Director, Customer Analytics and Planning

Job Description:
The Customer Analytics & Planning team is responsible for four primary areas: customer analytics, marketing optimization, marketing operations and campaign and channel analytics.
The successful candidate has a proven track record in customer analytics and deep database marketing capability. This role will require the ability not only to set and deliver against the over-arching strategy, but also to be an active contributor to the daily workload and tactical activities of this team. This team supports all areas of the marketing organization as well as a broad array of internal departments, including: revenue management, deployment, hotel operations, guest services, guest experience, contact centers, etc. This is an outstanding opportunity for a motivated, strategic thinker with practical hands-on ability to build upon a small, but talented foundation and to take the customer analytics capability to new heights.

Responsibilities:
• Customer Analytics: Develop customer profiles and customer segmentation. Create predictive and other behavioral models. Continuously validate and optimize models as well as the customer profiles and segmentation work.
• Marketing Optimization: Design, development and deploy pilot programs, conduct A/B and multivariate testing, create business cases and prepare forecasts and related models.
• Marketing Operations: Provide hands on leadership to the daily operation, including list pulls, file transfers, data processing, data quality management etc. Own the relationship with a number of vendors – both data and technical – that support the customer analytics team.
• Campaign and Channel Analytics: Design the measurement plan, ensure tracking enablement and complete and distribute all campaign and channel results as well as ROI reporting. Share insights and optimization recommendations widely with all internal customers.
• Participate as a thought leader or lead large strategic projects from scope definition through to execution and implementation.
• Continually review and make recommendations for the improvement of our processes and technology in order to build a more quantitative and data-driven approach to customer marketing. Codify and distribute formal frameworks and methodologies in support of data-driven marketing methodologies.
• Lead a small, but talented internal team as well as external agency resources.

Requirements:
• 10+ years of customer analytics and database marketing experience across online and offline marketing, including integrated marketing measurement techniques as well as strong modeling skills.
• Demonstrated experience across all four primary areas of focus. Demonstrated customer marketing understanding from the business perspective as well, including lifecycle and relationship marketing.
• Strong project management skills. Ability to multitask and to balance competing priorities.
• Strong verbal and written communication skills. Able to present concepts confidently, clearly and accurately and to keep others informed and up-to-date. Listens & probes effectively.
• Champion for data-driven marketing approach.
• Educate key internal partners and departments about the benefits of data-driven approach and continually socialize results.
• High energy and ability to work well in a team, to shine as an individual and to maintain a sense of humor.
• Significant recent experience working with Hyperion, SAS, SPSS and other database analytics tools is a must.
• BA/BS degree required, with a quantitative Marketing degree strongly desired / MBA preferred.
• MS Office (Outlook, Excel, Word, Power Point).

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