Senior Director of Marketing & Customer Analytics - David Yurman : Job Details

About UsDavid Yurman is a celebrated American jewelry company founded in New York by David Yurman, a sculptor, and his wife, Sybil, a painter and ceramicist. When the artists began collaborating, their goal was simply to make beautiful objects to wear. Led today by their son Evan, David Yurman creates timeless, yet contemporary collections for women and men defined by inspiration, innovation, consummate craftsmanship and cable - the brand's artistic signature. David Yurman collections are available at 50 retail stores throughout the United States, Canada, Hong Kong and France and at over 300 locations worldwide, through their exclusive authorized fine jewelry and timepiece network of retailers.Our ValuesAt David Yurman, creativity, innovation and impeccable craftsmanship are at the core of everything we do. Fueled by the energy of our hometown, New York City, artistic passion informs each and every jewelry design. The Yurman family's guiding vision continually defines and redefines what it means to be the preeminent American luxury jewelry brand. We are committed to responsible business and social practices and to the protection and advancement of human rights. We believe in partnering with others who share these values and understand their importance.Job DescriptionOverviewThe Senior Director of Marketing & Customer Analytics at David Yurman plays a critical role across Marketing and the broader organization, as it tracks the impact Marketing has on the brand and identifies gaps and opportunities for the teams to focus on.The Senior Director of Marketing & Customer Analytics defines the Marketing Analytics Roadmap for David Yurman, focused on tracking and deep diving into the Brand / Marketing Strategy and Activations to ensure we achieve the business and brand objectives. This will involve defining consistent testing and measurement frameworks for Marketing (internal, platform tests etc.), delivering Performance Dashboards that reflect these frameworks, defining analytic projects that include; delivering and decoding MMMs; defining / running incrementality testing across channels / platforms, framing analytic projects; and delivering marketing insights for advertising campaigns / 360 activations / projects. This role is also key in identifying expanded use cases for existing data (e.g., GA beyond eComm team, Sprinkler beyond Social team, Creator IQ beyond Comms/Social teams), identifying new data needs / sources (e.g., making CRM profiles more robust), and identifying/implementing new analytic / insights platforms (e.g., Medallia). They will work cross-functionally with Corporate Strategy, Brand Strategy, Integrated Marketing, eComm, CRM, Creative, Finance, Product and Sales teams (not exhaustive).Essential Duties & ResponsibilitiesStrategic Leadership

• Developing comprehensive Data / Insights Strategic Plan, and implementing the related Roadmap that supports the company in achieving the overall objectives. This includes setting clear goals / objectives, and identifying long-term and short-term opportunities and challenges linked to Marketing's strategic priorities.
• Critical lead in setting the annual Brand Strategy (w/ CMO, VP, Brand Strategy, other Lead's)
• Lead and mentor a nimble team of Analysts and Data Scientists by providing coaching, and development plans to foster growth.

Data Analysis and Interpretation:

• Guide and oversee the team in the structuring, collection, analysis, and interpretation of marketing and eComm data from various sources such as sales data, customer surveys, website analytics, campaign, and social media metrics.

Performance Tracking:

• Collaborate with Marketing & CRM team to establish clear, measurable KPIS that align with overall business objectives.
• Advance Performance Dashboards and MMMs to monitor and evaluate the performance of marketing campaigns, initiatives, and channels to identify incrementality, and areas for improvement / optimization. Manage the collection of data or build automation to improve richness and speed of data processing (e.g., work with IT automate dashboards).
• Monthly: extract rich insights for monthly report to CMO on marketing performance. Guide team to conduct analysis from insights to recommendation on actions to strengthen business / brand results.
• Quarterly: define marketing incrementality and extract rich insights for DY ExCo. Factor in all data streams including A/B test roadmap, ad platform data (e.g., brand lift studies), partner data (e.g., Super Panel, campaign lift studies, Marketing Mix Modeling). Collaborate with agencies, paid media, integrated marketing, eComm and finance to maintain and update these reports.
• Deep Dives: leverage dashboards to identify where additional deep dives are needed, and lead team (data analysts, data scientists) to conduct analysis, interpret results, extract insights and guide recommendations on marketing performance metrics across channels.
• Benchmarking: proactively refine targets on key metrics based on historic and external benchmarking; seek resources to refine bench marketing to create consistent source of truth for comparison
• Data Source Management: lead the definition, and delivery of data / insights from key vendors like YouGov etc.

