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Advertising Marketing Analyst - Orlando Sentinel Media Group - Baltimore, MD

posted 6-26-14 via Indeed.com

To act as a Marketing Data Solution Analyst for Tribune supporting both strategic initiatives to grow revenue and act as a consultant to sales staff and clients.

Responsible for developing strategic multi-product proposals and strategies for our advertisers that will allow Tribune to grow their existing business and capture new market share. This will be accomplished by analyzing and profiling customer data, matching this to the wide array of products offered by the Tribune Newspapers, comparing this to other distribution alternatives and creating a compelling story to tell the customer.

To manage the flow of data between customers and Tribune Newspapers and to continually look for ways to streamline and enhance data analysis, interpretation, and maintenance processes.
Provide database analysis and consultation both internally and externally to uncover sales opportunities and drive revenue.
Develop geographic and demographic targeted proposals (i.e. preprint, direct mail, digital etc) to grow customers spending and enhance their current ROI.
Develop analytical tools to help increase sales representatives and customer’s knowledge of the market and how our product portfolio can meet their needs.
Provide strategic analysis and recommendations for new product development and current product enhancements as needed.
Act as a liaison and provide analytical support for other departments such as Marketing, Circulation, Tribune Direct, Tribune Digital, Ad Operations and Production, that will drive the Advertising sales agenda.
Provide systems administrative support and training to sales staff on targeted marketing systems.
Assist with implementation of system enhancements and testing of new products and/or enhancements.
Identify new targeted marketing system solutions to meet current business needs.
Provide cartography (mapping) solutions as necessary to provide visual support of recommended solution.
Perform various reporting and analytical tasks as necessary.

The preceding list of major responsibilities describes only those essential job functions considered important in accomplishing the purpose of this job. It is not meant to include all job functions.


The Data Solutions Analyst acts within company policy, including Advertising Acceptability Standards, and applicable federal, state and local legislation to do whatever is necessary and to make appropriate decisions to carry out the sales objectives as planned. However, without the approval of the Sales Manager/Supervisor, the Data Solutions Analyst may not:

Dispose of any corporate asset; sign any lease, contract or agreement; nor approve any budgeted or unbudgeted expense or capital expenditure.
Revise any rate structure.
Develop any major advertising section or feature beyond the established plan without prior approval.
Enter into a relationship with any employee who may have or appear to have an adverse effect upon his/her ability to carry out his/her responsibility.
Engage personally in outside business that is a conflict of interest with current position.


Should have college degree in marketing, computer science or equivalent related experience in database and direct marketing.
Requires hands-on knowledge of direct marketing, as well as sufficient systems knowledge to master the skills necessary to access data. Requires knowledge of relational database systems and PC technology.
Should possess strong skills in the use of technology/computer to include use of various software programs, specifically Microsoft Office and Microsoft Access. Experience with MapInfo, Claritas, Gallup, Database Studio, campaign management software, SAS, Oracle, or SQL a plus.
Must demonstrate strong and effective verbal and written communication, leadership and interpersonal skills and be capable of working within corporate policy and deadlines.
Must be creative, technically strong and be comfortable in a highly analytical environment with attention to detail required.
Must work well in a team environment and be able to work independently.
Must demonstrate a high level of accuracy and attention to detail under strict deadlines.
Must be able to operate and carry a laptop computer and other various sales materials.
Must have valid driver’s license and accessible transportation to travel and entertain on company business locally or out of town.
Typically requires 3-5 years of applicable experience.

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