Marketing Campaign Analyst

Job Reference: 
02008 SB
£31,000 pa

Please email or call Sian on 07538083873

Ref 02008
Job Purpose-
· The purpose of this role is to deliver Targeted Marketing Activity, Customer Insight, Reporting and Analysis to support The companies UK's Marketing, Sales & Strategy function across the company to deliver our strategy.
· The job holder will be required to deliver improved direct response campaign results from The companies UK's database marketing systems and to build successful working relationships with the internal stakeholders and external data suppliers
1. Accountabilities & Activities:

· Anticipate and respond to needs of internal customers to:
o Improve ROI of campaigns, through better selections, including using available targeting and segmentation tools (e.g. propensity, value segmentation) to best effect.
o Deliver effective new sales and marketing campaigns, particularly automated campaigns for timely and relevant event-driven contact.
o Deliver data requests for research and service purposes, ensuring relevant permissions are used and that, where appropriate, sampling is robust and statistically valid.
o Monitor and report on campaign effectiveness. Ensure these reports meet customer needs and results are communicated openly and honestly, making recommendations for changes in campaigns where appropriate.
o Marketing preferences, Data Protection and Internal suppression criteria. To manage the day to day operational "suppression" criteria to ensure that all customer communications produced by the team are compliant with data protection legislation, customer preferences, MPS and TPS, and internal suppression criteria, for example where internal policies has indicated a particular subset of customers should be excluded from a certain type of communication.
o Manage positive relationships with MarComms, Sales and external suppliers.

o Own the direct response campaign activity for specific stakeholder areas
o Own the day to day plans for specific areas, attend the monthly planning meetings and ensure that all activity is logged in the resource planner.
o Take responsibility for ensuring data delivery dates are achieved
o Work with the Senior Campaign Analyst and relevant stakeholders to shape the contact strategy, developing customer centric campaigns utilising relevant data and technology to provide a coherent consumer experience
o Own the implementation of the agreed contact strategy, ensuring all agreed rules are implemented consistently.

o Identify and implement process efficiencies (e.g. automation) to enable the number and complexity of campaigns to be increased

· Implement best practice Campaign Management processes in Database Marketing:
o Advise on and influence targeting at an early stage in every new campaign.
o Ensure campaigns are designed to include robust test and learn structure, with clearly defined targets and measures of success, working with the Data Planner to ensure statistical validity
o Ensure that all data provided is fit for purpose, accurate and ensure that all communications comply with regulatory requirements, and internal and industry standard practices in terms of permissions, frequency and number of communications.
o Ensure all campaign documentation is completed and deliver 100% compliance in the monthly audits

· Proactively identify areas where the companies UK's database, data and models need to be enhanced to improve campaign effectiveness. Influence Head of Database Marketing and other stakeholders, to ensure such improvements receive appropriate priority and are delivered to meet business needs.
· Identify data quality issues, liaise with owners across the business to address these, and monitor delivery of improvements.
· Identify need for new propensity models or new data items and sources.
· Anticipate needs for new delivery capabilities (e.g. SMS/MMS messaging) and work with the Development area to implement where relevant.

· Build productive relationships with internal customers, managing expectations, communicating progress and seeking feedback on whether their needs are met.

  1. Qualifications, Training & Experience:

· Educated to at least degree standard or business equivalent, with significant evidence of achievement in a working, academic or personal environment.
· Experience with Unica, or similar campaign management system
· Understanding of databases, with direct experience of query tool (e.g. SQL, SAS), ideally within a marketing context
· Comfortable in presenting all types of information (including complex data) and strategic recommendations at all levels of an organisation
· Excellent written and verbal communication skills, showing a high attention to detail
· Ability to influence colleagues at differing management levels
· Excellent planning, organisational and time management skills
· Strong commercial awareness and customer focus
· Ability to show initiative when working as an individual or a team

  1. Judgement Skills:

· Substantial analytical skills and an understanding of direct marketing are required for making recommendations regarding solutions to campaign requirements and to provide actionable customer insight.
· The ability to develop an approach to insights to meet both strategic and tactical needs
· Influencing skills to ensure the customer is at the heart of business decisions.
· Interpersonal skills to maximise relationship with internal clients, business support areas and agency partners.

  1. Freedom of Action:

· To lead and support various projects and initiatives across the Database Marketing Team
· Actively manage own workload, agreeing priorities with stakeholders for the relevant segment where appropriate.
· Ensure all projects are communicated well and delivered to plan.
· Recommend and implement solutions to business requirements (e.g. to deliver effective direct marketing campaigns, analyse customer information, report on campaign performance)
· To support the Head of Database Marketing in developing a market, customer and healthcare insight and analytical capability within M,S&S to provide a deeper understanding of current and future customer needs and the means to disseminate insight across the business to drive decisions.

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