Digital Insights and Experimentation Manager

Preferred previous experiences:

• Proven experience in digital analytics and experimentation (CRO), with specific experience analyzing both website (e.g., Google Analytics, Adobe Analytics) and CRM data (ideally within the Salesforce ecosystem). Experience demonstrating the ability to drive initiatives and influence outcomes is valuable.
• Experience working directly within or closely alongside Product Development teams or within an Agile development environment.
• Experience in the automotive industry or a similar complex consumer goods/manufacturing sector with a significant digital presence.

• Insight Generation: Demonstrated ability to translate complex raw data into clear, strategic, and actionable insights that directly address specific business questions and identify growth opportunities within a regional context.
• Experimentation (CRO): Deep understanding and proven experience in leading the full lifecycle of digital experiments (A/B testing, multivariate testing, personalization, etc.) focused on conversion rate optimization (CRO) and user journey improvement, effectively guiding agency partners in execution and robust analysis.
• Technical Familiarity: Strong working knowledge of web analytics platforms (e.g., Adobe Analytics, Google Analytics), experimentation platforms (e.g., Optimizely, VWO, Adobe Target, or similar), and their strategic application, integration capabilities, and relationship to CRM systems.
• Business Acumen: Strong understanding of digital marketing funnels, customer journey mapping, and how digital activities impact key business outcomes like lead generation and sales conversion. Experience applying this understanding to prioritize analytical and experimentation efforts within a specific market or region.
• Collaboration & Communication: Excellent communication, presentation, and interpersonal skills. Ability to effectively communicate complex findings and recommendations to both technical and non-technical stakeholders, including external agencies, internal product teams (PDOs), global counterparts, and senior regional management . Experience working effectively within a matrixed, regional, or global organizational structure is highly desirable.
• Analytical Thinking: Strong analytical, problem-solving, and critical thinking skills, with an ability to structure complex problems and derive meaningful insights.
• Project Management: Ability to manage multiple experiments and analytical initiatives simultaneously, prioritize based on potential regional impact, and effectively feed requirements and findings into product development cycles (ideally within an Agile framework).
• Data Visualization: Familiarity and experience using data visualization tools such as Power BI, Tableau, Looker, or similar platforms to create dashboards and reports that effectively communicate insights.

• Strategic Insight Generation: Collaborate closely with our digital analytics agency to access, understand, and synthesize website (specifically ford.com for IMG) and CRM data relevant to the IMG markets. You'll be responsible for going beyond basic reporting to uncover deep, actionable analytical insights about user behavior, journey friction points, and conversion opportunities and proactively identify untapped data sources or analytical approaches relevant to IMG.
• Global & Regional Collaboration: Actively engage with the Global Digital Analytics and Experimentation (DAE) team to align on overall strategy, leverage global best practices, utilize common tools and platforms, contribute local IMG market insights, and ensure consistency where appropriate. Work collaboratively with other IMG marketing/sales stakeholders and actively contribute regional analytical insights, successful experiment archetypes, and unique market requirements to the global DAE knowledge base.
• Business & Customer Acumen: Apply your strong understanding of our business goals and the automotive customer journey within the IMG markets to contextualize data findings, ensuring insights are relevant, prioritized based on potential regional impact, and focused on solving real customer pain points in IMG.
• Experimentation Strategy & Design: Based on your strategic regional insights (informed by local and global data/practices), you will design, prioritize, and develop a roadmap of high-impact digital experiments (like A/B tests, multivariate tests, personalization efforts) specifically targeting key points on ford.com and within our CRM communications (utilizing the Salesforce stack) for the IMG region.
• Focus on Regional Growth Metrics: Ensure experiments are strategically focused on driving measurable improvements in key areas specifically within the IMG region such as increasing the quality and relevance of traffic arriving at ford.com in IMG, improving the conversion rate of unknown website visitors to known leads in IMG and optimizing the conversion path from leads to sales conversions in IMG.
• Collaboration with Product Teams: Working hand-in-hand with our Website and CRM teams, you will clearly articulate the strategic insights for IMG, propose specific validated experiments or prototypes resulting from your analysis, and collaborate effectively to feed these into their development backlogs for implementation relevant to the IMG region.
• Performance Analysis, Learning & Reporting: Analyze the results of your experiments rigorously, measure their impact against defined regional KPIs, and clearly communicate learnings, insights, and recommendations to stakeholders across regional marketing, sales, product teams, and senior management. Share relevant findings with the Global team to foster a data-driven culture.
• Continuous Optimization & Regional Strategy Support: Stay abreast of digital performance trends, identify new areas for testing and optimization (potentially informed by global initiatives and regional needs), champion best practices in experimentation and data utilization, and contribute data-driven perspectives to the development of the regional digital and performance marketing strategy.
• Agency Management: Oversee the partner agency's digital analytics and experimentation deliverables for quality, effectiveness, and strategic alignment, providing clear direction and feedback.