Director, Customer Analytics, GC

JOB SUMMARY

The GC Director of Customer Analytics will sit within GC Revenue analytics team and be responsible for providing GC comprehensive data analytics and business intelligence support for the Brand Loyalty and Digital Marketing teams overseeing GC campaigns. Particularly this role will:
Analyze role of marketing in driving GC overall performance measure optimization efforts and develop insights which drive marketing strategy.
Lead campaign analysis tracking and critiques for priority GC Brand Loyalty and Marketing Personalization campaigns to expand campaign coverage and provide recommendations for better planning and execution.
Analyze consumer behaviors and member engagement on GC digital channels existing and new partners using internal and external 3rd party data.
Support ISA Analytics leadership in various strategic initiatives and framework / policy planning
Contribute to goal-setting process for Areas and Hotels for critical customer-centric business KPIs and manage ongoing reporting and stakeholder conversations with region and area leaders.

CANDIDATE PROFILE
Education and Experience
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.
10 years of relevant work experience in data and analytics digital media marketing consulting identity management and CRM or statistical analysis
Experience working in matrix structure with multiple stakeholders managing multiple projects.
Technical proficiency required in:
oSQL and working experience in Python/ R for manipulating large amounts of data
oAdobe set of marketing tools such as Adobe Campaign Audience Management Analytics
oProficiency with experiment design A/B and multivariate testing
oProficiency with Advanced Excel and Advanced PowerPoint is essential.
Experience working with a large database or data warehouse environment (e.g. Hadoop Netezza Teradata DB2 or Oracle) for data collection harmonization and validation across multiple sources internal and external.
Experience working with digital marketing platforms including Google Facebook Campaign Manager AdWords GA 360 ESPs affiliate platforms is a plus.
Experience with Data visualization package ideally Tableau R Shiny D3 is a plus.

CORE WORK ACTIVITIES
GC Marketing Analytics
Lead campaign analytics consulting and advisory for GC stakeholders
Measure effectiveness of priority GC marketing campaigns applying best practices and proposing the right analytical techniques including testing framework design and post-campaign analysis
Manage data and reporting requirements from different marketing partners and external agencies to collect and synthesize data and report campaign results.
Perform marketing pathing analysis budget optimizations and spend recommendations.
Leverage marketing analytics data to generate insights hypotheses and provide segmentation support for audience led communication strategy.
Define data tagging and refine / reprioritize customer tags for marketing campaigns.

GC Customer Analytics for cross-functional needs incl. Digital Loyalty
Leading cross-functional analysis work for GC digital and loyalty efforts by analyzing cross-discipline data for member activation enrolments and direct digital channels ( language sites and mobile app performance) to drive consumer traffic brand awareness booking conversion and revenue.
Collaborate with GC teams to scope and develop data and analytics needs for new digital ecosystem partners.
Support customer acquisition and engagement strategies by providing analysis and reporting on customer growth through Marriotts digital distribution channels.
Manage analysis and recommendation of performance goals for GC Areas and Hotels for digital and loyalty KPIs.
Provide customer KPIs data and analysis needed for executive performance reviews (monthly quarterly yearly)

Applying Analytics knowledge expertise to build infrastructure and advancing understanding and regional adoption
Understanding and applying best practices to formulation of business cases including leveraging the right data sources proposing the right analytical solutions and advancing existing methodologies
Providing up-to-date knowhow on analytics techniques developments and analytical tools/platforms to identify methods that would be useful in improving Marriotts understanding of its customers.
Identifies data capture issues and gaps and helps to enhance current products systems and processes by supporting analytics infrastructure build.
Planning priority setting and project management for GC data and analytics requests and opportunities to streamline and automates current reporting tasks.

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 skills for both data extraction and for designing flexible data/ETL structures.
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.