Head of Marketing Analytics
Key Group is one of the most exciting, forward–thinking brands in financial services, focused on helping people unlock a better retirement since 1998. Our mission is simple: To be the UK's leading later life lending company.
We are now recruiting for a Head of Marketing Analytics to join the business to analyse and monitor Marketing activity across the group. This role will be the eyes and ears of the CMO, constantly querying data to better understand customer behaviour and marketing performance so that we can embed a spirit of data led continuous improvement across the marketing department. Driving marketing efficiency and effectiveness across the whole suite of marketing channels will be your daily mantra.
The ideal candidate will need to be hands on and prepared and interested to investigate the data yourself, with a strong statistical ability to model from the data. They will need to be able to work with large datasets from across the offline and digital environments. Most likely they will be proficient in tools such as R, Python, SAS or SPSS and will be expert in reporting tools such as Excel and Tableau or similar.
The role will focus predominantly on our direct–to–consumer marketing activities, given the spend involved. However, the role will also be responsible for segmentation and analytics that support our B2B brands and marketing activities directly to financial advisers.
Typical tasks would include:
Creation of propensity models to constantly improve the performance of our direct marketing activities through direct mail and email. Including the post campaign analysis of this activity
Build of customer / enquirer segmentations to help set contact and x–sell strategies
Delivery of all data / selections for marketing campaigns
Working with our central MI / data warehouse team establishing the core daily, weekly, monthly marketing performance reports to measure overall channel performance
Working with the CMO on budget setting / management to ensure our laydowns are maximising ROI
Post campaign analysis / testing – providing statistically robust measurement of tests as we roll out new creative / tactics / channels
Managing one to two other analysts to deploy insights to the right areas in the teamCore functions and tasks
Marketing data selections
Marketing campaign data selections for all email and DM activity – Equity Release acquisition, nurture, rebroke, outbound and all Estate Planning x–sell activities
Campaign control groups and sample sizing
Build out of the customer lifecycle programme – nurture, testing framework
Market monitor and other Report creationForecasting, budgeting and laydowns
Creation of all of the marketing annual bottom–up budget plans and historical performance inputs
Quarterly re–forecastingMarketing analysis
Web data analysis – GA, Kentico
Tactical channel level investigations – e.g. Press
Marketing propensity modelling
Regional data selections – door drops, seminars
Post campaign match back analysis – DM, rebroke
B2B data analysis – segmentation, KP / m2l data overlapsSupport with wider marketing projects / agency data lead
Econometrics
Research
Propensity based lead scoring for our contact centre
Agency data contact
Attribution modelling
TVROMarketing reporting (prototyping)
Daily call report – enquiries and conversions
Marketing costs reporting – management of CRM in line with Laydown
Marketing channel level reportsKeywords: Head of Marketing Analytics | Web Analytics | Data Universe | Data Scientist | Marketing Analysis | Reporting | B2B | B2C | Forecasting | Project Management | Leadership | Management | Digital | DoubleClick | GA | R | Python | SAS | SPSS
Essential Skills
The ideal candidate will have a strong background in marketing and web analytics, ideally in a regulated environment. They will be a confident communicator and presenter to all audiences including key stakeholders and possess the ability to translate analytical language.
Commercially aware, with a strong statistical and analytical mindset
Experience of both B2B & B2C Marketing Analytics
Experience of managing a team or direct report
Web analysis and generic campaign analysis experience
Able to map, analyse and improve the possess customer journey
Experience using propensity–based lead scoring
A strong statistical and analytical mindsetAbout Company
Our purpose is to help people finance a better retirement. Our mission is to be the UK's leading later life lending company. Our connected portfolio of brands comprises of Key, Key Partnerships, more2life, The Equity Release Experts and Air Group.
Most of all we look for people who display and work around the core values of our business:
Ambitious – to break ground to help our customers enjoy a better retirement.
Supportive – relationships are key to everything we do.
Personal – going above and beyond to offer exceptional service.
Integrity – honest, true and transparent in all of our relationships.
Responsive – whatever the challenge we'll deliver the right result.
