Senior Manager, Digital Analytics Resume Sample
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Work Experience
Senior Manager, Digital Analytics
01/2017
-
PRESENT
San Francisco, CA
- Establish the long-term analytics strategy and plan for SunPower that enables customer and business optimization across our digital platforms
- Lead analysis and reporting across segments and regions
- Architect SunPower’s digital analytics platform, including identifying and implementing key tools and technology
- Drive A/B testing strategy through collaboration with digital marketing and segment marketing teams. Devise and conduct A/B and multi-variate test plans, analyze results and suggest opportunities for improvement
- Partner with digital team on analytics tracking implementation and QA
- Collaborate with the segment marketing and marketing automation teams to oversee the analytics implementation of new campaigns, emails and landing pages
- Produce weekly and monthly analyses of site performance and oversee the production and distribution of regular, standard reports via Tableau
- Manage off-shore & on-shore analytics resources and vendors
- Build executive level metrics and insights views as well as sets up and manages detailed dashboards to support the working agile time in making real-time product decisions
Senior Manager Digital Analytics
03/2014
-
09/2016
Phoenix, AZ
- Deliver reports to core agile team, direct Supervisor, Leadership and Sponsor teams on a regular, agreed-upon cadence
- Inform DPO and Operations Lead of software, tools, licenses or resourcing requiring to meet reporting expectations
- Participate in optimization practice including A/B and multivariate testing. Actively research opportunities and trends in analytics tools
- Partner with the direct Supervisor, Business Analyst, Design and Development to recommend appropriate tagging requirements and validate implementation
- Collaborate with other functions and departments to ensure measurement considers the full scope of the Employee Experience journey
- Communicate data-driven insights and recommendations to key partners via governance meetings or other planned forums in the form of reporting dashboards or case studies, as required
- Web Marketing Media experience
Education
University of Mount Union
2009 - 2014
Bachelor's Degree in Marketing
Professional Skills
- Providing and developing operational excellence of our site analytics to steer strategic and tactical fact-based decision-making related to user experience and site development
- Excellent written and verbal communication skills. Comfortable presenting to a large group of people
- Strong SQL skills and understanding of data warehouse architecture
- Technical leadership skills including the ability to address delivery issues, manage performance issues and set expectations
- Proven experience establishing effective testing, measurement and reporting programs that deliver insights to business partners
- Relevant work experience, ideally with applied experience in data science, marketing analytics, operations research, or predictive modeling
- Collaborate with multiple partners and prioritize ad hoc requests against moving deadlines and priorities
How to write Senior Manager, Digital Analytics Resume
Senior Manager, Digital Analytics role is responsible for organization, architecture, analytics, software, training, integration, database, coding, analysis, reporting.
To write great resume for senior manager, digital analytics job, your resume must include:
- Your contact information
- Work experience
- Education
- Skill listing
Contact Information For Senior Manager, Digital Analytics Resume
The section contact information is important in your senior manager, digital analytics resume. The recruiter has to be able to contact you ASAP if they like to offer you the job. This is why you need to provide your:
- First and last name
- Telephone number
Work Experience in Your Senior Manager, Digital Analytics Resume
The section work experience is an essential part of your senior manager, digital analytics resume. It’s the one thing the recruiter really cares about and pays the most attention to.
This section, however, is not just a list of your previous senior manager, digital analytics responsibilities. It's meant to present you as a wholesome candidate by showcasing your relevant accomplishments and should be tailored specifically to the particular senior manager, digital analytics position you're applying to.
The work experience section should be the detailed summary of your latest 3 or 4 positions.
