We are now recruiting for a Senior Marketing Analyst. You will be directly reporting to the VP - Marketing Analytics & Digital Acquisitions.
Organization Unit Purpose
The world of marketing has significantly changed over the last few years and continues to evolve at a dynamic pace. With the exponential pace at which customers are interacting digitally, it has become critical for organizations to quickly adapt itself, become agile and enhance its internal capabilities guided by the 5Rs of Marketing - to target the right customer with the right offer and right message through the right channel at the right time.
The CLM & Digital Marketing organization is expected to use customer data and insights to create a superior end-to-end customer experience for consumers. The unit operates in a data driven digital eco-system and is tasked to leverage cross functional competencies of analytics, digital marketing and insights to deliver on business objectives related to acquisition, cross sell and loyalty.
Within this unit, the Marketing Analytics & Digital Acquisitions function is responsible for:
- Providing leadership in development and execution of a customer centric sales & marketing strategy roadmap
- Maximizing CLM's revenue impact through shaping the commercial agenda, go-to-market development, campaign management, performance tracking & ROI
- Driving strong marketing analytics framework to improve campaign and lead management efficiencies.
- Owning the user experience on the bank's website - to drive sales, service & engagement.
- Managing redesign of the bank's website, while improving the usability, design, content and conversion rates
- Growing the brand's online presence via digital activity and acquisitions in paid, earned and owned channels through analytics to improve the online awareness, consideration and purchase funnel
Job Purpose
Over the last few years, we have worked towards laying a strong foundation within the online acquisitions eco-system through google search (SEM), Social Media channels (Facebook, Instagram, etc.) as well as Display banner advertising.
In addition, we tested in-housing model to enhance performance efficiencies within the online acquisitions funnel. We moved away from the agency model of execution of digital campaigns and in-housed Google Search (SEO/SEM) capabilities as well as managed complete digital acquisitions for a certain Digital Bank.
There has been a significant improvement across key parameters - use of data to improve targeting, agility in campaign execution, actionable performance reporting, and campaign optimization as well as improvements in ROI. These were key challenges when we were dealing with the model when this was being managed by the media agency. Thus, there has been a growing adoption of this in-house model. We are now moving a step further to in-house always-on digital campaign for the company. This is aimed at improving our efficiencies on google search (SEM), Social Media channels (Facebook, Instagram, etc.) as well as Display banner advertising.
Overall Responsibilities include:
- Understand business strategy and objectives and leverage available data to drive new high value business insights.
- Generate insights and recommendations and present these to the relevant teams
- Liaise with acquisition, retention, email, and web teams to understand overall objectives and provide a tagging and measurement strategy for Google Analytics
- Support in understanding the full capabilities of the Google 360 suite and provide an implementation roadmap
- Work with Digital Agencies to implement standard best in class web analytics and tracking framework
- Create, analyze and interpret data reports from multiple sources.
- Work closely with media team to ensure accuracy in data and reporting.
- Develop digital attribution models
- Improve digital performance by driving an always on performance marketing culture
- Drive acquisition through sales and service insights for the web and paid channels
- Perform as a dedicated analyst responsible for the timely and accurate collection, reporting and analysis of all digital data
- Partner with Website team to develop tracking strategies for existing and upcoming site features across desktop, mobile and native mobile apps.
- Use quantitative methods and tools including A/B testing, multivariate analysis (MVA), and optimization techniques to analyze and optimize web and digital assets to drive marketing and sales performance
- Proactively communicate and collaborate with internal customers to analyze information needed and functional requirements desired to deliver actionable recommendations and insights driven by data.
- Implement analytics tags via the Dynamic Tag Management (DTM) tool.
- Document tagging requirements and ensure appropriate governance for our web analytics implementations.
- Experience with implementation of web analytics tools as well as data validation a plus.
- Experience working on an ecommerce and/or banking site a plus.
- Work with campaign management team to ensure leads are actioned and insights passed back
- Closely monitor trends in key performance metrics including effective CPA, p/l and conversion rates. Monitor fluctuations and find marketing solutions to decline in performance.
- Thoroughly understand digital traffic and acquisition channels and implement codes to be able to track the same
- Transform and manage online customer journeys and experience
- Create monthly performance reviews on digital acquisition performance
Main Tasks
- Responsible for marketing and web analytic - reporting and data standardization
- Manage Budget Reporting and support optimization across digital channels.
Performance Measures
- Drive Digital Share of business
- Decrease in overall effective CPA by 15%
Key Results
- Single Digital View of Customer & Marketing Efficiency across channels
- Increased efficiency of Overall Digital Acquisition
Skills Person Specifications: Education: - Bachelors/ Master's Degree or equivalent degree from an accredited academic institution
Experiences
- Around 3-4 years post qualification experience
- Strong Digital Marketing professional
- Banking sector client experience preferred
- Experience of app downloads and e-commerce campaign preferred.
Knowledge & Skills
Technical Qualifications
- Strong understanding of Search Engine Marketing (SEM), Search Engine Optimization (SEO) process and Paid Social Marketing.
- Knowledge of biddable programs and optimizing data gathered from both organic and paid sources
- Experience working with popular keyword tools (Google, Word Tracker, Keyword Discovery, etc.)
- Expert Knowledge in using Digital Marketing Solutions (Google Analytics, Ad words, GSC, Tea Leaf, Facebook Business Manager) , Sitecore analytics
- Knowledge of HTML/CSS and website administration
- Experience with website analysis using a variety of analytics tools including Google Analytics as well as internal reporting tools
- Implement and administer search engine programs
- Experience of working with Banner Advertising and Display
- Expertise in performance monitoring / tracking and budget management
- Proficient in Word, PowerPoint & Excel
Personal Traits
Demonstrable target driven approach to sales and ability to work under pressure
Excellent interpersonal skills - able to communicate effectively at all levels in the organization
Self-Starter in taking initiatives and follow through
Strong analytical mind with a problem solving approach with good
Behavioral Competencies - Structured thinker, able presenter, self-driven, Result oriented with a positive outlook and a clear focus on driving new initiatives and establishing impact and credibility
- Strong drive to implement solutions in the most efficient manner, working with business partners throughout the company to assist in process development and implementation
Job Details Job Location Dubai, United Arab Emirates
Company Industry
Employment Placement Agencies/Recruiting
Company Type
Employer (Private Sector)
Job Role Marketing and PR
Employment Type
Full Time Employee
Monthly Salary Range
Unspecified
Number of Vacancies
Unspecified
Job Ref.
JB3829617
Preferred Candidate
Career Level
Mid Career
This job is posted in the following Specialties:
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Job Title Senior Marketing Analyst
Company Name
People who applied to this job also applied to
Lobo Management Dubai, UAE
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