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KERING Precision Marketing and Data Visualization Manager

Kering - Regular
Paris - France

A global Luxury group, Kering manages the development of a series of renowned Maisons in Fashion, Leather Goods, Jewelry and Watches: Gucci, Saint Laurent, Bottega Veneta, Balenciaga, Alexander McQueen, Brioni, Boucheron, Pomellato, Dodo, Qeelin, Ulysse Nardin, Girard-Perregaux, as well as Kering Eyewear. By placing creativity at the heart of its strategy, Kering enables its Maisons to set new limits in terms of their creative expression while crafting tomorrow's Luxury in a sustainable and responsible way. We capture these beliefs in our signature: “Empowering Imagination.” In 2020, Kering had nearly 38,000 employees and restated revenue of €13.1 billion.

Kering Client and Digital Department aims at accelerating digital transformation leveraging innovation, tech and artificial intelligence with a strong focus on customer experience.

The CRM Factory is organized in 4 teams in order to support Brands strategy: Campaign management, Precision marketing, Roadmap and innovation, Relational strategy.

The Head of CRM is currently seeking an English speaker Precision Marketing and Data Visualization Manager to contribute to improving Client Engagement performance supporting the Brands.

Your opportunity

You will support the Head CRM Factory putting in place the relevant data visualisation solutions for the Brands and developing insights and performance measurement framework:

Deliver client engagement insights and data marketing tools to build the relevant Client Engagement Strategy (personas, geographical analysis, segmentation, …)

Measure the performance of all CRM activities and be the referent for the Group of the consolidated Client Engagement revenues (incremental sales, cross brand dashboards, email / campaign dashboards, …)

How you will contribute

The Precision Marketing and Data Viz team oversees the definition of the framework for deploying precision marketing and convinces the brands to put in place relevant actions:

Define all the relevant means to identify incremental value;

Design in collaboration with brands customers and performance marketing dashboards

Support the dashboards execution and realize change management and training activities to brand users;

Coordinate with Analytics team ad-hoc analysis to better measure performance (media, search, emails, cross-channels, etc…), impacts on customer behaviour, engagement to the brand and incremental ROI;

1 - Define and animate the proper framework to measure and drive performance

Set guidelines with the brands to be able to measure

KPIs: Incremental sales, life time value, …

Attribution model

A/B tests when it becomes complex

Control group

Anticipate systematically measurement approach in every scenario

Animate Performance steerco with brands to be able to leverage learning and drive improvement

2 - Design and develop with the Brands precision marketing dashboard

Design and set-up data visualization dashboards on marketing campaigns and customer activities in order to follow the performance marketing action plan

Collect needs from the Brands, prioritize, design and develop Understand how to represent large sets of data and information in clean and concise visualizations

Creates wireframes and visual examples to help define visualization needs

Understands how to manipulate and extract data from many different sources to be able to consolidate and synthesize information into imagery to: tell a story, let the information help drive understanding and actions that need to be taken to improve key business performance indicators

Manage UX/UI for better visualization and support ad hoc analysis projects

3 - Perform / Coordinate marketing analysis and generate insights

Drive analysis to better understand customer value and identify potential next steps of improvement

Brief Analytics team or AI team to produce analysis, segmentations, scores, etc…

Share results and next steps

4 - Propose actions to improve customer engagement (cross channels such as relational campaigns, onsite personalization etc…) thanks to customer behaviour understanding and analysis

Identify criteria or triggers to better segment recommendation to set-up and enhance predictive models

Track omnichannel customer paths (online and offline) to define the impact of each channel in the campaign performance and to determine the business value created

Define priorities on the customer engagement part

Follow a specific data roadmap to sustain customer analysis (to be set-up in the datalake)

Adapt processes, governance and working methodologies when necessary

Who you are

Passionate about campaign performance, data driven marketing

Knowledge about luxury markets, ecommerce & retail sector

Analytical skills to identify marketing performance factors and customer behaviour insights to propose recommendations in term of relational marketing actions

Knowledge about datamining, data exploration tools, data visualization solutions and big data technologies and architecture

Familiar with SQL and NoSQL databases and experience with statistic tools is a plus

Business results oriented

Strong coordination skills and ability to animate strategic workshops

Strong written and verbal communication skills

Being able to work in a fast-paced multidisciplinary environment

Ability to program in Python language is a plus

5-10 years of experience with experience in team management

Excellent written and spoken language skills in English and ability to work in multi-cultural & multi-lingual environment

Master in statistic

Italian spoken is a plus

Why work with us?

Kering is committed to building a diverse workforce. We believe diversity in all its forms – gender, age, nationality, culture, religious beliefs and sexual orientation – enriches the workplace. It opens up opportunities for people to express their talent, both individually and collectively and it helps foster our ability to adapt to a changing world. As an Equal Opportunity Employer we welcome and consider applications from all qualified candidates, regardless of their background.

  • Full time
  • Europa
  • France

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