Job SummaryThe Marketing Insights Manager is responsible for providing detailed insights and analysis on company performance and making strategic data driven suggestions on findings, through the utilisation of advanced analytical methodologies and platforms. This is a high visibility role and works closely across functional teams and senior management. The scope of the role includes analysing and reporting, marketing effectiveness review, primary market research, multichannel analytics, forecasting and KPI tracking. A key influencer of the leadership team and franchise community, the role helps key decision makers understand performance of the system, promotions, activities and stores across the UK / EMEA and significantly influences outcomes affecting the success of the business, stores and customers.
Duties and Responsibilities (other duties as assigned)
Key Deliverables
• Provide insight to inform the overall trading plan:
o Collaborate with marketing, leadership, commercial and operations teams to align on how tactical plans pull together into sales, driving plans that are sized in terms of contribution to the sales budget and ROI.
o Assess and influence the trading plan to ensure that we are meeting strategic objectives and outcomes, delivering against our budget targets across functions and as a business as a whole.
o Partner with finance teams to ensure plans address key commercial business priorities, providing sound business casing for decision-making
o Influence team to produce plans to address issues raised from analysis. • Inform and steer commercial strategies that maximise revenue growth and profitability.
o Encourage use of test & learn / a+b test methodologies incorporated at initiative planning phase to allow robust read and optimised roll out.
o Ensure market conditions and customer wants and needs are addressed in all plans.• Work with brand and digital leaders to set up tools and dashboards to optimise marketing spend effectiveness.
• Drive improvements to scenario planning and decision-making processes based on data-driven insights.
• Work with stakeholders from across the organisation to understand where they may have unmet dashboarding and/or reporting needs, assist with prioritisation and development of new dashboards.
• Empower wider business to ‘self-serve’ common data requirements and promote automation of frequent requests to allow more time and energy to be dedicated to value added insight and recommendation building.• Promotion Effectiveness Analysis:
o Assess the impact of promotional campaigns, discounts, and incentives on sales and profitability.
o Optimize promotional strategies to maximize return on investment.
o Provide recommendations for timing and duration of promotions.• Lead cross-functional weekly trading meetings with key senior stakeholders.
o Give light to internal and external factors driving sales performance versus expectations.
o Report clearly against performance to date and forecasted performance to come.• Manage trading forecasts versus budget and highlight where there are opportunities and risks to performance based on our current trade plan. • Utilise marketing research budget to ensure greater insight into factors outside the business’s current core capabilities.
o Own the narrative of which important questions are to be answered, and which partners come onboard considering limited budgets and scope.
o Ensure requirements of stakeholders are met and prioritise what’s most important for the stage the business is at.
o Establish partnerships that improve business insight in areas such as competitor benchmarking, understanding customer behaviour and segmentation, measuring marketing effectiveness and brand tracking. • Retrospectively review key activities and measure against benefit to the business.
o Set up regular cycle of review as well as ongoing library of reviews to ensure timely learnings can be implemented for future initiatives.
o Provide insight to the wider business and assist building out playbooks in terms of trading levers, their effectiveness and the ROI that can be expected to result from future implementation. Reporting & Communication
• Extracting actionable insight from a variety of data sources to identify opportunities and optimize marketing ROI
• Reviewing and analyzing marketing activity, utilizing test & learn and identifying what works and areas for improvement
• Working closely with 3rd party agencies, across media, segmentation and marketing reporting to understand and paint the bigger picture
• Developing and delivery of various reports and dashboards on Tableau, with presentation to stakeholders at all levels
• Support the CRM team to ensure they have the tools and capabilities to execute marketing plans and campaigns
• Provide Management with information and analysis that will assist in decision making and query resolution
• Trend analysis – customer, product, deal, basket and other marketing and customer related.
• Sales and transaction budgeting and forecasting, based on the historical trends, customer behaviors, weather conditions, marketing activities and other factors.
Other duties may be assigned
• Manage and update the International Google Analytics Report on a weekly basis and share with key stakeholders.
• EMENA regional market summary report to be updated with digital activity.
• Take key learnings from eCRM reports to help direct recommendations in optimizing performance.
• Report on competitive digital activity on key competitors across EMENA markets highlighting noteworthy initiatives or changes.
• Create support documents for department presentations and meetings.
• Keep up to date with key industry/sector trends, tools and activities to challenge existing approaches to drive the business forward in terms of analytics, research, customer understanding and commercial strategy
• Update market status documents.
• Attend annual or mid-year calendar/marketing/NPD planning sessions as needed.
• Maintain close communication with PJI regional marketing and operations personnel.Collaborative Responsibilities
• Lead weekly UK performance meetings
• Participate in weekly update call with IBD’s to help disseminate digital marketing initiatives.
• Participate in Global Marketing (and cross functional) calls and meetings as needed, as well as regional calls held by RVP’s & IBDs.
• Participate in New Market/Store opening calls.
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