Marketing Analytics Specialist

Job Description

About the job

MARKETING ANALYTICS SPECIALIST

Reports to: SVP of Marketing, the position is exempt

THE ROLE

The Marketing Analytics Specialist reports to the Senior Vice President of Marketing and provides analytical support to the Commercial Services team which includes initiatives with marketing, sales, and revenue management. It is critical that the candidate has advanced analytical, BI, Microsoft suite skills, can work with multiple data platforms, including Google Analytics 4, and is equipped with an analytical mindset, with a drive to learn and grow.

As the Marketing Analytics Specialist, you will be responsible for all tasks related to assisting the Marketing, Sales, and Revenue team measure results to improve performance across the portfolio. This role will be responsible for developing full funnel marketing analytics and real-time dashboards as well as developing and supporting new reports and tools that are deemed necessary. It is important that you are a task-oriented and a list-driven individual as the analytics guru, you’ll help us take a data-centric approach to our strategy by translating insights into action through visual storytelling. In collaboration with the HQ team, you’ll analyze data and uncover insights that can be used to provide a 360-degree view of overall performance.

WHO WE ARE

Hotels done differently. It’s not just a slogan, it is who we are in everything we do. We believe in the power of People, Place and Character; ensuring our properties are a place where individuals are valued and celebrated as a tribute to the neighborhoods and the people of the communities in which we operate; elevating our associates’ pride in who they are, where they live and who we serve.

Aparium was founded in 2011 and was born with an intense focus on unearthing the amazing moments unique to every city. Since its founding, Aparium has grown into a new kind of hotel brand, one that ventures off the beaten path, both geographically and philosophically. It is a sophisticated hotel brand known for its singular ability to combine the business acumen of large hospitality companies with the charm of boutique hotels, bringing the disparate forces together in bustling, smaller markets. Aparium was founded in 2011 and was born with an intense focus on unearthing the amazing moments unique to every city.

Since its founding, Aparium has grown into a new kind of hotel brand, one that ventures off the beaten path, both geographically and philosophically. It is a sophisticated hotel brand known for its singular ability to combine the business acumen of large hospitality companies with the charm of boutique hotels, bringing the disparate forces together in bustling, smaller markets.

WHO YOU ARE

You are an analytical self-starter with an entrepreneurial mindset and a passion for mining data. Your strong communication skills support your work across technical and non-technical audiences. You are confident in your abilities to be a strategic thinker and a tactical doer with prior experience in marketing or sales analytics. You are an expert in GA and know how to create customized reporting/dashboards to share key data and insights on our business. You understand that there is an art + science on how data is used to support critical business decisions that drive the success of our hotels.

You have an urge to know more and ask why, you keep digging and researching until you are satisfied with the results you uncover. You are organized, timely, task driven and detail oriented. You can work independently and manage your own schedule to meet deadlines. You continually find ways to partner with your peers to identify areas of opportunity and have the grit and tenacity to see it through. You’re collaborative and communicative with the ability to think strategically to identify and resolve issues. You enjoy the solidarity of a team and know that everyone plays an important role, no matter their title.

WHAT YOU WILL DO

• Responsible for owning and managing critical dashboards for Commercial Services as well as conducting investigative analysis to inform key decisions for the organization.
• Analyze traditional marketing metrics, digital marketing channels including website KPI’s and insights on performance to allow for optimization on an ongoing basis.
• Build out ROI models that can be used by commercial services program owners to understand the efficacy of their programs.
• Provide expertise with GA4 by creating customized reports, configuration set up and on-going maintenance. Provide recommendations on data visualization for marketing initiatives.
• Map digital touch points across the customer digital journey, identify insights on media mix, develop channel performance and high-level attribution models.
• Provide insights on design measurement standards and recommended KPI’s for A/B tests and marketing promotions.
• Work with third party agencies and data providers to integrate marketing data into relevant data warehouses and reporting tools.
• Build down-funnel analysis to determine ROI on programs & initiatives to understand the efficacy.
• Use tools and systems such as Delphi, Windsurfer analytics, ecommerce analytics and/or Business Intelligence. Must be able to translate findings into visual story-telling that can be easily digested by leadership, ownership, asset managers, field partners and HQ colleagues.
• Maintain consistent reporting cadences across the commercial services org and use our data to communicate performance, areas for improvement, and shared successes or failures. Examples include:
• Commercial Services scorecard
• System audits and utilization health
• Rollup reporting from individual hotel level to portfolio level.
• Campaign performance readouts (such as marketing metric performance, and success of the campaign)
• Monthly email newsletter campaigns
• Create ad hoc marketing and sales reports as requested by internal stakeholders.

WHAT YOU WILL NEED

• 4+ years of Marketing Analytics experience and a high level of comfort in manipulating/joining large data sets from different sources.
• Expertise in Google Suite of products including Data Studio and Google Analytics (GA4), Power BI tools, Microsoft Suite is required. Experience in Salesforce / Amadeus Delphi experience preferred but not required.
• Experience with different marketing attribution methodologies as well as sales lift studies
• Extensive experience in Excel data modeling
• Must possess computer skills and ability to learn new systems.
• Self-motivated individual who is always looking for opportunities to optimize processes.
• Excellent communication skills with a proven ability to tell a story with data to all levels of the organization.
• Results-oriented, creative, resourceful, detail-oriented, and highly organized
• BA or BS in a quantitative field (marketing, economics, math, computer science, finance, etc.)

As an Equal Opportunity Employer, Aparium Hospitality Services celebrates diversity and is committed to creating an equitable and inclusive environment and a sense of belonging for all employees. We do not discriminate and believe every individual should be proud of who they are, where they come from, and take pride in who we serve.