Marketing Analytics Manager I/II - 015278

Summary:

The Marketing Analytics Manager provides reporting and measurement insights that support Return on Marketing Investment efforts (ex: campaign performance, audience knowledge, success metrics, testing methodologies, and recommendations for campaign and audience optimizations) to meet the growth, retention, and engagement objectives of the company.

This position is on the Digital Strategy & Analytics team partners with the Digital Strategy and Analytics Manager and the Manager of Digital Marketing and Automation to integrate metrics and reporting into a review of overall digital and direct marketing communications, marketing automation performance, and digital journey analytics in complement to other analytics functions including digital analytics. The role requires dual knowledge of marketing as well as systems and technologies that drive analytics insights to improve marketing performance and user adoption and engagement of our digital assets in alignment with digital strategic initiatives and business goals.

Essential Responsibilities/Accountabilities:

All Levels:
• Identifies member, group or line of business (LOB) trends that support the development and optimization of marketing campaigns to meet company growth and retention objectives.
• Builds and socializes Return on Marketing Investment analytics dashboard to inform marketing decisions.
• Establishes and maintains ongoing relationship with Analytics, Data & Technology (AD&T) division to set metrics such as Lifetime Value (LTV), Customer Acquisition Cost (CAC), or Customer Retention Cost (CRC).
• Provides reporting on marketing campaigns and engagement communications and analyzes and interprets program performance to improve effectiveness and marketing ROI.
• Collaborates within team to create data-driven insights about member and prospect response and engagement that inform acquisition, engagement, and retention. Utilizes findings to make recommendations on optimization of target segments, content, offers, and the overall mix of communications channels used in digital and direct marketing efforts. Marketing communication channels include email, SMS, direct mail, paid advertising, and web landing pages.
• Collaborates with various internal stakeholders to understand business drivers, goals and actionable outcomes using analytics and identifies sources of data required to develop targeted marketing campaigns and to track and manage responses, leads, or enrollments related to marketing campaigns.
• Develops and leverages comprehensive understanding of existing marketing databases, data flows, data relationships, definitions, and tracking methodologies.
• Develops and leverages understanding of other data sources to integrate into measurement insights such as data on digital adoption, digital engagement, response and sales data, Voice of the Customer feedback, and the inclusion of 3rd party enhancement data.
• Identifies ways to integrate multi-channel marketing performance data into reporting systems such as web data, data warehouses, CRM solutions, marketing automation tools and other sources.
• Employs data mining, segmentation, and other analytics techniques to capture important trends and create relevant measurement dashboards on a regular cadence.
• Gathers and documents business and technical requirements to support online and offline campaigns.
• Provides Annual/Open Enrollment campaign support for LOBs where necessary, including campaign segmentation, tracking, and reporting oversight.
• Consistently demonstrates high standards of integrity by supporting the Lifetime Healthcare Companies' mission and values, adhering to the Corporate Code of Conduct, and leading to the Lifetime Way values and beliefs.
• Maintains high regard for member privacy in accordance with the corporate privacy policies and procedures.
• Maintains knowledge of relevant legislative and regulatory mandates relating to marketing initiatives and ensures that all activities follow these requirements.
• Regular and reliable attendance is expected and required.
• Performs other functions as assigned by management.

LEVEL II (in addition to Level I responsibilities)
• Proactively maps out the entire marketing retention/acquisition customer journey from entrance to exit and translates into a story to highlight behavioral trends and areas of opportunity.
• Serves as analyst lead for collaborative forums such as Go-to-Market Governance, Product Strategy, Digital Steering, and Customer Experience Committee.
• Has the ability and working knowledge to mentor/train others on the systems, tools, and platforms necessary for data analysis, including Google Analytics, IBM Cognos, Microsoft Power BI, Qualtrics surveying and visualization, and Microsoft Excel.
• Leads analysis of marketing efforts and produces actionable insights and recommendations to present in executive forums and reporting that maximizes conversion and increases effectiveness of marketing programs and platforms.

Minimum Qualifications:

NOTE: We include multiple levels of classification differentiated by demonstrated knowledge, skills, and the ability to manage increasingly independent and/or complex assignments, broader responsibility, additional decision making, and in some cases, becoming a resource to others. In addition to using this differentiated approach to place new hires, it also provides guideposts for employee development and promotional opportunities.

Level I:
• Bachelor's degree in Business, Marketing, Analytics, Economics, Mathematics or other related field required. In lieu of degree, six (6) years of experience required.
• Master's degree preferred.
• A minimum of three (3) years of work experience in a data driven business environment. A combination of master's level education and experience will be considered.
• Experience using marketing databases and digital tools to execute marketing campaigns.
• Knowledge of digital marketing, direct marketing, and marketing database concepts such as segmentation and predictive modeling required.
• Knowledge of business intelligence platforms such as Power BI, Tableau, Datorama or SAS required.
• Knowledge of CRM, email marketing and marketing automation platforms, such as Pega or Salesforce Marketing Cloud required.
• Strong interpersonal, verbal, and written communications, and organizational skills.

Level II (in addition to Level I)
• A minimum of five (5) years of work experience in a data driven business environment.
• Experience independently extracting and analyzing data from multiple systems and a strong understanding of the company's relevant internal data architecture and definitions.
• Advanced knowledge of digital marketing, direct marketing, and marketing database concepts such as segmentation and predictive modeling required.
• Advanced knowledge of business intelligence platforms such as Power BI, Tableau, Datorama or SAS required.
• Advanced knowledge of CRM, email marketing and marketing automation platforms, such as Pega or Salesforce Marketing Cloud required.

Physical Requirements:
• Occasional travel between regional offices.

The Lifetime Healthcare Companies aims to attract the best talent from diverse socioeconomic, cultural and experiential backgrounds, to diversify our workforce and best reflect the communities we serve.

Our mission is to foster an environment where diversity and inclusion are explicitly recognized as fundamental parts of our organizational culture. We believe that diversity of thought and background drives innovation which enables us to provide leading-edge healthcare insurance and services. With that mission in mind, we recruit the best candidates from all communities, to diversify and strengthen our workforce.

OUR COMPANY CULTURE:

Employees are united by our Lifetime Way Values & Behaviors that include compassion, pride, excellence, innovation and having fun! We aim to be an employer of choice by valuing workforce diversity, innovative thinking, employee development, and by offering competitive compensation and benefits.

In support of the Americans with Disabilities Act, this job description lists only those responsibilities and qualifications deemed essential to the position.

Equal Opportunity Employer

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities

The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor's legal duty to furnish information. 41 CFR 60-1.35(c)