Job Purpose
- Responsible for managing analytics and performance programmes in the Digital Marketing team. Analyse daily/weekly web data, distil key insights and drive data driven decisions to maximise conversion, customer experience, website performances and sale metrics.
- Accountable for managing a programme of work with Digital Agencies and Headquarter teams to constantly optimise the brand website and digital tools.
Key Responsibilities
Analytics and performance:
- Implementing a robust framework to ensure key web metrics are correctly tracking digital performances.
- Owning the conversion rate metrics across the platform and ensure performance is monitored and KPIs are achieved (including form conversion rates, lead generation etc). Analyse and interpret daily site usage data and trends through rich and deep data analysis, consumer research (quantitative & qualitative), usability studies to identify optimisation opportunities.
- Be able to execute in-depth analysis from large and fragmented data sets into specific products, promotions and landing pages to deliver succinct, meaningful insights and actionable data through reporting.
- Work closely the Brand Analytics and Data & Intelligence Managers, reviewing the full sales funnel metrics for Direct and in-direct channels and take actions to improve conversion ratios.
- Tracking and interpret user behaviour to feed into future campaigns and to optimise the website effectively via tools / data sets from ContentSquare, CEP, CMP, CEM & Pysma/IPSOS.
- Feed insight into the Brand and Demand Generation team to build offers to drive performance.
Reporting:
- Collaborate with Digital Agencies, wider marketing teams and Group functions to implement data visualisation dashboards via Power BI, ensuring dashboards are constantly evolved post MVP delivery.
- Delivery of reports and insights to senior management (weekly reports, monthly KPI reports, funnel reports etc).
Optimisation:
- Coordinate the delivery of optimisation changes via Digital Agencies and Headquarters. Given the complexity of the Digital Platform, engagement with multiple stakeholders is required to rollout optimisation tests and changes.
- Review insights and recommend resolution to key site conversion issues as they arise.
- Own the entire testing process from scoping out requirements, collating technical specification, ensuring correct tagging/tracking, setting up and executing A/B tests, analysing the performance, making recommendations for site developments based on learnings from the A/B tests and other insight tools such as Psyma/IPSOS.
- Working closing with the wider Marketing team, generate testing ideas to support strategic business needs and to ensure the transformation of customer experience within our digital shopfront is continuously improving.
- Implementation of the optimisation roadmap.
- Communicate results to wider stakeholders.
- Understand, communicate and work within the revised legal framework based on the introduction of Retail Agency, Direct Sales & Ecommerce (or any other new Sales Channels).
- Ensure any revised ways of working are captured formally, introduced into the VWGUK/Brand processes and recorded in-line with Audit & Legal guidelines.
- Task ownership and responsibility for operational matters relating to the traditional business model whilst also having an active involvement in business transformation projects and workstreams such as eCommerce and Agency.
- Support and take an active role in the establishment of the new processes, technology, ways of working, rules of engagement and business needs relating to business transformation projects.
Us.
We’re Tribal Worldwide London.
We create the world’s most loved digital experiences.
We’re creative people. We’re technology people. We’re strategic people.
But most of all, we’re people people. We ideate, innovate, learn and iterate.
A specialist digital agency, we’ve been creating award-winning work for clients like Volkswagen, O2, Morrisons, Guinness, Exxon Mobil and Fitness First for 20 years.
You.
A Tribal person is a blend of passion, dedication and imagination. You think big and you work hard. You can see the whole picture and you care about the details. You want to make work that’s real, connected and great. Come and join us.
Our Inclusive Culture
We are a global Tribe and we believe diversity inspires creativity and change.
We welcome and respect diverse perspectives and are stronger for them.
We employ the best minds in our business and strive to ensure our environment is supportive and inclusive for all.
The Talent Team at Tribal Worldwide is focused on ensuring we provide the best training, onboarding, and employee experience possible! Our new hires & employees are the future of our organization, and we want to set you up for long-term success. In an effort to do so, we expect our team to work from an office 3 days a week. The ask stems from our want to:
Strengthen opportunity for continuous learning
Improve collaboration and team relationships.
Increase employee engagement
This hybrid model balances the need for individual flexibility while maintaining the relentless customer focus we provide at Tribal Worldwide. We understand that not everyone may feel comfortable with this expectation, so we ask that you please let us know immediately if there are any concerns so we can help navigate accordingly.
Critical Mass is an equal opportunity employer that is committed to diversity and inclusion in the workplace. We do not tolerate discrimination on the basis of race, national origin, gender, gender identity, sexual orientation, protected veteran status, disability, age, or other legally protected status. If you are an individual with disabilities who would like to request an accommodation, please reach out to accommodations@criticalmass.com.
We are committed to fostering diversity, equity, and inclusion within our pool of candidates, with a target of achieving at least 50% representation from underrepresented communities.
The Critical Mass Talent Acquisition team will only communicate from email addresses that use the URLs criticalmass.com and us.greenhouse-mail.io. We will not use apps such as Facebook Messenger, WhatsApp, or Google Hangouts for communicating with you. We will never ask you to send us money, technology, or anything else to work for our company. If you believe you are the victim of a scam, please review your local government consumer protections guidance and reach out to them directly.
If U.S. based: https://www.consumer.ftc.gov/articles/job-scams#avoid
If Canada based: https://www.canada.ca/en/services/finance/consumer-affairs.html
If U.K. based: https://www.gov.uk/consumer-protection-rights
If Costa Rica based: https://www.consumo.go.cr/educacion_consumidor/consejos_practicos.aspx
