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Marketing Analyst

Buonasera Media Services   Charlotte, NC   Full-time     Advertising / Marketing / Public Relations
Posted on May 20, 2022

Job Title: FC02 Marketing Analyst

Location:  Charlotte, NC

Position Summary:

This position analyzes both POS and Adobe Analytics data. Analysis of the data will impact the development and execution of marketing campaigns for the highly innovative e-Business division of Harris Teeter and the marketing strategies fueling the growth of the division. Will conduct complex queries of internal databases using SQL and other available methods to identify target groups, evaluate promotional results and identify trends. Will serve as the subject matter expert for all targeting platforms used by the Marketing team across direct mail, email and mobile messaging (i.e. SMS and push notifications). This position will collaborate with the internal Marketing department, as well as external agencies. Also responsible for communicating details of marketing programs to sales, customer service, operations, and other departments involved with taking and fulfilling orders. This position is responsible for providing post-event reports, analysis, and regular status reports on marketing programs.

Essential Duties and Responsibilities:

  • Assists in establishing strategic marketing plans to achieve corporate objectives for products and services.
  • Develops expert knowledge of Data Warehouse and VIC database structure, available analytical tools, including Power BI and new systems capabilities and use these tools to assist in promotional analysis and the development and refining of detailed customer segments.
  • Uses knowledge of various customer segments and programs to develop effective communications targeted at improving basket size, visit frequency and category penetration.
  • Conducts complex queries of the databases using SQL and other methods to meet the needs of Marketing and e-Business department personnel and answer inquiries of merchandising and other departments
  • Conducts promotional analysis of targeted offer programs and communicates findings to category management and key business leaders.
  • Serve as the subject matter expert (SME) for targeting platforms used by the Marketing team and translating communication objectives to determine the appropriate audience. Calibrate the pulling of targeted files to ensure optimal performance.
  • Serve as the subject matter expert for all targeting platforms used by the Marketing team across direct mail, email and mobile messaging (i.e., SMS and push notifications). Communicates offer details, targeting details, and banner placement with e-mail and mobile messaging vendors. Communicates weekly offer details to store teams. Conducts post-promotion analysis and communicate results with marketing and merchandising teams.  
  • Calibrate and audit targeted lists to ensure appropriate audience based on communication objective
  • Work with Marketing team to understand how targeting impacted program results; own functional a/b and multivariate testing based on audience selection.
  • Identify gaps in targeting data and provide opportunities and sizing for targeting automation. Work directly with IS to effectively set-up and execute programs and address any operational issues as they occur.
  • Analyzes metrics related to customer offers, including market performance, customer engagement, and promotional evaluation. Uses data points to develop consistent reports focused on program measurement, as well as ad hoc reports as required. Prepares reports for management team to review.
  • Provides post-event reports, analysis, and regular status reports on marketing programs.
  • Develops and executes marketing programs to achieve stated objectives regarding revenue, profitability, and market share.
  • Communicates with outside marketing agencies on assigned campaigns.
  • Provides post-event reports, analysis, and regular status reports on marketing programs.
  • Communicates details of marketing programs to sales, customer service, operations, and other departments involved with taking and fulfilling orders.
  • Helps establish and maintain consistent corporate image throughout product lines, promotional materials, and events.
  • Manages timelines and appreciates the importance of meeting deadlines in a dynamic and challenging environment.

 Education/Experience:

Four-year college or university program certificate; or two to four years related experience and/or training; or equivalent combination of education and experience.

Computer Skills:

To perform this job successfully, an individual should have knowledge of Microsoft Word processing software; Excel spreadsheet software; Power Point design software; Microsoft Access database software, VIC Database, Power BI, SQL, and a willingness to learn additional programs as designated.

Hybrid Work Environment:

This job is a hybrid work environment. Two days per week will be in-office and three days per week can be work-from-home, if desired.

Physical Demands:

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The employee must occasionally lift and/or move up to 50 pounds. Specific vision abilities required by this job include: Close vision, Distance vision, Peripheral vision, Depth perception and Ability to adjust focus. While performing the duties of this Job, the employee is regularly required to use hands to finger, handle, or feel; reach with hands and arms and talk or hear. The employee is frequently required to stand and sit. The employee is occasionally required to walk; climb or balance; stoop, kneel, crouch, or crawl and taste or smell.

 

Equal access to employment, services and programs is available to all persons. It is our policy to provide equal opportunity for all applicants and candidates for employment and to administer all human resource practices such as recruiting, hiring, promoting, and all other terms, conditions, and privileges of employment in a manner which does not discriminate on the basis of race, color, sex, disability, age, national origin, religion, sexual orientation, gender identity, genetic information or any other characteristic protected by applicable law. Those applicants requiring reasonable accommodation to the application and/or interview process should notify a representative of the organization.