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Head of Data & Analytics

New York City, NY, USA | National Basketball Association

  • Industry:
    Hospitality, Travel, & Leisure
  • Position Type:
  • Functions:
    General Management
    IT / Information Technology
  • Experience:
    15-20 years
Job Description:
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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


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

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