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Vice President Marketing Analytics

| New York City, NY | Hybrid
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Job Summary:As the head of marketing analytics for all of Disney Streaming (Hulu, Disney+, ESPN+ and Star), this position is responsible for measurement and optimization of all paid, owned and earned marketing channels. The VP, Marketing Analytics will lead a cross-functional team of analysts, data scientists, data engineers and data product managers to deliver measurement solutions, in-depth analysis and strategic recommendations that maximize subscriber growth. The ideal candidate has a strong quantitative background with applications to marketing science, while being a collaborative partner to business operators.
Responsibilities:

  • Define the vision and roadmap for marketing analytics in close partnership with Marketing and Finance leadership across the streaming services
  • Provide direct leadership and mentorship to a team of 20+ analysts carrying out sophisticated quantitative analysis and cross-functional leadership to 20+ data scientists, engineers and product managers executing against the marketing analytics vision
  • Lead a cross-functional team to deliver comprehensive operational measurement frameworks and solutions consisting of reporting, attribution, response modeling and experimentation across large-scale paid media budgets for awareness, performance and content
  • Conduct strategic analysis and provide recommendations to drive increased return on ad spend through shifts in mix, flighting, messaging and tactics, then partner with marketers to design/execute experiments to move recommendations forward
  • Oversee modeling efforts and their applications to mix optimization, attribution, targeting and experimentation
  • Uncover insights to increase conversion rates within the non-subscriber user experience (landing pages, conversion flow) through ongoing experimentation
  • Develop plans for long term marketing automation through algorithmic solutions
  • Build out reporting and dashboarding in partnership with data product managers and data engineers to communicate subscriber acquisition performance across services, markets, channels and subscriber types
  • Partner with Finance and Marketing executives to determine the ROI of marketing spend, determine spend levels, carry out annual planning, and forecast subscriber acquisition


Basic Qualifications:

  • 10+ years of experience in a marketing science/analytics role with a deep understanding of measurement and optimization, with 10+ years of analytics leadership experience
  • Understanding of econometric modeling and how to apply models to measure marketing efficiency and optimize spend, flighting and mix to maximize return on ad spend (i.e., MMM)
  • Hands-on experience building out measurement frameworks combining descriptive analytics, modeled insights and causal inference to make tactical recommendations for media optimization
  • Thorough understanding of capabilities offered by publishers including ad products, data integrations, conversion lift and measurement solutions
  • Experience with attribution platforms for both digital and television systems, data required to power them and methodologies
  • Understanding of how to design and execute incrementality experiments to validate model recommendations and gain learnings on channel/publisher efficacy
  • Strategic mindset with a strong understanding of utilizing data to solve high-stakes problems in the marketing space, then telling a compelling story around it
  • Familiarity with marketing technology concepts and tools (e.g., DMP, CDP, web analytics, identity resolution, programmatic ad serving, data integration)


Preferred Qualifications:

  • Understanding of algorithmic/automated bid optimization to maximize media efficiency
  • Practical experience in a marketing science capacity for a large-scale direct-to-consumer and/or subscription business
  • Familiarity with BI/data concepts and experience building out self-service marketing data solutions


Required Education

  • Bachelor degree in a related field


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An Insider's view of The Walt Disney Company

How does the company support your career growth?

Over my 13 years with the company, I’ve had passionate leaders and colleagues with diverse backgrounds who have taught me and given me opportunities to expand into areas I never thought possible. You have the freedom to take career risks and apply your previous experience in ways you may not anticipate.

Chase

Product Management Director

What is your vision for the company?

Disney has always been at the heart of the evolution of the media industry, and technology is an essential part of that. The way that we tell and consume stories in the future is going to be completely different than it is today, and The Walt Disney Company is uniquely positioned to shape and create that future.

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Because our employees and cast members are at the heart of everything we do, Disney offers a competitive total rewards package that includes pay, health and savings benefits, time-off programs, educational opportunities and more. Together, these rewards make up a comprehensive package that help you live your best life, grow personally and professionally and take advantage of the special extras that only Disney can provide.

Eligibility for certain reward programs will vary based on your job status, work location and/or the terms of any applicable collective bargaining agreement.

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