Consumer Analytics Product Manager at YETI Holdings, Inc. in Austin, TX

As YETI continues to build new, state-of-the-art enterprise-level tools, this employee will work hand-in-hand with the data and analytics function to craft customer experiences and prioritize features to feed the personalization engine, enabling them to dive headfirst into personalized segmentation tactics the technology offers across channels. By using existing data to build hypotheses, they will create an always-on testing and optimizing personalization strategy, applying carefully-tracked learnings from each initiative to future campaigns. This is an exciting position for a data-driven individual who thrives in a fast-paced environment and craves the opportunity to trailblaze and take ownership of a new program.

Responsibilities:

• Starting with hypotheses, test new 1:1 communication strategies and track results at every phase of the process, implementing learnings on an ongoing basis
• Take on an audience-first, channel-agnostic mindset to implement personalization strategies that target the right person, on the right channel at the right time
• Collaborate with stakeholders to generate flow of creative assets to feed high-volume, owned-channel marketing activities
• Communicate learnings from personalization initiatives to key stakeholders throughout the business
• Identify and track KPIs to understand and report on efficacy of initiatives
• Create an always-on testing environment that fosters constant learning and optimizing
• Visualize various cross-channel user journeys and pathways across the full lifecycle to ensure all marketing initiatives are appropriately communicated, targeted, and tracked
• Improve segmentation strategies through extensive customer insights analysis, capturing migration across segmentation to inform future strategies
• Leverage enterprise-level technology tools to creatively implement personalization initiatives that make marketing more impactful and efficient

Qualifications and Attributes:

• BS/BA in a relevant field of study
• 8+ years of experience working in marketing, 4+ years managing teams
• Experience working with / leading cross-functional teams (e.g., data science, data engineering, marketing specialists) using Agile ways of working
• Experience developing and implementing customer segmentation strategies
• Deep knowledge of leading marketing technology tools and platforms (e.g., Salesforce, Adobe, Braze, Segment)
• Deep experience with test and learn strategies, backed by statistical modeling to ensure appropriate measurement of results
• Translating strategic business objectives into consumer-centric engagement tactics
• Communication: working directly, frequently, with numerous teams to execute these tactics successfully against business goals
• Strong project management skills (e.g., building & rigorously tracking work plan, meeting deadlines in a fast-paced, in-flux environment)
• Significant experience communicating technical material to range of audiences, including brands, corporate leadership, technology partners, and agencies
• Ability to drive initiative through cultural norms to achieve goals
• Ability to think creatively to support projects and initiatives with little direction
• Ability to act as a credible authority across engagements, ensure partner standards-compliance