Key Responsibilities
Marketing Analytics & Measurement
Own and optimise tagging and digital measurement across GA4, GTM, and UTM frameworks.
Maintain the marketing measurement framework and GA4 tagging dictionary.
Define and validate all campaign tracking requirements with the Digital Marketing Specialist.
Build and maintain GA4 dashboards and custom reporting views.
Develop detailed marketing performance dashboards in Power BI, integrating campaign, lead, conversion, and spend data.
Marketing Reporting & Performance Monitoring
Deliver daily, weekly, and monthly marketing performance dashboards and reports.
Track results against KPIs, identify trends and variances, and highlight efficiency improvement opportunities.
Build integrated marketing performance reports across channels and platforms.
Collaborate with the Business Intelligence team to enhance Qlik Sense dashboards.
Partner with the call centre team to understand lead quality and feed operational insights into marketing performance analysis.
Campaign Performance Analysis
Analyse cross‑channel campaign performance and diagnose what's driving results.
Evaluate CPL, CPS, conversion rates, cancellation rates, and ROI.
Present clear, actionable insights and recommendations to guide media investment and channel strategy.
Competitor & Market Insights
Monitor competitor digital activity and indicative media spend.
Prepare quarterly competitor and market performance reviews to support planning and channel optimisation.
Customer Experience & Brand Tracking
Analyse NPS, customer feedback, brand tracking studies, and complaint data.
Identify trends and insights to support improvements in messaging, brand positioning, and customer experience.
Industry Knowledge & Continuous Improvement
Stay up to date with advancements in analytics, attribution modelling, and measurement tools.
Identify opportunities to improve forecasting, measurement accuracy, or analytical methodologies.
Requirements
Essential Skills & Experience
Bachelor's degree in Marketing, Business, Data Analytics or similar.
3+ years' experience in marketing analytics or performance reporting.
Hands‑on experience with GA4, GTM, and UTM frameworks.
Strong experience building detailed dashboards in GA4 and Power BI.
Advantageous: experience enhancing Qlik Sense dashboards with BI teams.
Strong data interpretation, problem‑solving, and analytical capability.
Advanced Excel skills.
Good understanding of digital marketing channels and tracking structures.
Excellent communication and stakeholder engagement skills.