Classification: Exempt/Full Time
Reports To: Senior Director, Research & Analytics
ABOUT BRAND USA
Brand USA, the destination marketing organization for the United States, was established by the Travel Promotion Act as the nation's first public-private partnership to promote the United States as a premier travel destination and to communicate U.S. travel policies and procedures to worldwide travelers. The organization’s mission is to increase international visitation to the USA to fuel the U.S. economy and enhance the image of the United States worldwide. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA.
Brand USA’s operations are supported by a combination of non-federal contributions from destinations, travel brands, and private-sector organizations plus matching funds collected by the U.S. government from international visitors who visit the United States under the Visa Waiver Program.
For industry or partner information about Brand USA, please visit TheBrandUSA.com. For information about exceptional and unexpected travel experiences in the United States, please visit Brand USA’s consumer website at VisitTheUSA.com.
The Senior Manager, Marketing Analytics and Business Insights plays a key role of tracking and reporting our marketing and overall business performance. The Senior Manager aggregates and analyses the performance of various marketing activities across paid media, social media, and website performance, as well as trade ventures and co-op programs, to derive insights influencing strategic decisions. With a strong emphasis on performance metrics, this role must have a deep understanding of the travel industry, marketing metrics and reporting tools to assess business performance, be able to see patterns and identify trends, and formulate actionable recommendations. Furthermore, the Senior Manager will develop informative case studies showcasing effective strategies. While this role does not include supervisory responsibilities, it will work closely with the different agencies (paid media, social media, partner programs) and other vendors to ensure accurate reporting of data.
Marketing and Business Analytics:
- Synthesize insights from diverse marketing channels, including paid media, social media, website performance, trade ventures, media exposure, co-op programs, partnerships, earned media, and content platforms.
- Develop an accurate and comprehensive narrative, interlinking data points to reveal correlations and unveil opportunities for amplified impact on marketing and business outcomes.
Strategic Performance Metrics and Optimization
- Establish measurement processes and effectively communicate key performance indicators (KPIs) across marketing endeavors and broader business operations.
- Spearhead optimization initiatives in digital media, with a strong focus on paid media, social media, and web analytics, to elevate efficiency, effectiveness, and ROI.
Paid Media and Website Performance Analytics:
Thoroughly analyze website performance and paid media campaigns, examining critical aspects including:
- Website analytics, including the influence of SEO on website traffic trends
- Identifying anomalies within paid metrics
- Evaluation of SEM’s impact on website traffic patterns
- Analyzing results across campaign phases.
- Examining performance across diverse marketing channels
- Reviewing and evaluating the contributions of external vendors.
- Lead reporting calls with agencies and internal teams
Reporting and Insights Framework:
- Take charge of implementing analytics systems and overseeing reporting initiatives, encompassing projects such as website testing, campaign management, and pilot/in-market analysis, which includes A/B and multivariate testing.
- Craft and oversee an insightful reporting structure that encapsulates performance metrics and business insights, ensuring timely distribution to stakeholders.
- Generate cross-channel performance reports and dashboards, uncovering triumphs and pathways for enhancement.
- Track and monitor key performance indicators (KPIs) to assess the effectiveness of the marketing efforts and provide actionable insights.
Collaboration and Insight Sharing:
- Collaborate extensively with cross-functional teams to aggregate and analyze data, insights, and perspectives.
- Communicate insights, trends, and recommendations adeptly to both technical and non-technical stakeholders.
QUALIFICATIONS AND SKILLS REQUIRED
- Analytical Expertise: A minimum of 6 years of experience in marketing analytics, business analytics, or a related field, adept at extracting insights from intricate datasets. Meticulous attention to detail, with a logical and methodical approach to problem solving
- Educational Background: Bachelor's degree in Business Administration, Marketing, Analytics, Business Analytics, or a related field. A Master's degree is preferred.
Proficiency in analyzing multifaceted marketing channels, website performance, and broader business data.
- Digital Media Performance Tracking and Optimization: Adept at precise performance tracking for optimal results, specializing in fine-tuning paid media, social media, and web analytics. Demonstrated success in heightening efficiency, effectiveness, and ROI through meticulous data-driven optimization strategies.
- Data Fluency and Presentation Mastery: Proficiency in SQL and adept manipulation of data for nuanced analysis. Proficiency in web analytics and reporting tools such as Google Analytics, Google Ads, and business intelligence platforms. Exceptional analytical prowess to decipher complex data sets and reveal actionable revelations.
- Advance Analytics Toolset Proficiency: Strong knowledge of Google Analytics, Google Ads, Facebook Ads Manager, YouTube Analytics, and proficient use of other social media analytics platforms for comprehensive tracking and analysis. Experience utilizing social media listening tools to extract actionable insights.
Experience in working with website optimization tools for A/B and multivariate testing (e.g., Google Website Optimizer, Optimizely, Aquia Lift, etc.) is a plus
Certification in relevant data analytics or digital marketing tools (e.g., Google Analytics, Tableau) is a plus.
- Bachelor's degree in Business Administration, Computer Science, Marketing, Digital Marketing, or a related field, or equivalent work experience.
- Certification in relevant data analytics or digital marketing tools (e.g., Google Analytics, Tableau) is a plus.
- Remote, providing the flexibility to work from home or any other suitable location within the continental USA
- Must be able to use a computer at a workstation for long periods of time and to accommodate potentially frequent interruptions
- Collaboration and communication among team members occur through digital tools and virtual platforms.
- Limited travel may be required
Brand USA’s business hours are Monday through Friday, from 8:30 a.m. to 5:30 p.m. Our standard work hours may vary based upon position requirements. Additional hours may be required during peak times, which may require an adjusted work schedule, overtime, and evening/weekend hours in order to meet deadlines.
AMERICANS WITH DISABILITIES ACT (ADA)
Brand USA will make reasonable accommodations in compliance with the Americans with Disabilities Act of 1990.
Brand USA has an organizational commitment to the principles of diversity and inclusion. In that spirit, we welcome all qualified individuals without regard to race, religion, creed, color, gender, sexual orientation, age, disability, economic circumstances, national origin or veteran status.