Representative Senior Manager, Digital Analytics resume experience can include:
- Excellent communication skills and the ability to interact with all levels of the organization
- Demonstrated knowledge of various data mining techniques to generate business insight, including correlation analysis, clustering and regression analysis
- Work with editorial and business partners to understand priorities in order to continually optimize back-end tracking and reporting capabilities
- Two or more years of experience in designing and programming A/B tests across web platforms (Google Optimize, Adobe Target etc.), email and social media
- Graduate level training and hands-on experience with Machine learning: Supervised vs unsupervised methods, tree based methods, etc
- Experience working with consumer data supporting Acquisition, Retention, Product, Commercial, Customer Service and Finance
Education on a Senior Manager, Digital Analytics Resume
Make sure to make education a priority on your senior manager, digital analytics resume. If you’ve been working for a few years and have a few solid positions to show, put your education after your senior manager, digital analytics experience. For example, if you have a Ph.D in Neuroscience and a Master's in the same sphere, just list your Ph.D. Besides the doctorate, Master’s degrees go next, followed by Bachelor’s and finally, Associate’s degree.
Additional details to include:
- School you graduated from
- Major/ minor
- Year of graduation
- Location of school
These are the four additional pieces of information you should mention when listing your education on your resume.
Professional Skills in Senior Manager, Digital Analytics Resume
When listing skills on your senior manager, digital analytics resume, remember always to be honest about your level of ability. Include the Skills section after experience.
Present the most important skills in your resume, there's a list of typical senior manager, digital analytics skills:
- Strong organization with attention to detail skills, self-motivation with ability to direct, lead, and motivate self and others are required
- Strong communication skills with the ability to explain complex concepts in simple terms are required
- Prior experience with tag management
- Experienced in implementing multi-channel analytic solutions which facilitate important insights around marketing initiatives and customer behavior
- Experience supporting A/B and multivariate testing on consumer websites
- Develop strong working relationships with the Marriott Digital team based on a common passion for improving business performance
List of Typical Experience For a Senior Manager, Digital Analytics Resume
1
Experience For Senior Manager Digital Analytics Resume
- Effectively balance the technology and business demands of digital analytics
- Demonstrated ability to positively impact E-Commerce results through strategies and solutions driven by data driven insights
- Experience with QA and sign-off of digital analytics implementations
- Experience in Analytics functions within online services, preferable in multi-platform and multi-country
- Experience with data visualization best practices and visualization tools such as Tableau
- Creating Adobe Analytics requirements specs for the development team
2
Experience For Senior Manager, Digital Analytics & Insights Resume
- Working knowledge of data query and BI tools: SQL, Google Data Studio, Alteryx, Einstein analytics, etc
- Lead the development, implementation and optimization of testing and targeting programs
- Build, design, and maintain efficient reporting capabilities and new KPIs that help drive business growth
- Design digital analytics solutions & provide optimization recommendations that drive impact for marketing campaigns & initiatives
- Oversee the analytics division to provide reporting insights and analysis to understand the competitive marketplace, USATODAY Sports’ media platforms and user consumption patterns
- Partner with product, engineering, and editorial teams to understand editorial and product questions around digital video, and generate insights that drive best practices
3
Experience For Senior Manager, Digital Analytics Resume
- Leverage knowledge and generate ideas to help inform ABC Family’s digital strategy
- Manage the insights demand and execution of analytics requests coming from the Western European eCommerce organization. Lead a time that is agile and responsive to complex analytics queries on user journeys, experience and onsite behavior
- Align with different parts of the organization including but not limited to User Experience, Site Operations, Onsite merchandising and Merchandising in order to tailor the analytics team strategy and vision to deliver on business needs
- Manage a team to deliver an inventory of business relevant and agile reports that satisfy the business needs for operational reporting
- Drive a culture of relentless excellence within the team and pro-actively engage with other teams and departments to be a driver of change and not a service provider of analytics
4
Experience For Senior Manager Digital Analytics Resume
