Director, Digital Marketing - Data and Insights

Key Skills

Java Programming, Python Programming, C++, C Programming, SQL, Cloud computing, Scala Programming, Machine learning techniques, Data science techniques, MATLAB Programming, PyTorch, TensorFlow, R Programming

Job Description

The Director of Data and Insights is the strategic business owner of data analytics, reporting, and data warehousing activities for all KB Home Corporate Marketing initiatives. The position provides strategic leadership and acts as a subject matter expert in designing and recommending appropriate analytical approaches and methodology to address critical business needs as identified by senior leadership. Responsibilities include understanding and tracking overall market dynamics, real estate sector trends, consumer behavior, paid media optimization, website measurement and analytics, and sales and lead funnel optimization. Additionally, the Director of Data and Insights spearheads high-impact and actionable reporting for Sr. Leadership, Corporate, and Division teams. Other duties include managing a top-notch data hygiene and ETL process, automating data ingestion and report creation.

ESSENTIAL DUTIES AND RESPONSIBILITIES:

Strategic Planning

• Spearhead the strategic development and implementation of data systems that achieve overall business goals and KPIs and lead to improved business performance (i.e., improved leads to sales conversion rates and optimized digital advertising spending and improved information surrounding staffing, spending, and pace of communities as they relate to leads)
• Collaborate with company department heads to create data and insights programs that provide actionable insights during the customer's home buying and homeownership phases.
• Foster strong relationships with Corporate and Division leadership to drive cross-functional digital and data programs to position the company as an industry leader.

Advertising & Paid Media Optimization

• Manage and refine the Lead to Sale Model which Identifies and prioritize media channels that deliver the optimal volume of quality leads to achieve company sales goals.
• Manage and refine the Digital Paid Media Model which determines the appropriate level of digital advertising media spend required to deliver the appropriate number of digital leads to achieve business plan business goals.
• Develop and optimize a Multi-touch Attribution Model to analyze the impact of each touchpoint across the homebuyer's journey and optimize paid media.
• Work with key vendors to enhance the understanding of current customers and better target potential customers, ultimately resulting in improved sales conversion KPIs.
• Develop and publish monthly dashboard (listings, paid search, display ads, paid social).
• Partner with media vendors to ensure each paid advertiser is generating quality traffic and leads.
• Work closely with Regional Marketing Directors to establish process and efficient workflow between Corporate and media vendors.
• Implement optimized advertising practices based on past performance data and industry trends.

Data Management and Reporting

• Develop high-level multi-use reporting processes for digital marketing platforms including marketing emails, social media, and web banners.
• Oversee the publishing of monthly dashboards (lead generation, website, search trends, and paid media reports).
• Manage monthly data collection and cleansing process with media vendors.
• Identify business needs with data management technology and data reporting tools (i.e., Datorama).
• Partner with leaders across the organization to align business reporting strategy & objectives with business KPIs
• Partner with IT and Digital teams to determine tagging/tracking strategy and implementation for company websites and new media.
• Enhance data collection procedures to include information that is relevant for building analytic systems.
• Construct data pipelines for various first- and third-party data sources requiring extensive experience with building ETL process.
• Deliver YOY digital advertising reports for Corporate and Divisions including trend analysis and best practices.
• Design quantitative marketing models and algorithms including, but not limited to, ROI, A/B testing, program & budget optimization.
• Provide individual campaign reporting for Divisions on a per-request basis.
• Work with Digital Marketing department to connect project initiatives and processes.

Project Management

• Track digital customer behavior and aligning with household-level data clusters to influence cross-channel campaign execution and analysis.
• Lead the workflow creation for current data technology and onboarding new technology.
• Troubleshoot gaps in processes and information access for long- and short-term solutions.
• Spearhead A/B testing and benchmarking to identify KPIs and optimize landing pages and paths to lead conversion.
• Oversee lead generation optimization project to identify highest ROI sources.
• Create training guidelines for KB employees around digital best practices and data analysis.

Personnel Management and Development

• Oversee the daily assignments, tasks, and overall goals of a data analyst or coordinator.
• With support and oversight from Marketing leadership, will provide consistent feedback to employees, deliver performance reviews, participate in recruiting/hiring, provide recommendations for compensation matters (merits/bonuses), and communicate corrective actions as needed.

EDUCATION/EXPERIENCE/MINIMUM REQUIREMENTS:

Education

• Bachelor's Degree in Applied Science, Statistics, Mathematics, Economics, or related discipline required
• Master's Degree in related field preferred

Experience

• 6-7 years work experience in digital marketing/data analytics required
• 6-7 years work experience in web analytic tools (Google Analytics, Sprinklr Social Studio, Microsoft Dynamics and BI, etc.) required
• Advanced experience with marketing mix modeling, media planning processes preferred
• Prior experience in Real Estate industry preferred, ideally in Residential Homebuilding
• Prior experience with managing direct reports

Knowledge, Skills and Abilities

• Grow a data-first culture across KB Home through training, communication, and process-driven results
• Must have strong executive-level facing presentation skills and the ability to communicate complex data and analytical concepts both in oral and written format with expertise to a non-technical audience.
• Strong verbal and written communication skills
• A demonstrated ability to work creatively and cooperatively on data initiatives, capabilities, and emerging priorities in a fast-paced environment and to respond immediately to issues
• Excellent organizational and project management skills with the ability to manage team members and multiple timelines, to complete tasks quickly in a deadline-driven environment.
• Strong understanding of and interest in marketing/advertising and consumer behavior
• Primary focus will be in applying data mining techniques, doing statistical analysis, and building high quality prediction systems integrated with our products
• Strong statistical background, familiarity with Bayesian data modeling, multi-linear regression, as well as applicable machine-learning algorithms
• Ability to translate, visualize findings into actionable format for marketing teams in one of the following: Excel, PowerBI, PowerPoint, Datorama, Tableau. Provide prescriptive analytical support, as needed
• Proficiency in statistical data analysis and data mining packages (e.g., R, SPSS, MatLab, STATA, Excel)
• Proficient with SQL, and Python and/or R
• Strong application skills including Tableau, Access, Excel, Word, and PowerPoint required