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Job Title:Analyst, Brand Insights
Department:Strategy & Analytics
Reports To:Sr. Director, Revenue Optimization
Status:Exempt
Primary Objective: Responsible for Sales and Marketing insight efforts focused on upper funnel fan acquisition. This role requires a deep understanding of the digital advertising landscape as well as experience with consumer behavior and research. Additionally, candidates must demonstrate a strong capacity for delivering clear, timely and informative reporting, analysis, and presentations.
Essential Functions:
Sales & Marketing Alignment
- Reconcile and alignment incentive between the Sales and Marketing teams to optimize marketing-driven lead generation and subsequent product conversion.
- Produce and schedule weekly reports aiding performance marketing visibility (key results and key performance indicators for email, advertising and social) to improve and develop sales and marketing strategies focused on optimizing customer acquisition and retention.
Marketing Strategy & Operations
- Responsible for managing the season-long performance media plan: Includes project managing campaign execution, applying and tracking approved budgets for campaigns, identifying testing opportunities, and optimizing the effectiveness of existing campaigns based on data-driven insights.
- Collaborate with the Digital Marketing team to improve advertising efficiencies: Includes consistent delivery of performance media key results, timely updates on recent campaigns and actionable recommendations to shape existing in-season advertising strategies (channel mix, budget reallocation, audience optimization, creative assets) based on media trends, fan attributes and purchasing behavior.
- Collaborate with Digital Marketing team to initiate, improve and track success of targeted strategic marketing automation efforts: Includes segmented trigger-based automated email journeys and omnichannel campaigns (email + targeted advertising).
- Research advertising best practices and meet bi-monthly with MLB’s Performance Media team to utilize/ test emerging technologies and strategies.
Marketing Insights
- Produce weekly reports to provide insight and opinions regarding advertising campaign performance and budget tracking – identifying opportunities to maximize media mix for additional conversion.
- Responsible for developing reporting and analysis of brand health metrics and other Marketing goals.
- Assist in creation of season-long digital marketing recaps, yearly advertising budget allocations, and tracking Marketing-led key performance metrics (advertising, emails, brand health, social media, etc).
Fan Insights
- Lead and launch customer, fan, and brand research programs (post-purchase, post-attendance, season-long research, standalone research, focus groups…).
- Gather and analyze fan feedback, preferences, and behaviors to refine marketing, operational, and revenue strategies.
- Assist with insights and analysis of Experiential Marketing initiatives: Includes providing value-add perspectives on strategic operations, tracking progress of key results, and providing post-event analysis (client-insights, benefits, Bar League, Community Tour).
Team Participation
- Individual contributor that proactively drives Sales and Marketing insight efforts, focused on upper funnel fan acquisition for revenue optimization.
- Strong capacity to both give and receive feedback.
- Foster a collaborative and innovative team culture.
- Develop and encourage a forward-focused team mindset.
- Will perform other duties as assigned.
Education and Experience:
- Bachelor’s degree in marketing, business analytics, math, economics, consumer behavior or related field required. Master’s degree preferred. Equivalent, relevant work experience may be considered in lieu of formal education if approved by management.
- A minimum of two (2) years of experience working in marketing, advertising or business intelligence required.
- SQL required: Store procedures preferred.
- Experience with any data processing language: R preferred.
- Experience with consumer behavior research methods and tools including approach, methodology and processing: Qualtrics experience preferred.
- Experience with data visualization tools: Tableau or Microsoft BI preferred.
Competencies, Knowledge, Skills and Abilities (KSAs):
- Comprehensive understanding of the digital advertising landscape, able to independently craft and execute multi-channel marketing campaigns, considering recent developments and trends in the industry.
- Know how to analyze complex data and articulate actionable insights through various reporting, analysis, and presentation tools.
- Outstanding presentation skills that include the ability to absorb complex information, discern insights and communicate results and suggestions clearly.
- Ability to project manage, communicate effectively, and pay attention to detail to consistently produce error-free and timely work.
- Versed in Microsoft Office tools for analysis and presentation – particularly Excel, Power BI, and PowerPoint.
- Authentic and Aware: Exemplifies the highest standards of professionalism and ethics, demonstrating a dedication to doing the right thing and treating everyone with respect. Is self-aware and open to feedback, ability to speak the truth with a positive intent, foster a culture of honesty and builds trust with the team. Commitment to the organization's mission is evident in both words and actions, aligned to actively contribute to the fulfillment of organizational goals.
- Communicate and Collaborate: Values others and their views, actively engaging and partnering with team members. Seeks clarity and shares information transparently, fostering a collaborative environment while influencing others and aligning support. Excels in seeking out and leveraging the right resources, engaging in teamwork with a positive and productive approach. Whether verbally or in writing, communicates in a clear and constructive manner, contributing to an engaged and efficient workplace.
- Execute with Purpose: Takes action and demonstrates accountability, leading with a sense of urgency and dedication to achieving results. Sets and meets challenging expectations for themselves and others, making timely, data-driven decisions and taking ownership of outcomes. Approachable, engaged, and committed; sets a positive tone and cares deeply about the organization. Manages time, priorities, and resources effectively, aiming for and achieving excellence.
- Adapt and Innovate: Acts boldly, fosters innovation, and supports transformational change. Leveraging analysis and insights, develops new directions and solutions, identifying opportunities for improvement and displaying a commitment to fixing them. With an ongoing commitment to learning and self-development, overcomes challenges constructively and adjusts effectively to shifting priorities and rapid change. This approach contributes to a dynamic work environment focused on progress and continuous improvement.
The Mariners are committed to providing competitive pay, perks, and benefits packages for our valued Team Members.
The anticipated salary range for this role is $70,000- $80,000 annually.
All perks are subject to eligibility requirements and availability and may be modified or amended from time to time.
This information is being provided in accordance with the Washington State Equal Pay and Opportunity Act