- Lead the region’s Web/Digital Analytics Chapter
- Analyze performance of all digital campaigns across all channels throughout the buyer’s journey with ability to do deep funnel analysis
- Write SQL or SAS programs
- Quality Assurance for the Adobe Analytics implementation on all platforms
- Lead measurement of Marriott and Starwood website optimization efforts by developing insights which drive business strategy and profitability, presenting findings to product leads and senior leaders
- Provide thought leadership in developing measurement approaches and methodologies to provide insight on the impact of digital initiatives in driving longer term customer engagement and value across key customer segments
- Serve as the person to go to for any question regarding digital data or site performance
- Guide the design and measurement of website a/b and multivariate tests with the support of a direct report (manager, Digital Analytics)
5
Experience For Senior Manager, Digital Analytics & Insights Resume
- Analyze and report on the activity of customers using Marriott and Starwood websites, linking customer website interaction data with enterprise databases to assess customer value and engagement across Marriott and Starwood websites, mobile apps and loyalty programs
- Develop analytic infrastructures and technical solutions that deliver on client business requirements, develop detailed project plans, and ensure that quality assurance standards are managed throughout the project lifecycle
- Lead full implementation and configuration of comprehensive analytic solutions, most commonly with Google and Adobe platforms and the tag management systems therein
- Integrate the latest technologies ad serving systems, data management platforms, and programmatic trade desk and third -party tracking approaches to deliver on client business objectives
- Manage client marketing technology efforts, guiding the selection of the right tools and software to satisfy business objectives, drive conversion actions and consumer retention
6
Experience For Senior Manager, Digital Analytics Resume
- Build configure and support system integrations to drive meaningful customer journeys and customer centric thinking by collaborating with cross-functional teams
- Create end to end integrated marketing stacks by implementing applications and aligning marketing technologies with reporting requirements to inform client business goals
- Help define first touch and multi-touch attribution of distribution tactics and implement reporting on multi-channel marketing performance and where appropriate tie to lower funnel sales revenue generation
- Deploy digital analytics platforms, consolidate data from multiple sources, ensure KPI definitions are consistent, and troubleshoot tracking issues
- Implement documented measurement strategies for clients that align business objectives with tagging and coding requirements needed to achieve accurate and actionable insights
- Develop an intimate understanding of Edelman client business objectives, and proactively identify ways to help our clients achieve their goals
- Assist in the creation and maintenance documentation for all system and platform integrations as well as custom development efforts on various platforms
- Help evaluate new tools, techniques and scalable approaches to enhance data capture and ensure data integrity
7
Experience For Senior Manager Digital Analytics Resume
- Provide technical guidance and expertise for integrated agency teams
- Contribute to agency new business efforts and growth initiatives
- Lead the developments of actionable insights to grow and optimize NGP Digital business
- Effectively communicate and ‘translate’ quantitative findings (storytelling with data), make and defend meaningful conclusions and recommendations to inform product and editorial decisions, identify and interpret trends and relationships to product and business stakeholders
- Campaign Planning and Analysis – work with media teams, agencies, cross functional stakeholders to set campaign objectives and ensure tagging and tools are in place for proper measurement. Conduct real-time campaign analysis when required and deliver post campaign wrap report
- Documenting and evangelizing results of cross-functional A/B testing and personalized 1:1 marketing efforts to help organizational alignment , communication, and focus
8
Experience For Senior Manager, Digital Analytics & Insights Resume
- Coordinate with technical teams to ensure accurate and comprehensive web analytics implementation and successful deployment of new solutions
- Collaborate with BI and Analytics teams to leverage clickstream data with other sources to help inform predictive modeling of visitor quality, conversion, retention and more
- Expert understanding of analytics implementation and tag management, HTML/CSS/Javascript and standard coding best practices
- Evangelize digital data and utilization of Web analytics tools by other teams through training and facilitation
- Experience using leading web analytics and optimization tools (Adobe/Omniture/SiteCatalyst, Google Analytics 360, Adobe Test & Target, Monetate, Optimizely, etc.)
