Key purpose of role To arm the marketing team and wider business with the data and recommendations needed to improve the effectiveness of campaigns through analysis, segmentation, research and profiling. Benefit of the role Systematic reporting of campaigns and business trends to spot opportunities for improvement and therefore increased revenue. Segmentation to identify opportunities for effective personalised messaging with the aim of increased conversion. Customer research and profiling with the aim of improving the relevancy of messaging and therefore conversion. Responsible for: Proving the Head of Marketing, Marketing team and wider business with campaign analysis and market intelligence designed to improve the effectiveness of marketing campaigns. Replace ad-hoc analysis designed to answer specific one-time questions, with systematic monitoring, so that campaign performance can be more clearly tracked, trends and opportunities can be identified and exploited. Campaign Analysis Gather information on all aspects of marketing campaigns, ensuring measurability is built into the campaign itself, with the aim or determining an ROI per channel and per campaign. This will typically involve collating information from email, social, direct mail and advertising channels via our analytics platform and producing a summary report with recommendations. Segmentation • Create customer segmentations, identifying groups of customers whose patterns or characteristics make viable sales opportunities. • Work with the tech team to add tested and productive segmentation types to the CRM. • Produce campaign contact lists for email and direct mail channels. • Advise on targeting for digital advertising audiences. • Investigate and make recommendations. Research • Competitors – what are they doing • Lenders – what are they offering • Customers– what do they think and need? Create customer profiles representing the buyers of different products or from different market sectors to improve messaging and targeting. Must have: • 5yrs experience in a heavily data focused marketing or analytics role. • Sound Excel skills and proven ability to work with analytical tools. • Be able to understand and interpret data, spotting patterns, making recommendations, not just reporting. • Familiarity with measuring a test and learn approach across channels. The ideal candidate should be: • Comfortable in a fast-paced environment. • Happy to challenge and be challenged, to collaborate and produce work of the highest quality. • Proactive in pushing the business forward. • An open communicator with a curious mind. • Able to build relationships across the business. • A problem solver, able to investigate issues and find solutions without always having to escalate.

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