Global Marketing Manager
London / £80000 - £90000
£80000 - £90000
Global Marketing Manager
London - Hybrid
£80,000 - £90,000
Do you want to own / build your own Marketing function? This new position will give you the chance to do just this. You will be working across untouched data on a greenfield project driving growth and marketing strategy for one of the worlds largest airline companies.
- Sitting in the Brand and Marketing department focusing on effective use of marketing investment in driving revenue and enhancing customer experience
- Providing insights of cross channel effectiveness, measuring effectiveness of global marketing campaigns. They currently use all marketing channels - offline, digital, TV, radio, outdoor and this is globally.
- The total marketing spend is about £90 million and this role will look at everything holistically and how to understand their ROI
- Supporting integration of Salesforce
- Analytical role - the team use SQL and Python as well as visualisation tools such as Tableau and PowerBi
To qualify for this role, you will require:
- Expert SQL and Python
- Team management
- Proficiency in solving complex business problems
A successful candidate will receive:
- A Salary of up to £90,000
- Excellent progression opportunities
HOW TO APPLY:
Please register your interest in this role by applying via this website. For more information on this role, reach out to Dan Moss at Harnham.
Why Should You Care About Data-Driven Marketing? | Harnham Recruitment post
Marketing has been undergoing a fundamental change for some time. Elite marketers have been rethinking and reiterating their strategies, using increasingly sophisticated data. and this trend has been further accelerated by the pandemic.Consumer behaviour has changed significantly since the pandemic began. Between March and August 2020, 70 per cent of consumers tried new digital shopping channels. Such significant changes have rendered many existing data models invalid. Data-driven marketing offers new insights into consumer behaviour and can render huge impacts in refining and enhancing marketing strategies. So, why should you care about data-driven marketing? Offers better clarity about the target audience 67 per cent of lead marketers agree data-based decisions beat gut instinct. Data-driven marketing allows marketers to quickly filter through data and determine the most relevant and accurate action to take. With the right data, marketers can assess customer data to predict behaviours, identify buying patterns and spot emerging trends. Data-driven marketing can also reveal new channels and open up new avenues which organisations can use to engage with audiences and increase revenue. Increases revenue The last 18 months have been tough for businesses, yet through the use of data insight, marketing teams have been able to get ahead of emerging trends. Data-driven campaigns have pushed significant customer acquisition. Better insight into consumers and the channels they use enables organisations to improve their marketing strategy. Indeed, companies that deploy data-driven marketing are six times more likely to remain profitable year-over-year, and 78 per cent of organisations agree that data-driven marketing increases customer acquisition.PersonalisationIn the modern world, advertising is everywhere, and it is endless; consumers see it on their phone, their TV and even on their way to work. Without target advertising campaigns, organisations risk aggravating consumers. 74 per cent of customers already feel frustrated by seeing irrelevant content from brands. To stand out, marketing channels have become more complex. Marketers need to remain creative to capture consumers attention and data driven marketing can help achieve this.Data-driven marketing allows businesses to target specific demographics and user groups at an individual level. By targeting specific user groups at an individual level, marketers are able to use personalised marketing campaigns to build stronger and more meaningful connections with potential customers.With individual customer information, brands can segment a target market and ensure personalised messages are falling into the right place. Data-driven marketing is also able to identify potential customer triggers and create a holistic view of the target audience. This style of personalised marketing campaign makes for a more positive customer experience, and therefore represents excellent return on investment.Data has the potential to become an incredibly valuable resource in marketing. Data soothes the pain points which many marketers face on a day-to-day basis, and help teams to refine, enhance and improve strategy. In a post-pandemic world, data-driven marketing will undoubtedly be essential. To stay competitive, internal marketing and insight teams need to start taking notice of data-driven marketing. Here at Harnham, we understand the importance of data-driven marketing to determined campaigns and guide decisions. So, if you’re looking for your next opportunity or to build your Marketing & Insights team, we can help. Take a look at our latest marketing and insights jobs or get in touch with one of our expert consultants to find out more.
Why Marketing Teams Need to Fill Their Data Skills Gaps
Data can be leveraged in a myriad of ways and be beneficial to numerous business functions.
In marketing, for example, data is playing an increasingly important role in helping brands get closer to their target customers, which ultimately improves the bottom line. Businesses that use data-driven marketing strategies have five times more ROI than those that don’t.
Despite this potential, a new survey has revealed that data analytics is one of the biggest skills gaps in marketing departments. Below, we break down this new research and explain why it’s crucial to fill your company’s data skills gap and build a data-driven marketing team.
So why does this skills gap matter?
The recent research revealed more than a third (34.4%) of the 3,000-plus respondents identified a lack of data analytic skills in their marketing department. For B2B marketers, the figure drops to 29.9 per cent, while it’s 34.6 per cent for B2C marketers, and jumps to 39.6 per cent for businesses with a mix of both.
These findings are particularly pertinent as marketing isn’t a department that operates within a bubble, rather it has its tendrils in every part of an organisation, so when marketing isn’t functioning as optimally as possible, neither is the business.
Businesses that are not harnessing the insights that data analysis offers, are missing out on the ability to understand and meet their customer’s preferences. Making decisions that are not grounded in data means that a business is operating in the dark – throwing ideas at the wall to see what sticks rather than already knowing what will work because the data has told them so.
