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Head of Data & Analytics, Next Gen Experience

REQ ID:  2282
LOCATION: 

New York, US

At the NBA, we’re passionate about growing and celebrating the game of basketball. Through the intensity of the game and the amazing athletic skill of our players, we deliver excitement to hundreds of millions of fans around the world.

As a global sports and media business, the NBA is so much more. While Basketball Operations runs the league’s on-court activities, other departments manage relationships with television and digital media partners, develop marketing partnerships with some of the world’s most recognizable companies, oversee the licensing of NBA merchandise, and handle a wide range of responsibilities that drive the NBA’s success.

 

Position Summary:

Next Gen Experience Group leads the strategy for the NBA’s global over-the-top product offerings and services. The offerings and services reach fans in 215 countries and territories around the world by delivering live games and original programming on almost any device. The content is offered in multiple languages and through a collection of packages including micro-transactions, giving fans the ability to purchase portions of a live game.

In order to elevate the fan experience, the Next Gen Experience Group is improving their digital platform with the goal of growing the frequency and duration of engagement, improving the game viewing experience and providing flexibility and customizations to meet the needs of the global NBA fan. The platform will power new experiences across devices allowing fans to consume personalized content while also having frictionless access to all components of NBA fandom including merchandise and fantasy!

We are seeking a leader who can use data and analytical capabilities to help drive the next phase of growth for the NBA's digital product portfolio. In this role, you will help enable better decision-making for the group of product teams passionate about growing acquisition, engagement, retention across a new NBA Next Gen Experience. You will help evaluate and work with third party analytics tools to capture insights and work directly with product managers to design and implement A/B and multivariate tests to impact our core metrics. The candidate will develop a system where data can be leveraged in real-time to improve the user experience. You will also partner with internal stakeholders to convey insights in actionable ways that can influence strategic decision-making and prioritization across the broader NBA organization. The candidate must thrive in a fast-paced work environment, exhibit strong problem-solving skills, and a strong work ethic with an aptitude for team collaboration and communication.

Major Responsibilities:

  • Lead acquisition growth including app store optimization efforts for NBA digital product portfolio, including optimizing search, keywords, store listing, and running experiments to determine ideal presence in market
  • Assist product managers in developing proposition of new features and product experiences
  • Recommend high potential acquisition channels and targeting and segmentation strategies based on research, data and ongoing test-and-learn activities
  • Work closely with Marketing and Direct-to-Consumer teams to implement acquisition, activation and retention strategies for different consumer segments, (based on subscription status, fan avidity, engagement scores, geography and demographics, etc.)
  • Build capability for attaining regular quantitative and qualitative feedback from customers
  • Partner closely with broader Marketing organization to execute integrated marketing campaigns leveraging personalization and segmentation (Owned channels, social, partners, email, push, etc.)
  • Develop data-driven strategies to drive the growth of NBA users and subscribers through innovative product features, content initiatives, and marketing/communication efforts
  • Conduct analysis of product performance and data modeling to draw insights that drive critical decision-making and to uncover user/subscriber patterns of consumption
  • Own our engagement and retention metrics to deeply understand the dynamics of the consumer/fan lifecycle and turn consumer insights into actionable product initiatives that drive growth from activation, engagement, and retention to revenue conversion i.e. League Pass subscriptions
  • Collaborate with Marketing and Direct-to-Consumer teams to combine product, channel, and monetization models and priorities into a unified roadmap of growth initiatives
  • Work with data scientists, build statistical models and analyses (such as cohort analyses) that explain user acquisition, engagement and retention across new, existing and resurrected consumer segments
  • Partner with data engineers, help build the analytics layer of our team's data environment to make data standardized and easily accessible, and design optimal architecture for Bl tools
  • Assist in the coordination of data collection from various sources which may include working with external partners to resolve questions, inconsistencies, and/or obtain missing data
  • Design, build and maintain a suite of visual dashboards to track key metrics and enable self-service data discovery, and help lead communication of findings to stakeholders at multiple levels, from regional offices to senior executives

Job Requirements:

  • 15+ years of experience in a product analytics, data analysis and/or product growth/optimization role passionate about digital experiences (mobile, web, video, commerce/subscription)
  • Passion for data, statistical analysis, modeling, research design and its practical application to help understand and drive product growth
  • Demonstrated ability to conduct independent data analysis, glean actionable insights, and work directly with product managers and other stakeholders to implement and measure recommended actions
  • Customer and business obsession, with a bias for action and a drive to create measurable value
  • Practical expertise with leading product analysis software tools and a willingness and ability to combine internal and external methods to gather and analyze data
  • Strong technical background, particularly as it pertains to data architecture
  • Willingness and ability to engage with stakeholders (including senior executives) and communicate insights in a flexible, professional manner
  • Must be comfortable navigating complex, matrix-shaped organizations and be persuasive and empathetic to a wide range of diverse, cross-cultural audiences
  • Experience working with premium and/or subscription products direct-to-consumer preferred
  • Technology-savvy with deep understanding of evolving media and content landscape and trends
  • Excellent presentation and written communication skills
  • Previous hiring and management experience of high performing teams comprised of internal and external resources
  • Strong attention to detail and ability to simultaneously manage multiple sub-projects

 

Education:

  • CS/Business/Engineering or equivalent degree preferred; BA/BS required

 

We Consider Applicants For All Positions On The Basis Of Merit, Qualifications And Business Needs, And Without Regard To Race, Color, National Origin, Religion, Sex, Gender Identity, Age, Disability, Alienage Or Citizenship Status, Ancestry, Marital Status, Creed, Genetic Predisposition Or Carrier Status, Sexual Orientation, Veteran Status, Familial Status, Status As A Victim Of Domestic Violence Or Any Other Status Or Characteristic Protected By Applicable Federal, State, Or Local Law.