VP, Scalable Marketing Measurement Leader

Job Description:

Role Summary/Purpose:

The role of Vice President, Scalable Marketing Measurement Leader is responsible for leading an analytics team to develop and manage Enterprise level standardized and scalable central analytic capabilities, tools and dashboards to consistently measure performance of B2C marketing campaigns.  This leader will lead a team to leverage combination of tools such Tableau, Power BI, Master Test & Learn, Dynamic Yield, SAS, Python and Excel to continually develop standardized and summarized data as well as reports and dashboards to enable automation, consistency and scale in measuring marketing campaigns.

The analytic capability and output will enable measurement and optimization of marketing programs and campaigns at different levels, but not limited to Enterprise level, platform level, portfolio level, and consumer segment level.  This leader is responsible for ensuring the campaign measurement results are in alignment with business requirements and technical accuracy.  This leader will also partner with business facing analytic teams and central and platform marketing teams to increase adoption of the central capabilities & tools and maximize value of analytics to the business. 

The scope of marketing campaigns include (but may not be limited to) the following:

• Campaign categories:  Lifecycle Marketing; Acquisition Marketing; ACE and Consumer Engagement Marketing

• Marketing platform / channel:  Direct Mail; Email; Digital Paid Media; Personalization campaigns at Synchrony channels/platforms

• Key metrics:  Engagement metrics; Sales metrics; Revenue / Profit metrics; Marketing Costs; RoA; RoI

Our Way of Working

We’re proud to offer you choice and flexibility. At Synchrony, our way of working allows you to have the option to work from home, near one of our Hubs or come into one of our offices. Occasionally you may be required to commute to our nearest office for in person engagement activities such as business or team meetings, training and culture events.

Essential Responsibilities:

Effectively plan for development of analytic capabilities in partnership with stakeholders, users, and analytic partners

• In partnership with analytic leadership team and analytic capability management, clearly define business goals, objectives, use cases, requirements and scope

• Craft design of analytic capability and product;  Review design with key stakeholders for input and buy in.  Examples of key components of design could include list of KPIs to support use case, definition of KPIs, data, methodologies  and solutions to address technical challenges. 

• Develop and manage visions, strategy and analytic capabilities roadmap in partnership with analytic and business partners

• Develop and communicate resource plan; Partner with stakeholders to prioritize projects, capabilities and features based on resource availability

Lead teams to develop analytic capabilities, tools, reports and dashboards

• Develop and communicate project plan and resource assignment

• Provide regular update on status, issues and proactively create solutions to address issues

• Ensure timely delivery of outputs and results

• Proactively inform stakeholders regarding changes project plan / timeline; Ensure stakeholder buy in on changes.

Ensure analytic capabilities and outputs are meeting business and technical requirements as well as are enhancing user experience    

• Provide ongoing validation of analytic outputs to ensure that the tools are providing the desired results.  This could include checking, validation and/or review of

• Input data

• Analytic methodology

• Output results

• Conduct user surveys and feedback sessions regularly

• Proactively enhance the capabilities and outputs and address issues and/or for ongoing improvement

• Communicate validation results and capability enhancement plan/roadmap with stakeholders and user community

Enable platform analytics and other central analytics teams to provide analytic insight and recommended actions based on learning across Synchrony to increase marketing efficiency and ROI

• Share best practice based on analytic insight and diagnostics

• Deliver measurement dashboards and analytics insights to enable business teams to achieve target goals and returns

• Provide