Agile Testing:

• Testing Roadmap: refine the existing Testing roadmaps to connect to the business objectives, build new testing roadmap for Integrated Marketing team (A/B testing, multivariate testing, matched marketing testing etc.) in alignment with marketing priorities and strategy.
• Review testing roadmaps from each function (e.g., paid media, ecomm) and guide consistent methodology, priority and sequencing for overall marketing testing roadmap.

Customer Segmentation:

• Data Structuring: structure and maintain regular customer data/insights discovery, including analytics on segmentation, customer reporting, customer growth projection and loyalty monitoring to support DY's retention and customer experience strategy.
• -Gathers and analyzes customer data, builds segmentation models, and provides actionable insights
• Customer Growth Model
• Advance Behavioral Customer Segmentation to reduce overlap in audience when applied to Paid Media. Deep Dive w/ team to understand d issues driving this, and how to modify the coding / keys to ensure greater differentiation across groups.
• Value Based Segmentation: define value-based segmentation to support team in prioritization consumers based on value provided to the business. This covers Loyalty, HV, LTV, CAC etc. Define role of this segmentation vs Behavioral Segmentation.
• Psychographic Segmentation: maintain Psychographic Segmentation to support Creative / Campaign Development.

Predictive Modeling:

• Guide team to develop and implement predictive models to forecast marketing outcomes, such as customer lifetime value, churn rates, and campaign ROI. Use predictive analytics to anticipate future trends and opportunities.

Data Visualization and Reporting:

• Present key findings, insights, and recommendations to stakeholders through clear and compelling data visualizations and reports. Communicate complex analytical concepts in a digestible manner for non-technical audiences.

Cross-functional Collaboration:

• Collaborate with cross-functional teams including marketing, CRM, sales, product development, and finance to align marketing initiatives with broader business goals and objectives.

Technology and Tools Management:

• Stay abreast of the latest marketing analytics tools, technologies, and methodologies. Work w/ IT to evaluate and implement new tools as needed to enhance data collection, analysis, and reporting capabilities.

Continuous Improvement:

• Drive a culture of continuous improvement by experimenting with new ideas, measuring results, and iterating on strategies based on insights and feedback. Using this approach to drive change initiatives within the Marketing department to enhance agility and responsiveness to market conditions (note: this may involve restructuring data sources, and/or teams).

Qualifications

• 10+ years of experience in marketing analytics, insights and performance measurement
• Education: Bachelor's Degree; preferably in Marketing, Data Science, Statistics or a related field.

Experience:

• Work with various marketing measurement approaches for digital and offline media, from smaller scale to larger data projects. Strong understanding of media planning across digital, print and other channels
• Expertise in Marketing Mix Modeling (MMM) and its application to media performance and ROI analysis
• Has experience working with media platforms, analytics vendors, media agency to enrich marketing performance measurement and incrementality measurement.
• Has a track record of identifying and championing new processes for improving fact-based decision making. Formulates a strong POV and can articulate future scenarios; Is an exceptional storyteller of data and analysis.
• Exceptional in hypothesis development, identifying the largest opportunities for marketing to unlock based on data and analysis.
• Problem-solving skills and the ability to translate data insights into actionable business recommendations.
• Have experience managing a group of data scientist and data analyst.
• Strong SQL skills
• Deep experience in digital analytics and visualization tools such as Google Analytics, Tableau, Sprinklr, PowerBI, CDP for data warehousing and analytics. Familiarity with statistical modeling, regression analysis, and predictive modeling techniques. Experience with Agile development methods, SQL & Python desired.
• Excellent communication and collaboration skills to work effectively with cross-functional teams and
• Experience working in an omnichannel retail environment preferred

Location: New York, NY (Tribeca)Work Model: Hybrid (3 Days in Office / 2 Days Remote)Estimated Salary Range: $190,000 - $220,000Diversity, Equity & Inclusion at David YurmanAs a company founded by artists, David Yurman champions self-expression in everything we do. We are committed to fostering a culture of openness and creative collaboration within our entire community, and we cherish the diversity of our employees' backgrounds and perspectives. We will always advocate for equity and inclusion for all.David Yurman is an Equal Employment Opportunity employer and provides equal opportunities to all employees and applicants without regard to an individual's age, race, creed, color, religion, national origin, sex (including pregnancy, sexual orientation, gender).