Senior Director Consumer Insights - Nashville, United States - Genesco

Description

The Ideal Candidate

As Sr. Director, Consumer Insights & Analytics, you will collaborate with cross-functional partners to influence the decision-making and strategy development for J&M's various consumer growth initiatives. You will develop exploratory analyses, design & execute test programs, and develop visualizations to tell story and deliver insights into various life stages of existing customers and improve customer acquisition and retention across J&M retail and direct channels. As a member of the marketing team, this role will reinforce the brand's commitment to quality, innovation, and service.

How You Will Make an Impact

• Utilize sales data, consumer insights and analytics to build relevant consumer journeys and evaluate overall performance.
• Develop analytical frameworks to solve business problems, create insights, perform detailed analyses, design and measure experiments, develop customer/product segmentations, forecast key KPIs, and utilize models for various business objectives, such as maximizing the share of closet and lifetime value and lowering customer acquisition cost.
• Maximize consumer engagement by anticipating needs, exceeding expectations, increasing traffic, improving conversion, and driving sales growth through all DTC channels.
• Focus on the incrementality and the value-creation in everything J&M does to drive strategic insights on customer behavior (engagement RFM, retention, product-mix, sales, etc.), customer needs (pricing, product, convenience, experience, etc.), and existing/new propositions (J&M Insider affinity program, lifecycle programs, sales campaigns, offers, etc.) across all DTC channels.
• Proactively monitor existing metrics, develop & propose new metrics, and work across the organization to make actionable intelligence available to business stakeholders via dashboards and reporting.
• Deliver voice-of-the-consumer research insights to the organization inclusive of primary research (surveys, focus groups, and MakerSights product testing) along with syndicated data sources and macro-economic trends.
• Partner with Marketing and Ecommerce to design, test, measure and refine strategies focused on driving customer acquisition, retention, reactivation, recency, frequency, spend, and lifetime value.
• Develop forecasting model for DTC business based on lifetime value, RFM, and lifecycle programs and refine based on new learnings and consumer data inputs.
• Manage CRM database and collaborate with cross-functional partners to maximize data collection and accuracy.

Experience and Skills You'll Need to Have

• Minimum of 8 years in the areas of Marketing Analytics, Customer Analytics, Data Science or Consulting.
• Undergraduate Degree required with analytics and quantitative emphasis, Masters/MBA a plus.
• Experience in working with cross-functional teams in a fast-paced, collaborative environment and managing priorities among multiple projects.
• Experience in developing visualization tools such as Tableau, Power BI, or Google Data Studio.
• Demonstrated ability to dig into the "why" of various results and present data driven insights and recommendations.
• Strong business judgment and decision-making skills.
• Ability to manage multiple complex priorities within demanding timeframes.
• Ability to build effective teams and develop/mentor talent.
• Strong organization and project management skills with focus on attention to detail and accuracy.
• Strong understanding of statistical and machine learning concepts and experience in employing these concepts to solve business problems at scale.

Apply