Director, Global Growth Marketing Analytics

About the Employer
Job Title:Director, Global Growth Marketing Analytics

Requisition ID:R003680

Job Description:

As a Director, Global Growth Marketing Analytics, you will propel our marketing analytics to the forefront of the industry. This team will be responsible for uncovering player signals to create a holistic and view of the impact, and interplay, of our marketing efforts. You will use advanced analytics and measurement to mine this data for insights that will help teams more profitably acquire and retain players. You will need a strong record of success testing and implementing media and marketing mix models, attribution logic, lift modeling, and A/B testing at a global scale. A critical aspect of this leader’s success will be her/his ability to visualize data reporting in near-real time and create compelling rationale on how we should course-correct and plan our activities. You will be joining a team with a global remit, that strives to ensure local market needs are met while aligning with global KPI and business goals.

Covid-19 Hiring Update: We’ve transitioned to a work-from-home model and we’re continuing to interview and hire during this time. This role is expected to begin as a remote position. We understand each person’s circumstances may be unique and will work with you to explore possible interim options.

Responsibilities

  • Design and implement real-time tracking measures across paid, owned and earned channels that provides a holistic look at our touch points, their impact, and interplay
  • Create marketing mix models that help guide our go-to-market campaigns, ultimately guiding spend and channel weight / importance in all key regions
  • Implement AB testing rigor and analysis for media and CRM channels that provide teams an understanding of what is working and what could be improved in the player funnel
  • Ensure creative testing is implemented at scale and that the learnings are actionable for the creative development team(s)
  • Lead a team of analysts to manage day-to-day operational reporting requirements, ad hoc analyses, and data visualizations
  • Tie together disparate business, marketing, and consumer data signals to fully extract paid/owned/earned media value and their contributions to revenue and audience growth
  • Partner with Strategy & Activation teams to develop audience-first recommendations by understanding in-game player behaviors, monetization trends, and third-party segment performance
  • Assess how effectively and efficiently digital channels are driving customer purchase funnel objectives and provide data-informed insights to the operations team
  • Determine the optimal mix and interplay of Blizzard “owned” and paid digital channels to reach our audiences most effectively and efficiently
  • Provide weekly reports and insights to the executive team on performance, in-market tests, and near-term implications to spend and channel mix
  • Own reporting and analysis for all media metrics including owned/earned media
  • Work cross functionally to actively apply learnings to campaigns
  • Drive further personalization by collaborating with data scientists to support and analyze hypothesis’ using best practices for A/B testing, attribution models and media mix optimization
  • Aid in forecasting performance for multi-channel marketing campaigns and tracking against those goals
  • Surface actionable insights for omnichannel planning & optimization against business objectives spanning a player’s entire lifecycle

Requirements

  • 10+ years of experience in digital media analytics, with expertise working with Data Management Platforms (DMPs) like Adobe Audience Manager and Salesforce KruX
  • Effective in taking complex data sets and building easy to understand visualizations
  • Proficient with SQL and can effectively and efficiently query massive data sets
  • Proactive, team player, who can work together with others to find a solution
  • Ability to translate complex analysis and into easy to understand insights and recommendations
  • Creative individual with excellent problem-solving skills. Capable of thinking outside the box to bring new insight and hypothesis to the business
  • Comfortable working with and joining multiple data sets from various sources
  • Exposure to third party ad serving platforms (Sizmek, DCM, Innovid), web analytics (Omniture/Google Analytics), and third-party validation (IAS, DoubleVerify),
  • Knowledge of custom qualitative digital measurement vendors preferred (Milward Brown, Research Now, Nielsen DAR/TAR)
  • Knowledge of data visualization (Tableau), conversion data (Barometrics, DCM) and attribution solutions (Visual IQ, Adometry) are a plus
  • Undergraduate degree

Pluses

  • Advanced degree in related field
  • Fluency of Python language
  • Experience with Tableau
  • Passion for video games!

Team Name:

Marketing