In A Nutshell
Leverage data from owned and paid media platforms and use them to build reports and surface actionable insights for digital channels, brand campaigns, and content development.
Responsibilities
Purpose:
- Serve as the analytics lead for all Marketing and Communications projects, in partnership with the social media, email, web, brand marketing, and communications teams.
- Compile and present complex data and insights through clearly written narratives, intuitive visualizations, and succinct voiceover.
- Analyze and assess digital content and user interfaces for learnings that will help drive future strategy and creative development.
- Find emerging patterns within large data sets to discover trends and advise teammates on future directions for marketing messages.
- Compare platform demographics data against target segments to ensure we’re reaching our desired audiences in the right way.
Engagement:
- Partner with channel leads to understand each platform’s unique goals and objectives, and make observations and recommendations to refine their strategy.
- Support Licensing and Partnerships teams with data and recaps for key clients and partners.
- Collaborate with the Consumer Insights team to maintain an up-to-date understanding of our target audiences and their interests, behaviors, and priorities.
Delivery:
- Build and present after-action reports for campaigns, partnerships, and activations, along with monthly and bi-annual reports for social, web, and email channels.
- Develop and maintain Tableau dashboards to track and organize the data consolidated in our proprietary data lake.
- Manage and monitor social listening tools to track the health of Sesame Workshop’s brand, compare it against competitors, and analyze the social chatter of audience segments to uncover patterns in consumer language, interests, or behavior.
- Write Boolean queries that successfully retrieve conversation data needed to test hypotheses, filtering out irrelevant signals, and identify clean, relevant data sets.
Skillset
- Bachelor’s degree, preferably in Marketing, Communications, or Public Relations or similar experience.
- Minimum 3-5 years of professional-level experience in an analytics role in a B2C environment.
- Experience working with Salesforce Marketing Cloud, Google Analytics, and native social analytics tools such as Facebook Insights.
- Strong proficiency with data visualization tools such as Tableau and Looker and social listening tools such as Talkwalker.
- Advanced Excel and Powerpoint skills.
- Familiarity with languages such as Python, R, and SQL preferred.
- Able to demonstrate exceptional judgment, discretion, and professional courtesy.
- Strong sense of urgency.
- Well-organized, self-motivated, and positive attitude .