Director of Marketing Analytics - H&R Block
Kansas City, MO
About the Job
We are at an exciting time at H&R Block, driving strategic transformation both for the company and within marketing. This role will play a key part in leading a team of hardworking associates to establish a strong marketing analytics function that provides internal consultancy and defines marketing’s impact on the business by establishing KPIs and frameworks that drive clarity on performance. This role will ensure data from various sources can be connected to deliver integrated data and insights. You will serve as a trusted advisor to the marketing leadership team, advising on growth opportunities and articulating marketings’ impact on business performance. The role will also involve collaborating across the Marketing & Experience organization including go-to-market leads, growth marketing and customer marketing leads to identify insights that significantly impact the business. We are developing various capabilities in-house, and this leader will play a key role in building this function, in partnership with data strategy and IT, that can take on most of the insight generation in-house.
Key Responsibilities
Build a Well-Connected Marketing Analytics Organization
Key Responsibilities
Build a Well-Connected Marketing Analytics Organization
- Lead a hardworking team of marketing analysts by setting a clear vision and guiding them in establishing measurable marketing KPIs and frameworks and building dashboards to make consumption of data and insights easy for the user.
- Foster a culture of continuous improvement by providing clear direction, setting expectations, and keeping the team motivated. Help the team connect with the broader enterprise and marketing team.
- Promote team projects and wins across the organization to energize the team and deepen the organizational understanding of the teams’ capabilities.
- Coach team members to create digestible data narratives that challenge the business status quo and drive the company forward.
- Assess gaps in ambition vs. capacity with a roadmap for scaling, while proving ROI.
- Provide a comprehensive view of marketing performance and opportunities to improve the effectiveness of go-to-market efforts, connecting insights across various sources.
- Lead a team to develop an internal consultancy focused on providing relevant insights across key marketing initiatives: media, email, and creative.
- Develop and establish key dashboards that allow marketing teams to self-serve performance data and insights as a priority.
- Collaborate with key partners to deliver insights across disparate data sources, ensuring that findings are actionable and business relevant. For example, analyze creative insights across several sources such as brand data and channel-level creative insights.
- Partner with external parties to drive Media Mix Modeling (MMM) and manage the scope/learning agenda to effectively measure marketing contribution and drive learnings.
- Liaise with the DS&A team to drive marketing analytics that is connected to broader business analytics for comprehensive and action-oriented marketing business insights and to identify opportunities to increase the impact of marketing.
- Partner with the Data Strategy and IT teams to ensure all data variables are effectively integrated into the Customer Data Warehouse to enable efficient and effective analysis.
- Align on the right front-end tools and capabilities to drive efficiency and integrate in enterprise ecosystem.
- Establish and maintain data governance and quality standards to ensure data accuracy and reliability of reporting, closing the loop with Data Strategy and IT.
- Use AI-powered tools to automate reporting and generate useful marketing insights.
Source : H&R Block