Digital & Brand Analytics Mgr - 90231521 - Washington

OverviewDigital & Brand Analytics Mgr - 90231521 - WashingtonDate: Sep 24, 2025Location: Washington, DC, US, 20001Company: AmtrakYour success is a train ride away!As we move America’s workforce toward the future, Amtrak connects businesses and communities across the country. We employ more than 20,000 diverse, energetic professionals in a variety of career fields throughout the United States. The safety of our passengers, our employees, the public and our operating environment is our priority, and the success of our railroad is due to our employees.Are you ready to join our team?Our values of ‘Do the Right Thing, Excel Together and Put Customers First’ are at the heart of what matters most to us, and our Core Capabilities, ‘Building Trust, Accountability, Effective Communication, Customer Focus, and Proactive Safety & Security’ are what every employee needs to know and do to be most impactful at Amtrak. By living the Amtrak values, focusing on our capabilities, and actively embracing and fostering diverse ideas, backgrounds, and perspectives, together we will honor our past and make Amtrak a company of the future.ResponsibilitiesSummary of duties: Seeking an analyst with a strong marketing analytics background and a solid foundation in applied statistics and machine learning methods. The analyst will work with a variety of data sources, including web and app data, campaign data, and customer travel / booking behavior data to help drive decision making, translate complex data into actionable insights and maximize campaign performance in paid media and within owned digital channels. The analyst will support Amtrak Advertising function and other internal teams to ensure that brand marketing, digital advertising and owned digital channel promotional and personalization campaigns are monitored, tracked and optimized to achieve business goals.Support for paid digital advertising: coordinate with state partners and their advertising agencies to provision digital advertising tracking codes on , including setup within tag management tool and QA and troubleshoot as necessary to track performance.Provide ongoing support to state partners via monthly and/or quarterly National Advertising reporting on search and display campaigns, so learnings can be incorporated into state partner media and state partners can understand National Advertising contribution to their routes.Assist in planning, development and delivery of digital advertising training workshops for State partners and other stakeholders as necessary.Work with internal and agency teams to define measurement plans and testing calendars for new campaigns, to ensure proper tracking is in place prior to campaign launch.Collaborate with Amtrak advertising agencies on advanced analytics projects including multi-touch attribution and media mix models to maximize the efficiency of digital advertising budgets.Apply predictive modeling, regression analysis, and other statistical techniques to evaluate campaign performance and forecast likely outcomes.Validate agency reporting by reviewing raw data as well as other reporting sources/presentations for accuracy, utilizing data for ad-hoc analysis in combination with enterprise data on revenue and ridership.Contribute to ongoing reporting as appropriate.Support for promotions:Creation of holistic dashboards, reports and presentations as well as production of recurring campaign reporting and ad hoc analysis to answer specific business questions for State partner and Amtrak promotional campaigns.Provide quarterly performance reporting to include state partner promotion benchmarking and performance.Leverage advanced experimental design skills (A/B, multivariate, uplift modeling) and statistical testing to parse campaign impacts and causality.Leverage core insights from website analysis to support the planning and development of new campaigns, including multivariate or A/B tests, provide audience segmentation, as well as post-test reporting and analysis, to implement fundamental improvements to site conversion rates or other KPI’s.Management of the enterprise tag management solution; identify gaps in the data capture strategy for all digital assets, and implement enhancements.Leverage external and cross-functional resources to ensure best practices in the use of data and data-driven decision making are implemented throughout the Advertising and Marketing function.Essential FunctionsLeverages the enterprise data warehouse (AWS Redshift) and Marketing Analytics Platform (SQL server customer database) to proactively analyze campaign and customer booking behavior data to influence changes to campaigns across advertising and owned digital channel promotions.Leads data capture strategy (Adobe Launch) to ensure proper tracking and reporting of digital results. Conducts quarterly data audits to ensure data cleanliness. Implement new tags or work with technical teams to implement and test.Create digital dashboards using Power BI and share performance insights with various business units, team members, and management.Work closely with integrated marketing team to develop strategic measurement plans to ensure accurate measurement of business KPIs.Develops monthly and quarterly reports on promotional campaigns, website personalization results against goals/targets on a monthly and/YTD basis.Develop insights that lead to optimization scenarios, content development, or other test campaigns to paid media and owned digital channels.Design, deploy, and interpret advanced statistical / machine learning models (e.g., clustering, propensity modeling, predictive analytics) to improve campaign efficiency.Develops business requirements synthesized from multiple sources including marketing managers, development teams, and functional group members, for new analytics projects.Documentation relating to existing processes and suggestions for improving those processes.Minimum QualificationsBachelor’s Degree, preferably in a business, statistics, quantitative analytics, data science or computer science fieldA sincere desire to learn, self-motivated and able to work independently.Strong analytical and problem-solving skills.Demonstrated ability in using SQL.Knowledge of digital analytics measurement approaches like media mix modeling, LTV, multi-touch attribution and ROI fortable analyzing and manipulating large data sets (including data mining) and ability to report on/communicate findings to internal customers.Advanced knowledge of and experience working with website analysis and tag management tools (e.g., Adobe Analytics, Adobe Launch) preferably in a role within an online ecommerce environment.Experience working with data from an ad server, such as Google Campaign Manager or The Trade Desk, and familiarity with a variety of digital marketing concepts, practices and procedures, including tagging for tracking purposes.Demonstrated ability in advanced web analytics methodologies such as path analysis, segmentation, experiment design and testing.Demonstrated ability to apply statistical methods (hypothesis testing, regression, time-series forecasting) to marketing performance questions.Experience in examining customer data to find patterns, likelihood to travel/convert or to predict future behaviors. Findings should increase the efficiency and effectiveness of digital initiatives.Experience planning, executing, and effectively communicating the results of strategic analysesSolid communication skills and ability to communicate data-driven findings to mid- and senior-level managersHigh attention to detail and organizational aptitude.Proficiency in Microsoft Excel, Word, and PowerPoint.Preferred QualificationsAdvanced proficiency in SQL, Python (including Pandas, scikit-learn) or R (tidyverse, tiny models) with experience using data visualization software such as Power BI.Experience building and deploying machine learning models (e.g., uplift modeling, conversion/churn propensity, reinforcement learning techniques, recommendation engine, similarity/look-alike modeling, segmentation/clustering) to improve marketing targeting and personalization.Familiarity with Databricks & AWS is a plus.Experience with Adobe Analytics and Adobe Launch.Experience with Salesforce CDP and Marketing Cloud Personalization.EducationPREFERRED EDUCATION: MBA or other advanced degree preferred.SkillsCOMMUNICATIONS AND INTERPERSONAL SKILLS: Must have excellent written and oral communication pensation and BenefitsThe salary/hourly range is $113,200-$146,664. Pay is based on several factors including but not limited to education, work experience, certifications, etc. Amtrak may offer a geo-pay differential and additional incentive programs. Benefits include health, dental, and vision plans; health savings accounts; 401K with employer match; life insurance; disability insurance; paid time off; and more. Learn more about our benefits offerings here.Requisition ID:165024Work Arrangement: 06-Onsite 4/5 Days. Relocation Offered: No. Travel Requirements: 0 - 5%You power our progress through your performance.Amtrak is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race/color, religion, sex, national origin/ethnicity, disability, veteran status, or other protected characteristics. #J-18808-Ljbffr

Created: 2025-09-27