POSITION TITLE: Customer Analytics & Marketing Automation Manager
DEPARTMENT: Tickets
REPORTS TO: Vice President, Ticket Sales and Service
POSITION LOCATION: Indianapolis
FLSA STATUS: Exempt
WORKER CATEGORY:Full-Time
COMPANY SUMMARY:
Penske Entertainment is a leading provider of world-class sports and entertainment. The organization consists of three prominent entities:
- Indianapolis Motor Speedway is the world’s largest spectator sporting facility and annually hosts the world’s most prestigious auto race: the Indianapolis 500 presented by Gainbridge.
- INDYCAR is the Indianapolis-based governing body for North America's premier open-wheel auto racing series, the NTT INDYCAR SERIES, and its developmental series, INDY NXT by Firestone.
- IMS Productions is a multifaceted broadcast and multimedia division that helps bring INDYCAR and IMS events to life for global audiences.
The Penske Entertainment experience is fast-paced, diverse and impactful. Through its business units, the organization reaches audiences on an international scale, focused on delivering exceptional experience from start to finish. Employees of Penske Entertainment are challenged daily in a demanding, yet rewarding environment that is best suited for dedicated professionals who want to reach their ultimate potential amid the excitement, tradition, and pageantry of the World’s Greatest Race Course and the premier open-wheel racing series.
POSITION SUMMARY:
The Customer Analytics & Marketing Automation Manager is responsible for collecting and interpreting consumer data from various resources, including ticket customer databases to leverage data-driven insights, optimize marketing strategies and drive business growth through testing, and personalize and automate marketing across Penske Entertainment promoters which include IMS, Detroit and Iowa. This person will translate and execute the digital strategy and roadmap through content, ticket sales and data collection projects.
The Customer Analytics & Marketing Automation Manager will, with the input from ticketing, marketing and IT teams, build and execute surveys, create and execute email marketing campaigns, support and inform paid advertising spending, recommend content creation to support engagement and sales goals, and create and distribute standard reports that track engagement and ROI of all activities.
SPECIFIC DUTIES:
Consumer Data:
- Supports lead generation strategy and defines growth goals.
- Reports on database growth, overlap and segments.
- Builds all data capture forms (Marketo and Formstack).
- Collect and interpret consumer data to inform customer experience improvements/enhancements, marketing strategies, sponsor/partner opportunities, ticketing decisions, etc.
- Oversight and execution of customer surveys, including survey design, implementation, analysis and presentations.
- Supports marketing, partnerships/sponsorship, premium services and ticketing teams and fields internal requests related to customer database.
- Management and collection of pertinent customer data and demographics, including data cleansing/scrubbing, organization, extraction, segmentation, etc.
- Offering trend forecasts via market research, predictive modeling and competitive analysis.
- Providing data reporting and visualizations by creating dashboards, generating reports, and effectively communicating insights with data storytelling.
Email:
- Email and database marketing strategy development and execution to promote events, merchandise and initiatives.
- Support content strategy, planning, development and implementation across digital platforms and experiences.
- Management of distribution lists and audience segmentation, ensuring targeted and personalized communication.
- Implementation of regular testing, through data-driven insights and optimization to refine content, ensure deliverability, inspire engagement, maximize efficiencies and conversions.
- Defines and builds sales nature campaigns and related marketing automation tasks.
- Ensure full compliance with consumer privacy laws/regulations.
Website, Mobile App & Social Media:
- Recommends new and different content ideas based on analysis of consumer data.
- Identify areas for personalization of content.
- Ensure paid, owned and earned media links to proper places online, e.g., link creation, distribution and tracking.
- Continual platform auditing to ensure content accuracy, consistent style and branding and adherence to regulations and current best practices.
- Analysis and reporting on platform/campaign analytics, metrics and overall performance for the sake of refinement and optimization.
Advertising & Partner Support:
- Works with marketing department on defining what budget is needed, when to spend and how its spent and tracks ROI.
- Customer demographic research and reporting to support the needs of sponsorship sales.
Other:
- Participate in any backend workflows with the development team and any third parties.
- Partner with marketing and IS teams to implement and fully leverage new marketing automation, CRM and website assets.
