Director - Marketing Analytics - Marketing & Customer Management

POSITION SUMMARY

The Director - Marketing Analytics is a crucial member of the Marketing and Customer Management leadership and the wider senior management. They lead the analysis of all CM activity, both in terms of inputs for strategic decision making and outputs in terms of results. Working in a matrix they lead a team prioritizing the ongoing analytical requirements for the function, including for customer management, marketing and collections. They ensure the analysis is completed in a rigorous and effective fashion using the most appropriate techniques. including people and marketing spend are effectively and efficiently deployed, guaranteeing we learn from our mistakes as well as our successes.

CRITICAL BUSINESS ACTIVITIES - 

- Lead the analysis of customer, and marketing data to identify opportunities to increase effectiveness

- Lead the impartial evaluation of all marketing activity

- Develop and track appropriate metrics to estimate the impact of new strategies / decisions / initiatives and determine if the impact is driving the business materially in the right direction

- Convert business questions into analytical problems and implementable data analyses

- Communicate complex concepts and the results of the analyses with clear and effective communication and visualization (e.g., Excel Charts and PowerPoint slides) to all levels

- Co-ordinate with relevant functions to ensure good data quality for analysis

- Define and automate standard reports and analysis to drive team efficiency

- Manage multiple priorities through solid Project Management practices

- Identify optimization opportunities across Marketing functions

- Lead the marketing analytics matrixed team (c. 10 people) ensure engagement and well being

- With peers and VP M&CM contribute to the leadership of the wider M&CM function

COMPETENCIES AND EXPERIENCE

Technical Skills and Experience

- 8 years of total work experience, of which 5+ years of relevant marketing analytics experience in the Customer centric business

- Good base understanding across the full marketing mix

- Strong knowledge of mobile and web data analysis and associated tools

- Proficient with some programming / database querying tools (R, Python, SQL, etc.)

- Excellent ability to interrogate large datasets to identify key insights, trends and opportunities

- Experience in rigorously analyzing tests and activities to determine current and potential effectiveness

- Experience of leading analytical teams and working in matrix organizations, preferably across locations

- Experience in being in a leadership role and having to stand up for convictions / point of view

Competencies Required

- Investigating issues: Role holder must be inquisitive, investigating issues through the use of data and external sources of insight. They must use their experience, knowledge and networks to both understand problems and identify, and champion, solutions.

- Driving success: A bias for action. Role holder must take ownership for issues driving them to resolution. They must be able of identify opportunities to both drive efficiency and exceptional growth and have the ability to make these happen. They must be able to appreciate market dynamics and be passionate about both the customer and driving the business forward. They must have the resilience to persist through difficulties whilst still inspiring others to continue to contribute.

- Providing leadership: Role holder must be able to drive engagement and commitment across their team, CM and the wider organisation. They must motivate, with and without line management responsibility.

- Build relationships: In order to be a success, the role holder will need to build, and nourish a network of both internal and external people. They must become known as a go-to person who will endeavour to facilitate action rather than block activity. They should be capable of building relationships from the CEO to the recruit straight from school, inspiring and building trust.

- Giving support: Role holder must be able to mentor, inspire and manage both their direct reports but also the wider Marketing team based in Chennai.