Customer Data Strategy Lead, NBA Asia
the NBA
Hong Kong, Hong Kong Island, HK
source : Successfactors

Position Summary :

TheDirector, Customer Data Strategy Lead will be a key member of thenew and growing team in Customer Data Strategy as part of theglobal marketing organization.

This newly created role will leadthe customer data strategy for Asia and report into the head ofmarketing and communications out of the Asia office.

He / She willwork with the Asia business and his / her peers out of theheadquarters in New York to drive customer data acquisition andshape a robust Customer Relationship Marketing practice for Asiathat will transform the NBA's interactions with fans,deepening engagement, driving revenue, and creating a lifetime loveof the game.

The role also includes working with the DataIntelligence and Fan Engagement functions out of the headquarteroffice to create advanced analytics solutions that help the NBA togrow engagement with our fans.

The role leverages many differentbut related data streams that inform a single view of the Asia fanacross the NBA's global touchpoints including both on andoffline platforms andchannels.

MajorResponsibility :

  • OverallHelp define the strategic plan that includes exploration of theAsia fan data today and tomorrow, and identify opportunities forgrowth.
  • Be the owner and subject matter experton CRM strategy and its layers including analytics, decisioning,and execution.
  • Prioritize use cases, definemetrics and set experiments in collaboration with Data Intelligenceand Execution peers to drive accelerated and measurablelearning.
  • Lead customer research projects andanalysis including customer surveys and usertesting.
  • Work with headquarters on Analytics toprovide marketing insights and reporting to the business lines andoverall Asia office.
  • Establish marketingcustomer metrics along with relevant scorecards for optimizingcampaigns and the customer experience.
  • Fosteran environment of experimentation - test, fail, and pivotfast.
  • Youth Marketing Work with the youthmarketing team to define the youth acquisition strategy through theportal, app and social media.
  • This includesworking with vendors to create and implement a retention strategywhich may include a loyalty program targeted at youth, parents andcoaches.
  • Use data and insights to clearlydefine who the Asia youth fan is, what their consumer behavior andhabits are, to drive engagement andaction.
  • Partner Activation and Assets Work withthe business lines to drive direct-to-consumer sales andmonetization opportunities through CDS.
  • Utilizeboth league and partner assets to drive customer dataacquisition.
  • Identify new marketing channelsand acquisition opportunities through CDS, balancing strategicmarketing and partners' goals.
  • Lead anyCDS aspect of a league or partnercampaign.
  • Develop good working relationshipswith partners to encourage buy-in of CDS-led marketing ideas andadditional marketing spend frompartners.
  • RequiredSkills / Knowledge :

  • TheDirector of Customer Data Strategy is a driven, highly motivated,creative individual with a passion for data-driven marketing andworking with a myriad of internal and external stakeholders withina fast-
  • paced and ever-evolvingenvironment.

  • Proven track record in drivingcustomer acquisition at scale.
  • Experienceexecuting subscriber acquisitions campaigns or programs throughpartners.
  • Ability to manage tactical deliverywithin context of a larger overall brandstrategy.
  • Combination of analytical, strategicand creative thinking.
  • Customer RelationshipManagement and Digital Marketingexperience.
  • Passion for customer data and itsability to transform and drive marketingsuccess.
  • Experience leading large-scalemarketing solutions that involve multiple vendors and both internaland external stakeholders.
  • Demonstrated abilityto collaborate with Data Intelligence talent to turn analytics intoactionable insights and work plans in order to create greatcustomer experiences.
  • An analytical approach tousing data to inform marketing activity.
  • Strongteam player and communicator that takes arcane concepts andpresents them in a way that business partners understand insightsclearly.
  • Successful track record of workingcross-functionally in a globalorganization.
  • Fluent in managing multipleprojects, setting priorities and meeting deadlines across variousmedia channels within a fast-paced workenvironment.
  • An advocate for the consumer andpassion for delivering a positive end-to-end userexperience.
  • A Leader who excels at problemsolving and influencing.
  • Fluency in English(additional language capability is aplus)
  • Comfort working in a complex matrixstructure to effect high value and integratedoutcomes.
  • A minimum 8-10 years of relevant workexperience in Customer Relationship Marketing or PerformanceMarketing.
  • Experience running strategy andinforming technology stakes within digital marketingworld.
  • Demonstrated success in evangelizing'customer 1st' in prior experience withdemonstrated shift to customer experience and businessoutcomes.
  • Understanding of current digitalmedia landscape and trends.
  • Experience with A / Band multi-variate testing.
  • Strong understandingof Asian media markets and shifting consumer entertainmentconsumptionpatterns.
  • Education :

  • Bachelor'sor Master's Degree in relevant field ofstudy.
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