• Build and evolve guest profiles and segments using behavioral, transactional, and campaign data • Analyze campaign performance and optimization opportunities across acquisition, retention, loyalty, and lifecycle programs • Conduct basket analysis, cross-shopping analysis, and product insights to inform marketing strategy and promotional planning • Partner with Guest Engagement and Strategy teams to translate marketing questions into clear insights and recommendations • Identify opportunities to improve targeting, personalization, and message relevance based on guest behavior • Evaluate test-and-learn initiatives (A/B tests, offer strategies, channel experiments) and clearly communicate impact • Develop story-driven dashboards and presentations that help marketers and clients understand what’s happening and what actions to take • Work hands-on with data to pull, clean, and shape datasets as needed to support analysis (with an emphasis on outcomes, not tools)