A day in the life of... senior director for strategy & analytics at Zeta Global
Do you work on the customer lifecycle and wonder what it would be like to be on the supply side or in charge of strategy?
Jill Brittlebank is senior director for strategy and analytics at Zeta Global, a CRM technology company, and is the latest of our Day in the Life interviewees.
Let's see what she gets up to every day...
Please describe your job: What do you do?
I’m Senior Director for Strategy and Analytics at Zeta Global, which is a fast-growing acquisition and customer lifecycle marketing company that recently acquired eBay Enterprise and Axciom Impact.
I lead our planning, analytics and creative teams, who are focused on helping our clients to grow customer value by developing, testing and measuring different elements of their CRM programmes.
Whereabouts do you sit within the organisation? Who do you report to?
I report into Juliet Schuler, our country manager who in turn reports to Zeta CRM’s President, Anil Krishnan.
What kind of skills do you need to be effective in your role?
Being data-driven and numerate is the bread and butter of my role.
But a whole host of other skills are equally important, ranging from the ability to understand analytic outputs and convert them into client recommendations, to explaining CRM best practice to clients in a way that makes it relevant to the specific business challenges they face.
Communication skills are critical, particularly when it comes to getting to know our clients and developing a thorough understanding of their objectives, so we can drive the value that they need.
And as well as managing multi-functional teams, I have to work collaboratively with the client service, technical and marketing operations teams who are spread across our UK, USA and Indian offices.
More generally, as part of the leadership team I need a good understanding of the general management functions, such as operational efficiencies, organisational culture and development.
Finally, a strong commercial focus is an absolute must.
Tell us about a typical working day…
My first priority is to read the emails that have come in over night from our clients and colleagues in different time zones. We work with over 500 brands right across the world so it’s good to start the day with a clean inbox.
We have a daily morning scrum for the planning, analytics and creative teams to check in on how client projects are progressing and make sure we are all on the same page.
I try to keep a portion of my time free for ‘drop ins’, so I can respond quickly to any last minute client requests. But the rest of the day can vary wildly, taken up by anything from project kick-off meetings to peer review sessions.
I work with the team here and with our clients on creating channel development plans, on quarterly or bi-annual reviews with clients and key stakeholders across their business, as well on strategic projects to address specific client needs.
We’re keen to share learnings across all our clients so they only invest in activities that truly drive results, and right now we are investing a lot of energy into creating client case studies to make this sharing as seamless as possible.
I’m working with our Planning and Creative Directors on the best ways to capture and share those learnings across the organisation so that we all have a similar level of appreciation about how we work with clients, the projects we undertake and the results they deliver.
What do you love about your job? What sucks?
I love the mix of data analysis and human behaviour. I love drilling down into a piece of analysis to identify the key behaviour trends that will help us develop brilliant insightful programmes for our clients.
And the fact that the channels we work in are measurable in real time means we can be nimble in tweaking client projects to drive the best results.
If I could change one thing, I’d add more hours to the day – there’s always more that we want to do. I’d like to have a pause button on time so I can get ahead of the to-do list!