Marketing Analytics Manager, Test & Learn

Job Description

THE TEAM

We are excited about music, live entertainment, marketing, data, and technology. We are driven by a passion to understand the root causes of complicated problems and partner with stakeholders to discover and implement solutions. Most of us had no previous experience working in music -- just a shared excitement about the space, a willingness to go to concerts/venues /festivals when needed as part of the job, and a desire to go to concerts/venues /festivals in our free time, too.

The Marketing Insights and Data Analytics Services team within the Marketing & Data Strategy organization works on projects across all divisions, to develop insights around Fans and Marketing programs. These insights are used to inspire new marketing programs and improve existing marketing efforts across Concerts, Ticketmaster, and Sponsorship business units. We are also responsible for quantifying the value of our marketing efforts through our test and learn program, incrementality testing and attribution thought leadership.

THE ROLE
We are seeking a curious, tech-savvy, strategic problem solver with a statistical aptitude and interpersonal talent to lead our Marketing Analytics Test & Learn program. The Marketing Analytics Manager, Test & Learn will consolidate existing testing efforts and build a holistic and centralized program to support different business units, teams, and marketing channels including digital media and CRM.

The Test and Learn Manager will be an expert in statistical testing methodologies and will bring rigor to our test structure and analytics. This position requires a strong foundation in hypothesis and A/B testing and understanding measures of statistical significance. On top of that, a broad range of technical, project management, and interpersonal skills is also vital to success.

The ideal candidate is curious, detail-oriented, and collaborative. They are focused on leading and building a program and processes that will deliver learnings and insights to improve our digital marketing efforts.

This person will report to the VP of Analytics.

WHAT THIS ROLE WILL DO
• Develop a comprehensive and scalable testing and measurement program for Live Nation digital marketing channels, strategies, and tactics
• Creating learning agendas focusing on applying advanced analytics and experimental design (A/B and multivariate testing) to answer strategic questions about marketing channel performance and consumer behavior
• Collaborate and ideate with business stakeholders and channel managers on testing opportunities
• Consult with stakeholders to restructure ambiguous business questions as statistical hypotheses for testing
• Develop test plans and design test cells for intricate tests that may involve static controls or special customer groupings
• Manage testing calendar across digital marketing, prioritize learning opportunities and prevent conflicts across tests
• Supervise and track all ongoing tests in progress, ensuring that tests stay on track and follow defined methodology and approach
• Develop standard templates for test plans, test outcome library and test result readouts
• Analyze test results, generate insights, translate statistical testing results into plain language insights, consolidate takeaways, and integrate them into broader marketing recommendations
• Effectively publish and present findings to key partners to drive utilization of learnings and optimization of marketing efforts
• Proactively explore and identify new testing capabilities being developed with all media partners and within the industry

WHAT THIS PERSON WILL BRING:

Required:
• BA/BS degree required; a focus in marketing, statistics, computer science, econometrics, applied math, or a quantitative behavioral sciences field; Masters or PhD preferred
• 5+ years in marketing, finance or business analytics role
• 3-5 years' experience doing quantitative analysis on digital experiences and communication channels
• Strong verbal/written communication and data presentation skills, including an ability to effectively communicate with both business and technical teams
• Strong analytical skills are required, including the ability to analyze raw data, draw conclusions, and summarize actionable
• Ability to balance multiple workstreams concurrently with excellent prioritization skills and autonomy

TECHNICAL SKILLS/COMPETENCIES
• Knowledge of marketing testing methodologies include A/B and multivariate testing
• Knowledge of statistics, measuring statistical significance, and statistical testing methodologies and experimental design
• Proficiency with statistical packages such as R, MATLAB, SPSS, SAS, Stata etc.
• Able to write and run complex SQL queries to pull data required across multiple tables
• MS Excel expertise – lookups, pivot tables, and complex formulas
• Proficiency in presentation tools such as PowerPoint or Google Slides

Desired:
• Familiarity with digital media (Display, Social, Search, DOOH, Video, OTT, etc.), and CRM (email, SMS, push notifications, etc.)
• Familiarity with a broad set of topics and subject areas within marketing analytics (e.g. campaign attribution/effectiveness, web tracking, customer lifecycle marketing)
• Understanding of key media performance metrics including ROAS, ROI, CAC, Contribution Margin, etc.
• Proficiency with data visualization, deck design, storytelling and presenting complex information
• Experience working in Entertainment or Live Events industry
• Experience using BI reporting and dashboard platforms such as DOMO, Tableau or similar tool
• Python and R

​LOCATION: Los Angeles preferred, but remote is acceptable

BENEFITS & PERKS
Our motto is 'Taking Care of Our Own' through 6 pillars of benefits:
• HEALTH: Medical, Vision and Dental benefits for you and your family, including Flexible Spending Accounts (FSA) and Health Savings Accounts (HSAs)
• YOURSELF: Generous paid time off policy including paid holidays, sick time and paid days off for your birthday, Free concert tickets
• WEALTH: 401(k) program with company match, Stock Program
• FAMILY: New parent programs & support including caregiver leave and baby bonuses, infertility support
• CAREER: Tuition reimbursement, student loan repayment internal growth and development programs & trainings
• OTHERS: Volunteer time off, crowdfunding network

Live Nation's policy regarding vaccinations and masking will evolve based upon updated regulations and factors related to COVID-19. Currently, we strongly encourage employees to be fully vaccinated or have received a negative COVID test within [24] hours of entering an office.

#LI-EF1 [Los Angeles, CA] #LI-Hybrid #LI-Remote

Jobcode: Reference SBJ-ronkp3-3-19-30-232-42 in your application.