The AVP of Customer Data Analytics will be responsible for driving improvements in understanding customer and content engagement and growth by accurately measuring, optimizing, scaling, and personalizing our demand generation activities through strategic and aggressive customer engagement and nurturing campaigns using automation technology, data reporting and analysis. The ideal candidate will partner with and work cross functionally with data and digital marketing team to ensure knowledge sharing, collaboration, transparency and support in setting best-in-class data standards to help guide marketing decisions.
The AVP of Customer Data Analytics will have the following duties and responsibilities, including but not limited to:
Marketing Technology & Processes
Help support and manage the technical aspects of key marketing systems (marketing automation, CRM) used to generate, distribute, and report on leads; optimize the technology and build the data processes that fuel the marketing team
Partner with marketing and sales leaders to ensure end-to-end lead management (lead to Revenue) visibility
Help further define the holistic marketing database management strategy to support data unification and access across our internal systems, ensuring data quality and enforcing governance and measurement; partner with the data and project management teams to ensure data hygiene in our CRM database
Function as the subject matter technical expert on the marketing BI and Martech/AdTech stack
Function as a key subject matter expert in the marketing automation team responsible for implementing multi-touch campaigns across the buyer's journey
Design and manage processes for measuring the business impact of marketing campaigns and tactics, and advise on campaign best practices
Devise, implement and manage a lead scoring program, holding regular reviews to solicit feedback for future improvements, report on performance, and drive cross-functional collaboration between Sales and Marketing leadership
Partner with business leaders to review and adjust the lead assignment logic based on business requirements (from MQL to SQL). Work with marketing teams to monitor all lead assignments and ensure that all qualified leads are receiving the appropriate follow-up. Perform root-cause analysis to uncover issues that impact lead assignment, drive resolution and optimize the customer conversion/user experience
Channel Engagement Management
Contribute to website development with a highly technical approach around analytics, SEO optimization and delivery of quality traffic to the website
Help streamline web and engagement channels, content management infrastructure and conversion optimization testing; suggest process improvements, content deliverables and new automation opportunities to scale our growing business
Reporting & Analytics
Build and manage performance reports and dashboards using a BI /data visualization tool; develop, maintain and improve marketing dashboards to track key success metrics for the team and executive leadership
Develop tracking and reporting methodology, leveraging a customer data management platform, Google Analytics and Salesforce to report on performance at the content, asset and campaign level, and across all touchpoints and channels within our attribution model
Measure program success and ROI, and report out to key stakeholders on a monthly basis and recommend improvements based on results.
Drive our testing methodology and calendar/cadence to ensure that we are constantly in "test and learn" mode; analyze and audit testing frameworks and data quality to ensure statistical significance and business impact.
Education: Bachelor's degree required with a major in Computer Science, Management Science, Statistics, Mathematics, Engineering or applicable field.
Experience: +5 years of professional experience in Marketing Analytics in media mix models, multi-channel attribution and marketing data strategy with Hands-on experience with Salesforce CRM, Salesforce Marketing Cloud & Pardot, data visualization platforms (Domo and Tableau), Google Analytics. Knowledge of SQL strongly preferred.
Self-starter with ability to solve ambiguous/open-ended business challenges and act as an advocate for change
Experience with cloud data platforms, customer data platforms with background in data management, unification, compliance, governance, quality, and measurement.
Advanced experience in Marketing Analytics in media mix models, multi-channel attribution, multivariate analyses and marketing data strategy
Highly proficient in working with various BI ETL tools (e.g., Tableau, DOMO, Informatica, Alteryx) with extensive knowledge of SQL, data modeling, and ETL techniques
Hands-on experience with Salesforce CRM, Salesforce Marketing Cloud & Pardot, data visualization platforms (Domo and Tableau), Google Analytics.
Adept at translating raw data into a compelling narrative with actionable recommendations that directly address key business needs
Ability to communicate advanced technical concepts to non-technical audiences, navigate ambiguity, and manage competing priorities.
Excellent written and communication skills with the ability to speak effectively to senior leadership and internal/external stakeholders
Detail and action-oriented with the capability to manage numerous conflicting priorities
Strong relationship management and team-oriented skills to lead and influence others in a cross-functional environment
Understanding of the Finance and/or Real Estate Services ecosystem
Arbor Realty Trust