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Director Analytics
FCB Worldwide
New York, NY, United States
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Description
The Senior Vice President oversees multiple client relationships and co-leads the FCB New York marketing science team, with the EVP.
The SVP understands the transformative power of a data driven insight and can work alongside both strategists and creatives to help reveal data to create new opportunities. They can translate complex data into simple stories to help clients see business problems more clearly.
The SVP works with cross-functional teams, leveraging their expert marketing thought leadership to identify growth opportunities for clients. Connect complex statistical concepts to the high-level business goals and drive broader and deeper client relationships.
The SVP co-leads the marketing science offering and helps “productize” the solutions which span opportunity identification/quantification, market/consumer evaluations, segmentation/targeting, marketing/media mix modeling, media/social analytics, website or online experience analytics, marketing analytics including Customer Relationship Marketing (CRM) evaluations and Customer Behavior Path measurement.
The SVP collaborates with marketing/account management, media, strategic planning and creative teams to plan, execute and evaluate a broad range of strategic marketing initiatives and programs. The SVP is a principal liaison with media teams, especially if subcontractors.
The SVP will be deeply involved, along with the EVP, in new business opportunities, including managing the analytics component of the process directly or indirectly.
ESSENTIAL FUNCTIONS
• Oversee multiple teams or accounts, often as the senior-most member of the Marketing Science team.
• Develop and nurture cross-functional relationships to fully integrate the marketing science offering throughout the agency.
• Guide and manage analytic teams in developing and executing the complete range of analytic deliverables.
• Develop best-in-class marketing strategies with cross-functional agency team.
• Recommend analytic projects/analyses to cross-functional agency team based on client business challenges, objectives, goals.
• Work with data science modelers and analysts to design/develop compelling/relevant analyses.
• Make actionable recommendations to client based on analytic findings.
• Prepare high-quality, visually compelling, client-ready documents/findings/recommendations.
• Provide senior level leadership to Marketing Science department.
• Lead the analytical innovation of the department, in partnership with other agency stakeholders including technology, strategic planning, account management, media, and others as appropriate.
• Primary participant in recruiting and evaluating candidates.
• Coach and mentor any level of analytics associates.
Qualifications
Requirements:
• Bachelor’s degree (B.A. or B.S.) or equivalent in Statistics, Finance, Mathematics, Accounting, Computer Science, Decision Science, Economics, Information Management Studies, Integrated Marketing Communications, Psychology, Sociology.
• Marketing or Business coursework required
• Master’s degree or MBA preferred
• Expert knowledge of marketing/advertising/research principles
• Expert knowledge and applied experience in integrated, multi-channel marketing/advertising campaign tactics – including off-line and online/digital channels.
• Expert knowledge of analytic techniques such as: time-series analysis, segmentation, univariate & multivariate statistical analysis, modeling, various metrics and key performance indicators, research & test design, significance testing, variance and growth calculations, forecasting, return on investment.
• Expert knowledge of analytic solutions platforms and software.
• Expert skills in digital analytics tools such as Google Analytics, Tag Manager, Adobe, etc.
• Working knowledge of the development and maintenance of data infrastructure and associated platforms and programming languages, such as SQL, MYSQL, NO-SQL, etc., along with cloud storage solutions.
• Strong communication skills including verbal, written, and presentation skills in formal and informal settings.
• 10-15+ years of work experience in marketing analytics or related field such as advertising, retail marketing, product marketing, direct marketing, online marketing, loyalty marketing, etc. Hands-on, practical experience is essential.
• Experience in scoping, pricing and staffing analytic engagements.
• Must be able to travel domestically to client and partner locations (estimate: 20-50%)
• Certain projects/engagements may require working weekends and/or evenings