Job Description. Customer Insight Analyst P&O CRM Analyst

Transcription

1 Job Description Job Title : Department : Customer Insight Analyst P&O CRM Analyst Customer Analytics Reporting to (Job Title) : Director of Customer Analytics No of Direct Reports : 0 Titles of Direct Reports: NA Size of Department: 15 Budget Responsibility (direct) : 0 Revenue Responsibility (direct) : 0 Date of issue: 21 st February 2017 Issued by (name): Daren Howell Overall Purpose of Role : As part of an exciting journey to bring the customer into the heart of decision making within Carnival, the Customer Analytics team develops strategic and tactical guidance and systems to improve customer acquisition and retention. Responsibilities within the team include above the line and below the line marketing effectiveness, trading and customer satisfaction. Carnival have a wealth of customer data, and within the customer analytics team there is a growing need to bring data science to our decision making process. The purpose of this role to drive customer retention by delivering and analysing customer marketing campaigns. As P&O CRM Analyst you will have responsibilities covering analytical areas of P&O Cruises CRM team including selection optimisation, split testing, strategic insight, data integrity and needs specification, analytics, and reporting. Main Activities and Responsibilities Strategic Leadership With others, apply analytical science to customer marketing data Page 1 of 6

2 Understands the brand values and enthusiastically delivers these in line with the brand promises. Engages others to build understanding of each brand. Puts the customer at the start and heart of all decisions. Understands the customers needs and strives to consistently exceed expectations. Draws information from diverse and varied sources. Finds important connections between different pieces of information. Sorts through data, identifies key issues and thinks through alternatives. Balances data, judgment and intuition based on experience and expert knowledge to get decisions made. Applies specialized skills or knowledge and practical experience to customer and commercial issues. Looks to multiple sources for new ideas and develops ideas into workable solutions. Searches out and reapplies proven ideas. Seeks out and accepts new ideas, experiences, opportunities, and ways of doing things. Has a healthy dissatisfaction with the status quo. Initiates and manages meaningful change within areas of responsibility. Acts with a sense of urgency and determination, always with the end result in mind. Displays a bias toward action. Takes ownership of work and accepts full accountability for results. Approaches and completes work with the fewest resources necessary to achieve exceptional results. Stands up for what is right when executing the most important priorities despite personal risk, fear or perceived barriers. People Management / Coaching / Development / Resourcing Builds diverse relationships based on visible differences and differences in styles, thinking, and approaches. Recognizes and values the perspective and thinking provided by people of different backgrounds and cultures. Works collaboratively with others/departments to achieve a consistent and joined up approach to deliver company priorities. Is open, honest and communicates positively, clearly and succinctly. Finds ways to institutionalize learning through improved systems, processes or approaches. Identifies best practice and is viewed as a resource for this. Listens to learn. Seeks out and brings in external concepts, learning, and insights. Keeps up to date with current thinking, issues, and trends. Takes personal responsibility for knowing what colleagues and associates value most. Is aware of own strengths and limitations. Contributes to an environment in which others feel free to express their ideas. Searches proactively and broadly, both internally and externally, for knowledge and learning opportunities to grow personal capability. Commercial, Marketing and Sales Responsibilities Owner of CRM reporting and analysis P&O Cruises brand Champion the use of data in commercial, marketing and sales decision making. Build relationships with digital, outbound, commercial and brand teams to understand objectives, operational needs and commercial performance to grow the influence of analytics in the team s and individual s decision making. Proactively understand stakeholders and commercial needs, develop briefs which deliver against them. With the Director of Guest Analytics, prioritise opportunities to maximise the benefit to both short term and long term profitability. Page 2 of 6