Expert – experts in our field, our thirst for knowledge never stops
We are now recruiting for a Head of Marketing Analytics to join the business to analyse and monitor Marketing activity across the group. This role will be the eyes and ears of the CMO, constantly querying data to better understand customer behaviour and marketing performance so that we can embed a spirit of data led continuous improvement across the marketing department. Driving marketing efficiency and effectiveness across the whole suite of marketing channels will be your daily mantra.
The ideal candidate will need to be hands on and prepared and interested to investigate the data yourself, with a strong statistical ability to model from the data. They will need to be able to work with large datasets from across the offline and digital environments. Most likely they will be proficient in tools such as R, Python, SAS or SPSS and will be expert in reporting tools such as Excel and Tableau or similar.
The role will focus predominantly on our direct–to–consumer marketing activities, given the spend involved. However, the role will also be responsible for segmentation and analytics that support our B2B brands and marketing activities directly to financial advisers.
Typical tasks would include:
Creation of propensity models to constantly improve the performance of our direct marketing activities through direct mail and email. Including the post campaign analysis of this activity
Build of customer / enquirer segmentations to help set contact and x–sell strategies
Delivery of all data / selections for marketing campaigns
Working with our central MI / data warehouse team establishing the core daily, weekly, monthly marketing performance reports to measure overall channel performance
Working with the CMO on budget setting / management to ensure our laydowns are maximising ROI
Post campaign analysis / testing – providing statistically robust measurement of tests as we roll out new creative / tactics / channels
Managing one to two other analysts to deploy insights to the right areas in the teamCore functions and tasks
Marketing data selections
Marketing campaign data selections for all email and DM activity – Equity Release acquisition, nurture, rebroke, outbound and all Estate Planning x–sell activities
Campaign control groups and sample sizing
Build out of the customer lifecycle programme – nurture, testing framework
Market monitor and other Report creationForecasting, budgeting and laydowns
Creation of all of the marketing annual bottom–up budget plans and historical performance inputs
Quarterly re–forecastingMarketing analysis
Web data analysis – GA, Kentico
Tactical channel level investigations – e.g. Press
Marketing propensity modelling
Regional data selections – door drops, seminars
Post campaign match back analysis – DM, rebroke
B2B data analysis – segmentation, KP / m2l data overlapsSupport with wider marketing projects / agency data lead
Econometrics
Research
Propensity based lead scoring for our contact centre
Agency data contact
Attribution modelling
TVROMarketing reporting (prototyping)
Daily call report – enquiries and conversions
Marketing costs reporting – management of CRM in line with Laydown
Marketing channel level reportsKeywords: Head of Marketing Analytics | Web Analytics | Data Universe | Data Scientist | Marketing Analysis | Reporting | B2B | B2C | Forecasting | Project Management | Leadership | Management | Digital | DoubleClick | GA | R | Python | SAS | SPSS
Essential Skills
The ideal candidate will have a strong background in marketing and web analytics, ideally in a regulated environment. They will be a confident communicator and presenter to all audiences including key stakeholders and possess the ability to translate analytical language.
Commercially aware, with a strong statistical and analytical mindset
Experience of both B2B & B2C Marketing Analytics
Experience of managing a team or direct report
Web analysis and generic campaign analysis experience
Able to map, analyse and improve the possess customer journey
Experience using propensity–based lead scoring
A strong statistical and analytical mindsetAbout Company
Our purpose is to help people finance a better retirement. Our mission is to be the UK's leading later life lending company. Our connected portfolio of brands comprises of Key, Key Partnerships, more2life, The Equity Release Experts and Air Group.
Most of all we look for people who display and work around the core values of our business:
Ambitious – to break ground to help our customers enjoy a better retirement.
Supportive – relationships are key to everything we do.
Personal – going above and beyond to offer exceptional service.
Integrity – honest, true and transparent in all of our relationships.
Responsive – whatever the challenge we'll deliver the right result.
Expert – experts in our field, our thirst for knowledge never stops
Similar jobs
-
New
-
New
-
New