Description
Reporting directly to the Digital Advertising Marketing Director for Los Angeles Times Interactive, the Senior Interactive Advertiser Marketing Analyst would oversee high-volume advertising categories, providing effective market and advertising category insights, assist in developing sales strategy, and develop sales collateral for Account Executives and Sales Management for existing and potential interactive advertising clients in order to increase revenue, preserve revenue, or generate new revenue for Los Angeles Times Interactive and Tribune Interactive.
Responsibilities:
- Senior-level support of Los Angeles Times Interactive local sales personnel, and national Tribune sales personnel, serving as consultant, analyst, collateral creator, and category expert for AEs and Sales Management.
- Gain intimate, expert-level knowledge of assigned advertising categories and their unique markets, as well as all LAT Interactive sites and products, and LAT Media Group products.
- Drive initiatives for assigned categories through sales presentation, collateral, promotion and proposal building and implementation.
- Conduct market research through pulling, analyzing and interpreting syndicated research data such as ComScore, Nielsen Net Ratings, HitWise, Scarborough, MRI, etc.
- Assist in overseeing primary research projects.
- Analyze client advertising buys and media plans with proven understanding of competing media’s (Online, TV, Radio, Outdoor, Print, etc.) strengths and weaknesses.
- Build compelling sales “stories” for sales personnel to present to clients using data, market and product knowledge and insights.
- Create Interactive sales packages and proposals, with a working understanding of advertising pricing models.
- Updating sales tools such as the latimes.com media kit and general presentation.
- Develop B2B marketing plans for assigned categories.
- Participating in presenting research findings and collateral to sales teams; training sales teams on new sales tools and new products.
- Assist Marketing Manager and Sales Management in building marketing and sales strategy for assigned categories.
Requirements/Qualifications:
- Requires Bachelor’s Degree in Business, Marketing or related discipline, and related experience in Marketing, Sales and/or Research (MBA would be a plus).
- At least 3-5 years of marketing experience with a solid understanding of fundamental marketing principles including promotions, product development, pricing and distribution in a media environment. Previous experience with Digital Marketing is preferred.
- Must have 2-3 years experience in B2B marketing in a sales environment. Some B2C marketing experience would be a plus.
- Must be highly-motivated, self-starter, persuasive, with excellent project management and multi-tasking skills, and with the ability to excel under pressure in a deadline-driven environment.
- Must have “power-user” level PowerPoint, Excel and Word capabilities and exceptional presentation building skills.
- Extensive experience pulling and interpreting syndicated research data such as, ComScore, Nielsen NetRatings (@plan, NetView, AdRelevance), Scarborough, MRI, etc. Experience with primary research is a plus.
- Strong ability to interface with and present materials to Digital sales personnel and other departments’ personnel.
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