VP Marketing, Strategy, Analytics & Data Science

Williams-Sonoma, Inc. - San Francisco, CA (30+ days ago)3.7


Our Company

Founded in 1956, Williams-Sonoma, Inc. is the premier specialty retailer of high-quality products for the kitchen and home in the United States. Our family of brands are Williams-Sonoma, Pottery Barn, Pottery Barn Kids, PBteen, West Elm, Williams-Sonoma Home, Rejuvenation, and Mark and Graham. These brands are among the best known and most respected in the industry. We offer beautifully-designed, stylish and functional products for every area of the home, including the kitchen, living room, bedroom, home office, closet, laundry room and even outdoor spaces. We've seen some big changes since our first brick-and-mortar store opened more than half of a century ago. What hasn't changed is our passion for high-quality products, functional design, outstanding customer service, and enhancing the lives of our customers and the communities where we operate. Today, we're a multi-brand, multi-channel, global enterprise supported by state-of-the-art technology and some of the most talented teams in retailing - and we're always looking for new energy and ideas.

About the Team

The team is based at the Williams-Sonoma, Inc. (WSI) corporate headquarters in San Francisco, CA. Through leading-edge expertise in analytics, data science, and marketing strategy, our mission is to drive profitable growth across our brand portfolio and ensure that our brands are top-of-mind with consumers.

Our team delivers strategic advantages for the WSI family of brands by providing:

Insights to understand consumer behavior and fuel opportunities
Predictive analytics and data science best practices to drive growth and value
Data innovation and audience execution orchestration to power our world-class multi-channel marketing engine
Sophisticated measurement of marketing investment results across a robust mix of programs and touchpoints

About the Role

Develop and drive strategic initiatives, as informed by analytics, gaining stakeholder buy-in and influencing for success
Lead the team of data scientists and analysts to deliver value across each of these key areas:
Consumer & Business Insights
Testing, Targeting & Segmentation
Data Innovation & Campaign Execution
Marketing Measurement
Leverage multi-brand, multi-channel customer data and analytics to provide WSI with a powerful strategic advantage
Nurture a culture of nimble test & learn, continuous improvement and innovation in everything we do

Specific responsibilities

Serve on Marketing Leadership team, reporting to CMO. Partner with heads of each brand's CRM leader and head of Loyalty to prioritize and deliver Marketing Department goals and initiatives.
Co-host monthly forum to share insights and results across brands and executive stakeholders throughout the organization; drive cross-brand best practice and key learnings to accelerate innovation
Proactively develop quarterly plan of analytic deliverables tied to brand and Marketing Dept. objectives
Oversee delivery of standard and custom audiences, most based on predictive analytics, for all marketing campaigns across digital, print, store and care center campaigns and touchpoints. Seek ways to scale audience delivery as our marketing tactics portfolio continues to expand.
Oversee delivery of test designs and results analyses, with actionable interpretations, across all marketing touchpoints.
Conceptualize and deliver analytics to fuel more personalized marketing treatments, including those coordinated across customer journeys, to improve various KPIs, whether customer growth, engagement, sales or ROI
Deliver monthly and quarterly KPIs that are used to drive the business forward. These include customer growth and value, by brand, life stage and cohort.
Deliver monthly and quarterly insights regarding our marketing investment mix to continually optimize for improved performance, rebalancing by program as appropriate. Seek ways to more directly activate marketing campaigns based on incrementality attribution at the customer level.
Respond to needs in reaction to current business trends, guiding deep dive investigations to understand shifts in behavior or other changes. Use data and analytics to answer business questions and propose solutions to brand partners.
Oversee primary research function that includes annual in-depth brand health tracker, quarterly measures of brand awareness and Net Promoter Score (NPS), topical surveys depending on business needs and always-on customer satisfaction surveys.
Build and lead a high-performing team, keeping associates engaged and productive by encouraging ownership, removing barriers and motivating for excellence. Regularly host team meetings to share relevant topics, keeping the team informed, aligned and connected with the overall company.
Prepare quarterly scripts for Investor Relations as well as briefings for Board of Directors as needed.
Serve as analytic consultant for functions outside of Marketing, including Retail Stores, Finance, Merchants, Supply Chain, etc.
Influence the technology roadmap as it pertains to meeting the evolving needs of Marketing and Analytics. Partner with Technology colleagues to get the job done.
Remain current with industry best practices, cultivating a network of contacts and resources to call upon as needed
Own department operating budget and 3-year financial plan, tied to organizational plan and team strategy.
Requirements and Qualifications

Degree in a quantitative field such as Statistics, Mathematics, Applied Analytics, Operations Research, Computer Science, Applied Science or Engineering
12 to 15 years of business-based analytics, preferably in business-to-consumer context
7+ years of people management experience, including building and leading teams of high performing technical and analytical associates
Expertise in Data Mining, Machine Learning, Predictive Modeling best practices
Excellent analytic and critical thinking, combined with strong verbal and written communication
Demonstrated ability to work effectively with cross-functional partners in a collaborative environment
Project management expertise; Experience managing vendors and contractors
Experience in customer data insights, BI reporting, consumer research
Expertise in ecommerce marketing: SEM, SEO, Remarketing, Social, event-triggered push campaigns, site personalization
Experience with multi-touch attribution (MTA) and Marketing Mix Modeling (MMM) solution implementation, usage, socialization and activation
Experience with marketing technology solutions is a strong plus; ability to guide analytic technology roadmap
Demonstrated ability to influence senior stakeholders throughout the organization, both technical and non-technical
Experience in multi-channel retail industry is a strong plus

Personal Competencies

Strategic and Analytical Capability - Ability to think globally, strategically, and objectively. Effectively translates data into actionable insights, strategies and financial plans.

Leading Teams - Attracts, develops and motives the talent needed for current and future business requirements. Articulates an inspiring vision for the future, establishes high performance expectations and sets example through own behavior. Ensures alignment of individual goals with overall business objectives. Coaches team members to success and holds individuals accountable for achieving results.

Drive for Results - Credibility earned through delivering results. Balances urgent and effective action, commitment to excellence, taking initiative to resolve problems and work quality. Demonstrates high initiative and provides leadership in a project-oriented environment.

Effective Communication - Communicates clearly and effectively with associates at all levels, board members, external partners and customers. Strong verbal and written presentation skills including the ability to communicate complex ideas in a simple way and to tailor key messages and presentation style to multiple audiences.

Influence and Collaboration - Builds and sustains collaborative relationships at multiple levels in the company. Able to work through complex disagreements and conflict to achieve resolution. Builds trust by including others and by keeping the cross-functional teams focused on the success of the entire company.

Global Business Acumen - Understand the complexity of business on a global scale. Embrace cultural and individual differences with empathy. Work with the nuances of specific local cultures to make informed decisions.