Marketing Analyst Job description

Job Title: Marketing Analyst

Department: Marketing

Location: Brighton

Travel Factors: Brighton based, occasional travel to London agencies

Reports to: Head of Digital

Direct Reports: None

Key Interfaces with: Marketing, commercial and MI teams, Web development team

Job role summary

The Marketing Analyst will be responsible for building actionable insights to inform our digital and direct marketing strategies. Working closely with the Digital, Marketing and Commercial teams to provide recommendations to key stakeholders on customer profiles, marketing performance, web channel performance and other key business metrics through constant analysis and interrogation of the customer database and web analytics tools.

Key responsibilities and tasks

Interrogate the customer database, web analytics and explore data-sets to make recommendations that will drive increased conversion

Run campaign data selections and suppression processes

Track and report on marketing campaigns across all channels and consumer touch-points

Interrogate customer data and web analytics to make recommendations that will drive increased conversion

Provide analytical support for customer acquisition, conversion and retention

Provide insight to customer behaviour online, identifying risks of existing bugs for prioritization

Opportunity analysis to support business cases for future developments and projects

Work closely with CRM executive and agency to understand our customer and booking patterns

Analyse the performance of all marketing channels PPC, SEO, CRM with a key understanding of all the key metrics with these channels.

Website and digital marketing performance analysis - looking at KPI's such as traffic trends, conversion goals, drop off points, providing key insight that improve performance

Working with the management information team to ensure integrity of reporting and support the creation of automated reports for the business

Perform ad-hoc analysis when necessary to answer business questions and drive decisions

Analyse, and then report on, the results of campaign performance and web developments, with insight to aid optimisation to deliver maximum ROI

Leadership, management, personal skills or qualities

Ability to prioritise workload, manage deadlines and complex work schedules within strict timelines.

Proactive with a flexible, ‘can do’ attitude.

Well organised and highly motivated with an ability to display drive, ambition and ownership of workload.

Highly numerate and analytical, with excellent attention to detail.

Excellent verbal and written communication skills.

Ability to confidently present insight and recommendations to senior stakeholders.

Naturally inquisitive and of an analytical mind-set.

Adaptable and pragmatic.

Ability to influence and take on needs across the business.

Technical skills or knowledge

Ability to produce accurate, concise and insightful presentations and reports, using MS Powerpoint, and MS Excel.

Excellent numerical and analytical skills.  

Expert user of Google Analytics of event and goal tracking in GA.

Exceptional Excel skills with good understanding of data visualisation techniques.

Experience & track record

At least 2 years experience interrogating customer data or analysing the performance of a transactional website in a medium sized business preferably in the travel & tourism sector. 

Evidence of personal development in data analytics.

Qualifications, training, professional membership or accreditations

Degree-level education

Highly numerate and analytical

Google Analytics qualified (IQ) preferable