Director, Marketing Measurement Strategy - job 1 of 2

As the Director of Marketing Measurement Strategy at Peloton, you'll define our marketing measurement framework, including identifying and optimizing key performance indicators. You'll collaborate with stakeholders to set marketing OKRs, allocate investments effectively, and translate business questions into actionable insights. By leading a team dedicated to analytics, you'll drive a culture of continuous improvement in marketing effectiveness.

To thrive as the Director of Marketing Measurement Strategy at Peloton, you should have over 10 years of experience in marketing analytics, a robust background in statistical analysis, and proven leadership skills. A Bachelor’s degree in Statistics, Mathematics, or a related field is essential, while a Master’s and expertise in tools like R or Python are preferred. Your ability to communicate complex data insights clearly to various audiences is also key.

In your role as Director of Marketing Measurement Strategy at Peloton, you will significantly enhance team performance by setting clear objectives and goals. You’ll manage a team of analysts, ensuring that their efforts align with Peloton's strategic priorities, and fostering collaboration to deliver high-quality insights. Supporting a culture of learning will further encourage effective marketing practices across all teams.

Peloton's approach to marketing effectiveness is rooted in data-driven insights, and this is driven by the Director of Marketing Measurement Strategy. You will lead key initiatives such as marketing mix modeling and incrementality testing to optimize marketing investments. This role is also responsible for championing a culture of continuous improvement by sharing learnings and applying them to future strategies.

As the Director of Marketing Measurement Strategy at Peloton, expertise in statistical analysis tools such as R and Python is essential. You'll also be expected to lead initiatives utilizing experimental design and testing methodologies like A/B testing and geo-based testing. Familiarity with major media platforms like Google and Meta will further empower you to leverage their capabilities effectively.

When answering this question, highlight specific instances where you utilized marketing mix modeling to inform strategic decisions. Discuss the methodologies you used, the outcomes of your analyses, and how your recommendations impacted the marketing strategy. Tailor your response to reflect Peloton's focus on a data-driven approach.

In your response, focus on your communication skills. Share a specific example of a presentation you delivered, emphasizing how you simplified complex concepts, utilized visuals, and engaged your audience. It's fundamental to show how you communicated effectively to drive understanding and action.

Showcase your project management skills by detailing your approach to prioritization. Discuss strategies such as utilizing project management tools, establishing clear deadlines, and maintaining open communication with your team and stakeholders. Highlight the importance of flexibility in adapting to changing project requirements.

Discuss specific strategies you've employed, such as data analysis techniques, experimenting with different marketing channels, or employing insights from marketing mix modeling. Emphasize the importance of aligning your optimization efforts with overall business goals, much like Peloton does.

Highlight your experience with designing and conducting marketing experiments, including A/B testing. Discuss how you formulate hypotheses, analyze results, and apply learnings to future campaigns. Relate your approach to Peloton’s commitment to data-driven decision-making.

Your answer should reflect a systematic approach to maintaining consistency, including developing standardized processes while allowing for regional adaptations. Discuss tools or methodologies you've implemented that ensure alignment while respecting local nuances.

Share your passion for data and how analyzing it can lead to impactful marketing strategies. Discuss your enthusiasm for helping organizations collaborate effectively and leverage data for informed decision-making, illustrating why you're a great fit for Peloton's culture.

Your leadership style should focus on collaboration, empowerment, and fostering a culture of learning. Provide examples of how you've inspired and guided your team to achieve analytics goals, emphasizing the importance of trust and transparency in a data-driven environment.

Emphasize your commitment to professional development through various channels, such as attending industry conferences, participating in relevant webinars, or following influential thought leaders in marketing analytics. Highlight how this knowledge can enhance your contributions at Peloton.

Discuss significant challenges such as data privacy concerns, the rapid evolution of consumer behavior, or integration of disparate data sources. Offer insights into how to address these challenges through innovation, demonstrating your proactive mindset that aligns with Peloton’s forward-thinking philosophy.