Manager, Digital Analytics

The Manager, Digital Analytics will play a key role in promoting data-driven decision making across our marketing channels and digital experiences, helping to shape the future of our digital presence.

They will be at the helm of providing actionable insights from all our digital customer touchpoints to drive the definition of exceptional customer experiences and customer level growth, driving the adoption of a test-learn-release mentality to optimize the performances of our marketing campaigns and channels.

To be considered for an interview, please make sure your application is full in line with the job specs as found below.

Primary responsibilities include transforming raw data into insights, leveraging data from digital campaigns, owned websites, social media and user-level ecommerce data, to provide an overview of the health of our digital marketing channels.

They will partner with marketing, eCommerce and digital channels’ teams to design curated experiments and A / B tests to drive continuous improvements to our digital experience.

They will work alongside other teams to deepen the understanding our core fans across Square Enix’s digital ecosystem, allowing them to be at the forefront of discovering patterns of behavior that correlate with long term engagement with our products and services, and share ideas for how to improve customer experience and drive revenues in the long-run.

The incumbent will collaborate with cross-functional teams, understanding challenges and requirements, developing plans of analysis and solutions to support stakeholders’ needs, as well as empowering them to use the right analytical tools and research for their needs.

In this role, they will have the opportunity to drive innovation and data stewardship within the team, mentoring data analysts in their delivery of impactful analysis to stakeholders, while challenging the status quo of processes and improving upon them, influencing, and shaping the future direction of the team.

Direct performance measures include data / attribution accuracy, stakeholder satisfaction, and dashboard usage rates; more indirect performance measures include digital marketing KPIs (reach, engagement, conversion, customer lifetime value, ROI, etc.

and effectiveness of insights and recommendations to drive growth and optimization.

RESPONSIBILITIES

Digital Strategy Optimization

• Partner with marketing, sales, digital, CRM, eStore to optimize online marketing activities and campaigns and identify areas to improve ROI, conversion, and customer lifetimes value.
• Partner with cross-functional teams in planning a robust A / B and multi-variant testing plan, advising on test methodologies, parameters, experiments, and KPIs.
• Act as project manager, keeping track of ongoing and pipeline of tests and experiments, while creating and maintaining a knowledge platform of learnings from tests.
• Develop attribution models to further our understanding of customer journeys across multiple touchpoints.
• Oversee the process of digital campaign tracking across multiple tools (such as Google Analytics and Google Tag Manager), ensuring accurate data collection, standardization, and efficiency.

Customer Experience and Value

• Propose, plan, and execute research projects and analysis to enrich the understanding and knowledge of Square Enix fans behaviors and preferences.
• Work alongside other members of the department to deliver quarterly reports on the overall performance of our digital ecosystem and the state of Square Enix community across all measurable digital touchpoints.
• Be at the forefront of discovering trends through data analysis and share ideas for how to improve customer experience and drive revenue while also identifying additional data points to collect or review to gain further insights.
• Partner with other members of the department to drive understanding of core Square Enix fans and support with the development and reporting of audience profiles based on business needs.

Social Analytics

• Consolidate social listening tools platforms’ structure, defining platform policies and guidelines, managing project lists and overall social listening platform.
• Partner with the Social Media, Marketing, Publishing strategy and other cross-functional teams to understand needs and requirements for social media analytics.
• Deliver regular reporting on overall social media performances, identifying key drivers of positive and negative mentions across our key properties and on Square Enix as a whole.

Performance Measurement and Reporting

• Track KPIs and prepare performance reviews, presenting findings to key stakeholders and iterating based on feedback.
• Manage the creation, maintenance and enhancement of digital marketing, ecommerce and digital channels performance dashboards that meet stakeholder requirements and usability standards.
• Provide training and onboarding for users and stakeholders, ensuring they are equipped with the necessary skills to leverage dashboard tools effectively.
• Oversee the collection of additional data as required by the business, consulting with stakeholders for ingestion into systems like SGV, collaborating with Data Council and Legal teams.

Team Management

• Manage the output of the Digital Analytics team, coaching and mentoring staff and providing professional guidance.
• Define and enact a vision for long-term standardization of performance marketing, digital channels and audience profiling reporting.
• Organize and track project tasks, timelines, deliverables and clearly communicate schedule and priorities to stakeholders.
• Review, innovate and establish processes to improve team efficiency and increase alignment with cross-functional teams.
• Provide guidance and support to data analysts in achieving their objectives and in their development, while contributing to a collaborative environment in which team members can share ideas and methodologies to address problems.

REQUIREMENTS

• 5+ years relevant experience - tracking a complete digital journey from the consumer perspective.
• Excellent analytical experience in manipulating large and complex data sets, preferably with Google Cloud Platform or SQL.
• Strong analytical and problem-solving skills, coupled with excellent communication and presentation skills : ability to communicate complex findings effectively to stakeholders at all levels in a clear and concise manner.
• Strong understanding of digital marketing concepts, including campaign tracking, audience segmentation, and performance measurement.
• Experience with tag management systems and web analytics platforms (e.g., Google Analytics, Adobe Analytics).
• Familiarity with A / B testing methodologies and experimental design principles.
• Strong project management skills with the ability to prioritize tasks and manage multiple projects simultaneously.
• Collaborative mindset with the ability to work cross-functionally with marketing, development, and other teams.

Preferred

• Digital or consultancy agency and / or startup experience.
• Continuous learning mindset to stay updated on industry trends and best practices in digital analytics and marketing technology.
• Proven experience in Digital Marketing or Customer Analytics, including CRM and Loyalty, preferably in the gaming or entertainment industry.
• Previous experience with social media monitoring and listening tools (e.g., Talkwalker, Hootsuite, Brandwatch, etc.).
• Experience with eCommerce platforms.
• Experience with CSS.
• A passion for video games.

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