Job Description

We’re looking for an SVP who:

• Can help evolve the Data Sciences/Advanced Analytics/Modeling capability within the practice
• Can help provide strategic thought leadership and subject matter expertise on Advanced Analytics/Modeling techniques to enhance our capabilities and bring new opportunities, approaches, ideas, perspectives, etc. to key clients.
• Has a combination of deep and sophisticated advanced analytical/modeling expertise; business acumen; a strategic and technical mindset; and client, relationship and project management proficiency, together with a passion for building new capabilities and teams
• Can structure ambiguous problems, own and drive projects from start to finish, apply sound business judgment, and communicate complex information effectively
• Has a genuine curious nature, desire to dive deep in the numbers to discover context and make the business case, and goes beyond usual approaches to solve problems and seize opportunities
• Has the willingness to “have an opinion” backed up by insight and analytics and the confidence to influence key stakeholders in meetings

Duties and Responsibilities:

• Leverage advanced analytic techniques to drive marketing performance (ex. site traffic, application volume, conversion rates, CPA, revenue, ROAS, LTV, etc.), isolate key KPI trends and performance pacing, optimize consumer online/offline experiences, predict consumer behaviors, maximize sales conversion, drive optimizations (across media investment and mix, target audiences, and creative messages) and forecast critical business outcomes
• Work with complex data structures; cleanse data and perform statistical analyses such as: marketing mix modes (MMM), digital multi-touch attribution (MTA), TV attribution, media response analysis, time series analysis, predictive modeling, cluster analysis, user overlap analysis, path to conversion analysis, website analytics, lifetime value (LV) analysis, discrete choice/conjoint analysis, latent class & other clustering techniques (segmentations), multivariate & logistic regressions (ex. multivariate creative analysis), decision trees (e.g. CHAID/CART), factor & correspondence/MDS analysis, simulation & optimization, forecasting, etc.
• Measure and optimize full-funnel, performance marketing initiatives (across paid search and display) to ensure activities are effective, efficient, and deliver a high return on investment (ROI).
• Lead advanced analytics engagements from start-to-finish, including:
  • Stakeholder interviews/fact-finding to uncover client issues
  • Propose solution /analytical approach / methodology, with supporting rationale
  • Manage project timeline throughout, escalating potential roadblocks when necessary
  • Conduct modeling and analyses
  • Generate insights
  • Formulate strategic implications and recommendations
  • Produce easy-to-understand, error-free, and timely reports
  • Deliver final presentation of results

• Effectively work across the advanced analytics/modeling lifecycle:
  • Definition of business questions and hypotheses
  • Data acquisition from different sources (ensuring adequacy, accuracy and legitimacy of data)
  • Data integration (merge, join, subset)
  • Data preparation and cleanup (missing data, outlier detection, duplications)
  • Model development
  • Conduct descriptive statistical and diagnostic techniques to determine model validity, accuracy and goodness-of-fit, such as: p-values, MAPE, Variance Inflation factor (VIF), Durbin-Watson, etc.
  • Exploratory data analysis
  • Creating and optimizing modes including validation and interpretation
  • Data visualization (Excel, Tableau, R Shiny etc.)
  • Insights generation
  • Communication of results in a clear and succinct fashion
• Self-sufficiently manage reporting responsibilities and analytical projects with guidance from senior team members
  • Independently deliver results and presentations to internal stakeholders and clients
  • The quality, accuracy, and timeliness of work being done on behalf of our clients
• Produce easy-to-understand, error-free, and timely deliverables that provide actionable insights that address client business objectives
• Clearly define and manage project deliverables, timelines, and dependencies for junior team members, internal stakeholders, and clients
• Support the development of measurement strategies, learning agendas, and roadmaps with input from senior team members and internal stakeholders
• Provide training, project support, and career advice to junior team members
• Connect the dots, glean insights, find the story, and articulate meaning to:
  • Address key business questions (‘the whats’)
  • Identify insights and provide context & hypotheses (the ‘so-whats and why’)
  • Recommend strategic action (the ‘now-whats and what nexts’)
• Devise and implement efficient and secure procedures for data handling and analysis
• Help provide strategic thought leadership and subject matter expertise on advanced analytical techniques to enhance our capabilities, drive competitive advantage and bring new opportunities, approaches, ideas, perspectives, etc. to clients
• Help establish and instill standards, methods and best practices that enable the Marketing Sciences practice to consistently provide best-in-class analytical deliverables
• Provide the media strategy and execution teams with actionable insights to optimize the effectiveness and efficiency of media tactics and campaigns both across and within media channels
• Deep dive analytics and statistical/machine learning modeling for precision audience targeting, paid search keyword and bidding optimization, display bidding optimization, etc.
• Design of experiments to optimize media (budget, mix, audiences, messaging)

