Senior Analyst, Digital Marketing

As a Senior Analyst in Digital Marketing at DraftKings, you will primarily focus on using data insights to enhance our marketing strategies across various channels, including paid social and SEO. You'll optimize channel spend, manage reporting dashboards, and build frameworks that improve overall marketing performance, all while collaborating with marketing stakeholders to address business challenges.

To excel as a Senior Analyst in Digital Marketing at DraftKings, candidates should hold a Bachelor's degree in a relevant field such as Mathematics or Business Analytics and possess a minimum of 3 years of experience in business analytics or data science, especially in marketing analytics. Proficiency in SQL, data visualization tools like Tableau, and knowledge of A/B testing is also essential.

The Senior Analyst role is crucial at DraftKings because you will provide actionable insights that guide the marketing team's strategies. Your analysis will aid in optimizing channel performance and resource allocation, ensuring that marketing efforts yield the maximum impact on customer acquisition and engagement.

In your role as a Senior Analyst at DraftKings, you will work with various tools and technologies including SQL/Snowflake for data analysis, Tableau for creating interactive dashboards, and potentially R or Python for statistical programming. These tools will help you efficiently analyze large datasets and present your findings effectively.

The US base salary range for the Senior Analyst, Digital Marketing position at DraftKings typically falls between $95,200 and $119,000, plus bonuses and equity. This range reflects the different factors such as role, level, and location and is determined through discussion with the recruiter.

When optimizing marketing channel spend, I begin by analyzing historical performance data to identify trends and ROI for each channel. I'll use A/B testing to refine our strategies and ensure resource allocation aligns with our goals, presenting recommendations based on data-driven insights.

Certainly! I have extensive experience with A/B testing where I design experiments to compare two marketing approaches. I analyze data from these tests to understand which methods yield better performance regarding customer engagement or conversion rates, ultimately using the results to guide future marketing strategies.

I prefer creating self-service reporting dashboards that highlight key performance indicators and insights for marketing teams. This empowers them to make quick, informed decisions based on real-time data, improving both efficiency and marketing effectiveness.

In my projects, I prioritize regular communication with stakeholders across departments. I schedule collaborative workshops to define objectives together and both share and gather insights throughout the project lifecycle, ensuring everyone is aligned and informed.

Once I was tasked with understanding a sudden drop in conversion rates across several channels. I conducted a root cause analysis, diving deep into data trends and user behavior, and discovered that a recent website change negatively impacted user experience. My findings helped us implement an effective fix.

I have significant experience with Tableau, where I've built complex visualizations for marketing performance metrics. I've also worked with Excel for simpler dashboard needs. Both tools enable me to present data in a user-friendly manner that facilitates decision-making.

I stay updated on trends by following industry leaders, subscribing to marketing blogs, participating in webinars, and attending conferences. Continuous learning helps me to discover new methodologies and technologies to apply to my work.

Defining business problems starts with listening to stakeholders to understand their objectives. I then translate these objectives into specific, measurable questions, followed by data analysis to provide context and insights that can guide strategic decisions.

I believe critical metrics for measuring marketing effectiveness include customer acquisition cost, return on investment, conversion rates, and engagement metrics. Each of these provides a distinct lens through which we can assess momentum and performance.

My ideal work environment as a Senior Analyst fosters collaboration, innovation, and open communication. I thrive in teams where ideas are freely exchanged, and there's a strong emphasis on data-driven decision-making, leading to continuous improvement in marketing strategies.