Sr Analyst, Performance Marketing for Bergdorf Goodman

Recruiter
Neiman Marcus
Location
Irving, Texas, United States
Posted
03 May 2022
Closes
29 Jul 2022
Ref
21177
Function
Ecommerce
The Opportunity

Darcy Penick, President of Bergdorf Goodman and one of the first leaders in pure-play fashion e-commerce, has built a team of industry pioneers who are bringing their collective expertise and commitment to operational excellence to the world of Bergdorf Goodman. As the destination to discover best in class designers, emerging brands and exclusive products, Bergdorf Goodman provides customers with transformative experiences that embody the definition of modern luxury. Today we continue to evolve demonstrated by our significant growth within the business.

Summary

Neiman Marcus Group (NMG) within the analytics team is looking for a smart, hands on, and driven Senior Analyst to grow Bergdorf Goodman's performance marketing capabilities. This role will collaborate closely with the Senior Manager, Performance Marketing for Bergdorf Goodman, providing technical vision, analytical support, and business support to shape Bergdorf Goodman's marketing roadmap for the future.

The Senior Analyst will assist in delivering best-in-class analytics aimed at understanding the Bergdorf Goodman marketing through multiple channels and multiple areas, including store, website, and mobile app.

This is a remote position.

Key Performance Elements/Responsibilities:
  • Partner with Bergdorf Goodman's marketing team to identify and exploit opportunities to better deploy marketing spend to drive growth and profit (ROAS optimization), including paid media, new customer acquisition, email, mobile, and SEO
  • Enhance measurement capabilities and standards such as multi-touch-attribution (MTA) models and media mix modeling (MMM), as well as own measurement decisions across marketing
  • Develop and manage testing capabilities and processes with the marketing teams, utilizing a testing roadmap, interpretation of results, analytic deep dives, and recommendations for action
  • Utilize primary key performance indicators (KPIs) and frameworks for measurement, and partner with data science and engineering teams to production data sources for marketing analytics and reporting consumption
  • Perform actionable diagnostic analysis on marketing performance to produce quality insights, drive business strategies and maximize organizational efficiencies
  • Become a subject matter expert, both technically and functionally, on marketing analytics. Query, manipulate and transform data from multiple sources to produce a comprehensive view of customer behavior across all selling (online/offline) and marketing channels (digital/print)
  • Streamline reporting, allowing the performance team to leverage for insights & optimizations to drive the business including promo, channel, new customer reports, and consolidation
  • Provide strategic thought partnership for forecasting BergdorfGoodman.com channel and site trends including ad hoc questions around BergdorfGoodman.com trends, CAC/ LTV and cohort-based acquisition model analysis, channel level analysis such as affiliate commissions, value of an app install, and testing setup an analysis
  • Assist with foundational reporting set up and refinement to ensure tags and tracking are optimized for marketing team, including mobile app tracking while reporting at the platform level, as well as downstream conversion tracking across the mobile app
  • Follow and assist with projects from Bergdorf Goodman's marketing project tracker
  • Assist in annual forecasting, point of diminishing return, channel level analysis (such as affiliate customer value, commissions, incrementality, brand awareness campaign impact)
  • Ensure foundational reporting is clean and correct across all marketing channels, organic, paid and retention (evaluate any potential changes to tracking, partner with other teams on any refinements for better reporting). Support new global platform migration to ensure tracking in place
  • Create/update ongoing dashboards to track to business KPIs (weekly reporting, monthly reporting, new customer acquisition, promo performance by channel)


Minimum Entry Education and Experience:
  • 4-year Degree, preferably in a quantitative or technical subject such as in Marketing, Finance, Economics, Statistics, Mathematics, Engineering, or Computer Science
  • 2+ years of experience working in marketing analytics or other related analytical capacities
  • 2+ years of experience using web analytics tools such as Adobe Analytics, Google Analytics, or similar
  • Hands on experience using any coding language (SQL, SAS, Python or R) to transform, manipulate and analyze data preferred
  • Experience using data visualization tool (Tableau, PowerBI)
  • Retail experience preferred


Knowledge/Skills/Abilities:

  • Strategic and critical thinker that can solve problems though both a shifting and transforming environment by utilizing analytical, innovative, communicative, and problem-solving skills
  • Passion for excellence. High energy, self-motivated, and results oriented
  • Ability to effectively prioritize initiatives and collaborate across teams with ability to work under tight timelines and with quick turnarounds as needed
  • Ability to build strong working relationships with teams, and key internal and external partners
  • High-level business acumen, excellent verbal and written communication skills, and ability to effectively present analytics data to business users
  • Passion for excellence. High energy, self-motivated, and results oriented


About Bergdorf Goodman

As the house of extraordinary taste for almost 120-years, we are New York's original icon of style. The legendary window on inventive inspiration, discerning since day one, we define the culture of fashion. We are a community of "creative ingeniuses" cultivating experiences beyond the expected, and nurturing ideas that inspire the joy of discovery. We thrive on bringing exceptional creative talents together. We are unabashedly luxury. And luxury is ours to define. We are Bergdorf Goodman.

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