Marketing Effectiveness Lead Analyst
Date Posted: 03/01/2025
Location: London
Job Type: Full time
Purpose
We need dynamic, collaborative and ambitious people, who are passionate about doing the right thing for our customers. Committed to fulfilling our purpose, to help people achieve a better later life.
You will play a leading role in building the end-to-end tracking, attribution, reporting and insight generation of multi-channel campaigns. Reporting to the Head of Demand Generation, this role will be dedicated to delivering actionable, accurate & timely performance data and insights to drive direct-to-consumer marketing effectiveness improvements of campaigns through the end-to-end customer lifecycle.
About the role:
- To proactively mine data to deliver actionable, accurate and timely insights to help improve the marketing effectiveness of multi-channel Demand Generation (inc. Paid, Organic and conversion rate optimisation) and CRM (inc. engagement, retention, conversion to financial products, upsell/cross sell, winback and referral) campaigns.
- To develop and deliver regular marketing effectiveness reporting and dashboards, including production of daily, weekly and monthly KPIs to support campaign performance management.
- To work closely with relevant stakeholders (e.g. Customer Insight, Voice of Customer & Product) to refine customer segmentation/audience profiles and mine analysis and trends of customer behaviour to drive both the development of new and optimisation of existing Demand Generation and Engagement campaigns.
- To be the expert user of the digital analytics platform/s (Web and App), to ensure delivery of marketing campaign tracking requirements, implementation and reporting.
- To deliver analytics training to ensure the accessibility of insights and analysis.
Qualifications / Certifications (desirable not essential)
- Minimum Degree educated in a Business/Technical Discipline
Skills and Knowledge
- Advanced understanding of Web & App analytics and relevant platforms, especially Google GA4 and Full Story
- Ability to distil data from numerous sources, form actionable conclusions and present to multiple audiences
- Strong understanding of media mix attribution models
- Advanced Microsoft Excel and SQL skills an a firm understanding of Javascript and HTML
- Knowledge and experience in building end-to-end measurement frameworks from the bottom up and mining insights for:
- Demand generation media campaigns across Paid and Organic digital channels (PPC, Programmatic, Retargeting, Social, SEO, Email, Brand) and the development and use of marketing mix modelling channel attribution.
- CRM campaigns across channels (inc. App, Web, Email) and activity types (inc. content engagement, retention, conversion to financial products, upsell/cross sell, winback and referral)
- Knowledge of audience segmentation models / profiles and translating these into audience targeting
- Experience in a Customer, Marketing or Analytics team
Company Benefits
- A Competitive Salary, Pension Scheme and Life Assurance
- Along with 25 Days Annual Leave plus an Additional Day on us for your Birthday
- Private Medical Cover and Income Protection, just in case
- A generous and highly achievable bonus scheme – paid annually based on individual and company performance against targets
- Opportunity to progress within your career both in-role and within the company
- FREE access to the Headspace App, a 24/7 Employee Assistance Helpline and Trained Physical & Mental Health First Aiders (On-Site)
- A variety of Employee Funded Benefits available to you via our Online Benefits Portal
- Plus, several additional purchase options available for you and your loved ones
