Job no: 3257135
Description:
We need a driven, passionate and resilient manager who enjoys shaping and building things as much as
being hands-on and keeping the ball rolling.
The below Key Performance Areas include but are not limited to:
In line with the long-term marketing strategy, he/she will shape and deliver against the
customer analytics strategy and the analytics capability roadmap. Whilst doing that, he/she will
consistently:
Identify, analyze and interpret trends and lead work by others in the team to discover hidden
patterns in complex structured and unstructured data sets, including primary research data.
Deliver effective online customer profiles and behavioral insight reports, and make
recommendations to the business to drive customer-centric changes to our proposition
Suggest and make available relevant analysis (including defining the key questions to ask and
leading the analytic work to provide the relevant actionable data) to help us drive continuous
improvement in customer acquisition and retention, our loyalty program, the effectiveness of
our website, conversion through our digital channels, and the efficiency of digital marketing
across multiple markets
Lead the analytics team to rapidly detect changes in customer behavior, diagnose the driver(s)
behind this change, and proactively make data-led recommendations to the Marketing team
and to the wider business
Lead the manipulation, transformation and harmonization of data to optimize analysis, verify
data for accuracy and completeness, and to support customer-centricity
Take ownership of priorities and ensure that the Marketing Analytics team delivers results on
time
Develop an acute understanding of our categories, and marketing and business needs
Contribute towards establishing a data-driven decision-making approach for our multi-channel
business operations
Lead, and be involved hands-on with, the development and application of statistical and
machine learning tools and techniques to respond to specific business problems
Lead the creation of a single customer view that covers both known and unknown users of our
physical stores and digital channels by blending online and offline data and identify targetable
audience segments and customer segments.
Lead the development of cohort analysis and algorithms for segmentation and targeting, in
support of the CRM strategy
Lead the development of improved data and insight visualization, and shape and propose
dashboard(s) that support the businesses’ understanding of relevant trends and insights
Support and champion the creation of key metrics to measure customer behavior and the
performance of our content, channels and assets
Engage the Marketing and Category teams and actively share relevant data and insights aimed
at maximizing growth opportunities, optimizing media spend, and counteracting negative trends
and risks in a timely manner
Work with business and data management teams within our own IT function, within Starbucks’
IT partners, and with Digital marketing Divisions to translate data requirements into functional
specifications (e.g. drive and shape the implementation of the single customer view across
multiple data sources, shaping functional and strategic requirements for the IT business partner)
Knowledge:
Holds a BA/BS in Business, Statistics or Mathematics (preferred), or Computer Science,
Marketing or a related field. MBA is a plus
Expert knowledge of Google Analytics (Universal)
Knowledge of Google Merchant Centre
Google accreditations preferred
Expert knowledge in common analytics tools (Microsoft Excel, including Pivot Tables, Macros
and VLOOKUPs,) and visualization tools (QlikView/Tableau or equivalents)
Expert knowledge of lookalike modelling and datamining techniques
Deep knowledge of advanced statistical techniques and concepts (regression, properties of
distributions, statistical tests and proper usage, etc.)
Strong knowledge of A/B and multivariate testing techniques
Expert knowledge of, and experience with a customer data platform (e.g. Exponea), Salesforce
Marketing Cloud, or similar
Familiarity with CRM systems
Good understanding of the MarTech landscape and how it will evolve in the near future
Experience:
Over 7 years of experience focused on end-to-end delivery of customer analytics and insights for
a retail business
Over 3 years of experience in an omnichannel business is essential
Experience of building up a new team is essential
Proven experience leading the development and implementation of customer analytics
capabilities is essential
Demonstrable track record of delivering sales improvement and/or customer KPI improvements
through web analytics and integrated customer analytics and insights
Experience working in a fast-paced and demanding environment, effectively interacting with
many cross-functional teams (IT development, UX/ design, store and ecommerce trading, digital
marketing, category management)
Solid experience and knowledge of technical and non-technical documentation best practices
(Change Requests, Business Requirements, etc.) to support effective implementation
Experience with statistical computer languages (R, Python, etc.) preferred
Experience in querying and manipulating datasets using SQL (advanced knowledge of SSQL
required) or Python
Experience in Customer research management via agency.
