Senior Manager, Digital Data & Analytics
Perrigo
- Allegan, MI
- Permanent
- Full-time
- Develop and execute data management strategies and initiatives to support enterprise-wide data integration, analytics and reporting requirements, leveraging advanced data models and governance principles
- Pull marketing performance data from data warehouses and data lakes and summarize into reporting platforms
- Serve as the report builder and data analyst with critical knowledge of Salesforce Cloud, focused on CRM strategy and execution
- Lead the monitoring, evaluation and analysis of CRM campaign metrics, conversion rates revenue, Investment ROI and Use Case Builds; analyzing key areas of improvement (audience, acquisition, behavior, conversions)
- Measure and analyze key performance indicators to provide actionable insights and recommendations. Extract from complex data sets through data cloud and marketing cloud across businesses, categories, brands
- Comprehend CRM data and analyze information within the datasets to identify cross-marketing opportunities spanning different segments
- Collaborate with cross-functional teams to align CRM strategies and insights with overall business goals; proactively supporting new business initiatives and managing the intake of new analysis and reporting requests from core DTC team
- Build and maintain data briefs and audience segmentation tracking documents for new and existing CRM initiatives; evaluating performance across channels including SEO, PPC advertising, email marketing and social media to provide recommendations for improvement
- Conduct quality assurance checks on CRM communications to ensure flawless execution
- Lead analysis and reporting across all CRM channels for weekly and monthly reporting for learning, insights and decision-making
- Provide critical insights that inform optimization of website conversion rates through A/B testing, landing page and user experience enhancements
- Study consumer behavior on websites, including click-through rates, shopping cart abandonment, and path analysis to optimize the consumer experience
- Bachelor's degree in Marketing, Business, Computer Science, Data analytics or related field
- 8 - 10 years of experience with Salesforce or another CRM tool
- 5+ years' experience in digital analytics and/or conversion rate optimization
- Salesforce Cloud Certification required; certification in CRM or related field
- Familiarity with digital reporting tools: Profitero, Data Impact/NielsenIQ, Stackline
- Proven track record of building, assessing, reporting quantitative data through broad analytical skills to generate insights that inform strategy and measure performance of key business drivers
- Expertise in CRM platform and marketing automation tools
- AWS Data Analytics
- Manages projects and processes while working independently and with limited supervision
- Ability to learn new software and technology tools quickly
- Knowledge of industry best practices for CRM testing and optimization
- Able to build and run complex queries to pull data required across multiple tables
- Experience with email and push/SMS marketing and analytics; customer retention analyses
- Expert-level understanding of how eCommerce works