VP, Experience Analytics

Job Description

Who We Are

Night Market is a full-service Commerce agency that builds brands, performance programs, and shopping experiences to enable businesses in accelerating Commerce sales growth.

We opened our virtual doors in February of 2020, born in the midst of a transformation in Retail and eCommerce that has shaped and sharpened our capabilities and approach, and have been partnering with leading brands to fuel commerce ever since.

We were founded on the understanding that brands looking to succeed in today's rapidly evolving commerce landscape need a new breed of "digitally native" partner that truly understands how to win in the new digital aisle. Created with this focus and as an integral part of Horizon Media, the largest independent media agency in the U.S., we break down the silos between media and shopping experiences to help optimize the full modern consumer path to purchase, from discovery through conversion.

At Night Market, we understand the value that different experiences, skills and perspectives can bring to both our team and our clients, so we strive for an environment where our employees feel welcomed, supported and empowered. Our simple recipe for team success is to hire talented people (thinkers, doers, dreamers, makers) challenge them and give them every opportunity to grow.

Job Summary

The VP, Experience Analytics reports into the SVP, Commerce Experience, and will empower our clients to achieve their business objectives by analyzing data on their digital experiences - whether a website, app, or other commerce property.

As a strategic leader, you will be the vital link between their business goals and the analytics solutions required to drive customer insights, inform experience optimizations, and iterate on digital programs. You will guide a team in as well as contribute to the delivery of experience analytics work for our clients. Your expertise will extend to both Adobe and Google with a focus on web analytics products suite, but also knowledge of related analytics enablement and data engineering platforms such as SQL, tag management, and data visualization or BI solutions. Your contribution will be instrumental in shaping our capabilities and client delivery towards digital excellence and customer-centricity.

This role will also lead efforts to win business in the Experience Analytics space with a focus on website analytics, tag management, and related platforms implementation. New business support will include proposals for both existing and new clients, contributing to thought leadership, and participating in client meetings or pitch presentation.

You will enjoy this role if you are passionate about helping businesses plan, build and sustain engaging digital

Experience analytics programs - while contributing to the growth and innovation behind an agency analytics offering.

What You'll Do

60% Experience Analytics

• Leads the analytics group's delivery of comprehensive analysis for clients and other internal Night Market teams, regarding performance and trends of marketing initiatives, as well as their impact on the client business
• Guides and partners with analysts on the team, as well as serves as an individual contributor, in completing analytics work on behalf of clients
• Develops client-specific measurement strategy, including a measurement framework (e.g. model) for assessing experience performance as well as a measurement plan for enablement against with new or optimized existing key performance indicators in support of strategic business objectives
• Collaborates closely with the Commerce Consulting team in development of measurement strategy aligned to business or marketing objectives, and an analytics roadmap to mature the client's analytics program
• Delivers actionable insights and consistent root-cause analysis for rapid decision-making across clients
• Analyzes website data for discovery of user pain points, feature usage patterns, and user conversion drivers
• Leverages segmentation analysis for deeper intel of site user subsets and to contextualize data for more nuanced meaning
• Utilizes media data, where available, to inform experience analysis and joint media + experience improvement opportunities
• Executes a variety of analysis techniques such as funnel, clickstream, heatmap and segmentation, along with the ability to communicate insights with clarity and meaning for the business.
• Ability to analyze beyond descriptive analytics and employ more sophisticated techniques (statistical methods, such as multilinear regressions or cluster analyses, and prescriptive analytics) and frameworks (lead attribution, scoring)
• Creates and maintains dashboards and data transformations from multiple sources
• Experience with data visualization platforms and BI tools such as Datorama, Tableau, Looker, or DataStudio
• Conducts matching of experience data to other data sources, such as a customer file, in an anonymized and compliant manner for further analysis
• Guides or helps execute data cleanse in support of more accurate and unified data sets for analysis
• Ensures necessary website analytics tracking / tag management is in place and accurately reporting
• Assesses gaps in tracking and sets requirements for new tracking implementations
• Addresses Marketing client key business questions through experience data collection, data engineering, analysis, dashboard reporting, and identification of insights
• Partners with internal Night Market teams, such as Customer Experience (CX) or Experience Optimization (incl. CRO), to deliver insights and develop measures/reports specific to the team's needs
• Partners with non-Marketing clients, such as Merchandising, and broader Horizon teams, such as Media, to deliver insights and develop measures/reports specific to the team's need
• Offers expert guidance to business stakeholders on experience analytics solutions to address their challenges and opportunities
• Helps guide the recommendations of others, whether direct reports or supporting account resources

