The Director, Consumer Analytics & Insights is a senior member of the Harvard Business Review (HBR) Group leadership team who leads analysis of HBR audience and customer data to inform key business and product decisions. This role serves as chief steward of the brand’s consumer data strategy and practice. It works closely with stakeholders in editorial, marketing, advertising, and product management, to leverage machine learning in ways that enrich audience experiences, increase the efficiency and effectiveness of our targeted marketing and communications, and help to drive audience development for HBR.org and its digital sub-brands. This position partners with the business analytics and insights team to assess and report on key performance metrics that track the health and growth of our direct to-consumer-business. The Director, Consumer Analytics & Insights plays a leading role in Harvard Business Publishing’s cross-enterprise data analytics community of practice.
Targeting, Advanced Segmentation and Machine Learning
Leads future thinking and a perspective on HBR Group’s emerging capabilities with personalization and applied AI.
Drives adoption and application of machine learning as part of HBR Group’s analytic and targeting capabilities
Manages key partners and vendors in the ML and AI space
Leads key business/ data perspective from HBR in modeling projects, performs analyses to support model projects, and works with more technical colleagues, to oversee process to present modeling scores within Adobe environment for use in email and on-site targeting
Leads data-driven audience development activities for HBR/Ascend
Facilitates affinity targeting for advertising sales business
Owns the HBR Adobe Campaign platform and leads the HBR Email Operations and Analytics team
Ensures the ongoing accuracy, integrity and evolution of the customer database, the deployment of effective and efficient email programs supporting stakeholders across HBR, and periodically from other areas in HBP, and accurate and timely reporting on the database health and email program performance.
Manages key vendor partnerships related to the database and tools in the Adobe Experience Cloud, as well as data analysis and intelligence
Ensures ACS Feed accuracy and integrity across multiple platforms
Leads GDPR compliance and processing
Reporting & Analytics
Produces monthly reporting on HBR.org web behavior
Analyzes and reports on subscriber churn/retention for HBR circulation
Conducts adhoc analytics to address business questions
Creates and manages the CRM budget
Fosters a strong sense of partnership within the team of customer analyst and email ops roles.
Encourages inclusion and professional development of each member.
Anticipates HBRG’s future customer data analytics needs and supports development of team members to evolve into those key roles.
Skills and Knowledge:
10+ years in consumer data analytics or marketing analysis roles, with at least 5 of those years in a leadership role
4 year degree in quantitative marketing, data mining, statistics, mathematics, economics, or related quantitative field
Demonstrated experience in managing a customer database, requiring complete understanding of sources, table design, and mapping logic, as well as working effectively with technical partners internally and/or with a 3rd party."
Demonstrated experience in enabling personalization -- digital experience and customer journey orchestration, targeting, and segmentation -- based on customer attributes and machine learning algorithms
Demonstrated experience implementing large scale personalization projects, using machine learning algorithms and data analytics activation, using Adobe Target and Adobe Analytics; and generating insights using marketing cloud products -- to improve customer journeys across mobile, desktop, and email
Demonstrated experience in developing and implementing a full range of analytic techniques (response and clone modeling, clustering, regression, channel attribution, media mix, etc.) to address marketing challenges
Proficiency extracting and manipulating large transactional data sets for analytical purposes
Experience with B2C digital marketing, email marketing, advertising, CRM, loyalty programs and strategy development a strong plus
Must possess sound business judgment to identify core business objectives; synthesize and interpret disparate quantitative information, develop meaningful insights and clearly disseminate to key stakeholders
Demonstrated success building, developing and leading a high performing team
Expertise with Data exploration and visualization using one or more of the following (Alteryx, Tableau, R, SQL, SPSS, SAS, MATLAB, Excel)
Expertise with Web analytics (such as Adobe Analytics)
Direct experience with an ESP, preferably Adobe Campaign, a plus
About Harvard Business Publishing
Harvard Business Publishing was founded in 1994 as a not-for-profit, wholly-owned subsidiary of Harvard University, reporting into Harvard Business School. Our mission is to improve the practice of management in a changing world. With approximately 450 employees, primarily based in Boston, with offices in New York City, Australia, France, India, Mexico, Singapore, the United Arab Emirates and the United Kingdom, Harvard Business Publishing serves as a bridge between academia and enterprises around the globe through its publications and multiple platforms for content delivery, and its reach into three markets : academic, corporate, and individual managers. Harvard Business Publishing has a conventional governance structure comprising a Board of Directors, an internal Executive Committee, and Business Unit Directors.
Mission: At Harvard Business Publishing, our mission is to improve the practice of management in a changing world. We do this by bringing together experts from across the academic and business management spectrum—people of ideas, spirit, and vision.
This mission influences how we approach what we do here and what we believe is important.