Los Angeles County Metropolitan Transportation Authority

Job Specification




Pay Grade
H1L ($78,873.60 - $98,592.00 - $118,289.60)
Job Summary
Performs complex professional work in the research, measurement, analysis, and reporting of the mobility market in Los Angeles County for purposes of developing marketing strategies and tactics to increase ridership, improve the customer experience, and build support for Metro′s programs and goals.
Duties and Responsibilities
  • Serves as a resource across Marketing teams to help meet Metro′s marketing objectives
  • Plans, implements, measures, analyzes, and reports qualitative and quantitative marketing data on Metro′s customers, competitors, and markets
  • Establishes agency standards for conversion and performance metrics across Metro web, mobile, and social properties
  • Analyzes diverse internal and external data relevant to Metro′s core marketing objectives and provides actionable marketing insights
  • Plans, analyzes, and reports on performance of Metro marketing campaigns for traditional and digital advertising, social media, web, mobile, and search
  • Assesses, reports, and makes recommendations about trends in transit, mobility, demographics, open data, culture, and behavior that will impact Metro′s marketing objectives
  • Prepares request for proposals and scopes of work, and analyzes existing contracts; reviews vendors' performance and identifies solutions to enhance deliverables, as well as minimize service costs
  • Tests creative data and messaging for traditional, digital, and social advertising using A/B testing methods, surveys, and focus groups
  • Interacts with private sector, governmental, and community representatives to develop joint marketing research projects and promote data sharing
  • Forecasts and monitors department budget, as required
  • Communicates and implements safety rules, policies, and procedures in support of the agency's safety vision and goals; and maintains accountability for the safety performance of all assigned employees
  • Contributes to ensuring that the Equal Employment Opportunity (EEO) policies and programs of Metro are carried out

    May be required to perform other related job duties

Essential Knowledge, Skills and Abilities

Knowledge of (defined as a learned body of information that is required for and applied in the performance of job tasks)
  • Marketing research techniques and applications
  • Translating data into actionable insights that drive marketing strategies, tactics, and creative
  • Statistical packages, including SPSS Statistics, SAS (Suite of Analytics Software), or similar, and databases
  • Web analytics and business research tools, including Google Analytics
  • Computer Relationship Management (CRM) programs to identify market segments, market growth, and new business opportunities
  • Data warehousing, machine learning, modelling, and mining
  • Design and implementation of marketing polls, focus groups, and surveys
  • Applicable business software applications

Skill in (defined as the proficient manual, verbal, or mental utilization of data, people, or things)
  • Overseeing the operation of large-scale, long-term marketing research programs and projects
  • Analyzing situations, identifying problems, thinking critically, recommending solutions, and evaluating outcomes
  • Exercising judgment and creativity in making decisions
  • Interacting professionally with various levels of Metro employees, outside representatives, and public officials
  • Communicating effectively orally and in writing

Ability to (defined as a present competence to perform an observable behavior or produce an observable result)
  • Understand, interpret, and apply laws, rules, regulations, policies, procedures, budgets, contracts, and labor/management agreements
  • Present ideas in a clear, concise, and understandable way to large audiences
  • Mediate and negotiate
  • Represent Metro before the public and governmental entities
  • Prepare comprehensive reports and correspondence
  • Travel to offsite locations
  • Read, write, speak, and understand English
Minimum Qualifications
A combination of education and/or experience that provides the required knowledge, skills, and abilities to perform the essential functions of the position. Additional experience, as outlined below, may be substituted for required education on a year-for-year basis. A typical combination includes:

  • Bachelor's Degree in Statistics, Marketing, or a related field; Master's Degree in a related field preferred

  • Five years of relevant experience performing work in marketing research

Certifications/Licenses/Special Requirements
  • A valid California Class C Driver License or the ability to utilize an alternative method of transportation when needed to carry out job-related essential functions
Special Conditions
The physical demands described are representative of those that must be met by the employee to successfully perform the essential functions of this job. Metro provides reasonable accommodation to enable individuals with disabilities to perform the essential functions.

Working Conditions
  • Typical office situation
  • Close exposure to computer monitors and video screen

Physical Effort Required
  • Sitting at a desk or table
  • Operate a telephone or other telecommunications device and communicate through the medium
  • Type and use a keyboard and mouse to perform necessary computer-based functions
  • Communicating through speech in the English language required


Job GroupJob Class CodeFLSA StatusDate OriginatedDate Revised

This classification is at-will and the incumbent serves at the pleasure of the hiring authority when classified as an Intermittent, Emergency, or Temporary employee and/or is assigned to the Office of Inspector General (OIG) or Board Clerk's Office.

This job specification is not to be construed as an exhaustive list of duties, responsibilities, or requirements.