MARKETING ANALYTICS MANAGER
WHAT A DIFFERENCE
At Primrose, our mission - to forge a path that leads to a brighter future for all children - is why we do what we do each day. It informs our who, what and how. Our belief that who children become is as important as what they know comes to life through our exclusive, research-informed approach to teaching and learning. We deliver more than a curriculum; we provide a life-changing early learning experience for children and their families.
We believe who you are is as important as what you know. While experience and knowledge are an important part of the success equation, who you are matters just as much. We treasure our relationships with Team Members, Franchise Owners and those we serve. Our commitment to diversity means we seek similarities and respect differences in our unique backgrounds, life experiences and perspectives. We make every effort to ensure everyone feels they belong in our Primrose community.
WHAT YOU'LL DO
The Marketing Analytics Manager is responsible for leveraging data from a wide variety of sources, both internal and external, to analyze and steward the performance of our marketing efforts. This individual will be able to synthesize large and complex data sets to identify actionable insights that support business growth through the acquisition of new customers.
Duties and Responsibilities:
- Analyze category, brand, competitive, channel and customer dynamics to uncover insights and recommend actions to guide business performance, including making spend allocation recommendations.
- Design and build reports and interactive dashboards to evaluate business performance and identify areas for improvement.
- Partner and work with third-party measurement partners for platform setup, onboarding and user management as well as collaborate with the internal and external sales, measurement and ad operations teams associated with each.
- Lead the implementation of, and translate insights and recommendations from, multi-touch attribution, marketing mix modeling (MMM), brand lift studies, conversion lift studies and cross-title performance marketing analyses.
- Lead testing and optimization efforts with detailed post-impact analysis.
- Use the MasterCard Test & Learn tool to perform analysis pre-post net of control.
- Meticulously track and report on spend effectiveness, KPIs, trends, and campaign and creative performance.
- Identify and leverage synergies between all digital programs. Evaluate new customer acquisition metrics and subsequent value of customers acquired.
- Organize, clean, manipulate, merge and label various data sets in order to perform analysis.
- Work cross-functionally with multiple internal teams as well as our external media agency to continuously improve measurement processes and setup.
- Monitor emerging trends across the digital ecosystem and identify emerging opportunities.
- Analyze customer journey data to identify friction points and opportunities for improving the shopping experience.
- Provide analytical, forecasting and strategic planning support to inform annual marketing plan development.
WHO WE ARE LOOKING FOR
We seek to build teams of individuals who maintain trusted relationships, demonstrate accountability, influence without authority, have a service mindset, agility and curiosity. Our ideal candidate will possess a mix of the following skills and competencies:
- Bachelor's degree in Business, Marketing, Statistics, or a related field
- 5+ years of marketing experience in digital advertising, media analytics or marketing analytics
- Strong understanding of media advertising platforms including DMPs, Google Ads, Facebook/Instagram, Pinterest, LinkedIn, and DSPs (e.g. Stackadapt)
- Experience with third-party measurement companies (e.g. Neustar/TransUnion and Nielsen)
- Excellent analytical skills, including proficiency with Excel (Pivot tables, SUMIFs), and visualization tools such as Tableau, Sigma and/or PowerBI
- Experience with advanced statistical analysis and marketing mix modeling (MMM)
- Experience with conversion rate optimization (CRO), testing and analysis
- Experience using Google Analytics 4 to evaluate website performance by channel source, including traffic, engagement and conversion metrics
- Strong organizational skills and attention to detail, with the ability to work on multiple projects simultaneously, managing timelines and goals
- Clear and effective communicator, both written and verbal
- Ability to translate analytical insights into clear recommendations and effectively communicate them to technical and non-technical stakeholders
- Ability to uphold confidentiality of data and handle data with professional maturity
WHAT YOU'LL GET
We offer competitive pay and the opportunity for EVERYONE to earn commission and/or bonuses based on company and personal performance. We demonstrate our commitment to children and families with 50% tuition reimbursement for up to three children at any of our Primrose schools and a flexible work environment. Full-time staff are eligible for health, dental and vision insurance.