Digital & Brand Analytics Mgr - 90231521 - Washington

Your success is a train ride away!

As we move America’s workforce toward the future, Amtrak connects businesses and communities across the country. We employ more than 20,000 diverse, energetic professionals in a variety of career fields throughout the United States. The safety of our passengers, our employees, the public and our operating environment is our priority, and the success of our railroad is due to our employees.

Are you ready to join our team?

Our values of ‘Do the Right Thing, Excel Together and Put Customers First’ are at the heart of what matters most to us, and our Core Capabilities, ‘Building Trust, Accountability, Effective Communication, Customer Focus, and Proactive Safety & Security’ are what every employee needs to know and do to be most impactful at Amtrak. By living the Amtrak values, focusing on our capabilities, and actively embracing and fostering diverse ideas, backgrounds, and perspectives, together we will honor our past and make Amtrak a company of the future.

SUMMARY OF DUTIES: 

Seeking an analyst with a strong marketing analytics background and a solid foundation in applied statistics and machine learning methods.  The analyst will work with a variety of data sources, including web and app data, campaign data, and customer travel / booking behavior data to help drive decision making, translate complex data into actionable insights and maximize campaign performance in paid media and within owned digital channels. The analyst will support Amtrak Advertising function and other internal teams to ensure that brand marketing, digital advertising and owned digital channel promotional and personalization campaigns are monitored, tracked and optimized to achieve business goals.

Support for paid digital advertising will include:

• Working with state partners and their advertising agencies to provision digital advertising tracking codes on Amtrak.com, including set-up within tag management tool and QA and troubleshoot as necessary to track performance.
• Provide ongoing support to state partners via monthly and/or quarterly National Advertising reporting on search and display campaigns, so learnings can be incorporated into state partner media and state partners can understand National Advertising contribution to their routes.
• Assist in planning, development and delivery of digital advertising training workshops for State partners and other stakeholders as necessary.
• Work with internal and agency teams to define measurement plans and testing calendars for new campaigns, to ensure proper tracking is in place prior to campaign launch.
• Working closely with Amtrak advertising agencies on advanced analytics projects including multi-touch attribution and media mix models to maximize the efficiency of digital advertising budgets.
• Apply predictive modeling, regression analysis, and other statistical techniques to evaluate campaign performance and forecast likely outcomes.
• Validation of agency reporting by reviewing raw data as well as other reporting sources/presentations for accuracy, utilizing data for ad-hoc analysis in combination with enterprise data on revenue and ridership.
• Contributes to ongoing reporting as appropriate.

Support for Amtrak.com promotions includes: 

• Creation of holistic dashboards, reports and presentations as well as production of recurring campaign reporting and ad hoc analysis to answer specific business questions for State partner and Amtrak promotional campaigns. 
• Provide quarterly Amtrak.com performance reporting to include state partner promotion benchmarking and performance.
• Leverage advanced experimental design skills (A/B, multivariate, uplift modeling) and statistical testing to parse campaign impacts and causality.
• Leverage core insights from website analysis to support the planning and development of new campaigns, including multivariate or a/b/tests, provide audience segmentation, as well as post-test reporting and analysis, to implement fundamental improvements to site conversion rates or other KPI’s.
• Management of the enterprise tag management solution; work to identify gaps in the data capture strategy for all digital assets, and implement enhancements.
• They will also leverage external and cross functional resources to ensure that best practices in the use of data and data driven decision making are implemented throughout the Advertising and Marketing function. 

ESSENTIAL FUNCTIONS:

• Leverages the enterprise data warehouse (AWS redshift), Marketing Analytics Platform (sql server customer database) to proactively analyze campaign and customer booking behavior data to influence changes to campaigns across advertising and owned digital channel promotions. 
• Leads data capture strategy (Adobe Launch) to ensure proper tracking and reporting of digital results. Conducts quarterly data audits to ensure cleanliness of data. Implement new tags or work with technical teams to implement and test.
• Create digital dashboards using Power BI and share performance insights with various business units, team members, and management.
• Work closely with integrated marketing team to develop strategic measurement plans to ensure accurate measure of business KPIs.
• Develops monthly and quarterly reports on promotional campaigns, website personalization results against goals/targets on a monthly and/YTD basis. 
• Develop insights that lead to optimization scenarios, content development, or other test campaigns to paid media and owned digital channels.
• Design, deploy, and interpret advanced statistical / machine learning models (e.g., clustering, propensity modeling, predictive analytics) to improve campaign efficiency.
• Develops business requirements synthesized from multiple sources including marketing managers, development teams, and functional group members, for new analytics projects. 
• Documentation relating to existing processes and suggestion / presentations for improving those processes.

