Senior Manager, Marketing Finance:
Your Impact:
We are seeking a dynamic and strategic Senior Manager of Marketing & Loyalty Finance to join our team. This role will be crucial in analyzing the financial impact of data-driven, customer marketing, , media, loyalty and retail media strategies and initiatives, ensuring optimal return on investment (ROI) and alignment with business objectives. The ideal candidate will combine a strong background in finance with a deep understanding of marketing or retail dynamics, particularly at the customer level and media performance measurement. They will also possess a strong blend of financial acumen, analytical skills, marketing knowledge and partner closely with data analytics teams to enhance our overall marketing effectiveness and ROI.
What you will do:
- Financial Analysis: Conduct in-depth measurement analysis of customer data-driven marketing campaigns to evaluate program level financial performance and ROI. Provide actionable insights to optimize future initiatives. Set the methodology for overall financial and customer measurement at the program level and collaborate to build a scorecard of critical measures of success.
- Strategic Support: Collaborate with marketing leadership to inform and evaluate data-driven marketing strategies and campaigns. Provide category and customer level financial insights that inform decision-making and optimize marketing investments. Collaborate with Data analytics teams as necessary.
- Loyalty Program Effectiveness: Partners with senior leadership in the business functional areas to provide category, behavioral financial performance insights at the customer level, leveraging loyalty, zero and first party data. This includes proactive measures to ensure our loyalty programs are effective in driving customer behavior change, while also maintaining profitability. Guides team to uncover new opportunities, potential business risks, and drive the identified actions to optimize customer loyalty. Examples include overall spend, margin, AOV, frequency / visit, and others.
- Customer & Category Financial Insights: Analyze customer-level sales at the category level, basket level, etc. to identify trends, opportunities, and risks. Partner with customer and marketing analytics team to enrich overall insights to improve customer targeting, segmentation, and campaign effectiveness, ensuring marketing efforts and investments align with customer profitability.
- Measurement of customer marketing campaigns and loyalty offerings to ensure we are implementing the right tactics and being able to effectively make recommendations to improve our customer strategy using our data
- Measure and report KPIs, with ongoing efforts to continuously analyze data, identify trends, and continuous improvement opportunities to better drive our key initiatives.
- Data Visualization and Executive Presentation: Present data in a visual way that resonates with senior leadership and deepens understanding of key trends, insights and implications.
- Measurement: Measure and report KPIs with ongoing efforts to continuously analyze data, identify trends and uncover new financial opportunities. Own and establish incrementality frameworks with customer and marketing analytics team for sales, customer behavior shifts and media performance. Measure customer marketing / loyalty media campaigns and retail media network campaigns to ensure we are implementing the right tactics and being able to effectively make recommendations to improve our customer strategy and increase effectiveness of our retail media network using zero and first party data.
- Cross-Functional Collaboration: Work closely with marketing, sales, finance, and data analytics teams to plan, forecast and ensure cohesive strategies and share insights that drive customer engagement and profitability.
Qualifications:
Minimum Qualifications:
- Bachelor's Degree in Business, Finance, Marketing or Data Science
- 7 years of experience in an analytical role
- 5-7 years of experience performing analysis of marketing impact, data modeling and exploratory data analysis
- 3 years of experience leading people directly
- Experience with loyalty programs and customer marketing (CRM) tools and measurement
Preferred Qualifications:
- Master's Degree in Business, Finance, Marketing or Data Science
- 3-5 years of experience in data science, customer marketing, and loyalty programs
- 7 years of applied analytic experience spanning areas such as Marketing and customer functions
- 2-3 years of experience leading a team of analytic professionals in retail, technology or other customer driven organization
- Demonstrate the ability to think beyond raw data and to understand the underlying business context and identify business opportunities
- Programming experience and data science using tools
- Experience supporting retail loyalty programs
- Experience in home improvement retail
- Experience with analytical tools like SQL
- Experience working with Enterprise level databases (e.g., Hadoop, Teradata, GCP, Azure, Oracle, DB2)
- Experience performing advanced data modeling, data mining and exploratory data analysis
- Experience translating business requirements into analytics model
- Experience working cross-functionally
About Lowe’s:
Lowe’s Companies, Inc. (NYSE: LOW) is a FORTUNE® 50 home improvement company serving approximately 16 million customer transactions a week in the United States. With total fiscal year 2023 sales of more than $86 billion, Lowe’s operates over 1,700 home improvement stores and employs approximately 300,000 associates. Based in Mooresville, N.C., Lowe’s supports the communities it serves through programs focused on creating safe, affordable housing and helping to develop the next generation of skilled trade experts. For more information, visit Lowes.com.
Lowe’s is an equal opportunity employer and administers all personnel practices without regard to race, color, religious creed, sex, gender, age, ancestry, national origin, mental or physical disability or medical condition, sexual orientation, gender identity or expression, marital status, military or veteran status, genetic information, or any other category protected under federal, state, or local law.
Starting rate of pay may vary based on factors including, but not limited to, position offered, location, education, training, and/or experience. For information regarding our benefit programs and eligibility, please visit https://talent.lowes.com/us/en/benefits.
