Senior Director, Brand Marketing Performance Management

The primary missions of the Senior Director, Brand Marketing Performance Management function are:
  1.  Provide leadership in developing best practices for measuring and optimizing strategic marketing activities and campaigns to drive data-driven decision making and operational performance and excellence
  2. Consolidate revenue across all channels and planning segments, including liaising with Revenue Management, Ecommerce, and Finance, to produce a set of holistic scorecards and reports to track and manage the impact of marketing activities for the brand
  3. Regularly analyze competitive data – including pricing, marketing spend, promotional activities, and public relations – to inform brand marketing strategies and performance optimization
  4. Pro-actively analyze customer data to uncover insights and key takeaways that inform marketing promotional activities, increase revenue, drive business value and marketing ROI
  5. Produce weekly and monthly reports, develop dashboards, consolidate, and validate data
  6. Manage and integrate unique customer level data to assist in brand management and analysis through the creates uniform and integrated standard data tables, to be leveraged by brand teams (inclusive of Dollar and Thrifty)
Additional responsibilities and core functions include:
  • Manage a team of 4-6 professionals to integrate marketing performance analytics, revenue performance, customer analytics, and competitive intelligence for Dollar and Thrifty brands
  • Collaborate with leaders in other marketing teams, to drive the consumption of monthly reports and aid in data driven decision making
  • Design and develop analytics approaches and data strategies to test marketing spend effectiveness
  • Help build analytical models like regression and forecasting for customer insights generation
  • Assist in defining the objective, scope, and prioritization of marketing initiatives in consultation with the Senior Director of Dollar / Thrifty Brand Marketing and the Vice President of Dollar / Thrifty Brand Marketing
  • Create, manage, and apply data definitions across the area of customer profile, customer lifecycle classification (acquisition, retention, dormant), first customer acquisition segment and channel to ensure consistent reporting aligned with brand growth objectives
 Key result areas: 
  • Revenue performance:  Define and create an integrated view of revenue performance (backward-looking and forward-looking) across all channels and planning segments for both Dollar and Thrifty brands
  • Marketing performance: Collaborate with Ecommerce and Finance to align on metrics for measuring marketing spend performance and syndicate across the enterprise
  • Process: Develop internal guidelines, processes, and business rules for measuring brand marketing promotions
Educational Background:
  • Undergraduate degree in marketing, business management, economics, finance, mathematics, or related / relevant field required
  • Graduate degree preferred
Professional Experience: 
  • 7-10 years of professional experience within marketing, revenue management, E-commerce, digital marketing, or related field
  • Must have demonstrated track record of analysis; creating analytical plans, using data to inform business decisions, etc.
  • Experience with competitive intelligence a plus
  • Demonstrated ability to work in, across, and with large teams
  • Established track-record of influencing stakeholders from other functional areas with limited formal authority
  • Strong background in strategic problem solving
  • Excellent written and verbal communication skills. Comfort communicating across all levels within the organization
  • Effective organization and time management skills with ability to work under pressure and adhere to project deadlines.
  • Advanced Microsoft Suite product knowledge (e.g., Powerpoint, Excel)
  • Proven verbal and written communication
  • Positive attitude