The Role

We are seeking a leader for Consumer Targeting and Analytics to lead a team of Data Scientist and Analysts. In this role you will work closely with our product marketing leads for Consumer loan products, Credit Card, Bank, Invest  and other business;  and also media channel owners to measure, test and optimize our marketing performance. You will lead a team of data scientists who are (1) building and updating audience targeting strategies, (2) building and implementing propensity models for direct mail and digital targeting and (3) designing/implementing experiments to measure specific marketing strategies. You will work closely with modelers on the team on machine learning models to drive targeting efficiency for Direct Mail, Email, Web/App, Affiliates, Addressable TV and Digital.

To be successful in this role, you need to have at least 10+ years of hands-on marketing analytics; campaign/strategy management and execution, preferably in financial services. You need to have experience building direct marketing propensity models with a proven track record in driving substantial improvements and in delivering top line business impact. You need to have 3+ years of people leadership experience.

What You'll Do

• Build and lead a team of high-performing analysts and oversee their development, productivity, operational excellence, and business impact
• Develop and execute comprehensive marketing plans and programs, both short and long range, to support marketing acquisition and revenue objectives; and must have extensive knowledge of pre-screen driven marketing campaigns 
• Research, analyze and monitor financial, technological, and demographic factors to identify marketing opportunities and minimize effects of competitive activity;
• Plan and oversee advertising and promotion activities including online, electronic media, print, and direct mail;
• Ensure effective control of marketing results, and take corrective action to guarantee that achievement of marketing objectives falls within designated budgets;
• Oversee and evaluate market research and adjust marketing strategy to meet changing market and competitive conditions;
• Be a trusted advisor to our marketing team and leadership on what drives marketing performance, and provide guidance on how to accelerate our growth and impact on SoFi’s long-term plan
• Define and execute on a vision for the analytics team, making the difficult tradeoffs necessary to ensure on-time deliverables and high-quality work product where it will have the highest impact
• Lead analytical efforts in an unstructured environment to identify key insight that can impact efficiency and scalability across the marketing team, including direct mail, digital, addressable/broadcast TV, and Brand
• Lead development, implementation and continuous improvement of models and strategies
• Apply statistical techniques to measure/attribute marketing performance and setup experiment design plans
• Identify opportunities to improve marketing efficiency such as incrementality test
• Cultivate strong partnerships with Product Marketing, Channel Owners, Business Units, Risk Management, and Finance. Deliver data-driven strategies to influence spend allocation by media channels and within channels. Provide thought leadership and hands-on analysis of media channel economics and profitability
  
  

What You'll Need

• M.B.A. or Master’s or Ph.D. in Computer Science, Statistics, Operations Research, Engineering, Mathematics or a related quantitative field
• At least 3 years of people leadership and management experience
• 10+ years of professional experience in business analytics (consulting to external clients and/or internal business partners), with a focus on marketing, risk, business operations, or strategy
• Deep understating of marketing measurement techniques including media mix optimization , multi-touch attribution and testing
• Ability to coach analysts to translate data into actionable business recommendations and distill findings in a way that non-technical and non-marketing teammates will understand
• Proven ability to prioritize between the short-term demands and long-term needs of an acquisition organization
• Track record of delivering impact. Can both develop but also help implement solutions to ambitious problems
• Programming skills in Python and/or R are a plus
• Strong knowledge of databases and related languages/tools such as SQL, NoSQL, Hive, etc
• Ability to work in a dynamic, cross-functional environment, with a strong attention to detail
• Effective communication skills and ability to explain complex models in simple terms
• Strong relationship-building and collaborative skills