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Marketing Analytics Director

Employer
RSM
Location
Minneapolis
Salary
Competitive

Are you a combination of Builder, Teacher and Mad Scientist? If so, wed love to talk with you about this key role in our Marketing group. Focused on performance and innovation, this role is responsible for working with and through others across IMC (including marketing analytics, digital marketing & audience engagement and Dynamics/CRM teams) to design, enlist support for, implement and maintain an integrated marketing analytics reporting platform and education system. This role also has responsibility to surface insights from RSM's marketing analytics, internal testing/experimentation and research into external best practices to support and influence the ongoing evolution of IMC demand generation systems, functions, and processes. Ultimately, the role contributes to the success of the firm by enabling consistent, data-based decisions that offer visibility into marketing program effectiveness and audience engagement, and drive greater and more thoughtful demand generation.

Where will you be located?

Anywhere in the US, location is open!
What will you be doing?

In close collaboration with IMC's marketing analytics and digital marketing & audience engagement (DM+AE) teams, architect and implement a marketing analytics platform within IMC in alignment with, and as an enabler to, RSM and IMC strategy. Work with IMC peers to ensure timely, accurate, and actionable data-based insights around buyer behaviors, marketing program performance, cost effectiveness, and opportunity for improvement.
Includes engaging IMC leadership and other RSM stakeholders to establish and get buy-in for an inventory of standard KPIs tied to online and offline RSM sales and marketing activity - and a related suite of integrated reporting tools suitable for different stakeholder roles
Establish Real Time performance feedback measures and processes for demand generation touch point (eg, online/offline campaigns or events) experimentation. In collaboration with others like DM+AE, develop and implement process to socialize key learnings and successes from experimentation. Help assess, advance and improve the data literacy of the IMC relative to making fact-based decisions on go-to-market strategy through both informal coaching and the development of formal skill-building program(s).
Develop and lead a marketing analytics team accountable for data-based insights centered on program objectives, demand generation, and standardized KPIs. Help identify and address organizational and/or systems gaps to help RSM improve its collective ability to use data influence buyer behavior and inform program development and implementation. Help champion the gathering/combining/connecting/analyzing data from across the user experience in ways that are not done/connected today.
Drive the systemic mining of data on business and buyer behaviors to surface new patterns in engagement and demand - to inform efforts in new service development and to improve client/market targeting and segmentation practices.
Structure and execute at least one annual marketing analytics and demand generation-focused R&D project annually designed to advance the IMC's understanding of marketing effectiveness, and advance IMC's analytics maturity.
Contribute to the ongoing development and refinement of RSM's demand generation strategy, to maximize the efficiency and effectiveness of how we drive growth as an IMC team overall, and through improving our market engagement, conversion, and client retention/relationship expansion efforts in particular.
Required Qualifications:

Bachelor's degree in marketing, statistics, data sciences, economics or related business discipline, required
MBA or Master's degree in related field, preferred
Experience working with Adobe-based marketing platforms
Familiarity with Microsoft Dynamics CRM, as leveraged within the context of marketing management/demand generation
Experience developing data quality processes and QA frameworks within a marketing performance measurement environment
10+ years' experience in marketing, digital marketing, and/or marketing analytics with proven abilities to strategize, plan, execute, and measure demand generation efforts.
2+ years' experience in role accountable for analytics reporting strategy and execution
5+ years' experience managing diverse and highly collaborative teams in a marketing, digital, and/or performance reporting responsibility
Preferred Qualifications:

Deep understanding of demand generation systems, strategies, and efforts in a B2B environment
Proven success working collaboratively across teams (like IT and marketing) to drive change with maximum mutual benefit
Comfort and skill in sharing new and/or poorly understood perspectives to educate and align an audience
Demonstrated track record coaching and elevating teams/team performance levels
Understanding the needs of a matrixed business to build and evaluate growth oriented marketing programs
Familiarity developing data visualizations and related reporting in Microsoft Power BI
Familiarity with common data transformation and analysis tools like Alteryx a plus

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