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Senior Analyst, Marketing Effectiveness

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Date: Mar 16, 2017

Location: Broomfield, CO, US

Reach Your Peak at Vail Resorts. You're someone who pushes boundaries and challenges the status quo. You're brave, ambitious and passionate in everything you do. And we want you on our team. Pursue your fullest potential and never settle in the quest to deliver extraordinary guest service. Join one of the world's 50 most innovative companies as named by Fast Company, and re-imagine a mountain resort experience with us. Welcome to Vail Resorts. Reach Your Peak.

Welcome to Vail Resorts. Reach Your Peak.

Summary of Job:

 

DEPARTMENT PURPOSE

The Marketing Analytics team is responsible for: using a data driven approach to inform marketing decisions, monitoring business trends, measuring guest behaviors, ensuring the highest data quality and maximizing marketing effectiveness across the organization.  Guest analytics encompasses evaluation of historical behavior trends by guest segment and development of insights and models to help inform marketing decisions at a guest segment level.  Marketing effectiveness analytics involves assessing the impact of marketing spend and developing insights to help inform marketing decisions at a program and channel level. Digital analytics revolves around understanding and maximizing our guest’s online behavior and experience, including paid media efforts directing customers to the sites. Data governance is about ensuring data quality, tools and metrics are correct and common across the organization. Decision support is providing interpretation and recommendation for internal customers as well as acting as a central point of contact.

 

POSITION PURPOSE

The primary purpose of the Marketing Effectiveness analyst position will be to monitor the effectiveness of marketing programs, provide recommendation for improvements and help with strategy to optimize deployment of spend. Your involvement in marketing includes: producing detailed ad-hoc analysis as required by the business leaders, ensuring recurring analysis processes are conducted correctly and in a timely manner, developing new analytical approaches for more effective analysis and identifying trends in the macro marketing data. You will be responsible for helping understand: email effectiveness, direct mail effectiveness, and other promotions and mass audience campaigns. You will coordinate with the IT team to identify opportunities for improved efficiency and to ensure reporting is created in the most standardized and automated manner possible.

 

Essential Job Responsibilities:

  • [Marketing Campaigns] Responsible for all aspects of marketing campaign analysis and clear dissemination of results/insights to marketing leadership across the organization. This includes analysis of recurring/informational communications, targeted offers, mass media spend, results of any test performed and incrementality.
  • [Reporting] Create and distribute recurring reports that evaluate marketing program effectiveness and leverage available standard tools.
  • [Interpretation] Partner with marketing analytics decision support team to provide interpretation/translation in order to make effective recommendations to marketing leaders.
  • [Knowledge Base] Populate and maintain accessible knowledge base and archive of past analyses to facilitate trended results of offer performance, guidance/tools related to pro-forma assumptions and improved quality of future analysis. Leverage historical learning to make recommendations on strategy to marketing leadership.
  • [Efficiency/Consistency] Develop approaches, templates and tools that ensure a consistent approach in all offer post-analysis whether ad-hoc or recurrent.
  • [Testing] Support analysis of strategic marketing campaign tests that measure customer responses and conversion against multiple variables.  Proactively suggest customer segment reinvestment tests based on current trending.
  • [Standardization] Ensure processes, tools and documentation are in place to support efficient and consistent analysis across the team.  Standardize methodology for addressing common questions and ensure that consistent approaches be utilized across the company.  Proactively develop new analytic approaches and partner with other analytical groups to develop tools that support marketing tactics at every level.
  • [Data Analysis] Analyze and organize the data available to the business.  Inspect, clean, understand and transform data while keeping the big picture of the business model in mind and analyze with focus and purpose to transform quality data into an asset.
  • [Ad-hoc] Support complex ad-hoc post analysis of offers as required by leadership and the support team.

 

Job Requirements:

 

  • Bachelors degree in related field (Business, Technology, Accounting, Finance, Economics, Marketing, or Mathematics) required
  • 3+ years prior marketing analytics experience.
  • Experience evaluating the impact of direct marketing offers, including analysis of A/B experiments and evaluation of results against random control groups.
  • Experience with analytic tools/software such as MS Access, MS Excel and similar programs, experience with data processing (SAS/SQL/Alteryx) and online data analysis (Adobe Analytics/Google Analytics) a plus.
  • Demonstrated success working with very large data sets, developing tools for streamlined analysis and creating reports that succinctly summarize complex concepts.
  • Demonstrated strength in written and verbal communication, adjusting message to audience.  Excellent interpersonal and relationship management skills, with the ability to communicate effectively at all levels of the organization.
  • Strong organizational and project management skills are essential. Must be able handle multiple projects simultaneously and coordinate across multiple functions within an organization.
  • Hospitality or travel industry experience helpful but not required; broad marketing experience in a company driven by analytics.
  • Highly collaborative approach and open communication style.

We offer a variety of career opportunities at our world-class resorts and corporate headquarters near Boulder, Colorado in fields like Finance & Accounting, Human Resources, Information Technology, Legal, Public Affairs & Sustainability, Marketing, Sales & Communications and more. Our corporate team shares both a passion for the outdoors and a drive to re-imagine the mountain resort experience around the world. Learn more at www.vailresortscareers.com
Vail Resorts is an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, sexual orientation, gender identity, disability, protected veteran status or any other status protected by applicable law.

VRMRKT

Requisition ID 133326


Nearest Major Market: Denver

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