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Our Client
Our global iGaming client has a multi-million-pound search budget focused on the UK, Europe, South America and the USA with plans to enter many new markets in 2025.
The Role of Marketing Analyst
They are looking for an experienced Marketing Analyst to join their Marketing Data & Analytics team. In this role, you will support their Senior Marketing Analyst on the delivery of insight and marketing recommendations to the global marketing and product teams to drive marketing campaign optimisation and improve overall marketing efficiencies.
This role has a global remit and will spearhead marketing analysis across all marketing channels from product marketing to digital performance campaigns, to TV and other ATL activity. This requires you to be an adept communicator, prioritising multiple projects and managing stakeholder expectations. We are looking for a proactive individual with a strong cross channel marketing analytical experience and a passion for staying abreast of industry trends.
Key responsibilities
Marketing Analysis responsibilities
- Take MA briefs from product, ATL and performance channel and country marketing teams, senior management, and other stakeholders and analyse digital/product and offline marketing campaign datasets and present the subsequent marketing results together with all relevant insights and campaign optimisation recommendations back to the stakeholders, explaining complex data and the resulting insights in a clear and actionable format.
- Plan testing methodology to show campaign success for each stage of the marketing acquisition funnel and for ongoing customer loyalty programmes
- Find additional campaign and business optimisation/scale opportunities by compiling data from various marketing sources including PPC, Social, Programmatic, (ATL: TV/Radio/OOH/VOD etc) CRM into a single consumable data set, analysing it and presenting back findings accordingly
- Work with senior stakeholders to identify and develop business and marketing metrics and data/performance visualisations that will better track marketing campaign and overall business performance.
- Utilising media mix modelling and multi-channel digital performance attribution modelling for measurement of multimillion pound marketing investment and its effectiveness across both ATL and digital performance channels from both internal and external teams.
- Use existing campaign data to identify and build sophisticated profitable customer segments/profiles to enable better future targeting (across both offline and online channels)
- Collaborate with marketing managers and senior stakeholders to agree annual budgets and forecast results.
- Identify trends, insights, and opportunities for optimising marketing strategies at a campaign level across mainly digital performance channels for all GEOs.
- Review external agencies campaign performance presentations (both monthly/quarterly and annually) ensuring their findings are robust and challenging them where appropriate to improve subsequent campaign planning and performance
- Using a combination of tools (customer database, Google Analytics, other marketing platforms, etc.) to analyse customer journeys - both through the marketing acquisition and retention funnel allowing for better customer segmentation/personalisation, enhanced profitability and future targeting of lookalikes at scale ideally
Technical responsibilities
- Create, manage, and maintain marketing performance dashboards (using SQL in conjunction with Tableau, Google Analytics and Google Data Studio) to visualise marketing KPIs and other metrics to present campaign PCAs and for easy BAU reporting access by stakeholders.
- Identify opportunities for process improvement or increased automation and efficiency through advanced technical solutions
- Provide training and support to country and channel managers on BI/marketing analysis (MA) tools and reports.
- Stay updated with industry trends and advancements in BI/MA technologies and methodologies to continuously improve BI/MA processes.
Key Skills
- Marketing experience - essential
- 3 - 5 years+ in a data driven marketing role (e.g. marketing analyst/marketing insight analyst) within a digital/performance and ATL marketing environment (i.e. working for a digital performance or full-service media agency) or performing a similar role client side ideally from an e-commerce, high volume digital/online first transactional business. This means someone with ATL and digital marketing experience and an understanding of how those channels work together to drive customer acquisition and retention
- A demonstrable track record of managing complex data sets across multiple online and offline marketing channels and proven experience of analysing and reporting results and insights on digital performance and ATL marketing campaigns, spanning all common channels (Paid Search/paid social/programmatic/affiliates/CRM) and offline channels (TV/Radio/OOH/VOD)
- Solid understanding of marketing analysis and reporting principles, especially digital marketing channels and metrics (acquisition and retention and LTV)
- Strong understanding of marketing principles/channels and financial KPIs - both offline and online,
- Experience of MMM and digital attribution modelling. Ie. working with Mixed Media Modelling and/or Multi Channel Digital Attribution Models. By this we mean using these models to report back on online/offline campaign performance and weighted digital path to conversion performance Technical experience
- Hands-on experience creating dashboards using Tableau, Power BI, Google Data Studio, or similar tools
- Experience in the iGaming industry is beneficial but not mandatory
Benefits
- Competitive salary + 10% discretional performance related annual bonus (after completion of probation)
- Private healthcare and life insurance cover after successful completion of probation
