Marketing Analytics Director

Job Description

Company Summary

Taking care of our customers, our communities and each other. That’s the Travelers Promise. By honoring this commitment, we have maintained our reputation as one of the best property casualty insurers in the industry for over 160 years. Join us to discover a culture that is rooted in innovation and thrives on collaboration. Imagine loving what you do and where you do it.

Target Openings

1

Job Description Summary

Travelers is seeking an experienced Digital Marketing Analytics Director to develop and execute strategies to measure awareness with target audiences, measure engagement with valuable content and understand preference for Travelers products. This position will be responsible for creating analysis and insights that drive positive business impact.
The Marketing Analytics Director collaborates with functional business leaders across all business units, including Personal Insurance, Business Insurance and Bond & Specialty Insurance, to share data driven insights. This includes partnering with business unit data and sales teams to connect marketing efforts to sales impact. The Marketing Analytics Director will help evaluate using regression, marketing mix modeling, data science (neural networks, Etc) and other statistical tools the impact of media on the lower funnel (Quotes, Sales, and Brand measures). The Marketing Analytics Director is responsible for creating analysis based on measurement models, dashboards and reports for digital marketing programs. This includes evaluating program goals, designing measurement criteria, analyzing and reporting out results. In addition, this position will be responsible for driving our process for garnering insights from social and digital data and expanding use of digital signals in marketing and communications delivered to Enterprise and business unit marketing leaders and teams. Furthermore, the Marketing Analytics Director will work with other organizations to perform website analytics using data driven approach to understand how users are finding and using Travelers’ web assets.

Primary Job Duties & Responsibilities

• Responsible for providing analysis based on marketing measurement models for Enterprise Digital marketing that speak to performance, attribution and valuable KPIs across all channels – paid media, Web, email, social media, messaging, content and more.
• Develops digital marketing measurement models for everyday engagement and for specific programs. Help with efforts to standardize and streamline all digital marketing measurement tools, models and processes.
• Collaborates with marketing leaders in the organization and most closely with Enterprise Integrated Marketing to apply effective performance measurement across all marketing programs.
• Deliver data-driven insights and strategies available to enterprise marketing team that will increase preference and demand for Travelers products utilizing mix of analytics platforms, dashboarding technologies and approaches that drive positive business outcomes.
• Develop and socialize Key Performance Indicators (KPIs) to senior leaders to quantify the impact of content and marketing campaigns on engagement, acquisition and/or retention.
• Stays abreast of the complex world of digital marketing analytics to better understand how to look at different data sources for meaning.
• Uses data visualization and storytelling skills to effectively communicate insights and influence decision/outcomes to leadership.
• Proactively coordinates with cross functional teams on varying business initiatives.
• Influences business and marketing strategy to leadership to prioritize investments based on translating insights to business value
• Facilitates collaboration with IT and data management teams to ensure correct data is consistent for business-critical analysis
• Builds strategic business partnerships with IT, Actuarial, Operations, Finance, Data Management and Claim functional areas.
• Can manipulate complex raw data and leads the ultimate design required to meet business requests.
• Directs and reviews the development of analysis. Accountable for business analytics support across multiple initiatives
• Interprets complex data to recognize patterns and analyze trends.
• Performs and/or directs the completion of reasonability and validation tests.
• Oversees the designs and ensures the execution Proofs of Concept to inform business strategies.
• Monitors performance indicators and implements possible improvements.
• Communicates the financial impact of recommendations.

Minimum Qualifications

• Bachelor’s degree or equivalent education and 4 years analytics experience required.

Education, Work Experience, & Knowledge

• The successful candidate has a proven track record of developing and communicating analysis via presentations, business intelligence tools (Datorama, Tableau, QlikView, MicroStrategy,etc.) , query tools (SQL, noSQL Databases and tools) and statistical (regression, machine learning/deep learning) models for various marketing channels (including but not limited to paid social media, native advertising, mobile, paid search, display and partnerships media, email, and social channel). Ability to program in Python, R, SAS and SQL preferred. Knowledge or experience of Marketing Mix modeling and/or multi-touch attribution modeling helpful.
• Knowledge and experience in analytics to help our organization make effective decisions, interpret campaign and website performance to drive outcomes is a must. An effective communicator, the Director translates results into stories that resonate with audiences at multiple levels in the organization.
• Passion for interpreting data, intellectual curiosity to learn new techniques, as well as leading and inspiring others to take advantage of analytical best practices to understand the impact of marketing on both business and customer experience is essential.
• Bachelor’s degree in mathematics, finance, computer science, statistics, MIS or equivalent experience preferred. Typically has 5 or more years of experience in Descriptive Analytics or related field. Experience with dashboarding tool. Master’s degree preferred.
• 4+ years working successfully with Microsoft office products and software/programming applications specific to business supported. Experience in web analytics tools (Google Analytics, IBM Digital Analytics, etc) preferred
• Thorough knowledge of Descriptive Analytic practices and processes. General knowledge of insurance products/concepts preferred.
• One or more years of technical team project leadership or people management experience preferred.
• Thorough knowledge of the main features of the collection of marketing data and the relationship of data elements to each other.

Job Specific Technical Skills & Competencies

• General understanding of the business functions, processes, and overall business strategies of businesses supported.
• Demonstrated intermediate analytic and diagnostic skills.
• Demonstrated intermediate interpersonal skills.
• Demonstrated intermediate communication and presentation skills.
• Ability to work independently and as part of a team.
• Demonstrated ability to influence others.
• Intermediate project management skills.
• General understanding of the business functions, processes, and overall business strategies.
• Demonstrated ability to see results to completion.
• Intermediate business acumen.
• Intermediate Computer Skills in Excel, database programming language and related applications.
• Intermediate problem solving and decision making skills.
• Ability to interact effectively with others across functions.
• Ability to think strategically.
• Ability to consider others ideas seriously and accept feedback.
• Builds and maintains credibility with others.
• If incumbent leads others, intermediate leadership skills including ability to:
• Leverage Differences.
• Manage in participative manner.
• Intermediate ability to develop employees preferred.

Environmental / Work Schedules / Other

• Requires extended periods of computer use.
• Requires extended periods of sitting.

Employment Practices

Travelers is an equal opportunity employer. We value the unique abilities and talents each individual brings to our organization and recognize that we benefit in numerous ways from our differences.

If you have questions regarding the physical requirements of this role, please send us an email so we may assist you.

Travelers reserves the right to fill this position at a level above or below the level included in this posting.