Head of Marketing Analytics and Research
We are looking for a leader who can unite marketing analytics, customer and product research, econometrics, brand analytics, and a data-driven approach into a single decision-making system for VTB Marketing. The Head will be responsible not only for analytics but also for the quality of the company's marketing decisions.
Responsibilities:
- Leading the analytics and research team;
- Developing a strategy for the advancement of marketing analytics and research;
- Building a unified system for measuring marketing effectiveness;
- Fostering a data-driven and insight-driven culture within marketing;
- Establishing a unified approach to metrics, attribution, and performance evaluation;
- Developing brand and marketing effectiveness;
- Measuring the effectiveness of brandformance and 360 campaigns;
- Developing a brand tracking and communication research system;
- Evaluating the impact of marketing on customer awareness, consideration, preference, and trust in the brand;
- Developing MMM, incrementality, and marketing forecasting;
- Conducting customer and product research;
- Developing the UX/CX research function;
- Building a customer insights system;
- Analyzing customer behavior and decision-making drivers;
- Segmentation and audience research;
- Prioritizing the analytical roadmap;
- Developing internal quality standards for analytics and research.
