OVERVIEW:

Reporting to the Head of Go to Market Analytics, the Marketing Analytics Manager is critical to helping the marketing function make more informed decisions by providing insightful reporting, analysis and recommendations. Working closely with the wider insight team, this role is pivotal in ensuring our marketing strategies and tactics are data led.

This role will oversee all performance reporting for the marketing function (including CRM/relationship, media, events and customer support). You will be responsible for growing and managing a team of analysts who sit within each team across the marketing function, ensuring all Marketing teams have visibility of channel performance, insights into their channel’s role within the customer journey and an understanding of their contribution to sales, customer acquisition and customer retention. You will be an expert in the use of analytical tools and techniques, developing your team in these areas, whilst providing an unbiased perspective on channel insights and strategies that are born out of data analysis.

 
WHAT YOU'LL BE DOING:
  • Grow, lead and inspire a fast-growing team of analysts
  • Work with key stakeholders across the Marketing function to manage and prioritise team workload, ensuring that the most valuable work is always done to answer key business challenges
  • Develop and coach your team in the planning and undertaking of analytics projects and the building of performance reports, ensuring they have strong skills across all analytics techniques, tools and methodologies
  • Provide day to day support to your team, giving them clear direction on their responsibilities, objectives and development plan, checking in regularly to ensure they are delivering against these areas
  • You are responsible for the delivery of all performance reporting, tools and analysis for the whole marketing function, across all marketing channels and activity, enabling the marketing team to understand their performance and impact within the marketing mix
  • Inform and embed strategic insight projects delivered by the wider insight team into the marketing function.
  • Provide regular updates on marketing performance (including actionable recommendations) to the CMO and marketing senior leaders, ensuring they have the insights needed to inform our marketing strategy
  • As a key owner of marketing performance data, work with/brief the data team on data processing and cleansing improvements to ensure your team have access to accurate and complete data sets, therefore ensuring you can provide the Marketing function with a more accessible and complete view of their performance/impact
  • Enable the execution of a test and learn approach across the Marketing team for all channels, by providing methodology on new campaign test initiatives, reporting on test performance and advising on future improvements based on results.
  • Work with the customer insight team and wider marketing function to deliver an aligned customer targeting strategy, aligning all marketing activity to ensure customers receive the right message at the right time based on their preferences.
  • Develop strong relationships with all sub-teams across the insight team, sharing learnings to maximise the access and value of insights across the business.
  • Develop strong relationships with key stakeholders across the Marketing function, understanding their current challenges and strategies, providing them with the insights they need to make data led decisions.
  • Work closely with the trading analytics team, ensuing trading have visibility of marketing performance and vice versa, enabling more joined up strategies and tactics.
  • Champion one source of truth within the Marketing team, providing updates to the Head of Go to Market Analytics and insight hub team on current priorities and challenges, whilst aligning data sources and metric definitions to ensure efficiencies and consistency in the analysis being conducted across teams.
  • Work with wider insight team to forecast marketing channel performance (sessions, conversion, revenue etc.), identifying opportunities for more effective spend and targeting, in order to improve marketing efficiency, performance and relevance.
  • Work across Marketing team to offer training, support and expertise on BI/ data reporting tools to enable self-service and greater understanding of prospects/ customers, championing a data led culture
  • Work across, influence and educate departments to drive data led initiatives (across Media, CRM, Trading, Events, Customer Support etc.)
  • Work with the wider insight team to deliver and continuously improve our data led approach to attribution, leading the development of our data driven attribution model
  • Adopt a continuous learning approach to data modelling, analysis, mining and reporting techniques, keeping up to date with the latest thinking and practices
WHAT YOU'LL NEED:
  • Minimum 4 years’ experience within an analyst/senior analyst/analytics manager role, with experience in conducting marketing focused analytics projects
  • Experience of working within a marketing function and informing marketing strategies
  • Excellent knowledge of marketing principles, strategies and channels (both online and offline)
  • Extensive experience of working with (including the manipulation of) large data sets to track and manage Marketing and CRM performance
  • Line management experience of a growing analytical team
  • Advanced skills in analytics tools/languages, including Google Analytics, Alteryx, SQL, Python and R
  • Advanced skills in BI tools such as Google Data Studio, Tableau or Power BI
  • Ability to coach and develop analysts with a range of skills sets
  • Experience of applying statistically significant, successful campaign testing programs
  • A very strong communicator, able to explain insights to non-analytically minded stakeholders
  • Strong influencing skills with the ability to influence and constructively challenge senior stakeholders, ensuring their decisions are data led
  • A team player, able to build and maintain close relationships with a broad range of stakeholders
  • Ability to ask the right questions and identify the most effective analytical methods to solve business problems
  • Strong ability to identify patterns and trends but also understand what is driving them
  • A problem solver and logical thinker, with the ability to see the bigger picture and get to the underlying business questions
  • Engaging presentation/ communication skills with the ability to influence/sell ideas to internal stakeholders and colleagues
  • Exceptional organisational skills with the ability to prioritise workload for a growing analytics team, satisfying the needs of a broad range of stakeholders and delivering under pressure to tight deadlines