Senior Manager, Customer Analytics, GC

JOB SUMMARY

This position sits within Greater China Analytics team and provides comprehensive data analytics and business intelligence support for the Brand Loyalty and Digital Marketing teams overseeing Greater China campaigns.
Particularly this role will:
Analyze the role of marketing / loyalty in driving Marriotts overall performance and measure optimization efforts; developing insights which drive marketing / loyalty strategy
Analyze consumer / member behaviors on GC digital marketing channels including WeChat to provide insights on how to better acquire / engage / serve our customers.
Global solution deployment & customizing.
Design and develop regular dashboards and presentations to track performance KPIs and explain analytics results /findings
Gain an understanding of marketing/ media plans and their objectives to assist with end-to-end campaign measurement
Build analysis framework for delivering insights on effectiveness of marketing campaigns across upper and lower funnel metrics
Conduct relevant analysis to identify the root causes of under-performance and provide recommendations on improvement based on internal and external data partnering with paid marketing channel partners to optimize marketing investment
Contribute to performance reviews (weekly/ monthly/ quarterly/ annually)
Evaluate and manage external data vendors.

CANDIDATE PROFILE

Education and Experience
Bachelors degree in statistics/ mathematics/ computer science/ economics/ IT/ engineering/ math or a related field. Strong coursework in quantitative disciplines including statistics economics or operations research etc.
5 years of relevant work experience as a quantitative data analyst with applied experience in marketing/ digital analytics online marketing or statistical analysis
Proficient in SQL and working experience in Python/ R for manipulating large amounts of data
Experience working with digital analytics tools like Adobe Analytics and digital marketing platforms including Google Facebook Koddi ESPs affiliate platforms is a plus
Experience working with a data visualization package ideally Tableau
Proficiency with Advanced Excel and Advanced PowerPoint is essential
Experience working with a large database or data warehouse environment with large number of tables and complex relationships (e.g. Hadoop Netezza Teradata DB2 or Oracle) for data collection harmonization and validation across multiple sources internal and external
Experience working in matrix structure with multiple stakeholders managing multiple projects
Proficiency in written and spoken Mandarin and English

CORE WORK ACTIVITIES

Lead Marketing / Loyalty Analytics
Measures effectiveness of key Marketing efforts applying best practices and proposing the right analytical techniques for measuring effectiveness
Performs creative solid and actionable analysis to support Marketing strategy including
o Delivering insight and providing guidance on both marketing programs and campaigns-level effectiveness
o Identifying meaningful relationships patterns or trends enabling data driven strategies by mining customer digital and marketing activity
o Analyze the role of display paid search meta search and affiliate marketing in driving Marriotts overall performance
o Performing marketing pathing analysis and attribution logic

Managing Work Projects and Policies
Supports Gr. China digital and marketing efforts by analyzing digital marketing activities website and mobile app performance.
Develops market share and opportunity assessments to inform digital and marketing strategies.
Monitors tracks and analyzes the Gr. China hotel customer behaviors on and Marriotts Asia Pacific web sites and mobile apps to inform content and functionality improvements and to drive consumer traffic brand awareness booking conversion and revenue.
Supports customer acquisition and engagement strategies by providing analysis and reporting on customer growth through Marriotts digital distribution channels.
Collaborates with business and technical teams to measure and improves the relevance and performance of website and mobile app content and functionality.
Conducts competitive digital analysis based on third party data.
Identifies opportunities to streamline and automates current reporting tasks.

Demonstrating and Applying Discipline Knowledge
Masters and presents analytical methods to measuring effectiveness.
Keeps up-to-date on developments in analytics and analytical tools/platforms to identify methods that would be useful in improving Marriotts understanding of its customers.
Understands and applies best practices to formulation of business cases including leveraging the right talents and data sources; possess ability to identify and propose the right analytical solutions to business problems.
Becomes a go-to person for insight into campaign initiatives for Gr. China internal and external stakeholders.
Has a strong oral and written communication skill.
Able to manage a workload of multiple projects supporting several teams and stakeholders.
Demonstrates knowledge of job-relevant issues products systems and processes.
Demonstrates knowledge of function-specific procedures.
Keeps up-to-date technically and applies new knowledge to job.

