Job Description:

 Understand and document the current marketing decision processes and the data pipeline used by the decision models

· Document the data attributes needed for marketing decision / personalization processes and identify work involved in shifting left

· Identify, define and map attributes needed from source systems for marketing analytics and validate quality of data

· Work with the Marketing Business SPOC to identify and document the to-be marketing and personalization use cases

· For each use case determine the potential business Value i.e. the impact of the use case (ML) towards Customer Experience Improvement, Increase in topline and Increasing Marketing and Sales efficiency

· For each use case identify the value realization period

· For each case determine the data sources and minimal volume of data required

· Work with business to confirm and agree on the Business KPI to be used for measuring the impact of the use case

· Identify the baseline for the business KPI and also identify the steps and effort for automating the feedback loop so that KPI are measured and reflected in an automated fashion

· Create Specification for the Data Science Program Dashboard - Identify the technical and business KPI that will be measured through the course of the program

Job Qualification:

· Experience with Business Analytics technology

· Knowledge of Business Analysis including best practices in KPI generation and corporate performance management

· Quantitative analytical skills

· Business advisory experience

· Successful track record managing large-scale website, mobile, web, video, social media, and paid digital campaigns.

· Strong understanding of Digital Marketing eco systems and products.

· Strong understanding of Personalization, Segmentation

· Understanding of the Machine learning models for Propensity scoring, Lead qualification, look-alike modeling, Journey analytics

· Experience defining creative and media strategy from brief through execution.

· Experience with web analytics tools and methods, A/B testing, search optimization, and web UX optimization strategies.

· Experience with the Digital Marketing ecosystems products is desired

o Adobe Audience Manager

o Adobe analytics

o Adobe segments, Profile core service

o CMS systems (Adobe experience manager), Adobe Target, CRM/marketing automation (Salesforce)