Please direct your responses to: rlewczyk@ebay.com
eBay's Professional Seller Marketing team has an immediate need for a senior level marketing channel expert. The ideal candidate has proven strategic and analytic skills and is able to synthesize a lot of information – distilling it down to the most useful facts. You can identify trends/insights, and clearly articulate recommendations to a wide range of audiences, from agency representatives to C-level executives (presentation and PowerPoint skills are a must). You'll spend time gathering and interpreting data and your several years of relevant experience and specialized skillset will allow you to go beyond the numbers to develop informed conclusions and deliver actionable recommendations.
THE SITUATION
The eBay Professional Seller Marketing organization uses numerous de-centralized seller communication "channels." These include email, web pages, onsite graphics, calling campaigns and more. Some of these channels deliver regular automated reports, others provide ad hoc or manual reports, and others do not deliver reports at all. Due to the large number of communications delivery methods, and variable reporting data for each, it is difficult to measure the comparative efficiency/efficacy of channels, campaigns, and creative/messaging.
THE PROJECT
Create the centralized infrastructure, processes, and channel-related insights that will enable us to optimize and continually improve our marketing communications on an ongoing basis.
YOUR RESPONSIBILITIES
Inventory: Develop a complete inventory of seller marketing channels, as well as primary and ongoing seller communications, and determine relevant benchmarks (Impressions, conversion events, reach, etc.)
• Capture a holistic view of the number of push communications in a typical week/month (across channels including: email, phone, print, buyer communications, and recurring/site emails and by segment)
• Determine and communicate the most effective channels (based on reach and relative performance metrics - by content type, segment, and initiative)
• Share channel "best practices" (by segment, where relevant)
Calendar: Work closely with the operations team to integrate channel calendars into the comprehensive seller marketing calendar/roadmap (with views by channel, segment, campaign, initiative)
Dashboard: Create a single dashboard to monitor ongoing performance across all channels. Measures include:
• Identify weekly/monthly/quarterly top and bottom performing creative for each onsite placement (based on CTR/LTR)
• Identify weekly/quarterly top/bottom performing seller Facebook campaigns (based on reach and positive/negative engagement)
• Identify monthly/quarterly top/bottom performing seller YouTube videos (based on impressions)
• Identify monthly/quarterly top/bottom performing content in the eBay website's Seller Information Center (based on impressions and CTR/LTR)
• Identify monthly/quarterly top/bottom performing Announcement Board posts (based on impressions and CTR, if available)
• Identify monthly top/bottom performing Seller Community Boards (based on impressions and engagement - by segment, where possible)
• Identify monthly top/bottom performing content and subject line formulas in newsletters (based on OR, CTR, LTR - overall and by segment)
• Identify quarterly top/bottom performing seller stand-alone emails (based on OR, CTR, LTR - overall and by segment)
• Identify quarterly top/bottom performing campaigns through Seller Alert calling programs (based on live contact/completion rate, CSAT/NPS, and GMV)
• Identify quarterly performance of all recurring email streams
Research: Conduct research to determine seller perceptions/needs/expectations by channel (i.e. do they want more category content, hot lists, etc.)
Optimize: Recommend channel-level opportunities that synthesize above findings (both short and long term)
• Discover what's working so we can do more of it!
• Develop test plans that exploit performance metric and research findings
• Identify assets that are underperforming or off-target/message and should be updated or pruned/retired
• Identify inefficient processes that cause churn
BASIC REQUIREMENTS:
Bachelor's Degree in Marketing, Analytics or related field
• 7+ years of relevant professional work experience
• 2+ years of extensive professional experience performing similar responsibilities as described in the Responsibilities section above
• Proven verbal and written communication skills, comfortable presenting to all levels in the organization
• Ability to work collaboratively and effectively in a dynamic, fast-moving team environment
• Strong analytic capabilities, ability to interpret data and provide actionable recommendations
• Experience buying and/or selling on the eBay platform a plus
Please contact Rob Lewczyk at rlewczyk@ebay.com.
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