To lead on marketing performance analytics for the region, providing expert advice to the regional, cluster and country marketing teams, sharing knowledge and best practice and helping to ensure alignment across the British Council. This includes compiling reports which make recommendations for improvement, communicating insights to inform decision making and testing, measuring, and optimising different approaches.
Strategy and Planning
Develops the overarching regional communications (external and internal) strategy and plan and manages implementation, ensuring alignment to the regional and global communications strategy and plan, and monitors and evaluates impact.
Consultancy, analysis, and problem solving
Collaborates closely with regional, cluster and country marketing teams to understand their needs and recommends improvements based on data and insights.
Creates, and where possible automates, reports to measure marketing activities and shares these with the regional marketing teams.
Carries out customer journey analysis and funnel building to continually improvement the customer journey and improve results.
Leads on attribution initiatives in a changing digital measurement environment.
Produces and communicates insight relating to regional campaign performance.
Agrees KPIs for measuring performance and establishes appropriate reporting.
Works with regional marketing teams and to define targeting criteria and support execution of campaigns based on those criteria.
Internal customer focus
Works closely with regional marketing colleagues to analyse and optimise campaign performance.
Provides accurate data, insights analysis, and forecasts for decision makers and stakeholders.
Delivers actionable insights than can support and drive impactful decisions.
Communicates results in a clear and concise manner, with an understanding of data visualization and the importance of drawing accurate conclusions from multiple data sources.
Analyses regional performance marketing channels such as email, paid search/social, making recommendations for optimisation.
Develops a set of dashboards for the regional marketing team that provide clear visibility on the performance of their channels.
Supports marketing planning process with insights on the impact of marketing activity on revenue.
Performs deep dive analysis and provides insights for paid and organic traffic channels to understand what marketing channels are the most effective.
Supports testing and optimisation of campaigns and initiatives through testable data-driven hypotheses, tracking, measurement, and analysis.
Tests, measures, and optimises different approaches.
Creates attribution methods that allow the marketing team to understand the impact of activity throughout the entire marketing funnel.
Supports the regional marketing team with the management of tracking and tagging using Google Tag Manager and Google Analytics.
Leads on data analytics projects dedicated to improving campaign performance.
Leads on performance marketing reporting initiatives and supports ongoing performance marketing reporting needs of local markets.
Performs quantitative & qualitative analysis supporting the launch of new products and propositions.
Identifies opportunities for growth, influences key stakeholders and drives initiatives to a successful outcome.
Relationship and Stakeholder management
Partners with the Marketing Enablement Manager and Regional Head of Insights on specific performance marketing projects that increase campaign scale and team efficiency, including automation, measurement, attribution, and reporting.
Works collaboratively and closely with the Regional Head of Insights to reduce duplication and ensure alignment and joined up thinking.
Foster strong relationships with other key functions and teams such as Marketing Operations, SBU Insights and counterparts in other regional marketing hubs.
Leadership and management
Plans and prioritises work activities to ensure effective delivery of diverse responsibilities and deliverables over a quarterly to annual time horizon.
Determines work plans and coordinates input from others (who may be outside the direct management line) to meet specific objectives.
About You (requirements For The Role)
Significant experience managing marketing performance analytics in a large and complex organisation
Excellent analytical thinking and communication skills
Ability to summarise results and present recommendations
Project management skills
Strong experience in data analytics with record of delivering business growth by guiding decision making
Strong proficiency in SQL, BigQuery and/or Python
Experience with dash-boarding tools such as Tableau, Looker or Google Analytics
Strong understanding of at least one digital marketing channel: SEO, paid search (SEM), paid social, display, video, programmatic
Relevant degree in statistics/ economics/ marketing or relevant industry experience as the minimum