Director of Marketing Analytics - Acton, United States - THE PAPER STORE

Description

Job Description

Director of Marketing Analytics

The Paper Store is committed to being the premiere destination for all our customers' gift-giving needs. Our mission is to share our passion for The Paper Store with each customer, during each visit, by going above and beyond their expectations for both selection and service.

The Director of Marketing Analytics will thrive on uncovering opportunities to grow sales, drive omni-channel traffic and influence consumer behaviors. Highly analytical by nature, the ideal candidate for this role must be able to thrive in a data-centric world, working with extremely large data sets, but also be able to successfully translate the data and strategies to all levels of members within the organization. The Director of Marketing Analytics will be responsible for improving our analytical capabilities, bridging the data between Marketing, Buying, Finance, and Digital teams to form a thorough understanding of our customers and the metrics that drive positive customer behaviors. This role will report to the Vice President of Marketing and will be looked to as a trusted thought partner on how to drive the business forward.

COMPETENCIES:

• Communication: Communication is direct and to the point while maintaining employees' self-esteem. Sets clear performance expectations and provides ongoing feedback. Solicits dialogue to ensure understanding of expectations.
• Leadership: Ability to motivate and influence the team to create buy-in. Clarifies initiatives and articulates their strategic relevance. Helps employees to see the potential for developing their skills; assists them in eliminating barriers to their development.
• Development: Demonstrates a passion for teaching. Identifies skill opportunities and takes timely and appropriate action to coach, develop and redirect employees as needed.
• Delegation: Delegates responsibility based on the employee's ability and potential. Communicate action steps and desired outcomes. Follows up to ensure success.
• Accountability: Demonstrates a sense of corporate responsibility. Takes personal ownership and responsibility for the quality and timeliness of work. Ensures that actions are consistent with words.
• Communication: Communicates information with consistency and clarity; uses active listening to effectively understand and provide feedback. Adjusts communication style to suit the audience to promote engagement and increase understanding.
• Creativity and Initiative: Forward-thinking, recognizes opportunities and finds new ways of doing things and implements improvements whenever possible. Encourages creativity and innovation.
• Professionalism: Maintains a professional and positive manner even under changing or uncertain conditions. Works well with a wide range of individuals to provide support, encouragement and direction. Engages others to accomplish organizational and departmental goals. Is seen as a role model.
• Personal Development: Displays self-awareness, a high level of energy, persistence and a positive outlook. Continuously seeks ways to improve and learns from mistakes and constructive feedback.

KEY RESPONSIBILITIES:

• Be a brand ambassador for The Paper Store
• Understand and leverage consumer demographic, psychographic, and transactional data (whether consumer-supplied or appended) to recommend strategies to impact behaviors and increase customer engagement, including but not limited to new customer acquisition, retention, customer lifetime value, frequency of purchase, profitability, average order value, incrementality and consumer data collection efforts.
• Support Marketing Dept decisions by recommending analytics/KPIs to gain a deeper understanding of consumer behavior and preferences, enabling data-driven decisions to improve consumer experience, sales, and consumer loyalty. Work with Dept Heads and Finance Dept to assemble key marketing metrics/analytics, tracking and regularly reporting on the metrics and providing business commentary and insight.
• Collaboratively work with key business partners internally and externally to translate data needs while solving business problems. Ensure all data communication is easy to understand in layman's terms, with easy explanations for non-data-minded individuals to understand.
• Create and leverage segmentation/targeting for the company's direct mail program to achieve sales and performance targets. Ensure proper consumer targeting, offer management, managing LOLs (list of lists), budgeting and size/format testing. Work with third-party vendors (agencies and printers, Valpak, Valassis, LS Direct, etc.) to ensure the direct mail is on schedule and on budget and has accurate targeting. Report regularly on progress of project, oversee matchback and household analysis.
• Work with Finance and the various Marketing Teams to establish/track key performance indicators (KPIs) and metrics, to measure the impact of initiatives on business outcomes, including but not limited to direct mail/catalog, event marketing, social media, paid media, ecommerce, email, and SMS marketing; create dashboards, ad hoc and automated reports as needed.
• Be a master user of our CDP (consumer data platform) for actionable insight into consumer behavior to drive effective new consumer strategies and continued consumer sales. Own report creation and data vetting to ensure we maximize data strategies in the CDP. Document use of the system and train others to use data features and reporting.
• Work closely with the Marketing, Creative and Digital teams to help supply reporting/metrics to make better-informed decisions; educate team members on how to look at their programs with a metric-based eye to achieve sales goals, individual store performance goals, ROI/ROAS targets, and segmenting among customer personas.
• Work with Finance to create and maintain 3- and 5-year plans of in-store and online buyer counts, new customer acquisition, and retention rates to model customer growth plans and impact on 3- and 5-year financial plans. Create dashboards/reporting to track and monitor progress.
• Track the annual marketing budget including forecasting year-to-go spending against plan; work with Finance to ensure alignment on categories, current and future expenses.
• Champion the creation of user-friendly dashboards and automated reports for the Marketing Dept with the Finance and Retail Operations Teams. Ensure that data is presented clearly and concisely to support informed business decisions.
• Work with the Retail Operations Team to maintain privacy, data governance and data quality standards to ensure the accuracy and reliability of data assets.
• Foster an environment of development, community, and business problem-solving through championing education and understanding of the metrics.
• Work to reduce silos and ensure integration of marketing data sources, enabling the marketing team to have a holistic view of customer interactions and performance.
• Help us maintain a robust first-party data collection strategy, leading teams through a cookieless future.
• Establish criteria and work procedures to achieve a high level of quality, productivity and speed.

JOB REQUIREMENTS:

• Minimum 6 years of analytics experience, with an emphasis on technology-based marketing solutions such as Email Service Providers (ESP), Multi-Channel Campaign Management (MCCM) tools, and Customer Journey solutions; experience with an agency or consumer-facing brands as well as loyalty/affinity programs a plus
• Great oral and written communication skills with the ability to convey complex analysis and distill it to all levels of the organization with actionable items.
• Expert level in Excel and Power BI (or comparable BI and Data Visualization tool)
• Expert level working with large data sets using a CRM (customer relationship management system) or CDP (customer data platform), web analytics and service provider segmentation tools. Expert level with Microsoft Excel, Microsoft Access and SQL reporting tools required. Bloomreach/Exponea system experience a plus.
• Must be flexible and able to meet deadlines in a fast-paced, changing environment.
• Detail-oriented with a high degree of organization and accuracy.
• Proven ability and desire to learn new technologies and tools, and to troubleshoot and develop creative, innovative solutions to business challenges.
• Collaborate well with others, including internal and external team members.
• Great oral and written communication skills with the ability to convey complex analysis and distill it to all levels of the organization.
• A self-motivated approach with strong work ethic; requiring limited oversight.
• Ability to work 3+ days/week at the Corporate Office in Acton, MA.
• Professional presentation in attire, demeanor, and appearance.

The Paper Store is an equal-opportunity employer and considers all qualified applicants for employment without regard to race, color, national origin, religion, sex, disability, age, veteran status, or any other classification protected by state, local or federal law.