Vice President Marketing Analytics
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