- Expert with Microsoft Excel (or similar i.e. Tableau) for data manipulation and visualization
9
Experience For Senior Manager, Digital Analytics Resume
- Set the vision for the organization’s digital analytics roadmap
- Partner with various internal business partners to understand objectives and goals, and define and implement a framework for measuring, reporting and analyzing results to provide actionable insight related to those goals
- Lead the development of integrated measurement frameworks across all digital marketing programs
- Support web analytics tagging implementation across our current and future digital platforms to ensure accurate data capture
- Drive insights into customers’ digital behavior
- Provide an end user POV to support integration of data across different web analytics tools and databases
- Leverage customer data as well as multi touch attribution, web analytics, marketing automation, CRM and social measurement platforms to generate insights to improve return on marketing investment
10
Experience For Senior Manager Digital Analytics Resume
- Track, assess and report on customer user journeys to determine strongest path to purchase and loyalty
- Generate insights and recommendations for the Digital business based on data
- Foster an insight-driven culture in the Digital team through training, automation of digital analytics reports, and storytelling and data visualizations to make the data easy to understand and actionable
- Present key findings and recommendations to stakeholders, measure actions taken based on the recommendations, and draw conclusions or lessons learned for future initiatives
- Work closely with various stakeholders within Insights and Analytics team to generate insights across of all our platforms, focusing on the impact of our digital properties on the overall initiative
- Collaborate with the U/X team to plan, monitor, and measure the results of A/B tests
- Train employees across NGP on various digital analytics tools
- Lead two critical teams to ensure the delivery of high quality and timely research data
- Design, execute, and continuously evolve the strategy for how Invesco uses digital analytics to evaluate the use of digital channels and properties to increase awareness, improve consideration, enhance engagement, and drive sales performance
List of Typical Skills For a Senior Manager, Digital Analytics Resume
1
Skills For Senior Manager Digital Analytics Resume
- Experience creating implementation documents, working with the development team in the implementation
- Experience launching and monitoring A/B tests
- Strong understanding of digital marketing strategies, personalization strategies and website optimization
- Answer ad hoc questions from product leads and merchandising team regarding consumer behavior on the site to help set product priorities
- Digital analytics experience and deep understanding of web analytics tools and methodologies
2
Skills For Senior Manager, Digital Analytics & Insights Resume
- Experience in and passion for making sense of user behavior, with a range of methods to tackle complex and loosely defined problems is required
- Strong understanding of BU’s processes and strategies
- 8 – 10 years of experience in digital analytics, testing & digital infrastructure
- Experience working in digital services
- Strong understanding of Adobe Analytics
3
Skills For Senior Manager, Digital Analytics Resume
- Extensive experience interacting with commercial, product and technical teams
- Experience in subscription services (understanding of churn rates, churn curves, propensity models, etc) is desirable
- Self-starter who is comfortable in a dynamic, fast-paced environment with rapidly changing priorities and timelines
- Demonstrated knowledge of Search Engine Marketing and Search Engine Optimization
- Efficiently managing a prioritized analytics workflow queue to keep team focused on highest impact opportunities
- Become a go-to person for insight into the effectiveness of Marriott and Starwood digital strategies for internal and external stakeholders
4
Skills For Senior Manager Digital Analytics Resume
- Experience with syndicated research products such as comScore Media Metrix or Nielsen/NetRatings suite of products (NetView, @plan)
- Developing and maintaining clear, concise reporting on KPIs measuring marketing performance
- Designing and deploying an in-house training program for all digital analytics tools
- Working knowledge of testing solutions such as Adobe Test & Target, Optimost and Optimizely
- Optimizing programs, and driving incremental sales
5
Skills For Senior Manager, Digital Analytics & Insights Resume
- Working with all business teams in building reports, dashboards and presentations
- Providing in-depth analysis towards discovering new opportunities for the product’s continued growth
- Working with the development team throughout the analytics implementation
- Being the go-to person for any question related to our digital analytics
