Head of Marketing / Director

Summary: Our client is currently looking for a Head of Marketing who will drive quantitative understanding of our client’s marketing performance and their customers.

What they do: Our client is the UK’s number 1 online marketplace connecting homeowners with quality local tradespeople. Over 80,000 tradespeople use their site to fill gaps in their diary, grow their reputation and expand their business. Between them they specialise in over 30 trades.

Head of Marketing Analytics Role: You will be responsible for assessing their marketing analytics needs, identifying the right tools and platforms, and lead the implementation of their marketing analytics tools. This person will be responsible for monitoring and interrogating marketing performance and identify the most efficient sources of traffic for conversion, retention, and monetization (revenue attribution). They will provide actionable business insights to our client’s management team.

Responsibilities:

• Design and implement their Marketing analytics framework.
• Gather business requirements from key stakeholders.
• Understand industry best practices.
• Assess and vet vendors.
• Design analytics framework with input from Product and Development.
• Lead implementation with cross-functional team.
• Develop and generate custom marketing dashboards based on Marketing requirements.
• Report on key metrics, analyse and interpret trends and provide actionable insights based on available analytics data.
• Analyse the effect of different online and offline channels on each other and develop and implement innovative strategies for improvement and growth.
• Analyse online user behaviour, conversion data and customer journeys, funnel analysis and multi-channel attribution.
• Perform ROI analysis to evaluate efficiency and effectiveness of different marketing campaigns.
• Perform ad-hoc analytics and conversion optimisation consultancies for clients and influence conversion optimisation strategies with solid analytical data.

Key outputs:

• Design and implementation of Marketing analytics framework.
• Ad hoc bespoke queries on product and customer insight.
• Actionable customer insight – in particular building on the quant insights this position will drive by collaborating with the UX and segment owners to overlay qualitative insights creating deep and rich insights.
• Succinct and insightful outputs from product performance.
• Well communicated and understood.

Primary internal relationships:

• Marketing.
• Product.

Skills and Experience:

• Prior experience of leading and using successful analytics implementations.
• Experience with digital marketing channels such as PPC, Display, Affiliates.
• Familiarity with web and mobile analytics platforms.
• Experience with tagging for analytics and attribution tools.
• First-rate analysis skills and very high level of numeracy including qualifications and/or significant experience in statistical techniques.
• Expertise using data-related software Google Analytics, Microsoft Excel, and potentially other modelling packages.
• Understanding of customer segmentation, customer retention, CRM tools, social and ability to make good recommendations for tools.
• Strong interpersonal and communication skills with ability to present coherent recommendations based on fact and analysis.
• Degree-level education required preferably in mathematics, statistics or other quantitative disciplines.
• Excellent ability to assess and interpret business data and ascertain if it is consistent, complete and accurate, and to identify and ‘troubleshoot’.
• Can-do spirit that brings general intelligence to the team plus the ability to execute across a variety of projects.

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