- Enthusiasm for and commitment to the company and Vision, Mission and Values.
- Other duties as assigned.
QUALIFICATIONS:
Supervisory Responsibilities
- This position does not have supervisory responsibilities.
Education
- Bachelor’s degree from an accredited university/college preferred.
Skills / Experience
- A minimum of three to five years of professional experience in digital content coordination and development, preferably within the sports/entertainment industry.
- Proven experience building email marketing campaigns and marketing performance measurement, attribution and optimization, preferably in the sports or entertainment industry.
- Strong understanding of segmentation, targeting and personalization strategies in email campaigns.
- Expertise with various digital tools and platforms like marketing automation and customer data platforms.
- Basic HTML skills needed to edit an email.
- Expertise building reports in Power BI, Tableau or similar analytics tool.
- Expertise developing and executing customer surveys.
- Ability to collaborate with design and development teams to implement website updates and enhancements.
- Analytical skills to interpret performance metrics and optimize campaign performance. You should be able to analyze large amounts of data and draw meaningful insights from it.
- Creative mindset with the ability to design visually appealing and effective digital content.
- Familiarity with marketing automation and customer relationship management (CRM) systems.
- Knowledge of industry regulations and best practices related to email marketing and website compliance.
- Excellent communication and collaboration skills to work with cross-functional teams. You must be able to communicate effectively with stakeholders at all levels of the organization. You will be required to communicate and collaborate with internal stakeholders to understand overall strategy and articulate measurement insights and recommendations, this will be crucial to your success in the role.
- Detail-oriented and able to identify patterns and trends in data.
- Expertise identifying and solving complex problems using data and analytical tools.
- Ability to manage multiple projects simultaneously and meet tight deadlines.
- Poven ability to maintain high levels of integrity and confidentiality.
- Positive attitude, enthusiastic and committed to the company and its vision, mission, and values.
- Willing to work a flexible work schedule, including evenings and weekends, in a non-traditional, fast-paced environment.
- Passion for motorsports and familiarity with IMS events and fan base is a plus.
- Proactive, efficient, flexible, resilient, organized and a team player.
- Commitment to working with people from diverse backgrounds and commitment to cultural competency.
- Ability to uphold and consistently demonstrate the Penske Entertainment Standards.
Travel/Work Hours/Flexibility
- May include some travel
- General office hours are Monday – Friday, 8:30am – 5:00pm
- Candidate must be able to work overtime, evenings, weekends and holidays as needed. Longer hours and weekends required for the Month of May and other major racing events
- Adaptability is a key skill needed for this role
- Penske Entertainment acknowledges that the need for flexibility varies across all companies/departments and is not best addressed by a one size fits all flexible work policy. As such, the company encourages supervisors to work with their employees to leverage flexibility as needed to support a healthy balance
PHYSICAL DEMANDS:
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.
- Physical demands are light, consisting primarily of sitting, standing, and walking.
- Must be able to lift up to 50 pounds.
- Must be able to see and hear in the normal range with or without correction and communicate verbally and in written form with great facility and must be able to be understood.
- Must have the stamina to work long hours and must be willing to work an irregular schedule, which may include weekends or evenings.
WORK ENVIRONMENT:
The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- Work is performed in an office environment with other workers. Incumbent shall be exposed to those conditions normally encountered in a business office environment.
- Incumbent is faced with constant interruptions and must meet with others on a regular basis.
COMPANY BENEFITS:
Full-time employees enjoy a very competitive benefit package. Benefits include: Medical (including tax-advantaged Health Savings Account), Dental, Vision, 401(k) with 100% company match up to 5%, Paid Vacation, Personal & Sick Days, 12 Paid Holidays, Company Paid Life Insurance, Pet Insurance, Tuition Assistance, Short-Term & Long-Term Disability, Generous Paid Parental Leave, On-site Workout Facility, and more.
EQUAL OPPORTUNITY EMPLOYER:
Penske Entertainment provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, gender, sexual orientation, gender identity, national origin, age, disability, genetic information, amnesty or status as a covered veteran in accordance with applicable federal, state and local laws. The Company complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities and/or events.