- Integrating Adobe Analytics data with our CRM data warehouse and other tools (Swrve, Kochava, Optimizely)
6
Skills For Senior Manager, Digital Analytics Resume
- Discovering new opportunities to optimise the business through data analysis
- Managing the Adobe Analytics budget
- Creating a BI centre of excellence for digital analytics
- Providing analytics leadership and guidance to non-technical colleagues
- Managing two digital analysts
- Training junior team members and other non-analysts on web analytics best practices, report creation, and data governance
- Enthusiastic about building and coaching teams to high-performing excellence
7
Skills For Senior Manager Digital Analytics Resume
- Accessing and analyzing enterprise data warehouses utilizing SAS and/or SQL
- Utilizing Web Analytics platforms to arrive at actionable marketing insight
- Provide subject matter expertise on best practices and standards for developing web analysis and reporting
- Personalize consumer communications and interactions across all channels, including retail, eCommerce, digital touch points, mobile, and social platforms
- Develop and manage standard dashboards and reports, competitive tracking and ad-hoc analyses. Integrate with other available data to present a holistic picture
- Actionable consumer insights to better understand consumer profiles, behaviors, journeys and needs
8
Skills For Senior Manager, Digital Analytics & Insights Resume
- Work creatively and collaboratively with IT and business stakeholders to effectively implement, optimize and leverage analytics solutions to meet business needs
- Solid background in the design and implementation of research studies and analysis, directly supporting decisions about content and digital products
- In Web Analytics
- Experience in advanced analytics and some combination of coding skills, analytics tool experience (Google Analytics experience required) and analytics with large datasets is required
- Deep understanding of numbers and how to relate the information to business outcomes is required
- Travel 20% of the time to domestic destinations is required
- Implementation experience with Google Analytics 360 products, specifically configuring Google Tag Manager and leveraging Google advertising and reporting technologies
9
Skills For Senior Manager, Digital Analytics Resume
- Experience managing and integrating marketing technologies, designing data layers, configuring enterprise systems such as Google Analytics 360 or Adobe Analytics, and driving teams to deliver deep insights and optimizations
- Experience using, installing and customizing web analytics and tag management solutions and generating technical documentation
- Experience with building and programming digital campaigns across multiple channels with a mix of diverse marketing strategies at an enterprise level
- Experience integrating marketing applications/ ad serving platforms with enterprise-level applications and leading implementations of marketing platforms (Adobe, Google, Salesforce, Oracle, etc.) leveraging their analytics, campaign and testing capabilities
- Knowledge or ability to utilize web technologies, including HTML, JavaScript to implement, customize, and integrate marketing technologies and enterprise architectures on the client side
- Strong communication skills (in person, on phone and by email) with the ability to clearly communicate technical concepts to non-technical audiences across various levels and backgrounds
- Experience working with large branded websites, content management systems, and eCommerce platforms
- Experience in digital analytics
10
Skills For Senior Manager Digital Analytics Resume
- A strong leader who deeply cares about the team objective and staff development
- Passionate about analyzing the meaning of data. Ability to analyze data and turn them into insights through storytelling and data visualization
- Knowledge of Tableau, Domo, or other data visualization and dashboarding tools
- Experience including using Adobe Analytics (implementation and reporting) and Google Analytics and other analytics tools (e.g., Nielsen, comScore, various social analytics tools such as Facebook Insights, Chartbeat) to mine data, create reports and provide insights
- At least five (5) years experience in a digital analytics role
- Seven to ten years of digital analytics experience with demonstrated success in key digital competencies and a track record of pragmatic innovation: web analytics, digital channel evaluation and campaign evaluation that spans strategy to execution
- Demonstrated ability to enable analytics platforms to measure business requirements
List of Typical Responsibilities For a Senior Manager, Digital Analytics Resume
1
Responsibilities For Senior Manager Digital Analytics Resume
- Analyze digital performance and CRM data (key traffic and revenue metrics including CTR, visits, conversion rates, incremental revenue, CLV etc.) to drive insights and benchmarking to provide a quantitative basis for continuous improvement
