The Estee Lauder Companies Director, Analytics and Consumer Strategy in Blaine, Minnesota

Director, Analytics and Consumer Strategy

Brand: Aveda

Description

Position Summary:

Director Analytics and Consumer Strategy is responsible for leveraging analytics to 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. Leads the development of the customer database and mines customer data to identify insights and trends that enhance consumer engagement and retail marketing strategies.

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.

Key Roles and Responsibilities:

  • Oversee ongoing analysis of marketing investments and ROIs for product, category and guest segment performance across all channels. Translate data into actionable insights, strategies and tactics to drive traffic and transactions across the Aveda ecosystem of stores, salons, social media and online.

  • Develop campaign ROI measurements, channel analytics, and reporting for guest segments with standardized reporting and KPI dashboards.

  • Oversee ongoing analysis of Pure PrivilegeSM loyalty program marketing investments and ROIs, provide weekly/monthly dashboards by market on KPIs and make continuous recommendations to optimize program ROI.

  • Oversee ongoing analysis of Guest Relationship Marketing (GRM) marketing investments and ROIs, provide monthly dashboards by market on KPIs and make continuous recommendations to optimize program ROI.

  • Provide strategic sampling recommendations for direct mail, email and in-store based on product and promotion performance by guest segment.

  • Provide recommendations to optimize database marketing communication and promotions across email and direct mail including post campaign database updates.

  • Conduct segmentation and predictive model development for better consumer behavior insight and targeting.

  • Interpret multiple data sources for insights to inform strategic planning and tactics to drive the business.

  • Collaborate with Executive Director, Consumer Insights to translate data into actionable consumer stories and strategic and tactical recommendations.

  • Manage global lifetime value analysis and metrics.

Qualifications

Education:

Bachelor’s Degree in Quantitative/Analytic Discipline (economics, finance, other)

MBA Preferred

Experience:

8 years of Marketing Analytics

Other:

  • Strong analytical expertise, data manipulation skills and modeling

  • 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

  • Strong communication skills and data storytelling ability

  • Proven ability to translate data into stories and specific strategic and tactical recommendations that drive the business

Job: Marketing

Primary Location: Americas-US-MN-Blaine

Job Type: Standard

Schedule: Full-time

Shift: 1st (Day) Shift

Travel: Yes, 5 % of the Time

We are an equal opportunity employer. Minorities, women, veterans, and individuals with disabilities are encouraged to apply. Job Number: 185882