Marketing Analytics

Position Summary:
At the NBA, we're passionate about growing and celebrating the game of basketball. Through the intensity of the game and the amazing athletic skill of our players, we deliver excitement to hundreds of millions of fans around the world.

As a global sports and media business, the NBA is so much more. While Basketball Operations runs the league's on-court activities, other departments manage relationships with television and digital media partners, develop marketing partnerships with some of the world's most recognizable companies, oversee the licensing of NBA merchandise, and handle a wide range of responsibilities that drive the NBA's success.the

The Marketing Analytics & Fan Data Lead will be a key member of the fast-growing marketing department at a first-in-class global organization. This role will lead the fan data strategy and marketing analytics for Asia and report into the head of marketing and communications out of the Asia office. He/She will work with the Asia business and his/her peers out of the headquarters in New York to drive customer data acquisition and shape a robust Customer Relationship Marketing practice for Asia that will transform the NBA's interactions with fans, deepening engagement, driving revenue, and creating a lifetime love of the game.

The role also includes working with the Business Intelligence and Fan Engagement functions out of the headquarters office to create advanced analytics solutions that help the NBA to grow engagement with our fans. The role leverages many different but related data streams that inform a single view of the Asia fan across the NBA's global touchpoints including both on and offline platforms and channels.

Major Responsibility:

- Overall Help define the strategic plan that includes exploration of the Asia fan data today and tomorrow and identifies opportunities for growth.
- Work with headquarters to develop the Asia Customer/Fan Journey for long-term growth and oversee lifecycle marketing as part of this growth plan.
Prioritize use cases, define metrics and set experiments in collaboration with Business Intelligence and Execution peers to drive accelerated and measurable learning.
- Lead customer research projects and analysis including customer surveys and user testing.
- Work with headquarters on Analytics to provide marketing insights and reporting to the business lines and overall Asia office.
- Establish marketing customer metrics along with relevant scorecards for optimizing campaigns and the customer experience.
- Foster an environment of experimentation - test, fail and pivot fast.
- Youth Marketing Work with the youth marketing team to define the youth acquisition strategy through the portal, app and social media.
- This includes working with vendors to create and implement a retention strategy which may include a loyalty program targeted at youth, parents and coaches.
- Use data and insights to clearly define who the Asia youth fan is, and what their consumer behavior and habits are, to drive engagement and action.
- Partner Activation and Assets Work with the business lines to drive direct-to-consumer sales and monetization opportunities through CDS.
- Utilize both league and partner assets to drive customer data acquisition.
- Identify new marketing channels and acquisition opportunities through CDS, balancing strategic marketing and partners' goals.
- Lead any CDS aspect of a league or partner campaign.
- Develop good working relationships with partners to encourage buy-in of data-led marketing ideas and additional marketing spend from partners.

Required Skills/Knowledge:

- A minimum 8-10 years of relevant work experience in Customer Relationship Marketing or Performance Marketing.
- Experience running strategy and informing technology stakes within the digital marketing world.
- Demonstrated success in evangelizing ‘customer 1st’ in prior experience with demonstrated shift to customer experience and business outcomes.
- Understanding of current digital media landscape and trends.
- Experience with A/B and multi-variate testing.
- Strong understanding of Asian media markets and shifting consumer entertainment consumption patterns.
- The Marketing Analytics & Fan Data Lead is a driven, highly motivated, creative individual with a passion for data-driven marketing and working with a myriad of internal and external stakeholders within a fast-paced and ever-evolving environment.
- A minimum 8-10 years of relevant work experience in Customer Relationship Marketing or Performance Marketing.
- Experience running strategy and informing technology stakes within the digital marketing world.
- Demonstrated success in evangelizing 'customer 1st' in prior experience with demonstrated shift to customer experience and business outcomes. Understanding of current digital media landscape and trends.
- Experience with A/B and multi-variate testing.
- Strong understanding of Asian media markets and shifting consumer entertainment