- Create analysis and visualization techniques that increase transparency of digital activation and impact for Invesco and Invesco digital partners. Collaborate with Marketing and Technology to build on-demand tools for digital reporting and analysis
- Assist in monitoring and optimizing analytics and reporting process
- Create automated reporting and deep dive analysis using key performance indicators and advanced segmentation to measure engagement, conversion and trends
- Mentor team members to help them improve their understanding of digital channels and digital analytics
- Partner within Insights & Analytics, Marketing and Client Research teams to ensure access to internal/external digital data and benchmarks
2
Responsibilities For Senior Manager, Digital Analytics & Insights Resume
- Partner closely with Sales, Marketing, and Technology to connect digital analytics strategy and programs directly with business opportunities and sales execution
- Champion the use of metrics and analysis in program planning
- Articulate insights in a storytelling fashion with internal and external stakeholders
- Functional and technical expertise with web analytics, CRO (conversion rate optimization), Email, Marketing Automation and Tag Management platforms
- Pull or extract useful and actionable insights from various data pools
3
Responsibilities For Senior Manager, Digital Analytics Resume
- Work with and create databases and dashboards or other ways to visualize data
- Manage and supervise quality of work from direct reports
- Three or more years of experience implementing and analyzing data from Google Analytics, Adobe Analytics and other Digital Media platforms like Google AdWords , DoubleClick Manager , DS3, Facebook Analytics , LinkedIn Analytics
- Graduate level training and hands-on expertise with classical statistical methods: General linear models, limited dependent variables, linear / non-linear classification
- Distill and translate large data sets into actionable insights and recommendations for the business that are clear, concrete and rational, across websites, video and apps
- Lead the investigation and communication of changes in traffic and consumption patterns, combining data analysis and meetings with various stakeholders, own follow ups and track progress
- Drive all facets of digital measurement strategy -- from tagging requirements, documentation, implementation, QA, and reporting -- for all media types, including video
4
Responsibilities For Senior Manager Digital Analytics Resume
- Partner with Product Managers and Engineers to design and measure A/B and multivariate tests
- Lead the development of annual/quarterly traffic models to inform audience targets for major products and perform competitive analysis
- Work with Audience Development and Product teams to identify opportunities and measure the impact of growth initiatives
- Oversee the development and production of regular and ad hoc audience reports, with an eye toward automation
- Create a digital analytics roadmap and tagging implementation strategy framework derived from clear business objectives, KPI’s and goals conducive to the optimization of all digital programs and projects
5
Responsibilities For Senior Manager, Digital Analytics & Insights Resume
- Collaborate with multiple teams including but not limited to all teams within Digital Channels (referenced below), as well as key Technology, Delivery, Project Management, Customer Marketing, and Line Of Business partners.
- Ensure that the functionalities of the Adobe Digital Analytics platform are being leveraged to their full potential and used in a consistent and effective way across and within teams of the Western European eCommerce organization (excellence in execution)
- Manage the onboarding of new departments and user groups onto the Digital Analytics platform and provide consultancy and project management support where needed, working with all relevant stakeholders
- Thrive in change. Fast, flexible, cooperative work style with ability to reprioritize at a moment’s notice
- Provides regular feedback to the team to assure that a mind-set of continuous improvement is part of the team’s DNA
6
Responsibilities For Senior Manager, Digital Analytics Resume
- Translate a high-level business questions into detailed analytic approaches and methodologies to solve them
- SQL, SAS, Python or other languages to manipulate and shape large data sets
- Adobe Digital Analytics tools (i.e., Adobe Ad Hoc Analysis)
- Tableau or R to create data visualizations that communicate results and trends
- Experience with tools such as marketing automation, CRM, web analytics, social measurement, testing and targeting, tag management systems and business intelligence platforms
- Manage complex projects with multiple stakeholders to deliver results in a fast-paced, deadline oriented environment
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