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Manager, Brand Marketing Analytics & Insights

Company: Hanes Brands
Location: Summerfield
Posted on: May 15, 2022

Job Description:

HanesBrands Inc. is a global company with more than 60,000 associates in 47 countries, all working together to create the world's best apparel to include iconic brands such as Champion, Hanes, Bali, Bonds, and many more. We offer enormous opportunities for creative thinkers, for people with a passion for consumers, and for people who think like business owners. We're building a truly inclusive culture, where people of different backgrounds, races, cultures and experiences come together to make us stronger. We are a sustainable company committed to making a positive difference in our communities and around the world. The primary purpose of this position is to conduct market research providing business recommendations to Strategic Business Units (SBU's), Sales, Product Management, Category Management, and Brand Marketing teams. These recommendations will impact sales, strengthen our brands, and enhance our customer relationships. This role will support the entire product and sales organizations in leveraging Data Analytics/Insights. This role will also serve as the marketing/sales analytics resource on the Global Data Analytics council.

  • Brand Marketing - Serves as the primary analytic resource for the brand marketing teams, including both overseeing analytic projects with key agency partners and executing analytic projects as well. Key projects include:
    • Lead marketing mix modeling to identify effectiveness and efficiency of all types of media spend
    • Lead measurement, testing, and evaluation of individual media campaigns; including in market testing
    • Partner with Brand Directors to establish routine reporting of key brand KPI's
    • Lead analysis and integration of brand health metrics, including equity, social, and market share/customer segmentation
    • Lead mining of social data to identify new product opportunities based on consumer online conversations
    • Develop predictive models as appropriate leveraging existing and new data sources
    • Digital Teams: Consumer Profile and Behavior - Serves as the primary analytic resource for key digital stakeholders, including the product business units, sales teams, growth teams, and e-commerce teams to more deeply understand the e-commerce consumer and their behavior. Key projects include:
      • Lead evaluation and measurement of customer feedback data specific to HBI's e-commerce sites and any other proprietary data generated by the Insights team on the sites, such as NPS data, customer satisfaction, purchaser versus abandoner, etc.
      • Lead reporting and analysis of HBI's online performance leveraging available data sources (Google Analytics, etc.).
      • Partner with BI teams to identify and leverage new data sources
      • Attend key e-commerce staff meetings and serve as point person between consumer insights team and HBI e-commerce teams
      • Other key stakeholders, including Product Management, Sales, and Consumer Insights on ad hoc projects as prescribed by Consumer Insights VP. Key projects include:
        • Lead analytics in support of larger, new marketing initiatives
        • Assist sales teams as needed on more sophisticated retail analysis projects such as optimizing store selling assortments (based on customer demand and store selling patterns)
        • Support Consumer Insights team to internalize (thereby reducing costs) advance statistical projects such as customer segmentation/clustering analysis
          • 4-year degree, advanced degree highly desirable. Preferred degrees are in marketing, data analytics or marketing research.
          • 8 to 10 years of experience preferred.
          • Strong computer skills are required (Excel, Word, Data Management Software, etc.).
          • Project management experience preferred.
          • Must be able to take initiative in driving results and be able to influence others.
          • Must be results oriented and have a passion for achieving results.
          • Must work well in a team and communicate well with both oral and written presentations.
          • Must be able to manage change and assist with process improvements.
          • Expertise in analytics required.
          • Required travel 10%. To qualify, applicants must be legally authorized to work in the United States and should not require now, or in the future, sponsorship for employment visa status EOE/AA: Minorities/Females/Veterans/Disabled Only applicants requiring reasonable accommodation for any part of the application and hiring process should contact us directly: Telephone: Email:

Keywords: Hanes Brands, Greensboro , Manager, Brand Marketing Analytics & Insights, Executive , Summerfield, North Carolina

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