Job Description
Job Title: Marketing Analyst
Department: Princess Cruises (UK) Marketing
Reporting to (Job Title): CRM & Insight Manager
No of Direct Reports: 0
Titles of Direct Reports: n/a
Size of Department:
8
Budget Responsibility (direct) : £
Revenue Responsibility (direct) : £
Date of issue: 15 December 2015
Issued by (name): Suzanne Korff
Overall Purpose of Role:
To effectively execute data extractions and analyse direct marketing campaigns in order to maximise cost-effectiveness of our marketing efforts.
Main activities and tasks:
Execute lists for direct marketing campaigns
Analyse campaign results and reporting
Analyse data for ad hoc requests
Coordinate direct marketing campaign lists
Address technical issues
Main Activities and Responsibilities
Execute lists for direct marketing campaigns
Set up accurate audiences, segments and process additional data as required by campaign specifications based on solid understanding of Siebel analytics and processes
Review lists based on understanding of the campaign post analysis and brand data
Execute and deliver lists per campaign requirements and schedules
Suggest procedures for automation or increasing the efficiency of list process
Analyse campaign results and reporting
Analyse results for direct marketing, emails, advertising and other marketing campaign
Set up weekly/monthly results meetings and communicate the results and interpretation of the analysis in a clear and concise manner to the marketing, commercial, sales and other departments
Develop accurate monthly reports and submit on time
Observe trends relating to targeting, recommend list criteria improvements, incorporate findings into list selections as appropriate and necessary to increase response rates
Analyse data for ad hoc requests
Understand requests and discuss specifications with manager and relevant departments/persons as necessary
Develop scripts and queries, analyse data accurately and deliver results on time
Develop understanding of the brand and related databases
Coordinate direct marketing campaign lists
Review campaign schedules, list-related communication and job brief to comprehend specific list criteria and ensure list due dates are accurately captured
Communicate with team members and other departments to correct any discrepancies in list specifications
Communicate accurate campaign information to the relevant departments/persons for model development as necessary and to outside contractor per list schedule
Monitor relevant data sets/loads and campaign lists processed by IT or outside contractor for accuracy and timely delivery
Address technical issues
Identify campaign related Siebel and Polar issues
Strategic Leadership
Earn trust and respect from peers, management and US counterparts
Gain and demonstrate an in-depth understanding of the Princess brand and customers
People Management / Coaching / Development / Resourcing
Contribute to and support CRUISE activities and initiatives
Work effectively with team colleagues and on own initiative as and when required
Customer Responsibilities (Internal and External Customers)
Understand Princess Cruises’ passenger profiles
Develop a consultative relationship with colleagues in Carnival UK and in Princess Cruises UK and international offices
HESS Responsibilities
Lead by example by taking care of the health and safety of yourself and others
Report all accidents, ‘near miss’ incidents and work related ill health conditions to your manager and to the Facilities department.
Follow safety rules and procedures
Use work equipment, personal protective equipment, substances, and safety devices correctly
Take part in safety training & risk assessments and suggest ways of reducing risks.
Act safely in accordance with our Elev8 safety behaviours
General Responsibilities
Consult with manager or authorised replacement to ensure all decision are approved
Adhere to Corporate Policies and Procedures, including Code of Conduct, Audit Procedures and any control related responsibility for financial data entered, stored, or reported via business systems within employees control (list not exhaustive)
To undertake ad hoc duties as required
Special Requirements (Equipment used, External Contacts etc)
Excellent knowledge of Siebel and good knowledge of Polar and other computer systems used
Person Specification
Job Title: Marketing Analyst
Department: Princess Cruises (UK) Marketing
Education, Qualifications and Training
Essential:
Degree level education preferably in mathematics, statistics, engineering or IT
Desirable:
Vocational qualifications and further IT or data training
Experience Essential:
3+ years experience of computer systems and data management in a professional organisation, including analytics and database marketing research
Desirable:
Experience of managing and analysing large quantities of consumer data for marketing purposes in a business-to-consumer company
Work Based Competencies
Competencies that refer to the specific work related skills required for successful
performance in the role (e.g. technological competence, written ability, numerical ability, relevant legislative or procedural understanding, analytical ability, organisational ability and project management etc.
Essential:
Strong analytical skills
Ability to listen and understand briefs
Good verbal and written communication skills
Proficiency in Microsoft Office Word/Excel
Working knowledge of SQL queries, data mining and statistics
Desirable:
Behavioural Competencies
Competencies that refer to the personal characteristics and behaviour required for successful performance.
Please ensure that this is linked to the generic competency framework. For example Commercial Acumen, Communication, Customer Focus, Influence, Motivation and
Commitment, New Ideas/Continuous improvement, Problem Solving and Decision Making, team work. Each level of competency required should be described specific to the level of the role.
Essential:
Commercial acumen – understand and deliver to the commercial requirements of the business
Communication – use communication effectively to achieve key objectives
Customer Focus – understand requirements of the role and how it helps to maximise success of marketing programmes
Influence – to achieve objectives within organisation
Team work – be part of the wider marketing team
Motivation – be focused on delivering role objectives and work to deadlines