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Senior Manager, Customer Data Strategy and Activation
Carter's
Atlanta, GA, United States
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Job Description
Carter's, Inc. is the largest branded marketer in North America of apparel exclusively for babies and young children. The Company owns the Carter's and OshKosh B'gosh brands, two of the most recognized brands in the marketplace. These brands are sold in leading department stores, national chains, and specialty retailers domestically and internationally. They are also sold through more than 1,000 Company-operated stores in the United States, Canada, and Mexico and online at www.carters.com, www.oshkoshbgosh.com, and www.cartersoshkosh.ca. The Company's Just One You and Genuine Kids brands are available at Target, its Child of Mine brand is available at Walmart, and its Simple Joys brand is available on Amazon. The Company also owns Skip Hop, a global lifestyle brand for families with young children. Carter's is headquartered in Atlanta, Georgia. Additional information may be found at www.carters.com.
Responsible for the technical support of executing high profile, complex digital and social media campaigns as well as the analysis of those campaigns, including trafficking, reporting, audience development and campaign reconciliation. Develops compelling and insightful recommendations, and communicates these effectively with the various internal and external stakeholders. Analyzes the impact of various digital attributes used in targeted advertising campaigns and refine these to improve future campaign performance and execution.
50% - Strategy Development
• Own overall data strategy for all customer related data, including ownership and oversight of the CRM database, DMP, and multi-touch attribution
• Serve as a subject matter expert on use cases for data, data acquisition and tagging, audience development and activation, and analytics
• Collaborates with the media strategy, creative, and analytics teams to create a robust measurement strategy
• Stays on the cutting edge of industry best practices, trends and new customer data technologies
• Audience recommendations and creation for all digital channels, including email, social and display
• Develop multivariate testing capabilities, including test structure, deployment and analysis
30% - Technology and Operations Enablement
• Oversee database enhancements, QA and implementation to support evolving business needs
• Day-to-day management of internal DMP and marketing attribution tools
• Oversee ad verification partners and reporting, 3rd party tag management and partner pixel implementation
• Drive innovation and strategic vision for online display advertising and ways to increase efficiencies through enhanced targeting and audience segmentation
• Work with internal and external stakeholders to activate non-syndicated audiences and evaluate requests for access to restricted segments
• Develop best practices, playbooks and learning agendas for scaling DMP and media operations along with test and learn techniques across the organization
• Drive DMP functionality and its value, use and importance across the business
• Develops targeting list rules from DMP segments to serve customized or personalized advertising
• Maintain high standards of approved data usage and privacy policies
• Manage day to day relationship with technology partner(s)
• Understanding of general advertising technology landscape, as well as technical requirements such as site tagging, and ad trafficking process and digital media tracking.
20% - Insights & Reporting
• Assist in development of KPI and key metrics reporting for in-campaign performance; determine behavior/brand impact and ROI
• Oversee performance for campaign execution of DMP segmentation to address overall segmentation performance
• Observes and evaluates trends of display media campaigns and provides recommendations for optimization tactics, to help drive campaign efficiency and effectiveness
• Provides reporting, analysis and optimization strategies via creative, messaging, placement, and retargeting tactics
• Utilizes proprietary tools and 3rd party ad serving technologies to provide insightful media and marketing analysis
• Update internal resources as needed on program performance
• Responsible for audience selection for multi-million dollar paid media program.
• Works closely with paid media and CRM teams within marketing
Experience and Skills
• Experience with marketing mix modeling and multi-touch attribution.
• Experience using a 3rd party provider, create, maintain and update the customer data warehouse platform and processing
• Proven expertise with the DMP and DSP platforms, such as: Salesforce DMP/Krux, Adobe Audience Manager, Oracle BlueKai, Neustar Aggregate Knowledge, DataXu, DoubleClick, The Trade Desk, Turn, Media Math or other agency proprietary platforms.
• Demonstrated experience creating marketing reports, utilizing strong analytical skills and attention to detail, in order to guide strategy and influence partners
• Proven success influencing and collaborating within a team and in a fast-paced, deadline-driven environment
• Keen understanding of industry trends resulting in innovative ideas that apply to current business and influence a successful go-forward strategy
• Oversee execution of all email campaign list strategies; including onboarding of marketing files, management of source data, and list extractions to support scheduled and triggered campaigns.
• Proven ability to manage external suppliers and ensure top value and performance for organization.
• Curiosity and tenacity to ask the right questions and follow through with answers.
• Innovative thinker who is willing to work and execute on a tactical as well as strategic level
• A demonstrated ability to lead cross-functional groups in a collaborative environment
• Results driven performer who can effectively manage multiple priorities and tasks
• An excellent communicator who can successfully navigate across various functional areas and organizational hierarchy.
• An problem solver with a successful history of using a proactive, process-driven approach to managing risks and issues
• An adept communicator who can influence/persuade peers and senior leaders alike to drive outcomes; escalating issues when appropriate
• Demonstrated ability to maintain confidence and tact in high-pressure situations
• Ability to foster partnerships and build trust with business, technology partners, and vendors
• Demonstrated ability to work independently to analyze and interpret data while
• Strong technical skills to connect and enable display marketing platforms: experience with DMP, DSPs, social media platforms and 3rd Party Ad-Serving (DoubleClick a plus)
• Undergrad in Marketing or Business, MBA strongly preferred
• 5-10 years experience in a display media analytics and/or operations role in house or at a media agency; At least two years of media experience (media/integrated agency or brand-side).
• Experience in an analytics consulting role.
Carters is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity, sexual orientation, national origin, genetics, disability, age, veteran status, or any other status protected by federal, state, or local law.