Responsibilities

• Own the first-party data agenda
• Analyze ownership and customer journey data to identify the behavioral patterns that predict loyalty, retention, and customer lifetime value
• Work directly within Ford's first-party data and martech ecosystem — including customer data platforms (e.g., Adobe Real-Time CDP), Salesforce Marketing Cloud, and adjacent identity and audience management tools — to access, structure, and interrogate customer-level data
• Advise on data architecture and readiness for first-party use cases: unified customer profiles, identity resolution, audience schemas, consent and preference signals, and the data quality required to support them
• Build and maintain measurement frameworks for loyalty program performance and its downstream effect on owner marketing outcomes
• Identify opportunities where personalization and targeting performance can be improved through better integration of loyalty and owner marketing data, and quantify the associated business value
• Integrate loyalty and owner marketing analytics
• Serve as the analytical link between Ford Rewards, Lincoln Access Rewards, and owner marketing communications
• Develop evidence-based recommendations for targeting, message sequencing, and personalization informed by loyalty behavior signals
• Translate loyalty behavior insights into activation-ready guidance — audience definitions, segmentation logic, suppression rules, and journey triggers — that CRM and platform teams can implement in Salesforce Marketing Cloud and the CDP

Requirements

• 10+ years in marketing analytics, CRM analytics, or customer data strategy, with deep hands-on experience in first-party/owned customer data (not primarily ad platform or media data)
• Specific experience in loyalty, retention, or customer lifecycle analytics — not general-purpose marketing analytics
• Fluency querying, joining, and analyzing data with reproducible code (SQL required; Python or R a plus)
• Hands-on experience with enterprise customer data and marketing platforms — Adobe Experience Platform / Real-Time CDP, Salesforce Marketing Cloud, or comparable CDP and marketing automation tools — including how customer profiles, identity resolution, segmentation, and activation work within them
• Demonstrated experience building measurement frameworks from raw behavioral or transactional data, not just reporting against existing dashboards
• Ability to connect business and marketing context to data strategy — identifying and prioritizing use cases, asking the questions that matter, and translating findings for executives
• Track record of presenting analytical findings directly to marketing executives and having those findings change a decision
• Experience working across and influencing matrixed, cross-functional teams, both internally and with clients
• Proactive ownership: the initiative to work through ambiguity and drive issues to resolution

Preferred

• Automotive or considered-purchase category experience (long consideration cycles, ownership data, dealer/retail hybrid models)
• Direct exposure to loyalty program mechanics — points and rewards structures, tiering, redemption behavior
• Experience within a holding company or agency model, balancing client-facing credibility with internal delivery accountability