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Blue Shield of California · 3 weeks ago

Marketing and Campaign Data Analytics, Principal

California, United States

Full-time

Hybrid

Lead/Staff

10+ years exp

Blue Shield of California is a healthcare insurance provider, and they are seeking a Principal for their Marketing and Campaign Data Analytics team. This role involves providing critical analytics support to optimize marketing campaigns, deliver actionable insights, and mentor junior analysts.

Financial ServicesHealth InsuranceNon Profit

Responsibilities

Design, execute, and analyze marketing campaigns across various channels to measure their effectiveness and provide recommendations for optimization. Develop and maintain dashboards and reports to track key performance indicators (KPIs) and communicate campaign performance to stakeholders

Utilize advanced analytical techniques to segment customer data, identify target audiences, and personalize marketing messages. Develop and refine customer personas to enhance campaign relevance and drive engagement

Build and deploy predictive models to forecast marketing outcomes, identify at-risk customers, and uncover new growth opportunities. Generate actionable insights from Marketing datasets to inform strategic decision-making and drive business growth

Develop marketing mix, brand effectiveness, and acquisition/retention models

Design and implement A/B and multivariate tests to optimize website performance, user experience, and conversion rates. Analyze test results and provide data-driven recommendations for continuous improvement

Create and maintain interactive dashboards and data visualizations using Tableau to provide real-time insights into marketing performance. Communicate complex data stories in a clear and compelling manner to both technical and non-technical audiences

Provide detailed specifications for the marketing Datamart to IT developers and ensure it is built in alignment with the analytics team’s requirements. This DataMart will support key functions such as insights generation, dashboarding, model development, and facilitate self-serve Adhoc requests via agentic solutions

Independently lead and execute complex marketing analytics projects from start to finish, delivering insights and strategic recommendations to senior leadership with a sharp focus on uncovering opportunities that drive business growth

Serve as a trusted advisor to Stellarus clients, providing expert analytics support and strategic guidance. Collaborate with client teams to understand their business objectives and translate them into analytical requirements

Apply strong critical thinking and presentation skills to effectively communicate insights to stakeholders. You will also manage stakeholder relationships with professionalism, demonstrating the ability to navigate conflicts and foster collaboration

Mentor and guide junior analysts on the team

Qualification

SQLPythonTableauMarketing analyticsPredictive modelingData visualizationWeb analyticsCustomer journey analyticsA/B testingGenerative AILarge Language ModelsDatabricksCRM platformsCloud PlatformsAdobe Analytics

Required

Bachelor's degree in Statistics, Mathematics, Economics, Computer Science, Marketing, Business Analytics, or related quantitative field

Requires 10+ years of experience in a marketing analytics role

Proven experience in providing analytics support to clients or internal stakeholders in a consultative capacity

Experience with meeting with senior stakeholders within or external to the company

Demonstrated ability to communicate complex ideas clearly, with strong presentation skills and a proven track record of delivering impactful insight to diverse stakeholders

Strong proficiency in SQL for data extraction, manipulation, and analysis

Expertise in Python for statistical analysis, predictive modeling, and data automation

Advanced skills in Tableau for creating interactive dashboards and data visualizations

Demonstrable experience in building and deploying marketing mix models, acquisition and retention models and brand effectiveness models for marketing teams

Solid understanding of web analytics and customer journey analytics

Proven experience with experimentation methodologies (A/B, MAB, MVT)

Requires five years of experience in Health Care (managed care, academic, or gov't payer)