composition, data sharing, crm, customer experience management, communicator, google tag manager, dsps, tableau, ability to meet deadlines, google analytics, sas, customer segmentation, business manager, relationship building, innovative thinker, salesforce, marketing, rich media, marketing automation, adaptable, affinity, web analytics, demand side platform, digital media, good organizational skills, planning, insight, online advertising, strong communication, team player, media analytics, global marketing, marketing technology, attention to detail, ecommerce, website analytics, adobe analytics, data transfer process, dmp, doubleclick campaign management, writing, ms access, tag management, finance, analytical, high attention to detail, excellent communicator, doubleclick, tag management systems, statistical, communication, Head of Digital Marketing Strategy, Senior Director Of Product Marketing, Digital Marketing Manager, Mobile Product Marketing Manager, Senior Brand Strategist, Digital Marketing Associate, Online Marketing Manager, Director of Digital Marketing, Digital Marketing Analyst, Customer Insights Manager} Senior Manager, Data-Driven Marketing and Media Analytics - Tommy Hilfiger in New York, New York, United States of America | Marketing at PVH

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