Lead Audience Strategy for Target Offers || Miami, FL (Hybrid Role)

This person would be onsite more at the beginning of the contract while getting trained but once the FTE Lead goes on maternity leave, it is more flexible for contractors coming into the office...will not have to be 4 days onsite

Notes from the call:
• This is covering for a maternity leave (2 months before and 3 months for maternity leave)
• Would like for this person to start in August so there is time for training
• 5 + years of experience
• Must be strong with SQL
• Data modeling - will not be building it but needs experience on how to use it
• Strong A/B testing
• Strong Technical Skills
• Audience Creation
• Good business Acumen
• Would like someone with Great communication skills and who is proactive
• If someone has an email marketing background, that would be helpful.

This position is within the Business Intelligence & Segmentation team and will report to the Predictive
Content Manager. This is not a management position, but you will be in charge of managing your own
projects. The primary activity is supporting the company's transformation to be more data-driven in
its customer marketing messaging. The overall goal is to drive strong customer engagement through
relevant, personalized content in our digital marketing efforts. In this role, you will develop a deep
understanding of who our customers are and how to meet their needs to help drive incremental
direct business. You will achieve this through exploratory data mining to uncover new opportunities
for personalization.
You will assist Marketing Channel teams in successfully building custom data segments for testing
targeted offers to consumers in the email channel based on your strategic recommendations. These
recommendations will help align the right offer to the right audiences to drive incremental direct
bookings. Additionally, you will help build, execute and optimize marketing strategies based on
audience performance to align with business objectives and drive revenue growth.
This individual will work in a cross-functional pod to execute high-performing marketing initiatives
focused on customer personalization. As a member of this pod, you will assess business needs and
develop a strategic recommendation for audience selection and testing for planned email marketing
campaigns.
You will leverage hundreds of available consumer data points in the marketing database to provide
insights that support your strategic recommendations around segmentation. This includes analyzing
the lifecycle and profiles of past guests and prospects to understand customer behavior.
You will collaborate with the CDP platform team to prioritize and provide requirements for new
audiences needed to support your segmentation strategies. This role requires partnering with CRM,
Marketing, and Data Science teams. The ideal candidate should have a strong background in
marketing strategy and customer segmentation, as well as excellent communication.

QUALIFICATIONS AND EDUCATION
· Bachelor’s degree (BA) required with a degree focus in Business, Finance or other quantitative
discipline preferred
· 5+ years of work experience required, with experience performing either strategic digital analysis, financial analysis or business intelligence/marketing analytics highly preferred · Experience analyzing consumer behavior and optimization of consumer experiences · Experience in travel/leisure hospitality preferred · Experience with email marketing preferred

FINANCIAL/QUANTITIVE RESPONSIBILITIES
· Use data analysis tools, such as Excel and Power BI
· Strong SQL based programming to manipulate and analyze data for use in Databricks and/or
Oracle
· Conduct end-to-end exploratory data analysis for large data sets from a wide range of data
sources, and define data parameters according to ETL logic. Large data sets may include but
not limited to demographic, psychographic, transactional and behavioral data.
· Establish test plans to assure success and adoption of new approaches to segmentation and
personalization. Use data exploration to guide A/B testing recommendations for future
segmentation and personalization strategies. Analyze the results of any A/B tests using
statistical methods to determine statistical significance and identify trends and patterns in the
data. Analysis requires data mining and presenting of key insights/recommendations.
· Work with other members of the Audience Strategy team to assure alignment and
understanding of segmentation/personalization strategies in use across different channels to
optimize the customer experience
· Work with business and technical leaders to drive efficient delivery of Audience creation
projects/initiatives
· Drive teams to deliver against actionable KPIs and success metrics. Responsible for measuring
the business impact of all implementations related to custom Audience segments, as
measured KPIs.
· Demonstrated aptitude for problem solving and problem identification
· Ability to function is an agile work environment where you will be the Subject Matter Expert
in a pod structure and responsible for contributing to segmentation and testing strategies
· Strong written and verbal communication skills to be able to share learnings and insights on
complex data to relevant business stakeholders within the pod
· Ability to manage multiple campaigns at a time in a fast-pace environment
· Attention to detail required
· Ability to operate in a team environment, with excellent interpersonal skills