Head of Marketing Performace - Director Analysis & Insight

London

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Company Overview
We’re changing the way people send money abroad. We’re taking something complicated and making it simple. Our people and our technology work together to create faster, easier and lower cost money transfers. We send to more than 145 countries around the world and have over 3 million happy customers. We believe in helping our customers’ hard work go further. We’ve helped millions of children to go to school, helped thousands of people to receive medical treatment and, every week, we help tens of thousands of people to pay their bills. But most importantly, we do it all with the creativity, imagination and colourful spirit of our customers.

Changing the world isn’t easy, but we’re hoping to find the right people to join us on our way. If you think differently, believe in new solutions to old problems and have the drive to make things happen, you might just be what we’re looking for.

Role Overview:
Reporting into the Chief Marketing Officer, the Analysis & Insight Director is a key senior hire for the business. This role will be responsible for leading and managing the delivery of customer analysis and insight to inform decision making and business intelligence across marketing and the wider business.

The right individual will leverage their strong technical knowledge to develop and own the strategy for customer analysis and insight within WorldRemit, this includes customer analysis (e.g. customer, cohort, corridor and value segmentation), campaign analytics (e.g. offline and online campaign performance and CRM effectiveness) and customer research (both qualitative and quantitative analysis).

They will drive improvement through data, analysis and insight and the promotion of a data-driven culture. They will need to be energetic and capable of driving change whilst also taking people with them, working closely with marketing, technology, operational, product and commercial teams across the business. Stakeholder management and relationship building will be as significant to success as any technical skill set.

Key Responsibilities:

  • Being a visible leader and champion of the adoption of analysis and insight in decision making and ensuring customer insight more accessible to the wider organisation.
  • Working in collaboration with internal customers to set the insight and analytics agenda and co-create insights that shape both the definition of local strategies and their successful execution.
  • Ensuring analytical & insight outputs have recommendations that are practically doable and have a clear line of sight to expected commercial outcomes, commonly conversion, retention, cost saving, incremental value, campaign ROI and cost to serve.
  • Ensuring that as far as possible, analytical output is scaled, automated, visualised to drive engagement and rapidly disseminated.
  • Understanding what our customer segments truly value, how well we satisfy their needs and getting the organisation to understand and act on this.
  • Ensuring a fit-for-purpose toolset through the continuous evaluation of the tools available in the wider market place and making recommendations to amend the toolset as required.
  • Working closely with the data team to ensure that we have the most appropriate data to support our ambition, including third party profile data, to support our business needs and making proactive recommendations for enhancements and new sources as necessary.
  • Championing the trialling and adoption of new approaches to both data analytics and research techniques (e.g. A.I / neuro science / marketing and behavioural economics)
  • Coaching the team to achieve superior levels of both stakeholder management, to enhance their impact on the business in a commercial context as well as providing hands on direct support to assure delivery when needed.

Key Skills:
• Significant experience of running analysis and insight teams that have created demonstrable change through the commercial use of insight/ data driven outputs
• Educated to a degree standard, ideally in a mathematical, economic or scientific related discipline
• Commercially focused with natural desire to be connected with the commercial agenda of the business
• Collaborative leader with a wide perspective and proven ability to influence at senior level
• Ability to articulate analysis for a non-technical audience with clarity and in an engaging way

 

Technical Skills:

 

Essential:

  • Experience analysing large datasets in a consumer facing business (SQL, R, Python, Access)
  • Exposure to and understanding of data from marketing platforms (e.g. CRM platforms, DoubleClick, Google AdWords, Facebook, Branch/Mobile App Tracking, Google Analytics)
  • Experienced in techniques to deduce influences from different attributes e.g. multiple regression, multivariate analysis of variance, discriminant analysis

Desirable:


  • Demonstrable analytical problem solving capabilities

    • Advanced level experience with Excel

    • Strong appreciation of different research methodologies and voice of the customer data sources
    • Experience with data visualisation tools (e.g. Tableau)

    • Robust knowledge of all elements of CRM and CX management including use of RFV & behavioural customer segmentation and decisioning.

 

 

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