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VP, Marketing Analytics
A+E Networks
New York, NY, United States
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Job Description
A+E Networks is seeking a Vice President, Marketing Analytics to oversee a data-driven approach to media planning and optimization across the organization. This role spans brands (A&E, HISTORY, LIFETIME, LMN, FYI), platforms (linear television, VOD, Digital, Subscription video, etc.) and media channels (On Channel, Cross Channel, Off Channel). Responsibilities include:
• Acquire and retain viewers leveraging a data-driven approach to both owned and paid media
• Develop viewer segmentation models and corresponding custom targets for each campaign
• Oversee attribution modelling, with the goal of identifying marketing tactics that best “move the needle” on Linear ratings, brand perception, and Digital audience growth
• Lead creative testing in Social and Programmatic environments, identifying the creative asset most likely to resonate with each target audience segment
• Identify KPIs that are predictive of success, and create dashboards that enable the Marketing team and agency partners to optimize media strategy mid-flight
• Evaluate and select best-in-class vendors that leverage an AI-driven approach to media targeting and measurement
• Harmonize conversion metrics with cost data to assign an ROI to each key marketing tactic
• Review media plans to ensure alignment between on-channel, cross-channel, off-channel, Social, and Digital channels
• Lead and manage a team of talented data-driven Marketers and Analysts
Qualification Requirements
• 10+ years experience in a data-driven marketing or performance-focused media planning role
• Quantitative thinker with exceptional communication skills and a business-savvy approach to Marketing strategy
• Hands-on experience planning television campaigns, including the use of data sets across the Nielsen product suite, set top box data providers, and emerging smart TV data sets in both addressable and non-addressable environments
• Expert level understanding of the benefits and limitations of the various approaches to attribution modelling (MMM, MTA, etc.)
• Intimate knowledge of the digital analytics ecosystem, including advanced targeting and measurement techniques in Programmatic, Social, Mobile, etc.
• Experience developing advanced segmentation models, combining demographic, psychographic and behavioral data sets to score prospects and microtarget likely converters
• Familiarity with machine-learning predictive models preferred