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Smithsonian Enterprises · 2 weeks ago

Sr. Manager, Audience Development & Marketing Analytics

Washington, DC

Full-time

Onsite

Mid, Senior Level

$100K/yr - $100K/yr

5+ years exp

Smithsonian Enterprises is seeking an experienced Sr. Manager for Audience Development and Marketing Analytics to join their Washington, DC based team. The Sr. Manager will be responsible for audience development, lead generation, customer renewals, and marketing analytics, reporting directly to the VP of Marketing.

Responsibilities

Identify new audience segments through data analysis, data modeling and testing tools

Incorporate findings in digital and direct mail circulation planning and other lead generation efforts

Analyze circulation results, including response rate, acquisition cost, and segment profitability for each direct mail campaign

Build and upload direct-to-consumer campaign lists segmented by audience

Manage the relationship with, and the budget for, the outside data base marketing agency to develop new audiences of high potential prospects, and perform data appends on the house file, including net worth, income, and postal append. Develop new strategies and budgets to test into new audience segments including compiled file list recommendations

Collaborate and build relationships with other SE and SI units in identifying travel list segments for SJ use in marketing

Lead SJ efforts in the SE CDP project and present results on behalf of the team in recurring meetings

Define and optimize the process for mail quantity estimate and mail scheduling to improve budget forecast every year

Identify and implement reporting and analytics for all aspects of SJ marketing, including post-campaign reporting as well as analysis, and reporting of key performance measurements and results

Oversee creation and distribution of monthly marketing reporting to assess results and inform future marketing plans

Develop annual results report for presentation to SJ senior leadership

Leverage data and research to identify core audience segments and develop actionable strategies

Lead market research projects (primary or secondary research), as needed

Spearhead lead generation development activities including website, email, social, search and digital advertising, in collaboration with Marketing team staff

Develop and implement a plan to expand lead generation through owned, paid, and earned media channels

Manage relationship with external paid media agency to strategize paid search and social plans, regularly reviewing and recommending audiences and update the customer lists

In collaboration with the VP, Marketing, recommend and manage approved marketing budgets for areas of responsibility, ensuring that assigned projects are managed on time and within designated budgets

Represent SJ marketing at conferences, internal meetings, and throughout SE/SI developing effective working relationships with internal stakeholders and external vendors and partners to enhance and strengthen the travel business

Qualification

Salesforce CRMSalesforce Marketing CloudData visualization toolsDigital analytics toolsWeb content managementAnalytical skillsTravel marketing experienceCommunication skillsProject managementTeam player

Required

A bachelor's degree in an appropriate area of specialization (marketing, data management, data analysis, or related field)

At least 5 years of related experience

Experience with Salesforce CRM

Experience with Salesforce Marketing Cloud

Experience with data visualization tools (Tableau)

Experience with digital analytics tools (Google Analytics)

High-level proficiency with Excel

Proficiency with word processing software

Proficiency with presentation software (PowerPoint)

Experience with web content management (CMS)

Excellent written communication skills

Excellent verbal communication skills

Exceptionally strong analytical skills

Exceptional organization and project management skills

Ability to handle multiple priorities

Ability to manage budgets

Ability to meet deadlines

High energy level

Proactive

Efficient

Accurate

Organized team player

Preferred

MBA is a plus

Experience in travel marketing, a plus

Benefits

Health, Dental and Vision Insurance

Life Insurance

Transit/Commuter Benefits

Annual and Sick Leave Accrual

Family Friendly Leave

403b Retirement Program

Discounts for Smithsonian Memberships, Museum Stores and Restaurants

Flexible Spending Account (Health & Dependent Care)

Company

Smithsonian Enterprises

Glassdoor3.9

Smithsonian Enterprises (SE) was formed in 1999 by the Smithsonian Institution's Board of Regents to consolidate and bring professional management to the commercial activities of the Institution.

Founded in 1999

201-500 employees