DATA SCIENTIST (YOUTUBE)
Mattel's Digital Engagement Group (DEG) is seeking an Data Scientist, YouTube Analytics to oversee data and analytics for YouTube programming and Influencer campaigns. This person will inform strategy, support execution and provide real-time and post-program wrap reports and insights across all Mattel's brands (including Fisher Price, Barbie, Hot Wheels, Thomas and Friends, and Mattel Games).
This person will lead the development of an analytics framework (from KPI definition to measurement, reporting and optimization), collaborate with strategy, content and creative within DEG, and coordinate with key stakeholders across the company (e.g. - Business Insights, Brand, Franchise, Media, PR, and external agencies and partners). This person will inform types of content, solutions, and ideas, led by audience data, trend analysis, platform knowledge, format expertise, and familiarity with the digital landscape. You will be an evangelist for data and analytics, while maintaining and improving audience engagement strategies and processes, including how DEG conducts user research, analysis, testing, conversion/attribution, budget allocation and content optimization.
Generate short-term and long-term video performance and campaign analytic reporting with valuable insights and actionable recommendations for Mattel brands on YouTube
Surface analytics and insights to cross-functional teams though Dashboards tracking health KPIs
Present and articulate findings and recommendations on video performance and operational areas to brand stakeholders
Perform regular and ad-hoc analysis related to video KPIs
Develop new approaches to sourcing, analyzing and visualizing video data
Dive into video competitive research and historical data to define baselines/benchmarks and detailed measurement strategies
Manage rollout of tools and technology solutions across multiple teams
Collaborate with the Business Insights team to refine the Media Mix Models to optimize ROI and impact to POS