Sr. Manager, Digital Marketing Analytics

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Job description

WHO WE ARE

We're not in the wing business. We're in the flavor business. It's been our mission to Serve the World Flavor since we first opened in 1994, and we're just getting started. 1997 saw the opening of our first brand partner operated Wingstop location, and by 2002 we had served the world one billion wings. It's flavor that defines us and has made Wingstop one of the fastest growing brands in the restaurant industry. Above all else - our success is largely due to our people and our core values, or what we call The Wingstop Way of being entrepreneurial, service-minded, fun and authentic. We believe having a strong people foundation centered on these collective values creates a crave-worthy culture and talented team, as well as ensures our brand is poised for accelerated growth. We all win together.

YOUR IMPACT

As a member of CRM team, the Senior Manager of Performance Marketing Analytics will be an instrumental member within the marketing and technology teams and play a critical role in helping Wingstop's system of over 1,400 domestic restaurants drive continued growth. This role is part of a small, agile-based team that is accelerating customer relationships and digital marketing at Wingstop - a key initiative of the company.

Wingstop has had tremendous success generating positive business results and the Senior Manager of Digital Marketing Analytics will help us take performance to new heights. This role will be responsible for the creation of a deep understanding of the customer and leading the analysis of the impact of digital marketing efforts in service of propelling Digital and Performance Marketing to new heights.

This individual is a bright, energetic self-starter, who has a passion for customer behavior/insights and determining 'what matters' to drive behavior. They must have the technical knowledge of data, customer analytics, segmentation, statistical modeling, research and learning methodologies, digital marketing strategies and business acumen to lead as both a hands-on analytics practitioner, leader of external agencies / partners, and a trusted advisor to marketing strategists. In addition, as a senior leader, this person must be able to work independently to set priorities, manage timelines, and possess strong communication and written skills to collaborate across the organization. Significant experience in retail, QSR, or hospitality industries with strong digital/eCommerce footprint in growing brands is a must.

WHAT YOU'LL DO

• Partner across Digital Marketing (Media, Performance Marketing, CRM, and Organic Social), Consumer Insights, and other cross-functional teams to identify opportunities to better understand and optimize marketing and business performance across customer segments, marketing channels, and sales channels
• Lead and manage prioritization and backlog with agency analytics resources to execute measurement and analytics duties, ad hoc analysis / insights projects, customer and channel learning plans, and any other measurement duties
• Lead development of comprehensive reporting and insights weekly, monthly and quarterly on overall Digital & Performance Marketing goals and campaign performance with cross-functional and agency teams
• Leverage a range of statistical methods both as a contributor and consultant with agency partners to effectively perform customer segmentation and develop targeting insight analysis to drive strategy and optimization plans. (Methods can include clustering, predictive modeling, market basket analysis, regression analysis, explanatory analysis, descriptive analysis or any number of techniques to create insight.)
• Use quantitative analysis and the presentation of data to see beyond the numbers and understand what drives our business
• Spot and drive insights, formulate hypotheses and make recommendations to support, inform, and/or optimize our marketing strategies and tactics
• Effectively present analytical findings and recommendations to our Digital Marketing and cross-functional leadership teams and guide them in the proper interpretation and use of the results

WHO YOU ARE

HUMBLE: You feel there is always opportunity to further your personal and professional growth. You are an ongoing learner who exhibits an insatiable curiosity and an interest in self-improvement.

HUNGRY: You have a fire in you to keep pursuing excellence, particularly in a fast-paced, dynamic environment. You have a Bachelor's Degree in Information Technology, Mathematics, Statistics or Marketing is preferred; or credentials within related data/analytical fields. You have a Master's or PhD degree in mathematics, analytics, statistics, or actuarial science a plus 7+ years of experience working with customer and transactional data. Additionally, you have 7+ years of experience working with marketing database solutions on B2C multi-channel marketing and one-to-one, personalized communication approaches (social/performance media, CRM).

SMART: You have a high degree of emotional intelligence, an exceptional ability to convey ideas and gain alignment among others, and the aptitude to apply sound, strategic thinking to address a variety of business circumstances.

SERVICE-MINDED: You consider others at every turn by exercising your responsibilities in an energetic, proactive and organized way. You have a collaborative leadership style, with clear capacity to influence and cultivate trusting relations cross-functionally.

ENTREPRENEURIAL: You work with an owner's mentality when collaborating cross-functionally as you manage multiple concurrent projects from inception through execution.

A DAY IN THE LIFE

So, what does 'all in a day's work' look like to a Wing Expert in this role? Your day could shape up somewhat like this:

• Frequent use of a computer and other technology essential to the successful completion of your everyday role responsibilities.
• Lead development, implementation, and ongoing refinement of customer segmentation strategy alongside cross-functional internal and external partners
• Evolve analytical approaches in coordination with Digital & Performance Marketing team members and other analytical contributors to craft the most appropriate project design and outcomes

Wingstop provides equal opportunities for everyone that works for us and everyone that applies to join our team, without regard to sex or gender, gender identity, gender expression, age, race, religious creed, color, national origin, ancestry, pregnancy, physical or mental disability, medical condition, genetic information, marital status, sexual orientation, any service, past, present, or future, in the uniformed services of the United States (military or veteran status), or any other consideration protected by federal, state, or local law.