Business Analyst(Marketing)

This position is within the Business Intelligence & Segmentation team and will report to the Predictive Content Manager. This is not a management position, but you will be in charge of managing your own projects. The primary activity is supporting the company's transformation to be more data-driven in its customer marketing messaging. The overall goal is to drive strong customer engagement through relevant, personalized content in our digital marketing efforts. In this role, you will develop a deep understanding of who our customers are and how to meet their needs to help drive incremental direct business. You will achieve this through exploratory data mining to uncover new opportunities for personalization.

You will assist Marketing Channel teams in successfully building custom data segments for testing targeted offers to consumers in the email channel based on your strategic recommendations. These recommendations will help align the right offer to the right audiences to drive incremental direct bookings. Additionally, you will help build, execute and optimize marketing strategies based on audience performance to align with business objectives and drive revenue growth.

This individual will work in a cross-functional pod to execute high-performing marketing initiatives focused on customer personalization. As a member of this pod, you will assess business needs and develop a strategic recommendation for audience selection and testing for planned email marketing campaigns.

You will leverage hundreds of available consumer data points in the marketing database to provide insights that support your strategic recommendations around segmentation. This includes analyzing the lifecycle and profiles of past guests and prospects to understand customer behavior. You will collaborate with the CDP platform team to prioritize and provide requirements for new audiences needed to support your segmentation strategies.

This role requires partnering with CRM, Marketing, and Data Science teams. The ideal candidate should have a strong background in marketing strategy and customer segmentation, as well as excellent communication.