Manager, Marketing Analytics
H&R Block, MO, MO, United States
Job Description:
We are at an exciting time at H&R Block, driving strategic transformation both for the company and within marketing. This role will play a key part in establishing a strong marketing analytics function that provides internal consultancy and defines marketing’s impact on the business by establishing KPIs and frameworks that drive clarity on performance. This role will ensure data from various sources can be connected to deliver integrated data and insights. You will serve as a trusted advisor to the marketing leadership team, advising on growth opportunities and articulating marketing’s impact on business performance. The role will also involve collaborating across the Marketing & Experience organization including go-to-market leads, growth marketing, and customer marketing leads to identify insights that significantly impact the business. We are developing various capabilities in-house, and this role will be crucial in building this function, in partnership with data strategy and IT, to take on most of the insight generation in-house.
Key Responsibilities
Build a Well-Connected Marketing Analytics Organization
Establish measurable marketing KPIs and frameworks and build dashboards to make consumption of data and insights easy for the user.
Foster a culture of continuous improvement by providing clear direction and setting expectations.
Promote team projects and wins across the organization to deepen the organizational understanding of the team’s capabilities.
Create digestible data narratives that challenge the business status quo and drive the company forward.
Assess gaps in ambition vs. capacity with a roadmap for scaling, while proving ROI.
Drive Insights that Deliver Business Outcomes and Articulate Marketing’s Contribution to Business
Provide a comprehensive view of marketing performance and opportunities to improve the effectiveness of go-to-market efforts, connecting insights across various sources.
Develop an internal consultancy focused on providing relevant insights across key marketing initiatives: media, email, and creative.
Develop and establish key dashboards that allow marketing teams to self-serve performance data and insights as a priority.
Collaborate with key partners to deliver insights across disparate data sources, ensuring that findings are actionable and business relevant. For example, analyze creative insights across several sources such as brand data and channel-level creative insights.
Partner with external parties to drive Media Mix Modeling (MMM) and manage the scope/learning agenda to effectively measure marketing contribution and drive learnings.
Liaise with the DS&A team to drive marketing analytics that is connected to broader business analytics for comprehensive and action-oriented marketing business insights and to identify opportunities to increase the impact of marketing.
Ensure Data Integrity and Automation to Drive a Higher Focus on Analytics and Insights Generation
Partner with the Data Strategy and IT teams to ensure all data variables are effectively integrated into the Customer Data Warehouse to enable efficient and effective analysis.
Align on the right front-end tools and capabilities to drive efficiency and integrate in enterprise ecosystem.
Establish and maintain data governance and quality standards to ensure data accuracy and reliability of reporting, closing the loop with Data Strategy and IT.
Use AI-powered tools to automate reporting and generate useful marketing insights.
H&R Block’s purpose is simple: To provide help and inspire confidence in our clients and communities everywhere. We’ve been true to that purpose since brothers Henry and Richard Bloch founded our company in 1955. Since then, we’ve grown to have approximately 12,000 offices throughout the United States and around the world.
We are a people company first and a tax company second. People who join H&R Block say it feels like being part of something bigger. A place with an amazing and storied history, but with a strong and urgent focus on the future. Maybe it’s how determined, forward thinking and innovative we are, or how accessible our leadership is. We believe it’s all those things, and much more.
H&R Block is committed to diversity and inclusion and is proud to be an equal opportunity employer. We consider qualified applicants regardless of race, color, religion, creed, gender, national origin, age, disability, veteran status, marital status, sex, gender expression or identity, sexual orientation, citizenship, or any other legally protected class. All qualified applicants are welcomed and encouraged to apply.
What you'll bring to the team...10+ years of experience in marketing analytics or a related quantitative field with a comprehensive understanding of marketing measurement, incrementality, channel attribution, and ROI frameworks.
Proficiency in utilizing advanced querying tools (Azure, Databricks) and programming languages including Python, SQL, and PySpark to help team and partners connect multiple data sources across multiple data storage locations.
Proficiency in one or more analytics and visualization tools (ideally Tableau and PowerBI).
Proficiency in web analytics tools including first-party analytics platforms (Adobe Analytics) and third-party platforms (DCM, FB, SEO Console), with a strong understanding of how dimensions and events tell the client's story.
Familiarity with building models to measure marketing incrementality and a detailed understanding of statistical analysis (e.g., hypothesis testing, experimentation, regressions).
Willing to be a part of transformation and building the function ground-up.
Excellent interpersonal skills, with the ability to communicate clearly to both technical and non-technical audiences.
Skilled at handling cross-functional relationships and presenting to leadership across various organizations.
A strong data-driven approach and results-focused mentality, with a passion for delivering measurable results and upholding high standards for the team. A track record of using data to drive business impact, preferably in a consumer-facing business.
Proficient at quickly uncovering insights and presenting them persuasively to drive action.