Brand Health Study. Analyze and report on Brand Health studies for AAA titles across target audiences defined in the Go-to-Market Strategy. The research will be conducted by Business Operations based on the Marketing Strategy Analyst’s input. Collects funnel metrics across target audiences as identified and defined in marketing campaign. Collaborates with Sr. Manager, Media and Analytics and other Marketing Analysts to set appropriate KPIs to assess marketing performance. The Marketing Strategy ... more details
Description
The Job Location is San Francisco, CA (Hybrid). This is not a remote job.
About Capcom:
Capcom is a leading worldwide developer, publisher and distributor of interactive entertainment for game consoles, PCs, handheld and wireless devices. Founded in 1983, the company has created hundreds of games, including ground-breaking franchises Resident Evil®, Street Fighter®, Monster Hunter™, Ace Attorney®, Mega Man®, and Devil May Cry®. Capcom maintains operations in the U.S., U.K., France, Germany, Japan, Taiwan, Hong Kong, and Singapore, with corporate headquarters in Osaka, Japan. More information about Capcom and its products can be found at www.capcom.com or www.capcom-unity.com.
Position Intro
Reporting into Capcom USA’s Senior Manager, Media and Analytics, the Marketing Strategy Analyst will establish and execute Capcom USA’s marketing analytics strategy. This position works closely with multiple members across Capcom USA’s marketing team to identify and execute data-driven initiatives. This role requires strong analytical skills, marketing knowledge, and leadership abilities to collaborate with members across the company to ultimately transform the marketing team into a data-driven organization.
Candidates who will do well in this position are those that couple the necessary technical skills and data acumen to navigate the many different types of data you’ll encounter with a natural curiosity to understand consumer behavior and what drives their decision making when it comes to the purchasing and playing of video games.
Responsibilities:
- Brand Health Study
- Analyze and report on Brand Health studies for AAA titles across target audiences defined in the Go-to-Market Strategy.
- The research will be conducted by Business Operations based on the Marketing Strategy Analyst’s input.
- Collects funnel metrics across target audiences as identified and defined in marketing campaign.
- Collaborates with Sr. Manager, Media and Analytics and other Marketing Analysts to set appropriate KPIs to assess marketing performance.
- The Marketing Strategy Analyst will work with Marketing Analysts and Brand Marketing Managers to implement insights from this study to further refine the Communication Strategy.
- Brand and Consumer Research
- SME to analyze Brand and Consumer Research for AAA and other assigned titles to collect any data necessary for the Brand Marketing Managers to create a best in class Go-to-Market Strategy.
- The research will be conducted by Business Operations based on the Marketing Strategy Analyst’s input.
- The Marketing Strategy Analyst will work with Marketing Analysts and Brand Marketing Managers to implement insights from this research to further refine the Go-to-Market Strategy.
- Reporting
- Work with Marketing Analysts to create and distribute quarterly reports for Email Marketing campaigns, Customer Data Platform related initiatives, and Performance Marketing campaigns.
- Work with Business Operations team to establish and maintain a Tableau dashboard for automated or semi-automated reporting.
- Conduct ad-hoc analysis and reporting for Capcom USA and Japan leadership including but not limited to sales data, media data, and consumer insights data.
- Performance Tracking Tool (Gamesight) Management
- Manage external partners to ensure Gamesight trackers are properly implemented for AAA campaigns.
- Utilize data obtained from Gamesight trackers to assess marketing campaign performance and user behavior.
- Customer Data Platform (Treasure Data) Management
- Maintain Treasure Data by adding user profiles, conduct user segmentation within the platform, and work with Marketing Strategists and external partners to utilize the accumulated first party data for media campaigns whenever applicable.
*Other duties as required
Required Experience and Skills:
- 3-6+ years of progressively complex related experience in analytics, market research, consumer insights, and related areas, preferably in the video game industry.
- Excellent analytical, critical thinking, and problem-solving skills. Proven ability to translate complex data into actionable insights and business recommendations.
- Experience with and proficient use of the basics of Excel (pivot tables, formulas, charts, etc.), PowerPoint, and other necessary digital tools.
- Effective communication and interpersonal skills to communicate and collaborate with staff of all levels and divisions, including executive management, as well as internal and external partners.
- Ability to work independently, prioritize initiatives effectively, and learn new skill sets and data tools quickly.
- Must be a pro-active team player who is detail oriented, self-motivated and time efficient.
Bonus Points
- Experience with Brand Health Studies, measurement plans, and A/B testing.
- Experience with Tableau or any equivalent data visualization tool or business intelligence tool.
- Experience with Treasure Data or any equivalent Customer Data Platform.
- Experience with game industry specialized tools like Gamesight, GWI, Circana, and Nielsen.
- Experience in code programming, especially SQL or Python.
- Strong interest in console/PC video games.
Education:
- Bachelor’s degree in marketing, economics, statistics, or a related field.
Travel Requirements:
Licenses, Certifications, and Others:
Physical Demands:
Ability to lift objects of up to 25 pounds in weight. Must be able to stand for long periods of time.
Working Environments:
Work is generally performed in an office environment, and the noise level is usually moderate. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.
Salary Range:
$90,000-$115,000 *Compensation for this position will be determined based on relevant factors including, but not limited to, job knowledge, experience and qualification.
Additional Information:
This job description is not intended to be an exhaustive list of duties, knowledge, skills, abilities, or requirements, as any one position in this classification may be assigned some or all of these duties, in addition to other duties not explicitly listed here. The various duties, responsibilities, and/or assignments of this position may be unevenly balanced and changed from time to time based upon matters such as, but not limited to, variations in shift schedules, work demands, seasons, service levels, and management’s decisions on how to best allocate department resources. Any shift, emphasis, or rebalancing of these assigned duties, responsibilities, and/or assignments does not constitute a change in the job classification.
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