AVP, Marketing technology audience analyst (L10)

Job Description:

Role Title : AVP, Marketing technology audience analyst (L10)

Company Overview:

Synchrony (NYSE: SYF) is a premier consumer financial services company delivering one of the industry’s most complete digitally enabled product suites. Our experience, expertise and scale encompass a broad spectrum of industries including digital, health and wellness, retail, telecommunications, home, auto, outdoors, pet and more.  

• We have recently been ranked #2 among India’s Best Companies to Work for by Great Place to Work. We were among the Top 50 India’s Best Workplaces in Building a Culture of Innovation by All by GPTW and Top 25 among Best Workplaces in BFSI by GPTW. We have also been recognized by AmbitionBox Employee Choice Awards among the Top 20 Mid-Sized Companies, ranked #3 among Top Rated Companies for Women, and Top-Rated Financial Services Companies.  

• Synchrony celebrates ~52% women talent.  

• We offer Flexibility and Choice for all employees and provide best-in-class employee benefits and programs that cater to work-life integration and overall well-being.  

• We provide career advancement and upskilling opportunities, focusing on Advancing Diverse Talent to take up leadership roles.

Organizational Overview: The Performance Marketing Team is the engine behind business growth as it handles the majority of marketing activities. This includes targeting the right audience through campaigns, distributing content via channel marketing, conducting a thorough analysis of campaign launches and budgets, and also ensuring compliance via surveillance and governance all to maximize results and maintain a competitive edge. Together this team drives ROI and elevates Synchrony's brand presence in a dynamic market.

Role Summary

Synchrony is continuing to build a world class Performance Marketing Organization committed to driving results with our retail and payments partners while also delivering leading customer experiences.  The AVP, Audience Analyst will be responsible for mining and analyzing digital audience performance, delivering insights centered on audience strategies and persona development and developing digital audiences. 

Additionally, this role will excel in the understanding, building and tracking of audiences in various platforms and develop best practices for audience governance as well as support the broader audience strategy development.

Key Responsibilities

• Perform and deliver audience analyses using multiple internal and external data sources and develop insights which will optimize current audience campaigns and direct future campaign strategies and activities.

• Create data personas and consult with marketing partners to drive the understanding of trends and audience opportunities

• Partner with cross functional teams to identify key audiences and assist in the collection of data for audience insight

• Build audiences, managing the workflow from onboarding of CRM data, the anonymization process, to pushing audience segments to destinations for programmatic and personalization campaigns

• Develop partnership with cross functional teams, establishing a strong communicative and collaborative atmosphere, to understand their business needs and goals and ultimately deliver processes and opportunities

• Perform other duties and/or special projects as assigned

Qualifications/Requirements   

• Bachelor's Degree with 5+ years of experience with mining and analyzing digital audience performance,  or, in lieu of a degree, minimum of 7+ years of experience with mining and analyzing digital audience performance in financial domain

• 5+ years’ experience working in enterprise-level data sciences, analytics and/or customer intelligence, including:

• 3+ years of professional digital marketing experience, working directly within Digital Platforms (ex. CDP, DMP, DV360, Google Analytics, Adobe Analytics, Neustar, LiveRamp, Dynamic Yield, Optimizely, Adobe Audience Manager, Salesforce, etc)

Desired Characteristics:

• Proven experience executing analyses with massive data sets, complex data structures and multi-variate campaign strategies. 

• Expert proficiency with leading-edge data mining techniques  with analytic programming languages including Python, SQL, Java, SAS and others

• Leadership experience working with cross-functional partners (i.e., Media, Client Marketing, IT, Enterprise Operations) to deliver against mutual goals and ensure alignment of priorities and requirements.

• Working knowledge of analytic platforms and tools such as Hadoop, R, Hive as well as BI tools such as Tableau

• Operational understanding in areas such as probability and statistics; familiarity with machine learning and artificial intelligence a plus.

• Experience with compiling and analyzing data from paid media and digital marketing campaigns to report out actionable results

• Ability to provide wing-to-wing analytic activities data aggregation, analysis preparation, data interpretation and presenting strategic recommendations to client/product teams

• Expert proficiency with leading-edge data mining techniques and analytic platforms (including but not limited to Python and R) to feed a strong data management foundation 

• Creative thinker with successful history of synthesizing insights to inform business decisions and lead strategic discussions; providing innovative thought leadership and developing actionable outcomes with tangible results

• Highly motivated, assertive self-starter with the ability to work autonomously or as a strong team participant 

• Experience in Agile methodologies and processes a plus

• Experience with consumer financial services organizations, preferably with exposure to credit card marketing or retail marketing, consumer protection, privacy and related laws and policies.

Eligibility Criteria:

Bachelor's Degree with 5+ years of experience with mining and analyzing digital audience performance,  or, in lieu of a degree, minimum of 7+ years of experience with mining and analyzing digital audience performance in financial domain

Work Timings: 2:00 PM to 11:00 PM IST

For Internal Applicants:

• Understand the criteria or mandatory skills required for the role, before applying

• Inform your manager and HRM before applying for any role on Workday

• Ensure that your professional profile is updated (fields such as education, prior experience, other skills) and it is mandatory to upload your updated resume (Word or PDF format)

• Must not be any corrective action plan (Formal/Final Formal, LPP)

• L8+ Employees who have completed 18 months in the organization and 12 months in current role and level are only eligible.

• L8+ Employees can apply

Level / Grade - 10

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