MINIMUM QUALIFICATIONS:

• Bachelor’s Degree, preferably in a business, statistics, quantitative analytics, data science or computer science field
• A sincere desire to learn, self-motivated and able to work independently.
• Strong analytical and problem-solving skills.
• Demonstrated ability in using SQL.
• Knowledge of digital analytics measurement approaches like media mix modeling, LTV, multi-touch attribution and ROI measurement.
• Comfortable analyzing and manipulating large data sets (including data mining) and ability to report on/communicate findings to internal customers.
• Advanced knowledge of and experience working with website analysis and tag management tools (e.g., Adobe Analytics, Adobe Launch) preferably in a role within an online ecommerce environment.
• Experience working with data from an ad server, such as Google Campaign Manager or The Trade Desk, and familiarity with a variety of digital marketing concepts, practices and procedures, including tagging for tracking purposes.
• Demonstrated ability in advanced web analytics methodologies such as path analysis, segmentation, experiment design and testing.
• Demonstrated ability to apply statistical methods (hypothesis testing, regression, time-series forecasting) to marketing performance questions.
• Experience in examining customer data to find patterns, likelihood to travel/convert or to predict future behaviors.  Findings should increase the efficiency and effectiveness of digital initiatives.
• Experience planning, executing, and effectively communicating the results of strategic analyses
• Solid communication skills and ability to communicate data-driven findings to mid- and senior-level managers
• High attention to detail and organizational aptitude.
• Proficiency in Microsoft Excel, Word, and PowerPoint.

PREFERRED QUALIFICATIONS:

• Advanced proficiency in SQL, Python (including Pandas, scikit learn) or R (tidy verse, tiny models) with experience using data visualization software such as Power BI.
• Experience building and deploying machine learning models (e.g., uplift modeling, conversion/churn propensity, reinforcement learning techniques, recommendation engine, similarity/look-alike modeling, segmentation/clustering) to improve marketing targeting and personalization.
• Familiarity with Databricks & AWS is a plus.
• Proficiency in HTML, CSS and JavaScript.
• Experience with Adobe Analytics and Adobe Launch.
• Experience with Salesforce CDP and Marketing Cloud Personalization.

PREFERRED EDUCATION: 
MBA or other advanced degree preferred.

COMMUNICATIONS AND INTERPERSONAL SKILLS: 
Must have excellent written and oral communication skills.

The salary/hourly range is $113,200-$146,664. Pay is based on several factors including but not limited to education, work experience, certifications, etc. Depending on an employee’s assigned worksite or location, Amtrak may consider a geo-pay differential to be applied to the employee’s base salary. Amtrak may offer additional incentive and pay programs to recognize and reward our employees, including a short-term incentive bonus based upon factors such as individual and company performance that is commensurate with the level of the position and/or long-term incentive plan compensation. In addition to your salary, Amtrak offers a comprehensive benefit package that includes health, dental, and vision plans; health savings accounts; wellness programs; flexible spending accounts; 401K retirement plan with employer match; life insurance; short and long term disability insurance; paid time off; back-up care; adoption assistance; surrogacy assistance; reimbursement of education expenses; Public Service Loan Forgiveness eligibility; Railroad Retirement sickness and retirement benefits; and rail pass privileges. Learn more about our benefits offerings here.

Requisition ID:165024

Work Arrangement:06-Onsite 4/5 Days Click here for more information about work arrangements at Amtrak. 
Relocation Offered:No 
Travel Requirements:0 - 5% 

You power our progress through your performance.
 

We want your work at Amtrak to be more than a job. We want your career at Amtrak to be a fulfilling experience where you find challenging work, rewarding opportunities, respect among colleagues, and attractive compensation. Amtrak maintains a culture that values high performance and recognizes individual employee contributions. 

Amtrak is committed to a safe workplace free of drugs and alcohol. All Amtrak positions requires a pre-employment background check that includes prior employment verification, a criminal history check and a pre-employment drug screen. 

Candidates who test positive for marijuana will be disqualified, regardless of any state or local statute, ordinance, regulation, or other law that legalizes or decriminalizes the use or possession of marijuana, whether for medical, recreational, or other use. Amtrak's pre-employment drug testing program is administered in accordance with DOT regulations and applicable law.  

In accordance with DOT regulations (49 CFR § 40.25), Amtrak is required to obtain prior drug and alcohol testing records for applicants/employees intending to perform safety-sensitive duties for covered Department of Transportation positions. If an applicant/employee refuses to provide written consent for Amtrak to obtain these records, the individual will not be permitted to perform safety-sensitive functions.

In accordance with federal law governing security checks of covered individuals for providers of public transportation (Title 6 U.S.C. §1143), Amtrak is required to screen applicants for any permanent or interim disqualifying criminal offenses. 

Note that any education requirement listed above may be deemed satisfied if you have an equivalent combination of education, training and experience.

Amtrak is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race/color, to include traits historically associated with race, including but not limited to, hair texture and hairstyles such as braids, locks and twists, religion, sex (including pregnancy, childbirth and related conditions, such as lactation), national origin/ethnicity, disability (intellectual, mental and physical), veteran status, marital status, ancestry, sexual orientation, gender identity and gender expression, genetic information, citizenship or any other personal characteristics protected by law..