Qualifications

Technical Skills:

Must Have:

• Hands-on experience working with various advanced statistical modeling (Bayesian Networks Inference, linear and non-linear regression, hierarchical mixed models/multi-level) and other forms of quantitative analysis (media response modeling, forecasting, time series analysis, multivariate statistical analysis, factor analysis, regression analysis, propensity, etc.)
• Knowledge of database structure and functionality
• Hands-on experience with data manipulation and statistical / analytical software packages (R, MATLAB, SPlus, Stata, SAS, SPSS, SQL) and coding / programming languages (SQL, Python, JAVA, C++)
• Experience with AWS, Hadoop, Spark, Redshift or other big data platforms
• Proficiency in Microsoft Office, particularly Excel (have the ability to sort, analyze, import, export, clean data, work with pivot tables, and know how to do V and H lookups, etc.)
• ETL Process (Must have done this repeatedly throughout the career and must be able to self-diagnose the data for error).
• Have ran regressions in projects and understand regressions thoroughly
• P-value, VIF, T-score, R2, MSE, Durbin-Watson should all be familiar terms
• Forecasting methodologies (ARIMA, fbProphet, etc)
• Must be able to calculate significant tests in various setups such comparison of means, proportions, and finding minimum # of sample size
• Correlation, Cluster Analysis, and Factor Analysis
• Experience working with marketing mix modeling (MMM), (digital; TV, radio, OOH, etc.) attribution and measurement companies: including Neustar, MMA (IPSOS), Analytic Partners, Nielsen (mROI; Visual IQ), (m)PHASIZE (Publicis Media), Hudson River Group (HRG), Marketing Evolution, Google Attribution 360, Abakus (SAP), Conversion Logic, TVSquared, iSpot, C3 Metrics, Data Plus Math, IRI, etc.

Nice to Have:

• Business Intelligence (BI) / Visualization tool experience (Datorama, Domo, Tableau, Microstrategy, Microsoft Power BI)
• Hands-on experiences working with aggregate, cookie, user, and event level datasets
• Experience working with ad/mar technologies like:
  • Ad Servers (Google/Doubleclick, Innovid, Sizmek, Flashtalking, etc.)
  • Programmatic Media & Exchanges (OpenRTB, Direct, PMP’s, DSPs, DMPs, SSPs, etc.)
  • Marketing Clouds (Adobe, Salesforce, Oracle, SAP Hybris, IBM, etc.)
  • Digital & Broadcast Analytics (Google, Adobe, Mixpanel, comScore, Quantcast, Nielsen, etc.)
  • Web Analytics (Google Analytics, Adobe Analytics, etc.)
• Web analytics platforms (Adobe Analytics, Google Analytics, etc.)
• Surveys (Lucid, Millward Brown, Nielsen, etc.)
• Competitive monitoring tools (Nielsen, comScore, Kantar, Pathmatics, Competitrac, Numerator, etc.)

Qualifications:

• 12+ years of work experience in a quantitative business environment
• Minimum 8 years of working with R or Python (Must have worked and created codes from scratch on several projects – not merely running someone else’s code by changing some parameters)
• Minimum 8 years of SQL (Must have worked and created codes from scratch on several projects – not merely running someone else’s code by changing some parameters)
• Minimum 8+ years of experience in strategic marketing/media analytics (online & offline; traditional, digital and cross-media)
• Minimum of 5+ years of agency experience (agency experience/ client service business required) or in a management-consulting firm
• Minimum 8+ years of team management (with direct reports)