Director, Customer Data Platform (CDP) Marketing Intelligence & Analytics

---

Job description

Position Summary:
The Director, Customer Data Platform (CDP) Marketing Intelligence & Analytics helps to steward the marketing team toward key business performance indicators enabling us to detect, diagnose, and remediate key changes in our marketing funnel performance and marketing technology stack.

This is a critical and strategic role in the marketing leadership team that helps speed and unlock marketing leadership decision making.

Responsibilities:
Owns and iterates the measurement framework for the Marketing and Communications division, including defining key
marketing metrics and supporting experimentation design to ensure data guides decision-making and prioritization of
activities.

Leads the organization in marketing intelligence capabilities, including data visualization, taxonomy governance, campaign
dashboarding, reporting, and data services.

Responsible for the team that analyzes data, distills insights, and presents actionable findings that Marketing leadership can
use to improve the performance of key programs.

Manages the marketing technology ecosystem and works with key partners across Revenue Operations to maintain
customer database hygiene and deliver uninterrupted lead flow to our marketing and sales teams.

Builds analytical models for annual planning purposes to provide the physician relations' team with proposed targets that
will help with resourcing and budget decisions.

Campaign Reporting Capability Development
o Drives rapid development of innovative campaign reporting solutions.
o Drives vision for campaign reporting solutions to ensure Orlando Health's capability is competitive in the market
and leverages modern technologies, including defining new metrics, machine learning, and data visualization.
o Ensures the capability delivers on-demand access to agency teams and clients in a manner that facilitates intuitive
understanding and sound decision-making, be it through dashboards, reports, data services, or analytic
environments.
o Supports rollout of capabilities across Orlando Health agency networks.

Campaign Reporting Capability Delivery
o Accountable for defining and managing technology-driven processes that enable efficient access to usable data for
analysis and presentation to empower marketing and communications to make informed.
o Supports business case development for and transitioning of campaign reporting delivery of campaign reporting to
the organization.
o Provides expertise across data sources to drive development of governance solutions (processes, technologies,
etc.) to ensure achieving service level performance across accuracy, completeness, timeliness, and access rights.

Directs all data and measure/analyze effectiveness of marketing activities to maximize the Customer Relations Management (CRM) programs by providing a quantitative understanding of our customers.

Works with the marketing managers by using the CRM tool to proactively champion solutions to optimize performance of
marketing activities, drive customer segmentation, and lead modeling/prediction of customer behavior.

Motivates and mentors team members, cultivating a positive environment through managing for results, developing staff,
and maintaining an in-depth knowledge of Orlando Health's products, services, and regulatory compliance requirements.

Stays abreast of industry and market developments and surfaces applications and opportunities for us to evolve as a team.

Qualifications:
Education/Training
Bachelor's degree in digital marketing, marketing, business, or related field. Master's degree preferred but not required.

Licensure/Certification
None.

Experience

• Minimum of Seven (7) years of progressive responsibility in digital marketing - including but not limited to website development and management, email marketing, website analytics, search, social media, display, mobile, marketing/sales automation, and CRM. Online acquisition experience is a plus.

• Direct experience with advertising technology platforms, marketing automation, data visualization, cloud technologies, and/or project management tools required.

• Expert in business intelligence technologies; direct use of Power BI and Salesforce Marketing Cloud Intelligence (f/k/a Datorama) required.

• Familiarity with programming/query languages for business intelligence purposes; fluency in Python, JavaScript, CSS and/or SQL preferred.

• Excellent communications skills: experience communicating across functional groups and leadership teams with varying degrees of technical background preferred

<!– job description page –>