Multi-channel direct marketing trailblazer that reaches over 100 MM households is looking for an analytics/insights leader to manage and build a team that is responsible for all marketing-driven advanced analytical applications, results and recommendations. Advanced Customer Analytics Reporting to the CMO, the VP and their team will develop analytical solutions to support DTC marketing as well as digital, 3rd party and advertising initiatives. The VP will be a key decision maker and influencer, and be able to combine the science of quantitative analysis with the art of sound reasoning, playing a key role in creatively formulating and solving problems from data collection to modeling. S/He needs to be able to imagine and communicate how the results can be best deployed and managed, supporting enterprise financial growth objectives. Database Build The successful individual will be responsible for data architecture, business definitions and standards, information quality, information protection, and information lifecycle, as well as business process management of projects, delivery of analysis and presentation of results. A key area of focus will include building an analytical ecosystem and enhancing the customer database, developing a campaign management system, driving data integration and working closely with IT on enterprise resource planning systems to improve internal marketing programs and campaigns as well as increase the database value for partners and advertisers. Management/Deliverables This individual will manage the current team of 6 analysts, as well as outside software/systems vendors and developers, to compile and analyze data (across all data sources) and deliver reports, insights, recommendations and strategies to the key marketing and other business stakeholders and senior management. This includes analyzing previous and ongoing campaigns across all print, alternate media, digital, mobile and social channels developing targeting and segmentation schemes, CRM strategies and response, behavioral and psychographic models and those predicting future performance. This individual must have a track record of successfully hiring and managing smart people, have a style of being a hands on role model, sign up for and deliver results, set strategy and performance recommendations, look for leverage and demonstrate persistence over time. Additional Responsibilities: · Evaluate existing reporting and analysis tools, processes, and data sources to identify opportunities for enhancement and future investment as well as short term solutions to enhance current processes. · Develop and execute web site, online and offline campaigns, CRM, Social, and other key channel analytics to support marketing, digital, partnership, 3rd party and advertising strategies · Develop and execute statistically valid test and control methodologies and interpret results · Support strategic marketing initiatives with data insights across the complete customer lifecycle including acquisition, retention, engagement, lifetime value, advocacy · Define target CPA and customer LTV · Develop targeting strategies across all marketing related communications · Analyze marketing campaign attribution and the impact of site marketing initiatives on both online and offline customer behavior · Analyze clickstream data and segment site visitors to uncover trends in visitor behavior · Provide forward looking predictive modeling and evaluation of new marketing programs and initiatives · Provide marketing and web site usability recommendations based on data analysis · Provide analytics support to cross-functional partners for all marketing analytics related requests · Monitor industry best practices and provide recommendations for new analytics platforms · Build and manage the department · Key partnership with financial and marketing planning in financial and campaign planning, results and recommendations