Senior Consumer Analyst

Purpose of the job:
We are seeking an experienced Campaign Analyst to own the measurement reporting analysis and optimisation of customer communications and marketing campaigns across products (such as Priority Pass) and customer channels.

This role will act as the subject matter expert for campaign analytics providing actionable insights and recommendations that improve campaign performance customer engagement and commercial outcomes across different phases of the consumer lifecycle.

The successful candidate will work across a complex customer communications ecosystem spanning Salesforce Marketing Cloud Airship and associated marketing technologies supporting campaigns delivered through email SMS push notifications in-app messaging geo-location microsites surveys embedded content and paid media activity.

As a key link between the Marketing team and the Data Analytics team this role will play a key part in connecting campaign performance with broader consumer engagement personalisation and consumer value management objectives. By combining campaign analytics behavioural insight and consumer intelligence the role will help drive more relevant customer experiences improved engagement and measurable business value.

Previous experience in campaign analytics is essential alongside the ability to understand complex customer journeys sophisticated campaign logic and multi-channel marketing activity.

Key Responsibilities:

• Own the measurement reporting analysis and optimisation of customer communications and marketing campaigns across all channels and marketing technologies including Salesforce Marketing Cloud Airship and Salesforce Advertising Studio.

• Analyse campaign performance across email SMS push notifications in-app messaging geo-location campaigns embedded content microsites surveys research activity and paid media campaigns.

• Develop and maintain reporting frameworks dashboards scorecards and insight packs to support campaign measurement and business decision-making.

• Monitor campaign performance against agreed KPIs delivering post-campaign evaluations and identifying opportunities for optimisation and continuous improvement.

• Translate campaign digital and behavioural interactions into reusable consumer engagement signals that support segmentation personalisation lifecycle management and consumer value management initiatives. Lead campaign testing and experimentation activity including A/B testing personalisation testing and channel effectiveness analysis providing recommendations to improve engagement conversion and customer outcomes.

• Act as the subject matter expert for campaign analytics translating complex data into clear actionable insights and recommendations for stakeholders.

• Serve as the key bridge between Marketing teams responsible for campaign delivery and Data Analytics teams responsible for reporting infrastructure data strategy and analytical capability.

• Collaborate with stakeholders to define campaign objectives success measures and reporting requirements ensuring alignment with marketing roadmaps data priorities and wider business objectives.

• Ensure the accuracy integrity and consistency of campaign data reporting outputs and measurement methodologies identifying opportunities to improve tracking and analytical capability.

• Present campaign performance insights and recommendations to stakeholders in a clear concise and commercially focused manner.

Success in this role will be measured through:

• Delivery of accurate timely and meaningful campaign reporting and insights.

• Demonstrable improvements in campaign performance through optimisation and testing recommendations.

• High levels of stakeholder confidence and satisfaction in analytical support provided.

• Effective collaboration between Marketing and Data Analytics teams.

• Contribution to wider business objectives through data-driven decision making and continuous improvement.

Knowledge skills and experience required:

Essential

• years Extensive professional experience in campaign analytics marketing analytics or customer communications analytics with proven experience analysing complex multi-channel customer campaigns.

• Experience working with marketing automation and customer engagement platforms such as Salesforce Marketing Cloud Airship or equivalent technologies.

• Experience measuring and optimising campaigns across multiple channels including email SMS push notifications in-app messaging paid media and digital customer journeys.

• Strong understanding of campaign measurement methodologies testing frameworks and optimisation techniques including A/B testing and personalisation.

• Experience developing dashboards reporting frameworks and insight packs using reporting and visualisation tools such as Power BI Tableau or similar platforms.

• Strong data manipulation and querying skills (SQL)Demonstrated ability to translate complex data into clear actionable business insights and recommendations. Experience working collaboratively across Marketing Data Analytics and Technology teams and presenting findings to senior stakeholders.

• Strong understanding of customer segmentation customer lifecycle marketing and customer engagement strategies.

Desirable

• Experience with Salesforce Advertising Studio customer data platforms and CRM technologies.

• Knowledge of attribution modelling incrementality testing and marketing effectiveness measurement.

• Experience working within global or multi-market organisations.