20% Service Line & Business Oversight

• Oversees operations and delivery team for Experience Analytics service line
• Monitors customer satisfaction with delivery across program lifecycle
• Supports work with project-appropriate customer relationships and ensures successful analytics program delivery
• Builds processes, standards, resourcing requirements, and other service line operations to scale the work
• Identifies and helps recruit for staffing needs
• Identifies, mitigates, and escalates program operational risks
• Supports resource / risk management, emerging delivery issues, and delivery intervention plans as necessary, with assistance from Project Management and other teams
• Leverages continuous process improvement to drive quality and efficiency into program delivery
• Helps optimize financial performance including department budget and staff utilization
• Conducts annual and bi-annual business planning for the analytics department
• Participates in larger Commerce Experience department meetings, events and initiatives that foster internal communication, collaboration, and culture

10% Team Growth & Mentorship

• People leadership and people development, including direct management, training, and retention and engagement activities
• Growth of the current team's skillsets via 1-1 mentorship, feedback, and recommended learning opportunities (including those funded through our professional development budget)
• Workforce and resource management oversight and coordination - provide resources to meet the current and future personnel demands and prioritize resources to meet demand levels
• Drives knowledge creation and knowledge management to support development of Night Market's delivery capabilities

10% Business Development

• Represents Night Market internal and external business development meetings as a senior leader to understand client needs and define potential solutions
• Drives new business pipeline through proactive business development, networking, thought leadership contribution, and participation at industry events for Night Market exposure
• Drives organic program growth and supporting business development initiatives
• Provides capability leadership and vision (internal and external) for capabilities
• Educates staff on capabilities to expose to the customer; analyze opportunities and review teams as requested
• Participates in strategic decisions to maximize pipeline opportunities
• Helps develop pitch presentations and proposals, contribute to the definition of deliverables, staffing and pricing, as well as develop Statements of Work (SOWs) as needed
• Contributes to development of marketing and sales assets, e.g., website, client intro deck, webinars
• Collaborates with Horizon Media teams to provide NM deliverables for broader agency pitches
• Helps define and execute Night Market's evolving vision as a business, e.g., developing new offerings, processes, collateral, etc. as it related to Experience Analytics

Preferred Skills & Experience

• Bachelor's degree in a relevant field, e.g. business, marketing, communications
• 12+ years of experience in analytics, with a focus on website analytics
• At least 2 years leading and developing an analytics service offering, ideally on the agency side
• At least 2 years directly managing a team of 3 or more
• Desire to be hands on in growing a service line and doing all levels of work therein, whether providing oversight of the analytics business or contributing to a deliverable
• Demonstrated expertise and experience translating data and research into strategic insights and recommendations.
• Experience in Adobe Analytics and Google Analytics, with immediate needs and fluency required in Adobe Analytics
• Experience with data visualization platforms and BI tools with Google Data Studio or Tableau preferred
• Some experience with SQL and Python preferred
• Some experience with media campaign analytics preferred, for a more comprehensive understanding of what drives website outcomes
• Collaborative, team-oriented, and focused on building and sustaining team member engagement
• Proven track record of successfully managing and growing client relationships
• Excellent communicator and able to partner cross-functionally with all levels of the organization, externally and internally
• Experience with sales activities and pursuits, including business development, proposals, and statements of work. Managing a defined revenue target required, agency or consulting experience is preferred
• Comfortable in a startup environment: hard working, resourceful, flexible, resilient, positive, able to handle imperfect information, real-time problem solving and rapid change

Certificates, Licenses and Registrations

• Training and certification in some relevant types platforms mentioned above preferred
• Willingness and desire to get trained and certified on additional platforms is required

Physical Activity and Work Environment

No requirements for physical activity and work environment.

The statements herein are intended to describe the general nature and level of work being performed by employees and are not to be construed as an exhaustive list of responsibilities, duties and skills required of personnel so classified. Furthermore, they do not establish a contract for employment and are subject to change at the discretion of the employer.

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Horizon Media is proud to be an equal opportunity workplace. We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity or Veteran status. We also consider qualified applicants regardless of criminal histories, consistent with legal requirements.

Salary Range

$200,000.00 - $250,000.00

A successful applicant's actual base salary may vary based upon, but not limited to, skill sets, experience and training, licensure/certifications, and equity. As an organization, we take an aptitude and competency-based hiring approach. We provide a competitive total rewards package including a discretionary bonus and a variety of benefits including health insurance coverage, life and disability insurance, retirement savings plans, company paid holidays and unlimited paid time off (PTO), mental health and wellness resources, pet insurance, childcare resources, identity theft insurance, fertility assistance programs, and fitness reimbursement.