Director, Full-Funnel Analytics, Peacock, Direct-to-Consumer

Posted: 8/7/2019

Location: New York, New York
Function: Marketing & Communications
Specialty: Digital Marketing, Web Production
Level: Manager (Supervisor)
Duration: Full Time
Salary Description: competitive

Introducing Peacock, NBCUniversal’s new streaming service that combines timeless shows and movies, exclusive originals, kids programming and current hits, with timely news, sports and pop culture. All together. All in one app.

In preparation for our launch in 2020, we are building a world-class team of smart, hungry and fearless professionals who are energized by the possibility of working at the epicenter of content, technology and culture. Join us if you would like to be a part of this exciting initiative.

Position Overview

NBCUniversal’s new direct-to-consumer streaming video service is seeking a marketing analytics expert to help analyze the full customer lifecycle for insights that inform our entire growth marketing strategy. This role will be responsible for analyzing the interaction between customer acquisition and retention and making data-backed recommendations that inform our overall growth marketing plan and allows marketers to more effectively reach their target KPIs.

This role will help inform the overall strategy and planning of our growth marketing initiatives by providing inputs related to the analysis of marketing data that relates directly to LTV. The ideal candidate will have a keen understanding of what metrics are important in measuring success both at the top of the funnel as well as ongoing usage of a streaming video product.

You will have a point of view on key metrics that inform customer growth. You should be comfortable with deep funnel analysis and building attribution criteria that measures impact on customer growth from initial point of contact at the campaign level through to deeper usage of the product.

This role will report into the VP of Marketing Strategy, Planning and Analysis and provide that team with crucial information that informs our overall marketing strategy and helps build models that power our decision-making process. This role will sit squarely within the strategy arm of that team, analyzing marketing datasets and making recommendations against which to model.Leverage data and customer insights to provide inputs for our planning and growth marketing teams to inform decision making and strategy.
  • Analyze the entire customer lifecycle including acquisition campaigns, retention campaigns and on-product behavior to paint a complete picture of the customer and how their behavior evolves over time.
  • Measure the effectiveness of acquisition and retention campaigns specifically through the lens of customer lifetime value and their effect on overall user numbers. With a particular focus on how the two marketing functions interrelate.
  • Work cross-portfolio to provide audience data and insights on current app and web usage that can inform audience targeting and goals modeling for the streaming video platform
  • Partner with Decision Sciences team on building data environments and predictive models that measure and inform our strategy and its effect on subscriber growth
  • Develop and present perspectives to both the acquisition and retention teams that inform full-funnel strategy and provide ideal mix of efficiency throughout the funnel based on deep analyses.
  • Monitor and analyze campaign results across all channels to understand the effectiveness of strategies and tactics for improving key engagement and retention metrics - working closely with the retention and CRM teams to improve and iterate based on findings
  • Provide inputs for and build models that project user growth and watch time growth based on strategic shifts and other factors defined by various business units. This would include feeding models with your own data-backed strategic recommendations and also reacting to shifts in the business like content launches and new product features.
  • Stay on top of digital trends, competitors, and industry best practices - including analyzing competitive benchmarks and portfolio data across NBCU to inform our own KPIs

    ●Bachelor’s degree and 5+ years of relevant experience in high-volume marketing data analysis, preferably with a video platform
    ●Advanced knowledge of Excel with working knowledge of data languages like Python, SQL or R preferred
    ●Strong understanding of the customer lifecycle for a D2C product and how things like Churn, CAC, Usage and other metrics impact overall business goals
    ●Strong experience analyzing direct-to-consumer marketing analytics with experience identifying meaningful KPIs and guiding business decisions around those KPIs
    ●Extensive experience analyzing large volumes of data and turning that analysis into actionable insights that inform business strategies and tactics devoted to optimization
    ●Expert with digital analytics platforms like Adobe Analytics, MixPanel, mParticle and similar
    ●Rock solid understanding of digital advertising, CRM and their relevant KPIs
    ●Comfortable presenting data and making recommendations to upper-level management
    ●Strong experience creating and presenting Powerpoint presentations and decks that explain advanced data concepts in layman’s terms
    ●Comfortable in a data-driven business environment and able to pivot readily based on real-time data
    ●Excellent interpersonal and team building skills including experience managing high-performing teams
    ●Positive, people-oriented, and energetic attitude

    At NBCUniversal, we believe in the talent of our people. It’s our passion and commitment to excellence that drives NBCU’s vast portfolio of brands to succeed. From broadcast and cable networks, news and sports platforms, to film, world-renowned theme parks and a diverse suite of digital properties, we take pride in all that we do and all that we represent. It’s what makes us uniquely NBCU. Here you can create the extraordinary. Join us.

    We are one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news and information to a global audience.

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