Head of Marketing Analytics, Senior Manager

Company: Cooper Tire & Rubber Company
Location: Royal Oak
Posted on: June 8, 2021

Job Description:

Cooper Tire offers an entirely unique work experience because no matter what your title is, you'll play a part in contributing to the development, manufacturing and marketing of some of the most innovative tire products in the world. Our purpose guides us. It states that everyone deserves to travel through life's journeys with confidence, and Cooper is there at every turn. We are looking for individuals who will help us achieve our purposethose who are motivated, lead by example and inspire others to greatness. Here, the opportunities are endless and the rewards rich for those who believe that job satisfaction and career success begin with a satisfied customer. Careers are a JourneyCome Ride with Us!

It's an exciting time to join Cooper Tire as we continue to build our marketing analytics capabilities in-house. The vision is to have an analytics team that brings together our understanding of all of the marketing touchpoints in the consumers' journey to determine effectiveness in achieving our goals. The team uses an agile approach to continually brainstorm, innovate and test to reach these goals.

Cooper Tire's global and North America headquarters are in Findlay, OH. However, the marketing team is located in their new offices in Royal Oak, Michigan.

KEY ACCOUNTABILITIES

The Head of Marketing Analytics will report directly to the Executive Marketing Director, North America and will be responsible for a hybrid team of agile analysts both in-house and at our marketing agencies. Detailed responsibilities will include:

• Partnering closely with the marketing director to ensure team is driving towards objectives
• Design & implement measurement setup to support learning agendas and channel optimization to drive business results
• Work with research and agency partners to identity leading brand goal KPIs and run correlation analyses to verify hypotheses
• Distill tactical and strategic insights, including consumer audience targeting, data KPI strategy, search keyword strategy, creative insights across all digital channels
• Systematize timely reporting with dashboards to support performance optimization of campaigns and initiatives
• Network with other analytics leads across the marketing industry to ensure Cooper is leveraging cutting edge methodologies and technology
• Partnering with cross-functional team and agencies to develop methodologies that help to drive understanding of marketing ROI
• Analyze data performance across channels and campaigns to support their optimization in driving business sales performance
• Drive agencies to support centralized analytics dashboards by defining inputs and business requirements for each individual channels
• Continuously improve the way Cooper Tire is using marketing analytics to enhance its business
• Distill tactical and strategic insights on consumer journey, consumer insights, data targeting strategy, search keyword strategy, creative messaging
• Document and report marketing learnings to educate broader organization and help drive the consumer marketing strategy
• Generate data-based insights to inform asset and content creation
• Drive organizational content needs to better meet consumer needs and drive down paid media costs
• Monitor trends and investigate marketing performance anomalies
• Drive enhancements to website, e-commerce, SEO, media and CRM to support continuous improvement of the consumer experience and drive business results

KEY COMPETENCIES

• Knowledge of statistics, advanced analytics methodologies and multi-variate testing, competitive analysis, and surveys
• Knowledge of marketing mix model, multi-touch attribution, and match market studies.
• Proficiency with data analytics visualization tools such as Power BI
• Proficiency with ETL and ELT processes and tools such as Alteryx
• Understanding database structures and relationships
• Experience with website analytics, programmatic media tools, e-commerce, CRM and consumer data
• Experience managing staff of analysts and agencies

EXPERIENCE

• The ideal candidate will have at least 7-10 years of experience in analytical function in one the below industries/companies:
• Marketing or advertising agency
• Automotive or other large durable goods company
• Digital consultancy or agency

Cooper Tire is an Equal Employment Opportunity employer. We strive to recruit, develop and retain top candidates by providing an engaging culture and opportunities to grow and develop. All qualified applicants will receive consideration for employment without regard to race, color, age, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, status as an individual with a disability or any other characteristic protected by applicable law.

Keywords: Cooper Tire & Rubber Company, Royal Oak , Head of Marketing Analytics, Senior Manager, Other , Royal Oak, Michigan