3 Lead the execution and contribute to the development of regular CRM reporting and insight to the P&O Cruises CRM team, marketing, sales and commercial to ensure guest sourcing and profitability is at the forefront in their minds driving tactical decision making and tracking strategic initiatives. Develop and embed insight, reports and approaches that track guest sourcing by guest s attitudinal, demographic and behavioural segments. Drive understanding of their differing expectations, needs, wants and desires in the commercial proposition. Contribute to the measurement of CRM initiative s and campaign s impact on guest acquisition, retention and profitability. Contribute to the development of CRM sourcing targets based on a foundation of analytical science augmented by initiative or campaign targets Create and deliver engaging presentations that tell a story and crystallise action amongst key decision makers. Contribute to the creation of insight to support strategic CRM plans Manage ad-hoc queries as they arise, understanding, improving and challenging their impact. Prioritise those which deliver the greatest value. Demonstrate the impact of CRM analytics insight on driving profitability Contribute to the test and learn approach to improving CRM guest sourcing and profitability. Technical (including systems) and/or Professional Responsibilities Create engaging and effective data visualisations which clearly and concisely deliver insight. Propose and develop data products which allow others to explore and understand guest behaviours. Work collaboratively with agency partners, supporting and challenging where appropriate, to deliver actionable insight and/or meaningful change Develop data analysis which provides the appropriate degree of scientific rigour to business decisions Embed insight findings into the business by engaging with key stakeholders via communication tailored to the audience and objective at hand Act as first point of contact for P&O Cruises and agencies with requests, questions and issues related to CRM analytics. Educate internal and external teams on metrics, tools, reports and best practices. Collaboration with business stakeholders to determine new analytical requirements resulting from changes to CRM and wider business strategy Advise on tracking requirements on new CRM initiatives Contribute to the development of reporting templates and deliver the results of campaign performance to key stakeholders that highlight campaign optimization needs to deliver maximum return on investment Monitor the performance of CRM campaigns Analyse CRM campaign performance outcomes in detail, using a variety of data sources across the business Report the results of campaign performance to key stakeholders in alignment with the performance team and suggest further optimization. HESS Responsibilities Lead by example by taking care of the health and safety of yourself and others Page 3 of 6

4 Report all accidents, near miss incidents and work related ill health conditions to your manager/supervisor/team leader Follow safety rules and procedures Use work equipment, personal protective equipment, substances, and safety devices correctly Take part in safety training & risk assessments and suggest ways of reducing risks Appoint shore side risk assessment Subject Matter Experts as required to review and approve ship risk assessments Actively promote safe working and encourage safe behaviours Demonstrate safety leadership in accordance with our Elev8 safety behaviours General Responsibilities Adheres to Corporate Policies and Procedures, including Code of Conduct, Audit Procedures and any control related responsibility for financial data entered, stored, or reported via business systems within employee s control (list not exhaustive). To undertake ad hoc duties as required. Carry out from time to time and as directed, any other duties as required in addition to the above that will be both reasonable and within your capabilities Location: Southampton Offices Page 4 of 6

5 Person Specification Job Title : Department : Customer Insight Analyst P&O Cruises CRM Analyst Customer Analytics Education, Qualifications and Training A good degree in a numerate subject (e.g. maths, statistics, operational research, economics, science, engineering) Experience Essential: Experience using a CRM analytics software such as Apteco Faststats Experience using a CRM data journey software such as Apteco Peoplestage Manipulating data and creating reports using MS Excel and SQL Server. Ability to interpret complex data and make concise recommendations. Experience in data analysis Ability to interpret complex data and make concise recommendations. Good communication skills both written and oral, alongside good influencing skills. Desirable Experience in statistical data analysis Experience in programming (R/Matlab/Python/VBA) Work Based Competencies Essential: Influence and Communication o Build effective working relationships with both internal and external contacts o Present information to groups and individuals effectively and persuasively. Collaborative Working o Ability to operate in a multi-brand structure o Able to organise and plan themselves to deliver the agreed priorities o Achieve individual performance objectives o Plan and organise use of time to achieve deadlines in key result areas o Ability to work on own initiative o Ability to work effectively in a team Page 5 of 6

6 Behavioural Competencies Influence and Communication o Attention to detail o Ability to manage conflicting demands on time and resources Managing self o Adapt to changing business needs and operational circumstances o Flexible approach to business demands o A can-do approach to work o Ability to work under pressure o Ability to maintain a positive and approachable attitude Communication o Adapts his/her communication to audience and fosters confident clear and effective communication with others o Use listening skills, to understand, build rapport and respond effectively o Actively listens o Displays accuracy and quality in his/her work o Presentation dexterity Creativity and Innovation o Develops new insights into situations, questions conventional approaches encourages new ideas and innovation o Creative thinking and an enquiring mind. Flexibility o Modifies his/her approach to achieve an end goal or task. Is open to change and new information. o Rapidly adapts/adjusts to new information, changing conditions, or unexpected obstacles, and maintains effectiveness Resilience & Tenacity o Deals effectively with pressure. Remains optimistic and persistent even under adversity. Recovers quickly from setbacks o Calm and even tempered Influencing o Able to convince others to own expressed point of view, gain agreement and acceptance of plans, activities or products. Is sensitive to the needs of others Strategic Orientation o Is driven to exceed the expectations of others o Prefers a methodical and analytical approach. o Able to manage his/her time to maximise productivity Team Work o Contributes fully to the team effort with a hands on, practical and resourceful approach Page 6 of 6