Dir. of Consumer Insights & Marketing Analytics

New York
Aug 30, 2012
Sep 29, 2012
Human Resources
Marketing, Publishing
Full Time
HarperCollins Publishers is currently seeking a Director of Consumer Insights and Marketing Analytics to build internal systems and capabilities around consumer insights and analytics, and to manage the daily operations of these functions. The Director of Consumer Insights and Marketing Analytics (the Director) will report to the Chief Marketing Officer, and work with a cross-functional team of sales, legal, product development and other colleagues to implement company-wide consumer data initiatives.

Responsibilities fall into 2 key areas:

1. Consumer Insights:

-Serve as primary owner of HarperCollins CRM
-Build strong understanding of our current consumer base using data from HarperCollins Publishers own marketing channels and data sources, as well as those of our retail partners.
-Ensure that all channels where consumer insights may be captured are correctly and consistently coded to do so.
-Establish company-wide process for leveraging CRM data with other data sources for interpretation and to drive actionable insights, and regularly lead meetings in which this information is shared within and across imprints.
-Use data to define new target audiences; work with Marketing Partnerships team to develop programs to reach those audiences.

2. Marketing Analytics:

-Serve as primary owner of HC analytics tools, including both standard analytics packages and proprietary systems.
-Ensure that Key Performance Indicators (KPIs) are defined as part of all marketing initiatives, and that all activations are consistently coded to capture KPIs.
-Interpret data to develop and convey actionable insights based on KPIs and other metrics.
-Work with Sales Analytics teams to develop predictive models of consumer behavior that incorporate marketing analytics, point-of-sales data and other key metrics.
-Work with marketing product owners to optimize channel performance based on KPIs.

-Track record of working for corporations known for superior consumer insights and data-driven marketing
-Significant CRM management experience, preferably with system roll-out experience
-Significant experience in major analytics packages, such as Google Analytics, CoreMetrics and Omniture.
-Excellent quantitative and analytical skills
-Strong communications skills, including the abilities to distill and relay data to a variety of audiences, and to act in a client-facing capacity
-Must be a self-starter capable of building systems and processes from the ground up
-MBA preferred

To apply, please submit your cover letter and resume through our website: http://harpercollinscareers.com.

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