• Technical Marketing Analytical Lead

    Location US-IL-Northbrook | US-MD-Columbia | US-MA-Canton
    Job ID
    2018-8243
    # of Openings
    1
    Job Category
    Marketing
  • Overview

    As a global company with more than 120 years of expertise, UL works with customers and stakeholders to help them navigate market complexity. UL brings clarity and empowers trust to support the responsible design, production, marketing and purchase of the goods, solutions, and innovations of today and tomorrow. We connect people to safer, more secure, more sustainable products, services, experiences and environments – enabling smarter choices and better lives.

    Responsibilities

    This position is focused on the development and management of marketing and engagement channel analytic programs to support Underwriters Laboratories Inc., the not-for-profit entity within the UL Enterprise (UL NFP). The Marketing Insights Analyst will develop and deliver accurate, timely, and relevant marketing data analysis to help inform strategies, execution plans, and continual process improvements with a keen focus on our ability to attract and grow the value of contacts from the top of the funnel through conversion. This role requires a mix of business acumen and technical expertise, along with the communication and interpersonal skills to build strong relationships across functional roles and organizational groups.

     

    The ideal candidate will be an inquisitive learner with an ability to analyze information from a variety of data sources, identify trends at the macro and micro levels, and confidently share findings. Working under the guidance of our Strategy & Marketing Director, and in collaboration with stakeholders across functional areas, the analyst will develop processes and/or systems to assess sentiment, market opportunity, and stakeholder segmentation for strategic topics as well as collect, analyze, and demonstrate marketing effectiveness, lead quality and ROI across demand generation, social media, digital and web, and offline campaigns and tactics. This may involve analysis across a broad range of market segments, industry and service offerings, and engagement initiatives. S/he is able to keep abreast of best practices and industry trends, to provide continuous calibration of metrics and reporting.

     

    #CB

    Qualifications

     

    METRICS & ANALYTICS

    • Drive consistency in reporting and analysis across the UL NFP, reinforce processes, increasing visibility & enhancing accountability of contributor teams
    • Extract insight from a variety of blended marketing data types and communicate this actionable insight in formatted reports and dashboards to stakeholders
    • Champion a scientific process in communications’ analysis via the establishment and ongoing management of A/B and multivariate testing across channels
    • Identify demand generation performance patterns and future opportunities
    • Share results to demonstrate and improve marketing investment performance and optimization
    • Conduct independent market research to provide creative solutions and new strategic perspectives based on first party insight
    • Design and implement campaign attribution models to track campaign ROI
    • Integrate data from PR and social media/digital channels into campaign analytics to provide a well-rounded picture of marketing channel effectiveness

     

    STRATEGIC RECOMMENDATIONS & CONTINUOUS IMPROVEMENT

    • Leverage data and results to recommend continuous improvement and actionable insights
    • Develop compelling presentations and dashboards to illustrate data and define insights
    • Develop lead scoring model(s) to increase lead quality
    • Help implement manage Marketo best-practices as related to data cleanliness, naming conventions, and program status changes
    • Review results and work with campaign owners to identify improvements within the overall go-to-market approaches with particular attention to B2B demand generation best practices
    • Train others throughout the organization in using key analytical tools and statistical analysis
    • Maintain relationships with counterparts throughout the enterprise to support alignments and sharing of best practices

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