Analyst, Marketing Analytics

About Lowes Lowes Companies, Inc. (NYSE: LOW) is a FORTUNE 50 home improvement company serving approximately 16 million customer transactions a week in the United States. With total fiscal year 2023 sales of more than $86 billion, Lowes operates over 1,700 home improvement stores and employs approximately 300,000 associates. Based in Bengaluru, Lowes India develops innovative technology products and solutions and delivers business capabilities to provide the best omnichannel experience for Lowes customers. Lowe’s India employs over 4,200 associates across technology, analytics, merchandising, supply chain, marketing, finance and accounting, product management and shared services. Lowe’s India actively supports the communities it serves through programs focused on skill-building, sustainability and safe homes. For more information, visit, www.lowes.co.in. About the Team The Audience Architecture team is responsible for leading and discussing audience targeting strategies and audience enablement/implementations with partners, leading optimization strategies across assigned accounts, and working internally with the Programmatic and other media investment teams to make sure the audience strategies are implemented properly. The team will work with cross-functional teams to help deliver Lowe’s omni-channel customer engagement and retention strategies for the Lowe’s customer segments (and respective subsegments). The team will own the creation and orchestration of unified, prioritized audience strategies that target specific customer segments during moments that matter to drive personalization efforts at scale. Job Summary: This will be an audience-focused role that involves working with clients on audience strategy, channel onboarding, and audience syndication. The main purpose of the Analyst for Audience Architecture team is to identify, size and build audiences to support the audience activation to target specific customer segments across cross functional teams & channels to deliver a unified, personalized experience. You will be expected to understand business requirements to build audiences leveraging 1P/2P/3P data at scale with efficiency and accuracy. Roles & Responsibilities: Core Responsibilities: Identify, size, and syndicate the highest value audience to target specific customer segments during key Home Improvement moments that matter to drive meaningful customer experiences. Work with Media teams and MarTech and manage day-to-day activation of audience. Translate department specific marketing needs into audience architecture and syndication. Assist in the development of Marketing customer taxonomy maintaining a customer definition repository to instill audience unification across channels and initiatives. Support the Marketing governance process for audience creation, activation, and measurement. Participate in team meetings and knowledge sessions to share new learnings, strategies for targeting audiences and to provide feedback on the platform and governance. Support the orchestration of audience activation across cross functional teams & channels to deliver a unified, personalized experience. III. Years of Experience: 1-3 years of fulltime experience IV. Education Qualification & Certifications (optional) Required Minimum Qualifications : Bachelor’s Degree in engineering or Masters in Economics or Business Analytics V. Skill Set Required Primary Skills (must have) Key Skillset: Power Bi, SQL, Advance excel, prior experience leveraging customer data(1st, 2nd or 3rd party) and preferred exposure with Media Platforms Curiosity- a desire to understand the audiences and the “why” and “how” behind their syndication. Analytical skills- the ability to leverage understanding of business and customer to verify the audience logic and recommend optimizations. Effective Communication- the ability to communicate and collaborate on challenges and recommendations to syndicate or optimize audiences with teams of all technical and analytical sophistication. Problem Solving- An understanding of how to approach any potential issues with the platform/data, along with a basic understanding of simple media channel-related troubleshooting. Data familiarity- Experience with leveraging 1P/2P/3P customer data to refine and define target audience creation. Highly organized with attention to detail Secondary Skills (desired) Audience Syndication & Activation platforms - Epsilon, Audisense, Azira, Adobe Analytics, Meta Ads Manager, Campaign Manager 360 Experience in Omni Channel Retail Proficiency in Microsoft Office (Excel & Powerpoint) BI and analytics tools like PowerBI, Tableau, SQL, R, Python Hands on experience of a DMP, CDP, CRM platform, other ad tech platforms for audience development, onboarding or/and syndication and taxonomy structure maintenance. Media Experience – Some experience working with Paid Media channels from campaign activation to audience strategy and targeting. Marketing background - Experience in audience development, data driven marketing and/or digital marketing with a strong understanding in ad tech landscape and addressable media ecosystem.