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Director, Consumer Business Insights
Williams-Sonoma
San Francisco, CA, United States
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Our Company
Founded in 1956, Williams-Sonoma, Inc. is the premier specialty retailer of high-quality products for the kitchen and home in the United States. Our family of brands are Williams-Sonoma, Pottery Barn, Pottery Barn Kids, PBteen, West Elm, Williams-Sonoma Home, Rejuvenation, and Mark and Graham. These brands are among the best known and most respected in the industry. We offer beautifully-designed, stylish and functional products for every area of the home, including the kitchen, living room, bedroom, home office, closet, laundry room and even outdoor spaces. We've seen some big changes since our first brick-and-mortar store opened more than half of a century ago. What hasn't changed is our passion for high-quality products, functional design, outstanding customer service, and enhancing the lives of our customers and the communities where we operate. Today, we're a multi-brand, multi-channel, global enterprise supported by state-of-the-art technology and some of the most talented teams in retailing - and we're always looking for new energy and ideas.
Position Summary
About the Team
The Marketing Strategy and Analytics team is based at the Williams-Sonoma, Inc. (WSI) corporate headquarters in San Francisco, CA. Through leading-edge expertise in Analytics, Data Science, and Marketing Strategy, our mission is to drive profitable growth across our brand portfolio and ensure that our brands are top-of-mind with consumers. We're responsible for leveraging multi-brand, multi-channel customer data to provide WSI with strategic advantages in the marketplace. We strive for continuous improvement and innovation in everything we do.
Our team delivers strategic advantages for the WSI family of brands by providing:
• Deep customer data insights to understand consumer behaviors and fuel opportunities
• Predictive Analytics and Data Science best practices
• Data innovation & execution to power our world-class multi-channel marketing engine
• Sophisticated, closed-loop measurement of marketing investment and programs
About the Role
• Lead a team and work with cross-functional groups to uncover opportunities and provide data-driven answers to the most important strategic questions from our stakeholders across all brands
• Proactively deliver value to enable our marketers to target better, driving sales and customer growth while improving ROI
• Leverage our cross-brand, cross-channel customer data warehouse to provide WSI with a strategic competitive advantage
Specific Responsibilities
• Manage and prioritize ad hoc analytic requests from cross-brand and cross-functional teams to meet business needs
• Provide data-driven insights and data products to fuel brand growth initiatives and maximize customer LTV
• Drive understanding of customer value, needs and preferences across life stages and cohorts
• Own primary survey research to track brand awareness, brand health, consumer perceptions, customer experience and competitor usage. This includes an in-depth annual survey conducted with an external vendor, plus surveys conducted in-house.
• Publish actionable report suites on a regular schedule and lead development of new BI reporting
• Report customer demographics, KPIs and other profile metrics for each brand as well as for key initiatives, on a timely basis
• Deliver quarterly and annual metrics with interpretations to Investor Relations for earnings calls, to Executive Committee for Board of Director presentations, and to inform both long-term and fiscal year plans
• Forecast customer growth and value; Measure acquisition, reactivation and retention metrics and economics; Lead organization to adopt long-term value and profitability measures
• Provide analytic support for "The Key" Loyalty program and measure tactics designed to change customer behavior
• Produce competitor monitoring and industry insights
• Manage monthly deliverable "Marketing Cross-Brand Key Metrics and Learning Agenda," a compilation of data-driven results and KPIs widely shared throughout WSI
• Identify wins, opportunities and best practices across brands, seeking to accelerate innovation; Synthesize findings to share and educate; Provide cross-brand comparisons whenever possible
• Seek continuous improvement in analytics tools and techniques, report automation, results visualization and storytelling; Develop new KPIs as appropriate
• Create vision for this functional area, developing 3-year plan and implementing steps to achieve it
• Manage team of data analysts, ensuring that they're growing and have career paths, and that the overall team is high-performing
• Manage off-shore analytic resources to supplement in-house team
• Manage vendors to optimize analytic tools and data sources
The successful candidate will...
• Be passionate about consumer data and curious about their behavior, always seeking ways to use data to impact their behavior with us
• Have a deep understanding of large scale marketing databases and systems and advanced expertise in data mining techniques
• Demonstrate leadership ability in influencing stakeholders across a complex organization at different levels and in many functional areas
• Work effectively with cross-functional partners in a collaborative environment
• Be well-organized, with high attention to detail, deadline-oriented and act with a sense of urgency to drive actionable results
• Have excellent analytic and critical thinking skills, combined with strong written and verbal communication skills; Have expert ability to translate complex data into compelling stories; Have strong data visualization skills
Why you will love working at Williams-Sonoma, Inc.
• We're a successful, fast-growing company with an entrepreneurial vibe and inclusive culture
• We're a data-driven business where marketing analytics are highly valued
• We're passionate about our internal and external customers, and live & breathe the customer experience
• We have a smart, experienced leadership team that wants to do it right and is open to new ideas
• We have fun!
REQUIREMENTS AND QUALIFICATIONS
• Masters/Advanced Degree in a quantitative field such as Statistics, Mathematics, Applied Analytics, Operations Research or Computer Science
• 10-12 years of business-based analytics, part of which included hands-on data analysis experience with SAS, SQL, R or other similar analytic tools. Knowledge of emerging analytic techniques and tools
• 5+ years' experience in leading teams of high caliber technical and analytic associates.
• Experience in multi-channel consumer retail industry is a major plus
Williams-Sonoma, Inc. will consider for employment qualified applicants with criminal histories in a manner consistent with the requirements of the San Francisco Fair Chance Ordinance.
Personal Competencies
Global Business Acumen -- Understand the complexity of business on a global scale. Embrace cultural and individual differences with empathy. Work with the nuances of specific local cultures to make informed decisions.
Strategic and Analytical Capability -- Ability to think globally, strategically, and objectively. Effectively translates data into actionable insights, strategies and financial plans.
Leading Teams -- Attracts, develops and motives the talent needed for current and future business requirements. Articulates an inspiring vision for the future, establishes high performance expectations and sets example through own behavior. Ensures alignment of individual goals with overall business objectives. Coaches team members to success and holds individuals accountable for achieving results.
Drive for Results -- Credibility earned through delivering results. Balances urgent and effective action, commitment to excellence, taking initiative to resolve problems and work quality. Demonstrates high initiative and provides leadership in a project-oriented environment.
Effective Communication -- Communicates clearly and effectively with associates at all levels, board members, external partners and customers. Strong verbal and written presentation skills including the ability to communicate complex ideas in a simple way and to tailor key messages and presentation style to multiple audiences.
Influence and Collaboration -- Builds and sustains collaborative relationships at multiple levels in the company. Able to work through complex disagreements and conflict to achieve resolution. Builds trust by including
Williams-Sonoma, Inc. is an Equal Opportunity Employer.
Williams-Sonoma, Inc. will consider for employment qualified applicants with criminal histories in a manner consistent with the requirements of the San Francisco Fair Chance Ordinance, or other applicable state or local laws and ordinances.