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Director, Advertising Insights & Analytics, Digital Media/Ad Operations
Hearst Magazines
New York, NY, United States
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As the online arm of Hearst Magazines, employment at Hearst Digital brings with it the prestige of a hundred-plus-year-old publishing empire with the excitement and rapid growth of a startup. We operate over two dozen major digital properties for established brands such as Cosmopolitan, Esquire, Elle, Good Housekeeping and Seventeen and new brands such as Sweet and Lenny Letter.
The Director of Advertising Insights and Analytics will work as both a strategic business partner and technical resource to bring campaign analytics front and center for advertising efforts within Hearst Digital Media, collaborating to inform key business decisions and develop compelling performance analytics.
This person will direct analytical project requirements, gathering information all the way through final campaign wrap-up. Thus, this role will require a strong analytical leader who is comfortable completing and overseeing technical work but who can also clearly communicate to senior stakeholders both internally and externally. He or she will be expected to present findings and be an influencer of the direction of data analytics throughout the company.
In this role you will supervise and personally support the connection and analysis of large, disparate data sets from a variety of sources in order to better understand viewers, increase consumer engagement, optimize ad placement, improve marketing and help increase campaign renewals. You will ensure that we collect a baseline of display ad, content and audience data with every campaign. You will collaborate with teams leading custom research and social strategy to weave those elements into a cohesive analysis of campaign performance. You will need both creativity and attention to detail as you envision and build analytical solutions.
Essential Functions:
• Understand available data sources (1st & 3rd party), learn HDM's Sites, ad products and pre/post sale process
• Evaluate client issues/biggest challenges and provice answers through the analysis of campaign data
• Reimagine campaign reporting/insights base framework (i.e., what we will provide for every campaign)
• Build out benchmarking capabilities for all sites, ad products
• Set new reporting expectations for high revenue advertisers
• Lead post mortem conversations at the end of campaigns to help develop a story around the analytics
• Understand data/insights needs for pre-sale process and develop information to support them
• Develop strategy for using insights to generate revenue
• Build systems to make insights easier to find/use
• Join client meetings for large programs both pre- and post-sale to position analytics capabilities
• Develop insights to expand content reach
REQUIREMENTS:
• BA required. Advanced degree preferred.
• 6+ years of advertising analytics experience with specific responsibility in advertising analytics and reporting.
• Strong work ethic; high motivation to build organizational capabilities
• Ability to communicate effectively with a diverse group of individual customers, as well as all levels of employees. Effective written, in-person, and virtual meeting presention skills.
• In-depth experience with data aggregation platforms such as Domo, Tableau, Pentaho, Staq, Burt.
• In-depth experience using Omniture, Google Analytics, Chartbeat
• Demonstrated ability to tell as story using analytics.
• Mastery of MS Excel, Word, PowerPoint, Keynote.
• Organizational skills and ability to manage multiple simultaneous projects and resources are required.