Senior Manager, Consumer Insights

Atlanta-based EarthLink, (NASDAQ: ELNK) the nation?s next generation Internet service provider, has a vision to connect people anytime, anywhere to the power and possibilities of the Internet. Based on our success as a leading ISP, EarthLink has made investments in new growth businesses that promise to enhance the Internet experience for our current and future customers.

 



Over the past year, we have successfully evolved from being primarily an ISP to a Total Communications Company. EarthLink now offers its customers Voice, Wireless and Municipal Wi-FI services in addition to our core Access, PeoplePC and Value-Added Services. We also serve the nation?s small-to-medium enterprises through our Business Solutions, Aluria Software and New Edge Networks businesses. EarthLink?s co-ownership in HELIO, with SK Telecom, has created a new mobile brand that gives young, passionate consumers the type of wireless experience they?ve been waiting for by delivering cutting-edge services, exclusive devices, and uncompromising, straightforward pricing and customer care.



Our strategy for the future will propel us to achieve sustainable revenue and profitability growth. If you have the experience, the drive and passion to turn a dream into a reality ? then we think you could be a successful EarthLinker.

 

The goal of the Marketing Intelligence group is to provide input & actionable insights about current & potential customers to the Direct Marketing team to help us more efficiently stimulate demand via effective targeting, modeling and analysis of consumers and their behaviors (propensities). The Senior Manager will lead the group that will procure ?most valuable customers? via the development and application of customer profiling of our current base, purchased lists and most importantly, a proprietary prospecting database. Integral in development of market/customer segmentation models to be created and deployed across the company?s marketing lead universe.

Responsibilites:
1. Define the criteria and manage the Merge Purge processing with our external processing provider for multiple products and lead sources. This includes list prioritization and negotiation, writing merge purge instructions, QA of data for quality/accuracy, data coding for backend package/offer splits, delivery of mail files to production group in a timely manner.

 

2. Manage the relationship with our external Marketing Database provider. This includes managing the information flow between ELNK and our provider, ensuring the timeliness and accuracy of the information being merged into the database, extracting information from the database by use throughout the organization.

3. Establish, monitor and continually improve the definition of data requirements, processing needs, internal dependencies. Ensuring the appropriate infrastructure exists and evolves as the sophistication and needs of our business expand (ie, data needed to support voice acquisition vs. cable).


4. Develop and manage an intelligent prospecting database ? this is the growth engine for scalable, cost effective acquisitions

5. Support the development of business cases for investment in new segments and opportunities (LTV, sizing, attributes)

6. Acquisition analysis ? identifying & targeting consumer profiles that meet ?high value customer? requirements by business

7. Team Leadership
? Cross-functional leadership across all product groups and with Marketing
? Direct management of staff (including hiring & development; perf reviews)
? Establish business & team goals/obj

Education: Requires a bachelor?s degree in business information, MIS, advanced degree preferred

Area of Study: Computer Science, Statistics/Math other quantitative field

Years of Experience: Minimum of 10 years experience in database management, direct marketing and/or marketing strategy.

Type of experience:
A database marketing background is essential. Analytical & critical reasoning skills required. Familiarity with marketing concepts and measurement are a must. Consumer insights ? ability to id and interpret consumer needs & translate into targetable attributes. Prior telecommunications, financial services or internet industry preferred.

Skills:
- Prior experience with campaign management software
- Practical experience integrating data; process; infrastructure (Internal/external) to enable advancement of direct marketing capabilities
- Project management of marketing development initiatives
- Proven ability to analyze and interpret data and provide effective recommendations to the marketing/business team on solution to enhance or change processes and procedures

 

EarthLink offers a competitive salary, a casual workplace, and an excellent benefits package. If interested please apply at the following url: http://www.earthlink.net/about/careers/