Reporting to Senior Vice President, Customer Acquisition and Retention
The Senior Director, Customer and Marketing Analytics is a key contributor to SiriusXM’s subscriber acquisition and retention efforts and is responsible for managing a team responsible for leading all aspects of the analysis of marketing data, systems & processes.
Job Details
Accountabilities
Data Management
- Align systems, processes and people to deliver the marketing data required for operation of direct marketing campaigns as well as for customer analytics and pricing decisions
- Oversee the execution and measurement of marketing campaigns by defining business processes and system requirements to control the flow of marketing data between SiriusXM and marketing partners (lettershops, call centres, email deployment vendors, etc)
- Assist in the development of marketing plans by providing recommendations and requirements for systems and process to manage programs
Customer Analytics
- Ensure methodologies used for customer analytics are sound
- Develop targeting and segmentation strategies, leveraging quantitative analytics, to enhance the customer experience, improve campaign performance and drive profitability
- Define and maintain customer segments used to target campaigns, communications and offers
- Manage ongoing projects with quantitative analytics vendors
- Leverage quantitative analytics to improve the profitability of subscriber acquisition programs
Reporting and Analysis
- Design and help maintain consumer reporting to track ongoing operational performance and identify any issues
- Provide analysis and insights into how to improve future performance
- Develop & perform post-campaign analysis on direct marketing campaigns including data-driven insights and recommendations
Marketing Database Management
- Lead the design, development and maintenance of the marketing database
- Ensure compliance with best data security practices to protect customer data/privacy
- Develop, maintain and analyze the marketing database using database and analytical tools to support end-to-end marketing campaigns
- Define business requirements for changes to design customer data model and overall database design and structure
- Liaise with IT to identify opportunities, develop and define enhancement to marketing database
Knowledge and Skill Requirements
Level of Education
- University degree in business, commerce, math or computing. Postgraduate degree preferred.
Job-related Experience
- 10 years of industry experience in analytical role supporting customer acquisition/retention or database marketing
Skills & Background
- In-depth understanding of database marketing principles, expert knowledge in databases
- Experience with analyzing and manipulating large customer data sets
- Excellent project management skills
- Superior attention to detail
- Ability to manage multiple tasks, deadlines and priorities
Communications
This position is frequently called upon to reach agreement with others in order to complete work activities; requires presenting a point of view at times and influence others to adopt a course of action.
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