Lead Audience Strategy Consultant (Web, Media and Mail) Local to Miami Only

Role: Lead Audience Strategy for Web, Media and Email

Duration: 6 months +Location: Miami, FL 331325 + years of experience Must be strong with SQLData modeling - will not be building it but needs experience on how to use itStrong Technical Skills Audience Creation Good business AcumenWould like someone with Great communication skills and who is proactive If someone has an email marketing background, that would be helpful. This position is within the Business Intelligence & Segmentation team and will report to the Predictive Content Manager. This is not a management position, but you will be in charge of managing your own projects. The primary activity is supporting the company's transformation to be more data-driven in its customer marketing messaging. The overall goal is to drive strong customer engagement through relevant, personalized content in our digital marketing efforts. In this role, you will develop a deep understanding of who our customers are and how to meet their needs to help drive incremental direct business. You will achieve this through exploratory data mining to uncover new opportunities for personalization. You will assist Marketing Channel teams in successfully building custom data segments for testingtargeted offers to consumers in the email channel based on your strategic recommendations. These recommendations will help align the right offer to the right audiences to drive incremental direct bookings. Additionally, you will help build, execute and optimize marketing strategies based on audience performance to align with business objectives and drive revenue growth. This individual will work in a cross-functional pod to execute high-performing marketing initiativesfocused on customer personalization. As a member of this pod, you will assess business needs anddevelop a strategic recommendation for audience selection and testing for planned email marketing campaigns. You will leverage hundreds of available consumer data points in the marketing database to provideinsights that support your strategic recommendations around segmentation. This includes analyzing the lifecycle and profiles of past guests and prospects to understand customer behavior. You will collaborate with the CDP platform team to prioritize and provide requirements for newaudiences needed to support your segmentation strategies. This role requires partnering with CRM, Marketing, and Data Science teams. The ideal candidate should have a strong background inmarketing strategy and customer segmentation, as well as excellent communication. QUALIFICATIONS AND EDUCATION· Bachelor’s degree (BA) required with a degree focus in Business, Finance or other quantitativediscipline preferred· 5+ years of work experience required, with experience performing either strategic digital analysis, financial analysis or business intelligence/marketing analytics highly preferred

• Experience analyzing consumer behavior and optimization of consumer experiences
• Experience in travel/leisure hospitality preferred
• Experience with email marketing preferredFINANCIAL/QUANTITIVE RESPONSIBILITIES· Use data analysis tools, such as Excel and Power BI· Strong SQL based programming to manipulate and analyze data for use in Databricks and/orOracle· Conduct end-to-end exploratory data analysis for large data sets from a wide range of datasources, and define data parameters according to ETL logic. Large data sets may include butnot limited to demographic, psychographic, transactional and behavioral data.· Establish test plans to assure success and adoption of new approaches to segmentation andpersonalization. Use data exploration to guide A/B testing recommendations for futuresegmentation and personalization strategies. Analyze the results of any A/B tests usingstatistical methods to determine statistical significance and identify trends and patterns in thedata. Analysis requires data mining and presenting of key insights/recommendations.· Work with other members of the Audience Strategy team to assure alignment andunderstanding of segmentation/personalization strategies in use across different channels tooptimize the customer experience· Work with business and technical leaders to drive efficient delivery of Audience creationprojects/initiatives· Drive teams to deliver against actionable KPIs and success metrics. Responsible for measuringthe business impact of all implementations related to custom Audience segments, asmeasured KPIs.· Demonstrated aptitude for problem solving and problem identification· Ability to function is an agile work environment where you will be the Subject Matter Expertin a pod structure and responsible for contributing to segmentation and testing strategies· Strong written and verbal communication skills to be able to share learnings and insights oncomplex data to relevant business stakeholders within the pod· Ability to manage multiple campaigns at a time in a fast-pace environment· Attention to detail required· Ability to operate in a team environment, with excellent interpersonal skills