Director, Digital Marketing Analytics | Irvine, CA
Blizzard Entertainment - Irvine, CA
posted 6 days ago
About the position
We're seeking an experienced Digital Marketing Analytics team leader who can extrapolate strategic insights into actionable marketing plans while creating strong cross-functional partnerships. This role will support the Mobile User Acquisition, Paid Media, and CRM & Lifecycle Marketing teams to help optimize marketing performance, refine audience approaches, and drive business impact at scale across our marketing channels. The ideal candidate has hands-on experience as a practitioner and leader utilizing advanced analytics and measurement to provide stakeholders with the data needed to align and drive strategic initiatives. You should have a strong background in global testing and implementing media and marketing mix models, attribution logic, lift modeling, and A/B testing. A critical aspect of this leader's success will be her/his ability to visualize data reporting in near-real time and create a compelling rationale for course-correcting and planning future initiatives. The team in this position overseas has a global remit that strives to meet local market needs while aligning with global KPI and business goals. This role is anticipated to be a hybrid work position, with some work on-site and some work from home. The potential home studio for this role is Irvine, CA.
Responsibilities
- Manage, mentor, and grow a team of analytics professionals to deliver actionable insights across marketing initiatives.
- Establish a culture of curiosity, collaboration, and data-driven decision-making within the team and with cross-functional partners.
- Partner closely with the Global Insights team to share knowledge across other analytics pods (i.e., game, product) and build inter-company bridges.
- Communicate effectively and strategically with stakeholders to inform decision-making and drive alignment.
- Design and implement real-time tracking across paid, owned, and earned channels that provides a holistic look at our touch points, their impact, and interplay.
- Provide regular reports and insights to the executive team on performance, in-market tests, and near-term implications to spend and channel mix.
- Own reporting and analysis for all media metrics, including owned/earned media.
- Tie together disparate business, marketing, and consumer data signals to fully extract paid/owned/earned media value and their contributions to revenue and audience growth.
- Assess how effectively and efficiently digital channels are driving customer purchase funnel objectives and provide data-informed insights to the operations team.
- Partner with Strategy & Activation teams to develop audience-first recommendations by understanding in-game player behaviors, monetization trends, and third-party segment performance.
- Determine the optimal mix and interplay of Blizzard's 'owned' and paid digital channels to reach our audiences most effectively and efficiently.
- Aid in forecasting performance for multi-channel marketing campaigns and tracking against those goals.
- Create marketing mix models that help guide our go-to-market campaigns, ultimately guiding spend and channel weight/importance in all key regions.
- Implement A/B testing and analysis for media and CRM channels that provide stakeholders with an understanding of what is working and what could be improved in the player funnel.
- Drive further personalization by collaborating with data scientists to support and analyze hypotheses' using best practices for A/B testing, attribution models, and media mix optimization.
Requirements
- 10+ years of experience in digital marketing analytics (CRM, paid media, mobile UA focus).
- Strong verbal and presentation skills to drive actionable insights for omnichannel planning & optimization against business objectives for leadership.
- Effective in taking complex data sets and building easy-to-understand visualizations.
- Proficient with SQL and can effectively and efficiently query massive data sets.
- Ability to translate complex analysis into easy-to-understand insights and recommendations.
- A solution-minded individual with excellent problem-solving skills. Capable of thinking outside the box to bring new insight and hypotheses to the business.
- Comfortable working with and joining multiple data sets from various sources.
- Exposure to third-party ad-serving platforms (Sprinklr, Google Campaign Manager), web analytics (Google Analytics/Adobe Analytics), and third-party validation (IAS, DoubleVerify).
- Knowledge of custom qualitative digital measurement vendors preferred (Milward Brown, Research Now, Nielsen DAR/TAR).
- Data visualization (Tableau, Power BI).
- Paid media and mobile UA buying platforms, KPIs/media metrics, and attribution (AppsFlyer, SKAN, CAPI, etc).
Nice-to-haves
- Advanced degree in related field (statistics, mathematics, etc.).
- Fluency in Python language.
- Experience with Tableau & PowerBI.
- Passion for video games!
Benefits
- Medical, dental, vision, health savings account or health reimbursement account, healthcare spending accounts, dependent care spending accounts, life and AD&D insurance, disability insurance.
- 401(k) with Company match, tuition reimbursement, charitable donation matching.
- Paid holidays and vacation, paid sick time, floating holidays, compassion and bereavement leaves, parental leave.
- Mental health & wellbeing programs, fitness programs, free and discounted games, and a variety of other voluntary benefit programs like supplemental life & disability, legal service, ID protection, rental insurance, and others.
- Relocation assistance if the Company requires that you move geographic locations for the job.