Many companies have realised that it’s no longer good enough to guess what customers might want or need from a product or service, but to instead have hard evidence to back up these choices. A data-led marketing strategy can revolutionise marketing efforts in numerous ways such as:
Behaviour analysis and personalisation
By analysing a customer’s behaviour, such as their e-commerce and website browsing habits, marketers can ensure that the businesses’ landing pages, calls to action and other marketing tools are working as they should be, and use this data to better tailor content and improve the customer experience.
Behaviour analysis might include examining customer interactions, such as where and when they click on a website, even down to which pages consumers are lingering on for longer. The content you are producing might be incredibly insightful and smart, but that’s irrelevant if customers aren’t reading it. Once you have understood where people do and don’t spend time and which content attracts the most engagement, assets can be shaped to scoop up people who might otherwise leave a site, further entice already interested parties and inform other marketing activities.
For example, if you’re a business that sells clothes, you can use data analytics to determine which colours and styles are most popular among your customers and create content such as fashion tips or trend reports including these colours and styles.
Through monitoring the current behaviour of customers, businesses can also more easily identify when and how their preferences change. For example, if visitors to written pieces are dropping off, you could consider incorporating more video content. Reacting to the subtle changes in customer behaviour can help companies to maintain their position in the market and increase their revenue by tapping into new pools of customers.
Predicting customer patterns
But data isn’t just for making better in-the-moment decisions. It can also help to pre-empt future customer behaviour, allowing businesses to make proactive decisions based on previous trends, rather than acting reactively.
Predictive analytics is the use of data algorithms and techniques to define the likelihood of future events or results, based on historical data from customer habits. It allows marketers to forecast a customer’s “next move”, such as which consumers are most likely to buy again, and therefore prioritise customers.
Based on previous patterns of behaviour, businesses can predict website engagement points where, for example, a customer may convert, but also areas where consumers might lose interest or drop off – friction points such as filling in a form. This information enables businesses to make choices that ensure that the customer experience is as smooth and effective as possible.
How can this skills gap be filled?
The effectiveness of data analysis is dependent on talent being able to carry it out. At Harnham, we specialise in data hires for marketing. In other words, through experience, our consultants have built a comprehensive picture of what marketing teams need when it comes to data marketing talent. When it comes to hiring a data marketing professional there are a wealth of skills to look for, including:
- Being a problem solver – a candidate who can identify logical ways to overcome problems and offer solutions.
- Having a good grounding in coding languages such as SQL. Whilst it can be beneficial to have more advanced modelling skills using R or Python, some companies will have data science teams to support on this side.
- Experience with visualisation tools and with programs such as Tableau or Looker – which can be hugely valuable in hitting the ground running.
Most crucial, however, is the ability to tell a story with the data and make something complex easy to digest. During an interview, businesses can identify how someone translates recommendations and if they are able to recognise and illustrate the commercial impact that their work will have.
If you’re interested in applying your data skills to a role in marketing or are looking to bolster the success of your business by hiring a Data & Analytics specialist, you’ve come to the right place contact our team today.
The Evolution Of Product Data Roles | Harnham Recruitment post
In this post-COVID era, all sectors have had to adapt to the dramatic pace of technological change – including Data & Analytics. Many in our regional teams, whether in the UK, across Continental Europe or the US, have, over recent months, come across a new role which has its roots in the pandemic and its hastening of the digital shift. Indeed, our colleagues have noted an increase in demand for a role which sits in between the very technical Data roles and the Marketing and Insight roles. It is someone, or a team, that creates a bridge between the two. Whilst there isn’t just one name associated with this new hybrid role, businesses have referred to it as Data Manager, Product Manager and Product Owner. As marketing continues to shift from a purely creative process into a data-driven field in this digital environment, we take a deep-dive into why this role has been created, and which candidates businesses are looking to hire to fill these roles. A necessary evolution During the pandemic and following the persisting trend of online shopping, brand-led businesses have continued to increase demand for Data Insights and Analytics roles as well as Marketing and Insights specialists. Because businesses recognise how breaking down silos and investing in tech infrastructure can translate into stronger online sales in an already crowded market, recruiting teams are now looking for mid-and senior-level Product Managers with experience in IT delivery and core data languages to scale up their business in the post-pandemic era. This is especially true in the retail sector, where there has been an uptick in detailed data-driven analytics used to drive customer targeting. A 2021 report found 83 per cent of job postings in retail mentioned at least one strong digital skill. That number grew to a staggering 100 per cent of job roles in the Marketing sector. Hybrid roles These technical roles used to be separate, but we are now observing the fact that they are being blended together alongside other business skills. As Data Manager, Product Manager or Product Owner, candidates are expected to have in-depth coding knowledge but, can also seamlessly translate the code and software into digestible information and analysis for Marketing and Insight to take and create meaningful visuals and learnings with, to respond to consumer needs. According to our colleagues, hiring managers are now looking for candidates with experience with SQL, Python, Snowflake, Google Analytics, Excel, and data visualisation tools such as Tableau. Businesses have said key skills could also include experience in business analysis. In this line, as part of this holistic evolution, last year also saw the explosion of demand for Chief Data Officers – a multi-disciplinary role spanning IT, customer service, business analysis and digital marketing with varying responsibilities depending on the sector. Whether you are looking for your next opportunity in Data & Harnham, we can help. Take a look at our latest Product Data jobs or get in touch with one of our expert consultants to find out more.
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