Analyst, Audience Insights

Location
New York, New York, USA
Posted
26 May 2021
Closes
30 Aug 2021
Ref
89743
Function
Ecommerce
Level
Manager
Primary Purpose: TheAudience Insights Analyst will be a key member of the Digital Marketing Organization and reports to the Director of CRM & Customer Comms. This candidate will use audience and consumer data to tell compelling stories that will inform Kate Spade cross-communications strategies. The right candidate will be able to understand and interpret audience data points and trends, and pull out meaningful analysis from our CDP, Amperity.

Understanding and analyzing user behavior/trends, audience composition and engagement to gain a 360-degree understanding of the Kate Spade customer, across all touchpoints. This role will leverage available technology, datasets and partnerships to support business KPIs.

The candidate will work across CRM, Analytics, and Digital Marketing teams to distribute actionable audience insights & analysis to drive both retention rates and growth. Our ideal candidate is someone with an intense curiosity and passion for problem solving, the ability to envision solutions, a positive can-do-attitude, along with strong communications and interpersonal skills.

The successful individual will leverage their proficiency in digital marketing to...
- Parse large amounts of data, from multiple datasets, into succinct and actionable insights
- Leverage 1st and 3rd party data to uncover insights relevant to specific product categories and to generate narratives around our audience, their mindset, interests, goals and needs
- Support marketing teams with audience data to inform our creative & media recommendations
- Work closely with our marketing team, Center of Excellence, and data and analytics teams to identify consumer trends that impact our DTC communications
- Develop and maintain project plans related to audience analysis and audience engagement and growth
- Manipulate and combine audience data to create segmentation that goes deeper than standard demographics
- Work with extended team to solve for gaps in technology stack, and proactively propose solutions and workarounds
- Question the status quo - ensure audience operations grow with the expanding larger business

The accomplished individual will possess...

- Bachelor's degree preferred
- Minimum 2 years' experience working with audience analytics or data management platform(s)/CDPs (Amperity preferred)
- Excellent understanding of media fundamentals and industry knowledge, including media metrics, GDPR/CCPA compliance and quantitative business measures
- Strong analytical skills with the ability to apply audience insights and data analysis into actionable business strategy recommendations
- Experience working with CRM data
- Familiarity with audience models such as lookalike modeling and propensity models
- Experience with data onboarding of offline and online data
- Ability to properly interpret audience insights and trends to translate into report iterations & trend graphs
- Capable of managing multiple projects within a deadline-driven environment
- Knack to for building relationships with cross-functional teams by influencing with sound logic
- Excellent communication and collaboration skills
- Proactive and highly organized
- Thought leadership and creativity in solving challenging, and potentially ambiguous, business problems
- Problem-solving nature and deep curiosity to uncover the best solutions
- Excellent PowerPoint & Excel skills

Our Competencies for All Employees
- Drive for Results: Can be counted on to exceed goals successfully; is constantly and consistently one of the top performers; very bottom-line oriented; steadfastly pushes self and others for results.
- Customer Focus: Is dedicated to meeting the expectations and requirements of internal and external customers; gets first-hand customer information and uses it for improvements in products and services; acts with customers in mind; establishes and maintains effective relationships with customers and gains their trust and respect.
- Creativity: Comes up with a lot of new and unique ideas; easily makes connections among previously unrelated notions; tends to be seen as original and value-added in brainstorming settings.
- Interpersonal Savvy: Relates well to all kinds of people, up, down, and sideways, inside and outside the organization; builds appropriate rapport; builds constructive and effective relationships; uses diplomacy and tact; can diffuse even high-tension situations comfortably.
- Learning on the Fly: Learns quickly when facing new problems; a relentless and versatile learner; open to change; analyzes both successes and failures for clues to improvement; experiments and will try anything to find solutions; enjoys the challenge of unfamiliar tasks; quickly grasps the essence and the underlying structure of anything.
- Perseverance: Pursues everything with energy, drive, and a need to finish; seldom gives up before finishing, especially in the face of resistance or setbacks.
- Dealing with Ambiguity: Can effectively cope with change; can shift gears comfortably; can decide and act without having the total picture; isn't upset when things are up in the air; doesn't have to finish things before moving on; can comfortably handle risk and uncertainty.
Our Competencies for All People Managers
- Strategic Agility: Sees ahead clearly; can anticipate future consequences and trends accurately; has broad knowledge and perspective; is future oriented; can articulately paint credible pictures and visions of possibilities and likelihoods; can create competitive and breakthrough strategies and plans.
- Building Effective Teams: Blends people into teams when needed; creates strong moraleand spirit in theirteam; shares wins and successes; fosters open dialogue; lets people finish and be responsible for their work; defines success in terms of the whole team; creates a feeling of belonging in the team.
- Managerial Courage: Doesn't hold back anything that needs to be said; provides current, direct, complete, and "actionable" positive and corrective feedback to others; lets people know where they stand; faces up to people problems on any person or situation (not including direct reports) quickly and directly; is not afraid to take negative action when necessary.

Kate Spade is an equal opportunity and affirmative action employer and we pride ourselves on hiring and developing the best people. All employment decisions (including recruitment, hiring, promotion, compensation, transfer, training, discipline and termination) are based on the applicant's or employee's qualifications as they relate to the requirements of the position under the consideration. These decisions are made without regard to age, sex, sexual orientation, gender identity, genetic characteristics, race, color, creed, religion, ethnicity, national origin, alienage, citizenship, disability, marital status, military status, pregnancy, or any other legally-recognized protected basis prohibited by applicable law. #LI-RS1 Visit Kate Spade at www.katespade.com .

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