Principal Analyst, Go City

• 5+ years experience in a senior marketing or commercial role
• Experience working with marketing data warehouse (redshift, bigquery, or equivalent) able to write complex SQL independently to interrogate raw data
• Proven ability to build, stress-test and communicate attribution models - understands the business implications of model choice
• Comfortable operating in an environment where measurements infrastructure is incomplete or in transition - able to derive insight from imperfect data while contributing to fixing it
• Strong analytical capabilities and ability to confidently answer questions through data
• Advanced Excel skills
• Experience analysing raw data sets using Python, R or equivalent
• Experience in web analytics and tracking tools such as Amplitude, Adverity
• Experience using competitor analysis tools such as Similarweb, SEMrush or equivalent
• Good understanding of platforms such as Google Ads, Facebook Ads Manager, Google Search Console, Partnerize,
• Good understanding of HTML, JavaScript, CSS, PHP and SQL
• Good general marketing acumen with experience working with digital marketing teams across key channels such as (but not limited to) paid search, affiliates, paid social and display
• Strong interpersonal and communication skills, with the ability to work with cross-functional teams to achieve results. Experience executing large scale test and learn initiatives

Desirable

• This new role has been created to lead the continued development of Performance Marketing analytics at Go City. Responsible for designing and implement the entire analytics strategy as well as translating business objectives into specific and measurable KPIs in partnership with channel leads
• As well as presenting findings with business recommendations to key stakeholders through data visualisation. Covering all Go City brands and Performance Marketing channels, this role will oversee Analytics including web analytics, tracking, attribution and incrementality testing
• Collaborate closely with marketing teams to understand their needs
• Acquire data internally, from partners and agencies relating to campaign performance. Work with our Tech teams to ensure we are tracking necessary data internally
• Analyse these datasets using a combination of tools
• Produce and communicate insight and forecasts related to campaign performance. Identifiy risks and potential opportunities
• Build incrementality models to demonstrate effectiveness (or lack thereof) of marketing investments based on null hypothesis tests
• Agree KPIs for measuring performance and establish appropriate reporting
• Create a statistical framework in collaboration with channel leads to determine efficacy of test and learn initiatives
• Participate in strategic discussion and make recommendations based on insights you uncover
• Work with marketing, technology and data teams to define targeting criteria and support execution of campaigns based on those criteria
• Expertly deliver both short-term tactical and long-term strategic initiatives
• Build strong relationships with cross-functional teams
• Ensure accurate and timely reporting is produced and integrated into group trading and marketing reports
• Build models to understand and interrogate first party customer usage data to develop new customer propositions
• As you can see, this role covers a wide range of responsibilities, but we know that our People are more than just their job description
• We are a team here at Go City which means there will be plenty of opportunities to stretch your thinking, expand your knowledge and contribute to the wider business not reflected here