Additional Responsibilities
Provides information to supervisors and co-workers by telephone in written form e-mail or in person in a timely manner.
Presents ideas expectations and information in a concise organized manner.
Demonstrates self-confidence energy and enthusiasm.
Manages time effectively and conducts activities in an organized manner.
Uses problem solving methodology for decision making and follow up.
Performs other reasonable duties as assigned by supervisors.

MANAGEMENT COMPETENCIES
Leadership
Adaptability - Maintains performance level under pressure or when experiencing changes or challenges in the workplace.
Communication - Conveys information and ideas to others in a convincing and engaging manner through a variety of methods.
Problem Solving and Decision Making - Identifies and understands issues problems and opportunities; obtains and compares information from different sources to draw conclusions develops and evaluates alternatives and solutions solves problems and chooses a course of action.
Professional Demeanor - Exhibits behavioral styles that convey confidence and command respect from others; makes a good first impression and represents the company in alignment with its values.
Managing Execution
Building and Contributing to Teams - Participates as a member of a team to move toward the completion of common goals while fostering cohesion and collaboration among team members.
Driving for Results - Sets high standards of performance for self and/or others; assumes responsibility for work objectives; initiates focuses and monitors the efforts of self and/or others toward the accomplishment goals; proactively takes action and goes beyond what is required.
Planning and Organizing - Gathers information and resources required to set a plan of action for self and/or others; prioritizes and arranges work requirements to accomplish goals and ensure work is completed.
Building Relationships
Coworker Relationships - Interacts with others in a way that builds openness trust and confidence in the pursuit of organizational goals and lasting relationships.
Customer Relationships - Develops and sustains relationships based on an understanding of customer/stakeholder needs and actions consistent with the companys service standards.
Global Mindset - Supports employees and business partners with diverse styles abilities motivations and/or cultural perspectives; utilizes differences to drive innovation engagement and enhance business results; and ensures employees are given the opportunity to contribute to their full potential.

Generating Talent and Organizational Capability
Organizational Capability - Evaluates and adapts the structure of assignments and work processes to best fit the needs and/or support the goals of an organizational unit.
Talent Management - Provides guidance and feedback to help individuals develop and strengthen skills and abilities needed to accomplish work objectives.

Learning and Applying Professional Expertise
Applied Learning - Seeks and makes the most of learning opportunities to improve performance of self and/or others.
Business Acumen - Understands and utilizes business information to manage everyday operations and generate innovative solutions to approach business and administrative challenges.
Technical Acumen - Understands and utilizes professional skills and knowledge in a specific functional area to conduct and manage everyday business operations and generate innovative solutions to approach function-specific work challenges.
oAnalysis-The ability to analyze and summarize detailed data and make recommendations. Included is the creation and maintenance of spreadsheets for storing data.
oDeductive Analysis-Interpreting numeric information within the context of business problems accurately and/or appropriately combining available data for computation or interpretation.
oInferential Analysis-Using trends and analysis to predict or project beyond presented information making business-related decisions on the basis of available data forming recommendations based on interpretation of data.
oStrong to expert SQL or Python skills. Power BI / tableau will be a plus
oExperience in working with and designing snowflake data schemas with high volumes and high cardinality data in multiple operating environments.
oExperience with different database and reporting platforms to create short term medium term and long term reporting solutions.
oStrong interpersonal skills and be able to work well with non-technical and technical audiences clearly communicating project needs risks delays and outcomes to all levels of the organization.
oStrong desire to solve business problems using data driven solutions.
oExperience working with high volume highly complex data structures and/or web analytics data implementations are encouraged to apply.
oProject management project estimating verbal and written communications business and technical documentation.
Basic Competencies - Fundamental competencies required for accomplishing basic work activities.
oBasic Computer Skills - Uses basic computer hardware and software (e.g. personal computers word processing software Internet browsers etc.).
oMathematical Reasoning - Adds subtracts multiplies or divides quickly correctly and in a way that allows one to solve work-related issues.
oOral Comprehension - Listens to and understands information and ideas presented through spoken words and sentences.
oReading Comprehension - Understands written sentences and paragraphs in work related documents.
oWriting - Communicates effectively in writing as appropriate for the needs of the audience.