Manager of Marketing Intelligence & Analytics

The Manager of Marketing Intelligence & Analytics builds the intelligence, measurement, and analytical capabilities that enable Murdoch’s to make better customer, marketing, and business decisions. The role connects customer, market, competitive, media, transactional, channel, and behavioral data to actionable insights that strengthen customer relationships, increase store traffic, improve marketing effectiveness, and drive profitable growth.

This leader moves the organization beyond activity and channel reporting toward a disciplined understanding of incrementality, customer behavior, brand health, market opportunity, and business impact—turning complex information into clear recommendations for leaders across the organization.

• Build a comprehensive view of Murdoch’s customers—who they are, how they shop, what they value, and how their relationship with Murdoch’s changes over time.
• Develop customer segmentation, profiles, lifecycle insights, and Voice of the Customer capabilities using behavioral, transactional, demographic, geographic, attitudinal, and qualitative data.
• Partner with Customer & Channel Marketing to improve acquisition, frequency, retention, cross-category shopping, lifetime value, and loyalty; identify high-value and emerging customer opportunities.

• Establish the enterprise framework for marketing performance, shifting measurement from impressions, clicks, and ROAS toward incremental store traffic and revenue, new-customer acquisition, lifetime value, frequency, retention, market share, and brand preference.
• Advance attribution and incrementality capabilities, including Media Mix Modeling, incrementality and geographic testing, holdout/control testing, store visitation, customer-level analysis, and campaign/promotional effectiveness.
• Partner with Finance to create a shared understanding of marketing investment, productivity, and return.

• Own Murdoch’s brand health and consumer insights program, establishing longitudinal benchmarks across awareness, familiarity, consideration, preference, purchase, loyalty, and advocacy.
• Measure customer perceptions and key preference drivers versus competitors; maintain a Brand Health Scorecard and Brand Strength Index and evaluate brand campaign impact.
• Monitor customer behavior, category trends, competitive positioning, pricing/promotions, messaging, economic conditions, population shifts, and digital/eCommerce capabilities; translate opportunities and threats into recommendations.

• Analyze store trade areas and performance relative to customer density, household characteristics, competitive presence, category demand, media investment, and market potential.
• Identify growth, underpenetrated, competitive, and mature markets; recommend where incremental marketing investment can produce store traffic, revenue, and local market share.
• Support new-store planning through market sizing, customer profiling, competitive analysis, and post-opening performance measurement.

• Build predictive capabilities for customer lifetime value, churn/retention, purchase propensity, category affinity, acquisition, store traffic, promotional response, market potential, media investment, and demand.
• Move the organization from descriptive to diagnostic to predictive to prescriptive intelligence, embedding insights into planning and decision-making.
• Partner with IT, eCommerce, Finance, and external partners on CRM/CDP, marketing automation, web/app analytics,…