Principal, Marketing Advanced Analytics – Genre Pack Growth & Performance

DIRECTV is expanding its reach into modern audience segments through its Genre Pack portfolio. The Principal, Marketing Advanced Analytics – Genre Pack Growth & Performance is a senior analytical leader responsible for delivering rapid, root-cause performance insights across acquisition, engagement, and product performance.

Responsibilities:

• Lead diagnostic analytics across Genre Pack acquisition performance, including Net New inflow, base migrations, cannibalization, and channel contribution
• Perform structured variance attribution to explain performance gaps versus plan, forecast, and prior trends
• Identify root causes across media, offer, pack mix, pricing, creative, and audience segments
• Deliver intraweek performance reads to support rapid decision-making in a dynamic growth environment
• Surface leading indicators and emerging risks that may impact short-term and mid-term performance
• Develop pack-level performance insights across pricing tiers, content mixes, promotional constructs, and bundling strategies
• Measure and isolate the impact of offer constructs and promotional experiments on inflow and engagement
• Evaluate packaging strategies designed to attract modern audiences (vMVPD, SVOD-only, No-TV segments)
• Quantify cross-product interactions, including migration and cannibalization dynamics
• Analyze early engagement behavior and viewership patterns for Genre Pack subscribers
• Identify signals of product-market fit within modern audience segments
• Develop quality metrics that assess not just inflow volume, but depth of engagement and early usage behavior
• Partner with Product and Content teams to inform pack refinement and positioning
• Lead analytics for strategic initiatives tied to Genre Pack growth (pricing tests, packaging shifts, channel launches, partnerships)
• Quantify competitive and external market impacts on performance (vMVPD pricing shifts, SVOD bundling, macro trends)
• Conduct scenario-based analysis to inform rapid strategic pivots
• Support executive reviews with structured insights into performance drivers and risks
• Own executive dashboards and automated reporting frameworks for Genre Pack performance
• Develop governance scorecards tracking acquisition, engagement, and quality metrics
• Establish standardized definitions, KPIs, and measurement frameworks for the product
• Ensure consistency between weekly operating views, monthly performance reporting, and strategic narratives
• Support cross-functional alignment across Marketing, Product, Finance, and Strategy
• Responsible for executive level readouts, including supporting analyses and materials
• Operate as the primary analytical escalation point for urgent business questions
• Provide fast-turn analyses that balance rigor with speed in a rapidly evolving product environment
• Translate complex data into clear, actionable executive narratives
• Drive a culture of accountability and evidence-based decision-making for the Genre Pack portfolio

Requirements:

• 5 – 7 years required, 7+ years desired experience in marketing analytics, business intelligence, performance analytics, or related quantitative roles
• Strong experience in acquisition diagnostics, variance attribution, and root-cause analysis
• Experience supporting emerging or high-growth products in subscription, media, telecom, or digital platforms
• Advanced proficiency in SQL, Python, and data visualization tools
• Experience building executive dashboards and automated reporting systems
• Ability to synthesize complex, multi-source data into structured, decision-oriented insights
• Strong executive communication skills and comfort operating in high-visibility environments
• Experience analyzing competitive and market dynamics within the video or streaming ecosystem