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Marketing Segmentation Specialist

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The Marketing Segmentation Specialist is responsible for enabling our large life science client to deliver relevant messages to our customers through leveraging insights using advanced segmentation tools with the objective of delivering the right message at the right time to the right audience.

Primary Responsibilities:
• Understand business objectives and translate requirements into campaign targeting / selection rules designing highly effective IBM Unica Campaign Flowcharts
• Define and build segmentation based on message content, offers, testing needs and determine data sources required to meet campaign requirements
• Partner with data scientists to develop and interpret targeted customer and prospect profiles utilizing statistical methodologies as well as models and segmentation schemes to develop actionable recommendations
• Provides accurate lists using IBM Unica Campaign specific to identified needs and timelines (i.e. acquisition, movers, onboarding, up-sell/cross- sell efforts, customer engagement programs, and retention efforts) in support of strategic marketing programs
• Create segmentation templates to be leveraged by key stakeholders
• Networks with divisional Marketing owners to coordinate/orchestrate programs and avoid over- targeting and conflicting messaging
• Continually reviews selection, exclusion, and suppression logic to ensure accurate identification of target groups and test/holdout groups as applicable
• Works with various business partners to assist in reporting/analytics data requests by asking appropriate questions and manipulating data accordingly
• Frequently evaluate opportunities to enhance process flows
• Validate list selection logic, segmentation, offers and dynamic output relating it back to the businesses
• Remain updated with the changing of data / sources / flows / customer touch-points
• Advocate for processes automation
• Provide key insights based on holistic calendar of marketing initiatives by multiple business units
• Other duties and responsibilities as assigned


Non-Negotiable Requirements:
• Bachelor’s Degree
• Requires 3-5 years related experience
• Experience with Query language and Campaign Management Tools (IBM Unica Campaign)
• Experience with in- market application of segmentation schemes, demographic data, and predictive modeling.


Other Requirements:
• Experience using SQL, SAS, IBM Cognos, Tableau (or equivalent) for data analysis
• Database Marketing experience is preferred
• Ability to comprehend large data sets to use for marketing segmentation
• Experience in business analysis, operations, project management, or B2B service is a plus;
• Adept at debugging and solving problems uncovered
• Grasps logic and QA usage of any external data files
• Collaborates across teams and constantly enriches knowledge of customer / product
• Maintains expertise in marketing and stays current on new developments through contacts with educational institutions, professional organizations, publications, and vendors.
• Strong ability to organize, analyze, interpret, and disseminate information.
• Computer literate with working knowledge of Microsoft Word, PowerPoint, Access.
• Ability to provide insights to senior leaders
• Ability to work under pressure and change direction as needed.
• Ability to work well with others at all levels of the function.
• Ability to make decisions, prioritize and manage multiple projects in a fast- paced, dynamic environment.
• Ability to manage details in a multi- tasked environment

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