Sr. Manager, Data Strategy

The Sr. Manager, Data Strategy is responsible for leading the strategy, roadmap, and execution of how customer data is applied to accelerate demand generation, improve customer experience, increase retention, and increase overall personalization across the organization’s marketing technology ecosystem. This role determines and facilitates utilization of the data necessary to connect marketing, the digital retail experience, and dealer operations.

Reporting to the Director, Digital Transformation, this role partners and collaborates closely with Customer Journey, Product Strategists, Technology, Data, Marketing, and external partner teams. The Sr. Manager, Data Strategy will develop rationale, identify the ideal data source(s), and oversee the process to apply customer data in a reliable and scalable method across key brand initiatives.

Responsibilities:

• Lead the development and optimization of data platforms including data warehousing, clean rooms, and business intelligence environments.

• Operationalize data necessary for personalization within journey paths outlined by the Customer Journey team across key marketing communications and touchpoints.

• Identify and model unique audiences that allow for personalization of marketing communications at scale, while meeting the business needs across vehicle sales, service, and overall customer vehicle ownership needs.

• Implement processes to monitor data quality, identity resolution accuracy, and proper tagging across websites, email, paid media, dealer communications, and additional customer touchpoints/brand interactions.

• Define data models and taxonomies that support an identity graph capable of continual enrichment of first party data and true 360 degree customer insights.

• Build and manage an integrated portfolio of data initiatives, defining expected outcomes, ROI, and delivery against agreed data strategy objectives.

• Manage process for ingestion of key activities across brand and marketing channels that in collaboration with Analytics, can be used to develop and optimize marketing mix and attribution models.

• Evaluate, recommend, and manage relationships with key data providers and technology partners.

• Establish and oversee data governance frameworks, policies, and standards for data quality, security, and adherence to ever changing privacy regulations (e.g. CCPA, etc.) and internal policies.  

Qualifications:

• 6 years of experience in marketing data/analytics, data strategy, or marketing technology within complex enterprise environments.

• 2-5 years of leadership or team management experience. 

• 2-3 years in automotive (OEM, large dealer group, ad agency, or data partner) preferred.

• Bachelor’s degree in Marketing, Business, Data Science, Computer Science, Information Systems, or related discipline.

• Proven ability to supervise, grow, and foster talent within a team.

• Strong understanding of data governance, data architecture, data warehousing concepts, and modern analytics tools.

• Demonstrated experience using customer and marketing data to improve various business needs and objectives across an omnichannel marketing mix.

• Ability to collaborate with individual team leads within a large enterprise organization, communicating complex data concepts to key business stakeholders.

• Experience working with vendors and external partners, consistently improving and evaluating their ability to deliver on key business objectives.

• Knowledge and experience with marketing measurement methodologies such as first touch, last touch, multi-touch, and modeled attribution preferred.

• Strong communication skills, with the ability to explain technical constraints and opportunities to non-technical stakeholders.

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$120,000.00 - $200,000.00

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Exciting Benefits and Perks Await You:

• Competitive compensation and 401k matching

• Enjoy a healthy work-life balance with insurance plans (health, dental, vision) and maternity benefits.

• Associate purchase and discount programs for new and pre-owned vehicles, services, parts, collision, accessories, and AutoGear

• Access amazing deals and discounts through YouDecide, a website with offers from top providers and retailers

• Join our DRVPNK mission to raise and donate millions of dollars to cancer research and treatment, partnering with cancer charities nationwide

AutoNation is one of the largest automotive retailers in the United States, offering innovative products, exceptional services, and comprehensive solutions, empowering our customers to make the best decisions for their needs. With a network of dealerships nationwide strengthened by a recognized brand, we offer a wide variety of new and used vehicles, customer financing, parts, and provide expert maintenance and repair services. Through DRV PNK, we have raised over $40 million for cancer-related causes, demonstrating our commitment to making a positive difference in the lives of our Associates, Customers, and the communities we serve.
 

AutoNation is committed to creating a diverse, equitable, and inclusive environment in our workplace and the services we provide. We welcome candidates from all backgrounds who are passionate about making a positive impact. Even if you do not meet every requirement, we encourage you to apply. Join our team and help us foster a culture of belonging while contributing to our revolutionary work in the automotive industry. We value innovation, teamwork, and a commitment to making a positive impact in the world.