The rapid adoption of AI is fundamentally changing how data is used in marketing.
Going forward, the work will not simply consist of people reviewing and analyzing all available data themselves. It will become increasingly important for people to frame the right questions, have AI explore the data, and deepen hypotheses based on the insights discovered.
At the same time, for AI to correctly understand customers and the business, it needs appropriate data, features, customer-state definitions, and evaluation metrics. Even when analysis identifies an issue, improvement cannot be realized if the necessary data or capabilities do not exist.
In this role, you will use data and AI to identify changes in customers and the business and translate those discoveries into tangible improvements. As needed, you will bring together Data Engineers, Data Scientists, Platform Engineers, Product Managers, marketers, and other stakeholders and drive initiatives through to implementation.
Using membership data, purchase and usage data, Web and app behavior, campaign exposure history, CRM/MA data, and other data held across the group’s services, you will design and improve Customer Intelligence that enables deeper customer understanding and better marketing performance.
This is not a role focused solely on analyzing existing data. Starting from desired marketing outcomes and business KPIs, you will determine what data is required, what customer states should be defined, what features should be provided to AI, what conditions should be used for segmentation and prioritization, and what changes should be treated as signals for improvement.
Beyond individual campaigns, you will explore issues and improvement opportunities across services, channels, customer groups, and platforms, and continuously operate the cycle: Signal -> Hypothesis -> Investigation -> Action -> Measurement -> Learning.