Brown-Forman Integrated Marketing Data & Analytics Specialist in Indianapolis, Indiana
You Can Look Forward To:
This role supports the USA & Canada (USA&C) Integrated Marketing Communications (IMC) team by helping to track and analyze the impact of USA&C communications programs.
This role will demand familiarity with the basic marketing measurements, data sources and analytics platforms developed to evaluate media programs.
This role incorporates social listening tools and other digital analytics tools to build a full picture of campaign performance and insights.
This role will use data and analytics to understand the consumer journey across media, social, on-line video, CRM, search, website, data and analytics, content and e-commerce.
This role also requires strong collaboration skills to ensure metrics and measurement are shared across marketing teams.
The ultimate goal of this role is to help set metrics, conduct analysis and share learnings from IMC campaigns to the USA&C business and use data to drive process and culture around continual optimization of content, channel and audience.
What You Can Expect:
Works with the USA&C IMC Director, IMC Managers and IMC Specialists to:
Set Metrics for Key IMC Campaigns
Follows Global IMC Center of Excellence (CoE) guidance in setting up pre-campaign metrics and post campaign evaluation.
Works with the USA&C IMC team to ensure the metrics measured are most relevant to brand objectives.
Considers how campaigns can be used to optimize learning in terms of channel, content and audience including “dynamic optimization” opportunities within platforms.
Works with our media and with other relevant partners to leverage data and analytics capabilities not available internally.
Follows Global IMC Center of Excellence (CoE) guidance to create consistent and timely campaign effectiveness reporting.
IMC Optimization & Reporting
Shares results and best practice with USA&C IMC Director and across the USA&C IMC team.
Where possible (in conjunction with USA&C IMC Director) leverages internal data and analytics teams to efficiently generate standard reports (without significant manual reporting)
Leverages data sources such as search metrics, social listening, competitive data to build a full picture of campaign response and maximize future learnings.
Data & Analytics: Subject Matter Expertise:
Is the subject matter expert within the USA&C IMC team on how to fully leverage marketing data and analytics to evaluate and optimize campaign performance.
Supports and trains the US IMC team on how to maximize these tools in campaign analysis to build this capability across the team.
Understands and anticipates USA&C data gaps and future data and analytics needs and makes recommendations to the US IMC Director.
The Data & Analytics Specialist role is an active participant in the overall B-F IMC 'community'. Critical stakeholders include:
The USA&C IMC Director to ensure consistency of data and analytics across the USA&C portfolio and to set key learning objectives.
The USA&C IMC Teams: Ensure metrics for campaigns are set in advance and that they understand how data and tools are being used for campaign measurement.
The Global IMC CoE: Understand global protocols, tools and data that are available and how to use these sources in campaign evaluation. Feedback on data gaps for USA&C and potential future performance analysis needs.
Media & Creative Agencies: Ensure key analytics learnings are shared with our agencies and discuss how results can be applied in future campaigns.
What Exactly Are We Looking For ?
Education: Undergraduate Degree or higher.
4+ years working client and/ or agency side in media and marketing disciplines.
Previous experience in analytics, campaign measurement and working with data sources. (Mar-Tech / Ad Tech)
Experience working across the US media landscape and strong knowledge of US media channels.
Demonstrated analytical thinking across media, social, on-line video, CRM, search, website, data and analytics, content and e-commerce.
Evidence of project management where strong numeracy and analytical skills are demonstrated,
What Sets You Apart:
Certifications: Broad based business education such as Business Degree or MBA or ideally specific qualification in data or analytics related field.
Ideally the candidate will have a combination of client and agency experience or have experience in client management or data analytics at the agency side.
Previous experience working with digital performance data and working directly with data platforms & suppliers.
‘Hands on” planning and buying experience gained either at client or agency or ideally both.
Experience working with analytics platforms such as Tableau, Salesforce, Google Analytics, etc.
Experience in working with media and creative agencies in the US.
Experience in building and training analytical capabilities and implementing new analytical systems.
Brown-Forman Corporation is committed to equality of opportunity in all aspects of employment. It is the policy of Brown-Forman Corporation to provide full and equal employment opportunities to all employees and potential employees without regard to race, color, religion, national or ethnic origin, veteran status, age, gender, gender identity or expression, sexual orientation, genetic information, physical or mental disability or any other legally protected status.
Business Area: USA & Canada
Req ID: JR-00003404