Job Purpose
The purpose of the Marketing Analytics team is to be a center of excellence for analysis on business questions pertaining to portfolio, campaign, market and customer trends. The key value added of this group is to utilize data to generate a holistic view of the portfolio and customer.
Working within cross-functional teams, this role is focused on driving value by analyzing marketing programs, produce P&L forecast and provide tracking against financial forecast.
This role will involve developing effective targeting and identification of new market and product opportunities through segmentation and analysis.
The role will be responsible for performing analysis based on program test performance to support optimal marketing program strategy and recommendation. The post holder will assist in the design of test campaigns, which will ensure the ability to have measurable and valid results.
Main Accountabilities
Analysis & Identification Revenue Opportunities (60%)
Work alongside Recruitment, ECM, Segments, Insurance & NPD teams to develop offers and strategies through financial scenario modeling and forecasting.
Produce P&L forecast and performance tracking to support Marketing programs.
Develop robust analysis to understand the short term and long term performance of marketing programs to optimize Marketing programs.
Ensure marketing analysis are completed on time and meet or exceed quality standards
Test Design and Targeting (20%)
Work alongside Decision Science and Credit Risk to develop effective response and approval models for differing target markets. Develop strategies to further optimize scorecards through effective use of applicant and bureau information.
Work alongside business units and programs to develop effective and valid test designs, which can be tracked and measured accurately.
Improve internal processes (10%)
Identify new opportunities for enhancing/ streamlining service
Formulate opportunities into proposals and implement
Be a team player (10%)
Work effectively with peers and management team to achieve shared business objectives
Other tasks and responsibilities as assigned.
Required Skills
Analytical skills – Ability to problem solve and translate data into relevant marketing information. Commercial skills. -Create and implement project task plans to accomplish business plan objectives. Understand business plan and financial impact of all programs. Understanding of financial and managerial accounting. Conceptual thinking - Strong strategic thinker with good intellect and ability to focus on the whole portfolio of CVM activities and their associated value generation. Strong project management skills with the ability to adapt to several projects simultaneously. Team working – Commitment and ability to work with, and in, cross-functional and virtual teams – coupled with ability for straight talking. Communication – Effectively and concisely communicate key issues and ideas through correspondences and verbally without supervision. Interface with upper management effectively. Interface with various departments effectively to ensure project delivery. Innovation – Create appealing and innovative product concepts and communications. Ability to evaluate financial direct marketing concepts and communications. Value based business perspective - the ability to be able to analyze all programs on a value basis, understanding both high level results and key value drivers.
· Well developed personal organization and commercial acumen, with the ability to deliver accurate results within tight deadlines
· Proven ability to be a key part of cross-functional teams
· Must be a good team player who uses positive energy in channeling direction and consistently develops and coaches team members
· Excellent oral and written communication skills with ability to translate business needs into technical requirements.
· Effective in the use of analytical tools including SQL, SAS and Excel. Experience in database environment an advantage. Technical knowledge of segmentation, test design and targeting.
· Financial service industry experience will be an advantage
· A self motivated team player
· Desire and drive to help the team deliver high quality output and stretching financial performance
· The intellectual capacity to move the team forward by constantly looking for better approaches.
· Passionate about data analysis and how this contributes to the business.
· Implementation of internal process to handle workflow, prioritization and review of analysis output with internal clients remotely
· Ensure PNLs are forecast with governance controls in place.
· Each role could involve occasional travel to sites in other locations.
· Role requires ability to interact with cross-functional teams and internal customers remotely.
