Head of Marketing Analytics

Head of Marketing Analytics is responsible for developing and executing innovative marketing analytics strategies to analyse marketing performance across various marketing channels, markets and brands, and support the organisation to drive revenue/profitable growth.

Key Responsibilities of the role

• Lead and manage the marketing analytics team, setting strategic goals and providing guidance and mentorship to team members.
• Develop and implement a comprehensive marketing analytics strategy, ensuring alignment with overall business objectives.
• Analyze marketing campaign performance and customer data to identify trends, patterns, and opportunities for optimization – essentially laddering up to Marketing ROI Models;
• Promote and develop best practice for optimisation and testing approaches.
• Develop Media mix model and advanced measurement scenarios to help optimize marketing investments;
• Customer satisfaction measurement and monitoring including Brand health KPIs;
• Conduct deep-dive marketing data analysis to derive actionable insights and make data-driven recommendations for improving marketing effectiveness.
• Manage and optimize marketing performance tracking systems and tools, ensuring accurate and consistent reporting.
• Collaborate with cross-functional teams, to align on key business metrics and objectives.
• Present findings and recommendations to senior management and stakeholders, communicating complex data-driven insights clearly and concisely and ensure that findings are being pulled through to action, and that insights are business relevant.
• Establish and maintain data governance and quality standards to ensure data accuracy and reliability of reporting.
• Conceptualize, create and maintain performance dashboards to monitor KPIs for acquisition of players and customer journeys.
• Perform cohort analyses to identify trends in player behaviours.
• Stay up-to-date with industry trends and best practices in marketing and product analytics, identifying opportunities for innovation and improvement.
  
  

Main Stakeholders and Type of Interaction

• Main Stakeholders: Commercial Director – Global Marketing, Director of Marketing, Director of Performance Marketing, Heads of Marketing Channels and Regional Marketing Managers.
• Having regular follow ups on various ad-hoc requests and projects, supporting them with data and analysis for monthly, quarterly and annual business planning meetings/business reviews.
  
  

Required Education

Minimum BA / BS; Master’s degree a strong plus in a relevant field including Mathematics, Statistics, Computer Science or equivalent experience

Required Work Experience

• Minimum 5-10 years’ experience in delivering analytic results working within database marketing and analytics ideally in the area of igaming
• Minimum 2-3 years’ experience working in a management or leadership capacity.
  
  

Other Requirements

• Proficient in Excel, Google analytics (GA4), Big Query, MySQL, familiar with ETL tools such as KNIME and at least one scripting language (R, Python,);
• Have a deep understanding of A/B testing and be highly knowledgeable in key metric identification for driving and maintaining healthy business performance;
• Expert in analysing large, complex, multi-dimensional data sets with a variety of tools;
• Expert in visualisation tools such as PowerBI, or Tableau
• Highly organized with an ability to work under tight deadlines and shifting priorities;
• Must demonstrate exceptionally good leadership skills, demonstrating an ability to inspire and lead a large cross-functional group in a unified direction with a common vision.