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Director, Consumer Insights and Marketing Analytics
Guitar Center
Westlake Village, CA, United States
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Job Description
About Guitar Center
Guitar Center embodies the world of creativity and music by encouraging our teammates to find their own individual sound. We strive to create lifelong musicians and make a difference in the world by enabling musicians and non-musicians alike to experience the almost indescribable happiness that comes from playing an instrument. We believe in putting our customers first, engaging with respect and integrity and fulfilling our mission with passion.
Why join us?
With a career at Guitar Center, you become part of the world's largest multichannel musical instrument retailer. Whether at our Stores, Contact Centers, Distribution Centers, or Support Center, Guitar Center employees have a common goal: to help people find their sound
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Guitar Center is an Equal Opportunity Employer and provides fair and equal employment opportunity to all employees and applicants regardless of race, color, religion, gender, sexual orientation, gender identity, national origin, age, disability, veteran status or any other protected status prohibited under Federal, State, or local laws. All employment decisions are based on valid job‐ related requirements.
If you are a qualified individual with a disability or a disabled veteran and are unable or limited in your ability to use or access our website, you may request a reasonable accommodation to express interest in a specific opening. You can request reasonable accommodation by calling 1‐818-735-8800 ext. 2862 or by sending an email to recruiting@guitarcenter.com.
Requirements
Job Title: Director, Consumer Insights and Marketing Analytics
Are you an analytical decision-maker with a validated expertise in leading teams? Do you love music? Do you believe in the power of music to bring people together? If you do, and you want to be a key player in an organization whose purpose is to fill the world with more music and to develop generations of new musicians then we have a position where you can find your sound.
As the leader of this team you'll be tasked with identifying, segmenting, monitoring and reporting about our customers and their needs through research initiatives, syndicated information and behavioral / transactional data. Ultimately you will run the hub of our consumer knowledge. You will work to answer critical questions about our customers, our categories, products and initiatives. You will lead the strategy, analytics and support on our customer satisfaction measures across the enterprise, our email and mail database insights and segmentation, our CRM ROI and ROAS analytics for marketing and analysis in support of other critical investment strategies. Additionally, you will lead research, ensuring all research conducted is designed to answer key business questions(s) that support the company's long- and short-term strategic goals.
Responsibilities will include but are not limited to the following:
CONSUMER INSIGHTS
• Develop deep understanding of both our current and future customer using both qualitative and quantitative analysis
• Design, develop and implement a customer segmentation system and targeting for our brands. Identify customer lifecycles, calculate LTV and develop key customer segments understanding.
• Build strong awareness and adoption of our customer segments throughout the entire organization
• Develop path to purchase and customer journey mapping utilizing consumer insights and CRM data to assure illustrate a clear and compelling consumer based road map to drive consumers through the funnel to purchase and repeat.
• Serve as centralized Consumer Insights expert, providing integrated consumer, business, marketplace, trends, and insights to facilitate strategic and tactical planning that will result in actionable platforms for profitable growth and innovation
• Coordinate all information assets (i.e. syndicated data, digital, trends, marketplace, etc) to ensure multi-dimensional view of the customer relevant to company needs
• Responsible for gathering, identifying and synthesizing customer satisfaction insights (OSAT) and intelligence to identify, prioritize and inform on needed improvements in customer experience to achieve improved business results.
• Customer Experience (OSAT) encompasses relationship, store experience, ecommerce experience, contact center experience, products, services, processes and support quality and includes data capture from all customer touch points.
• Champions the OSAT measurement systems to measure, analyze and report on the company brands and channels' customer experience metrics.
• Works to translate customer satisfaction data into actionable insights.
• Builds organizational awareness, knowledge and passion for our customers through targeted proactive communication and efforts to strengthen and support a customer-centric culture.
• Manage a team of 2 dedicated to consumer insights and OSAT efforts
CRM ANALYTICS
• Establish company-wide best practices for segmentation, forecasting, targeting, analysis, and execution of CRM programs
• Lead the development of database marketing analytics such as statistical modeling, customer profiling, segmentation analysis and other analytical techniques, and align segmentation analysis in CRM with segmentation direction in Consumer insights.
• Develop strategies to measure consumer response across channels and brands and quantify the overall impact of multi-channel initiatives.
• Consult with cross-functional partners on data analytics needs and strategies. Generate insights/conclusions and translate them into recommendations and strategies. Present findings to partners and senior leadership.
• Provide guidance and direction to managers and analysts on their ad-hoc analytics and project work
• Define new engagement-based KPIs to help gain and retain customers.
• Strategize and analyze CRM and email marketing and communication plans that improve lifetime value of existing customer relationships, maximize and reflect segmentation, optimize email / SMS and print-targeting for improved conversion and sales attribution.
• Working with the email and print marketing teams, develop lifecycle and RFM (recency and frequency of purchase and customer spend), segmentation schema that improve relevance and timeliness of customer touches.
• Manage a team of 3 dedicated analytics personnel for CRM Analytics
MARKETING MIX ANALYSIS
• Provide thought leadership for measurement methodologies and mix modeling for marketing investments including media, catalog, and CRM investments, Reach/Frequency correlation with sales, optimal ROAS ratios, RFM analysis, SQUINCH analysis, etc.
• Works with digital, social and broadscale media marketing teams to develop and manage media mix modeling analytics for investment and sales / traffic attribution and measures the impact of all business drivers including traditional media, digital media, operations factors, consumer attitudes and external business conditions.
GENERAL RESEARCH
• Counsels key stakeholders on areas of expertise. Partners cross-functionally to translate and define business needs for area of responsibility to execute against. Strategically partners cross-functionally to develop the strategies and actionable roadmap to meet goals. Develops short- and long-range strategies, plans and actionable goals. Oversees implementation of procedures, processes, and policies that have significant impact upon the organization.
• Independently lead research and analysis on multiple, simultaneous projects
• Support learning for white space opportunities, through multi-dimensional research, identifying underserved or "unknown" needs and aspirations, exploring outside categories for influence, opportunity and category threats
• Manage and conduct qualitative research including: project timeline, discussion guide development, sample planning, analysis, reporting, and presentation of findings and recommendations
OVERALL MANAGEMENT
• Support strategic business direction by overseeing CI & CRM Teams, ensuring research projects are properly designed, provide insights, actionable recommendations, and are delivered on time
• Shares complex information related to areas of expertise. Interacts with senior management, direct reports and peers to interpret information and improve cross-functional processes, data, programs and results.
• Oversee and manage research budget
• Reports directly to the SVP, Chief Customer Officer
• Additional duties as assigned.
Profile
• Customer obsessed and analytically savvy
• A passionate leader that has vision and knows how to influence change
• Wear multiple hats; be strategic and drive execution
• Strategically-driven -- Able to turn data into actionable insights and share across organization to drive change
• Communicate, collaborate and partner effectively at all levels of the organization
• Be a vocal champion for the customer and act as an enabler for customer experience activities (OSAT), delivering best practices, tools and guidance across the organization.
To join our band you will need the following experience:
• Bachelor's Degree (or 4 years of equivalent work experience), preferably in Consumer Research, Economics, Business, Statistics, Finance, or related field.
• 6 years of experience in business analysis, statistical modeling, data mining, business modeling, marketing, finance, information technology, etc., and managing strategic research projects
• 6 years of experience inside the business analytics realm; preferably in related cross-functional roles, working with marketing teams to develop, test and scale segmentation strategies
• 5 years of experience leading teams
• Advanced understanding market research best practices
• Advanced understanding of brand tracking, VOC research, marketing optimization research, and product development research
Position Status
Full-time