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Managing Director, Marketing Science
OMD
New York, NY, United States
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Description
SUMMARY: VISIONARY BRINGING DATA AND INSIGHTS TO MEDIA AND AUDIENCE TARGETING
The Marketing Science Lead provides thought leadership and vision for integrating data-driven insights across all aspects of media for Nissan USA / NNA in order to drive up marketing and sales performance. This role is responsible for delivering industry-leading data utilization and innovation that positions Nissan at the forefront of data-driven media.
Now more than ever, marketers have an abundance access to data, analytics and technology but navigating those tools & resources can be extremely difficult. This candidate’s role and responsibility will require an entirely new skill set within industry fusing marketing and media with 1st, 2nd and 3rd party data sources for advanced audience segmentation, communication strategies and business solutions. Key responsibilities include ability to act as vital liaison between planning and activation teams across data modeling, paid social, paid search, programmatic and other teams.
The ideal candidate will balance a deep technical knowledge with an ability to clearly communicate complex solutions to non-technical people who are not comfortable with data. As a partner to senior clients, the Marketing Sciences Lead will support the integration and unification of data, analytics and platforms across all client groups. They will bridge gaps in client knowledge and roles to ensure that new programs meet client needs and are efficiently rolled out and operationalized successfully.
This role leads critical audience analysis, profiling, targeting and optimizing across all media channels. This necessitates a deep knowledge of various audience profiling platforms from research tools to data management platforms. Nissan offers great opportunities to further refine current targeting practices and developing new and innovative ways to find new audiences, better understand and segment current audiences and to refine messaging and approach to reaching target audiences.
As a leader within OMD, this position is the central point for integrating campaign and marketing performance reporting, analysis and optimization across multiple agency partners and clients. A view beyond media alone is required to integrate reporting and connect the dots across activation channels, platforms and partners. This role is responsible for driving collaboration across different operating groups and agencies to ensure that a singular and comprehensive POV is provided to clients.
WHAT THE JOB DEMANDS – BALANCE OF ART & SCIENCE
Respected Authority: possesses strong marketing experience and is able to command a room with energy and passion
Data Advocate: build a level of comfort, trust and excitement about the applications of data throughout all marketing efforts amongst co-workers, agency partners, vendors and clients
Consumer Insight:in-depth understanding of individual brands’ consumer insights, IRI panel data and custom data sets
Data Matched Audiences: ability to take a brand’s consumer insights and translate into actionable audiences using 1st, 2nd and 3rd party data sets
Solution-Focused: Responsible for management of ad hoc data-focused solutions to difficult business challenges – both digital and traditional
Storyteller: Develop dedicated and customized data strategies to adapt, solve and react to changing media landscape
Deep Knowledge of Data: to fuse marketing and media with data and technology to uncover new targeting opportunities, communications strategies and business solutions
Hunger for innovation: our clients want and have some access to truly never-been-done-before opportunities. Helping determine the ‘right’ ones and bringing them to life in impactful ways.
Passion for Brand Knowledge:deep understanding of individual brands’ marketing and media objectives, KPIs and consumer archetypes
Passion for Comms Strategy:ability to work with GDs & GADs to fuse intelligence & imagination for sophisticated data-infused communications strategies
Senior Client Data Relationships: build relationships with client leads across digital operations, analytics and data management
Build relationships with Data partners, large and small: become a trusted bridge and advocate for our clients at large partners (Adobe, Atlas, etc.) and with up and coming partners
Mindful of Privacy and Security: ensure that data handling meets legal and ethical standards to protect the agency, Nissan and customers and their data
Collaboration and Cooperation: drive a culture of collaboration and cooperation to build connections by being the data liaison across agency and client teams
Mentor Analysts: lead a team of analysts and data strategists and build skills in presenting data to lay people, communicating complex ideas in easy to understand terms and relationship building with clients
Customer-first Focused: Keep the end customer in mind at all times to provide industry leading marketing that creates a better customer experience without ever compromising their relationship with the brand or data
EXPERIENCE NEEDED: TRACK RECORD OF LEADERSHIP
• Ability to drive change both internally and externally to find new ways of thinking to solve difficult business challenges
• Demonstrated ability to introduce, sell in and roll out new data technology or platforms that advance client’s marketing
• Experience with presenting complex analytics in easy to understand, client-friendly decks with data visualizations
• Thorough understanding of individual client brands, challenges, consumers and long term goals
• Solicits new industry concepts and tools that will help grow and enhance client businesses
• Record of driving optimizations to media and influencing planning with data-driven insights
• Provide leadership and advice on changing KPIs to keep up with changing client objectives, new technologies and new platforms to constantly ensure that the right metrics and measures are being utilized to drive business decision making
ACCOUNTABILITY: TAKE RESPONSIBILITY
• Comprehend client’s core business issues and barriers
• Understand consumer needs, behaviors and journey and be able to represent their needs to agency partners, vendors and clients
• Embrace the brand vision and essence and ensure that all recommendations and optimizations are on brand
• Own the measurement plan and work with teams to ensure metrics are captured and tracked, and applied to the decision making process
• Know which tools and techniques to use, when to use them, and make sure that there is a positive return on the cost of using them
• Communicate strategies and opportunities to all agency partners and client groups for transparency and knowledge sharing
DELIVERABLES: OPERATIONALIZING DATA DRIVEN PLANNING
• Consumer demand exploration to understand and identify short and long term business opportunity
• Audience profiles, analysis and recommendations for targeting and messaging
• Data matched audience segmentation for planning, creative insights and programmatic buying
• Integrated and information reports that communicate opportunities and recommendations for optimizing campaigns in flight and post-flights
• Present POVs and recommendations for new technology platforms, vendor offerings and other innovation that is focused on actual business needs and challenges
• Custom designed Brand data strategies integrating both internal and external sources and utilities
• Data-infused communication planning support grounded in business goals and objectives
• Align with client’s consumer research and analytics groups to leverage their data and insights for communications planning implementation
STRUCTURE: OPERATING AS oneOMD
OMD believes that as the world moves more and more towards ‘everything digital’, the need for our leadership in specialized areas to understand the world of media around them is critical. Our clients are building this cross-channel knowledge…and so must we.
• Our team understands that they are one team serving one set of clients. The need for collaboration, shared accountability for deliverables and true partnership has never been greater and needs to come from the top.
• Be aware of services and capabilities across OMD and related groups (Annalect, OMDp, Resolution Media, etc.) in order to represent full offering to clients as appropriate
REQUIREMENTS: NECESSARY EXPERIENCE AND KNOWLEDGE
• Media analytics experience and familiarity with tools and vendors including, but not limited to, DCM, IAS/MOAT, YouTube, DMPs, Nielsen DAR and other media performance, viewability/valid/on-target and audience reporting platforms and tools
• In depth knowledge and hands-on experience with audience segmentation and analytics tools such as MRI
• Experience in utilizing media mix and attribution modeling and calculating media spend ROI is essential
• Familiarity with market research (e.g. custom survey research, advertising testing or tracking, new product research, etc.) is required
• Excellent strategic thinking and analytical skills essential
• Excellent communication and interpersonal skills essential
• Media agency experience is preferred, but not essential