Senior Manager, Advertising and Marketing Measurement

  • Our mission as a leading investment management firm is to help our clients achieve their long-term financial goals. We believe our associates are the key to this mission and we are always looking for talented individuals who share our commitment to our client’s success.


    If you’re looking for challenging work experiences and the ability to learn in a collaborative culture, we invite you to explore the opportunities available at T. Rowe Price. 

     

     

     

    PRIMARY PURPOSE OF THE POSITION

     The primary purpose of this position is to lead fact-based, insight-driven marketing and advertising measurement and analytics efforts to:

    • Continually develop the efficacy and performance of media investments
    • Identify & maximize TRP marketing and advertising opportunities
    • Improve TRP marketing and advertising initiatives
    • Increase the analytic competency of marketers across the enterprise

     

    The Senior Manager, Advertising and Marketing Measurement:
    • Influences marketing problem-solving through analysis and interpretation of data using complex methodologies and formal decision-making constructs.
    • Is responsible for cross-functional project management of Advertising and Marketing Measurement initiatives, provides subject matter expertise in advanced analytic methods and provides the organization with information to make informed, accurate  and strategic business decisions.
    • Develops effective Advertising and Marketing Measurement practices through mentorship and coaching of marketers and analysts on best practices, analytic frameworks and test-and-learn strategies.
    • Maintains strong relationships with Distribution Leaders and segment-focused analysts related to data analytic practices and stays current by liaising with key marketers and managers across the TRP business units.
    • Interfaces with analytical marketing peers across GBM (Global Brand Marketing) and MEO (Marketing Enablement & Operations) teams to collaborate on prioritized analytics projects, and to enhance enterprise marketing capabilities supporting TRP business performance.

     

    PRINCIPAL RESPONSIBILITIES
    Deliver Advertising and Marketing Measurement capability
    •  Leverage Advertising and Marketing Measurement insights to inform business strategy and marketing decisions across the enterprise
    • Translate business problems into appropriate analytic frameworks, and apply advanced methods (e.g. data mining, statistical modeling) and models to yield insights
    • Utilize Marketing Mix Modeling to determine appropriate complementary balance of marketing tactics, informing quarterly and annual working media budget
    • Utilize Multi-Touch Attribution to assess advertising and marketing performance at creative, tactic and placement levels and inform optimization initiatives alongside media agency of record
    • Activate additional capabilities enabled by vendor advanced methods and models
    • Develop and promote adoption of self-service measurement tools, enabling measurement and analysis by broad audience of marketers and analysts
    • Manage the production, validation and revision of new and existing models, sometimes by directing vendors in such efforts
    • Ensure correct governance of input data, model methodologies, and applications of output and insights
    • Represent Advertising and Marketing Measurement efforts and investments to internal stakeholder groups, including executive audiences

     

    Build future-state Advertising and Marketing Measurement

    Incorporate new capabilities into Advertising and Marketing Measurement program to leverage bestvalue from data and modeling investments

    • Emerging advertising technology solutions (e.g. dynamic creative optimization, integration of customer lifetime value into media buying optimization algorithms) should integrate into Advertising and Marketing Measurement processes and models
    • Collaborate with SAM (Social, Advertising & Media) team colleagues to establish roadmap for Advertising and Marketing Measurement and Technology
    • Regularly scope, plan, and deliver larger research initiatives (approximately 1 per quarter) identify business opportunities and inform future capability building

     

    Manage external vendor(s) and solutions
    • Communicate regularly and effectively with vendor points of contact, including vendor modeling, consulting, project management and account management teams
    • Ensure appropriate ongoing prioritization of workstreams, aligned with internal needs and goals
    • Apply appropriate internal business context to vendor deliverables and represent work internally to stakeholders
    • Serve as principal point of contact for Advertising and Marketing Measurement efforts involving vendor(s) across segments
    • Ensure contract adherence and lead contract negotiation and formulation in partnership with SAM team leaders and procurement and legal associates

     

    Stay current with marketing analytics techniques and best practices
    • Maintain connections with relevant industry and domain-relevant associations through active participation in relevant forums, speaking and writing, serving on committees, etc.
    • Scan the external landscape for relevant information and techniques (e.g. new data sources, new technologies, white papers), for appropriate action, synthesis and distribution internally

     

    QUALIFICATIONS
    Required
    • College degree and 6 years of related work experience
    • Indepth experience with Market Mix Modeling and Multi-Touch Attribution
    • Strong vendor management/consultative/negotiation skills/change management
    • Investment/product knowledge
    • Strong information around distribution practices and/or vast network to gain insight around distribution
    • Proven track record of effective collaboration with business partners to shape analytic agenda and to implement insights-based recommendations
    • Advanced communication/presentation skills
    • Strong attention to detail and clarity
    • Able to establish credibility and rapport with external and internal constituents
    • Able to apply systemic approach to problem solving through creative processes
    • Able to focus a high level of energy on activities that provide results
    • Demonstrates the ability to identify opportunities and take appropriate action
    • Able to approach work in a clear goal-oriented way
    • Able to work collaboratively

     

    Preferred
    • 10+ years’ experience in advertising performance and / or marketing analytics
    • Understanding and appreciation of digital advertising tracking, tagging and operations processes and procedures
    • Blend of vendor, agency and client experience preferred
    • Blended experience across sales and marketing domains, at both the upper / brand / awareness and lower/ direct / acquisition parts of the sales and marketing fu
    • Portfolio of examples of mining and modeling using large structured and unstructured internal and external data sets driven to actionable insights
    • Demonstrated knowledge of relevant analysis languages and toolsets, such as R and SQL, SAS, SPSS, Tableau, Spotfire, etc.
    • Demonstrated knowledge with data architectures, management processes and tools (e.g., relational databases, Hadoop)
    • Demonstrated experience with applications of these toolsets, such as business intelligence applications, and predictive models and algorithms
    • Conceiving, executing, and analyzing tests of potential marketing approaches including experience with A/B and multivariate testing and tools across a range of test types (content, media)
    • Knowledge of sales and marketing industry data sources, concepts, and terminology
    • Knowledge of digital analytics (not necessarily expert level)
    • Proven track record of building and maintaining appropriate processes for analytic consistency and productivity
    • Undergraduate degree in computer science, statistics, engineering or applied mathematics, with strong record of academic achievement

     

     

     

    T. Rowe Price is an Equal Opportunity Employer