Senior Manager, Marketing Data Science
SoFi
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The Role
We are seeking a leader for Consumer Targeting and Analytics to lead a team of Data Scientist and Analysts. In this role you will work closely with our product marketing leads for Consumer loan products, Credit Card, Bank, Invest and other business; and also media channel owners to measure, test and optimize our marketing performance. You will lead a team of data scientists who are (1) building and updating audience targeting strategies, (2) building and implementing propensity models for direct mail and digital targeting and (3) designing/implementing experiments to measure specific marketing strategies. You will work closely with modelers on the team on machine learning models to drive targeting efficiency for Direct Mail, Email, Web/App, Affiliates, Addressable TV and Digital.
To be successful in this role, you need to have at least 10+ years of hands-on marketing analytics; campaign/strategy management and execution, preferably in financial services. You need to have experience building direct marketing propensity models with a proven track record in driving substantial improvements and in delivering top line business impact. You need to have 3+ years of people leadership experience.
What You'll Do
- Build and lead a team of high-performing analysts and oversee their development, productivity, operational excellence, and business impact
- Develop and execute comprehensive marketing plans and programs, both short and long range, to support marketing acquisition and revenue objectives; and must have extensive knowledge of pre-screen driven marketing campaigns
- Research, analyze and monitor financial, technological, and demographic factors to identify marketing opportunities and minimize effects of competitive activity;
- Plan and oversee advertising and promotion activities including online, electronic media, print, and direct mail;
- Ensure effective control of marketing results, and take corrective action to guarantee that achievement of marketing objectives falls within designated budgets;
- Oversee and evaluate market research and adjust marketing strategy to meet changing market and competitive conditions;
- Be a trusted advisor to our marketing team and leadership on what drives marketing performance, and provide guidance on how to accelerate our growth and impact on SoFi’s long-term plan
- Define and execute on a vision for the analytics team, making the difficult tradeoffs necessary to ensure on-time deliverables and high-quality work product where it will have the highest impact
- Lead analytical efforts in an unstructured environment to identify key insight that can impact efficiency and scalability across the marketing team, including direct mail, digital, addressable/broadcast TV, and Brand
- Lead development, implementation and continuous improvement of models and strategies
- Apply statistical techniques to measure/attribute marketing performance and setup experiment design plans
- Identify opportunities to improve marketing efficiency such as incrementality test
- Cultivate strong partnerships with Product Marketing, Channel Owners, Business Units, Risk Management, and Finance. Deliver data-driven strategies to influence spend allocation by media channels and within channels. Provide thought leadership and hands-on analysis of media channel economics and profitability
What You'll Need
- M.B.A. or Master’s or Ph.D. in Computer Science, Statistics, Operations Research, Engineering, Mathematics or a related quantitative field
- At least 3 years of people leadership and management experience
- 10+ years of professional experience in business analytics (consulting to external clients and/or internal business partners), with a focus on marketing, risk, business operations, or strategy
- Deep understating of marketing measurement techniques including media mix optimization , multi-touch attribution and testing
- Ability to coach analysts to translate data into actionable business recommendations and distill findings in a way that non-technical and non-marketing teammates will understand
- Proven ability to prioritize between the short-term demands and long-term needs of an acquisition organization
- Track record of delivering impact. Can both develop but also help implement solutions to ambitious problems
- Programming skills in Python and/or R are a plus
- Strong knowledge of databases and related languages/tools such as SQL, NoSQL, Hive, etc
- Ability to work in a dynamic, cross-functional environment, with a strong attention to detail
- Effective communication skills and ability to explain complex models in simple terms
- Strong relationship-building and collaborative skills