Head of Marketing- Analytics

Salary: £75k-£90k base

Ref: Head of Marketing- Analytics

Summary: Our client is currently looking for a Head of Marketing Analytics who will drive quantitative understanding of our client’s marketing performance and their customers.

What they do: Our client is he UK’s number 1 online marketplace connecting homeowners with quality local tradespeople. Over 50,000 tradespeople use their site to fill gaps in their diary, grow their reputation and expand their business. Between them they specialise in over 30 trades.

Head of Marketing Analytics Role: You will be responsible for assessing their marketing analytics needs, identifying the right tools and platforms, and lead the implementation of their marketing analytics tools. This person will be responsible for monitoring and interrogating marketing performance and identify the most efficient sources of traffic for conversion, retention, and monetization (revenue attribution). They will provide actionable business insights to our client’s management team

Responsibilities:

  • Design and implement their Marketing analytics framework
  • Gather business requirements from key stakeholders
  • Understand industry best practices
  • Assess and vet vendors
  • Design analytics framework with input from Product and Development
  • Lead implementation with cross-functional team
  • Developing and generating custom marketing dashboards based on Marketing requirements
  • Reporting on key metrics, analysing and interpreting trends and providing actionable insights based on available analytics data
  • Analysing the effect of different online and offline channels on each other and developing and implementing innovative strategies for improvement and growth
  • Analysing online user behaviour, conversion data and customer journeys, funnel analysis and multi- channel attribution
  • Performing ROI analysis to evaluate efficiency and effectiveness of different marketing campaigns
  • Performing ad-hoc analytics and conversion optimisation consultancies for clients and influencing conversion optimisation strategies with solid analytical data

Key outputs: 

  • Design and implementation of Marketing analytics framework
  • Marketing performance dashboards including site
  • Ad hoc bespoke queries on product and customer insight
  • Actionable customer insight – in particular building on the quant insights this position will drive by collaborating with the UX and segment owners to overlay qualitative insights creating deep and rich insights.
  • Succinct and insightful outputs from product performance
  • Well communicated and understood
  • Customer segmentation

Primary internal relationships:

  • Marketing
  • Product

Skills and Experience:

  • Prior experience of leading and using successful analytics implementations
  • Domain expertise in
  • digital marketing channels such as PPC, Display, Affiliates
  • web and mobile analytics platforms
  • tagging for analytics and attribution tools
  • First rate analysis skills and very high level of numeracy including qualifications and/or significant experience in statistical techniques and
  • Expert using data related software Google Analytics, Microsoft Excel, and potentially other modelling packages
  • Understanding of customer segmentation, customer retention, CRM tools, social and ability to make good
  • recommendations for tools
  • Strong interpersonal and communication skills with ability to present coherent recommendations
  • based on fact and analysis.
  • Degree-level education required preferably in mathematics or statistics or other quantitative disciplines
  • Excellent ability to assess and interpret business data and ascertain if it is consistent, complete and accurate, and to identify and ‘troubleshoot’
  • Can do spirit that brings general intelligence to the team plus the ability to execute across a variety of projects
  • Sound self-organization and planning