Job Description. Princess Cruises (UK) Marketing

Transcription

1 Job Description Job Title : Customer Insight Analyst Department : Princess Cruises (UK) Marketing Reporting to (Job Title) : CRM & Insight Manager No of Direct Reports : 0 Titles of Direct Reports: n/a Size of Department: 8 Budget Responsibility (direct) : 0 Revenue Responsibility (direct) : 0 Date of issue: November 2016 Issued by (name): Kerrie Reed Overall Purpose of Role: Development of customer insight across Princess Cruises UK database with the specific aim of improving customer acquisition and retention along with driving revenues and cost efficiencies from CRM activities. The role requires an individual who can manage large datasets, target data effectively through CRM activity, deliver strong results and work collaboratively. Engaging and influencing stakeholders at all levels across the business is key to help track and measure customer behaviour and provide deep insight into the performance of campaigns and determine the deliverability of KPIs. Main Roles and Responsibilities Plan: Determine and target accurate UK audience profiles and segments for marketing campaign activity using Siebel Analytics Work with internal and external stakeholders to ensure that appropriate qualified UK data lists for CRM campaigns and digital profiling is available, segmented, refreshed and supplied to support specific campaigns Page 1 of 6

2 Review the prospect data requirements of the business, working with internal stakeholders to ensure the volume and quality of prospect data provision supports the business targets and objectives. Review procedures for automation within Siebel Analytics or ways in which to increase efficiency of data list processing. Work closely with the international Princess Cruises data team(s) to achieve this Address technical issues within Siebel Analytics if and when they occur, collaborate with the IT team to resolve issues in a timely manner. Develop work around plans until issue is resolved. Suggest issue-alleviation improvements to list development processes as necessary Assist in expanding the analysis and data list selection skill set within the CRM team and international data list team. To leverage new analysis methods aimed at improving the effectiveness of Direct Mail and activities Enhance and develop the suite of cyclic reports, including weekly, monthly and quarterly dashboards and reports. Share learning s with internal stakeholders to support both management and marketing teams in assessing performance and customer behaviour patterns Execute: Supply all data requirements of the business ensuring quality and accuracy is maintained through liaising with internal and external stakeholders to support segmented marketing campaigns, as per the marketing plan, in agreed timescales Fulfil UK database requirements of the business and maintain processes to ensure the quality of our data e.g. that customer data is regularly refreshed and that Data Protection Act (DPA) guidelines are followed in all circumstances. Collaborate with the international Princess Cruises IT team to fulfil requirements and co-ordinate user testing to ensure fulfilments are met Support the development and continual evolvement of a sales prospect data propensity model to determine the criteria which maximises the selling potential. Seek opportunities for testing and optimisation within data targeting and segmentation. Understand the logic to set up A/B multivariate tests and interpret results with a sceptical and scientific eye Constantly consider the suitability of current reports, and suggest enhancements and developments to the existing suite ensuring that usability is delivered for stakeholders across all levels Measure: Analyse the success of marketing campaigns (direct marketing / s / advertising / cruise shows) using a standardised approach across all campaigns and make suggestions and recommendations to improve the success of future campaigns. Observe trends relating to targeting, recommend data list criteria improvements for Princess Cruises UK past passenger / prospect audiences and incorporate findings into data list selections as appropriate to increase response rates Analyse the findings of the sales propensity model and the impact on prospect data prioritisation Chair quarterly UK database measurement meetings with internal stakeholders. Sharing customer insight, analysis and recommendations for further enhancements and improvements to the UK CRM strategy and the growth of the marketable UK customer database Page 2 of 6

3 Quarterly reviews of the market research insight conducted by external agencies. Collaborate and support with data derived insight if appropriate and apply research output to enhance interpretation and understanding of data analysis findings Monitor and measure the impact of the enhancements and developments Contribute to the monthly board report Develop customer journey maps across various channels and routes to market The person in this role will: Demonstrate a strong understanding of the Princess Cruises customer base. Be an expert in the use of large datasets, profiling, segmentation and customer personalisation tools Drive predictive modelling of customer behaviour and its impact on KPIs and budgets. Assess the performance of marketing campaigns and their impact on the behaviour of customer segments Innovate in analytics to ensure we drive the greatest possible value of the wealth of data we hold Drive complex and commercially vital projects such as customer life-time value and marketing attribution Turn analytics and insights into actionable recommendations Maintain strong attention to detail, with the ability to manipulate large datasets quickly and efficiently using advanced Excel skills Ability to write SQL queries and return useful results Strong analytical skills, with the ability to create dashboards and user friendly reports with large data sets and a talent for turning complex data actionable insight Confident and articulate communicator capable of inspiring strong collaboration in a global organisation Experience of using analysis to draw conclusions and present to stakeholders who may not be analytical-minded or data savvy Self-motivated and ability to work in a fast moving dynamic environment with an inquisitive nature Manage and prioritise a complex and varied workload with a passion for analysis and customer insight Strategic Leadership Earn trust and respect from peers, management and US counterparts Gain and demonstrate an in-depth understanding of the Princess brand and its guests People Management / Coaching / Development / Resourcing Contribute to and support CRUISE activities and initiatives Work effectively with team colleagues and on own initiative as and when required Customer Responsibilities (Internal & External Customers) In depth knowledge and understanding Princess Cruises guest profile Knowledge of Data Protection rules and regulations Develop a consultative relationship with colleagues in Carnival UK and in Princess Cruises UK and international offices Page 3 of 6

4 Technical (including systems) and/or Professional Responsibilities Siebel Analytics (CRM System) HESS Responsibilities Lead by example by taking care of the health and safety of yourself and others Reports all accidents, near miss incidents and work related ill health conditions to your manager and to the Facilities department Follow safety rules and procedures Use work equipment, personal protective equipment, substances, and safety devices correctly Take part in safety training & risks assessments and suggest ways of reducing risks Act safely in accordance with our Elev8 safety behaviours General Responsibilities Consult with manager or authorised replacement to ensure all decisions are approved 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 employees control (list not exhaustive) To undertake ad hoc duties as required Special Requirements (Equipment Used, External Contacts etc): n/a Other Features of Job (travel, hours of work, working conditions etc): Monday to Friday, 9am 5pm Location: Southampton Offices Page 4 of 6

5 Person Specification Job Title : Customer Insight Analyst Department : Princess Cruises (UK) Marketing Education, Qualifications and Training: Degree level education preferably in mathematics, statistics or IT Desirable: Vocational qualifications and further IT or data training Skills and Experience: Excellent command of advanced Excel, good knowledge of SQL or other code based relational database toolset 2-3 years in an analytical role, or CRM background Proven experience of managing and analysing large datasets Desirable: Business-to-Consumer background Knowledge / experience of using Siebel Analytics (CRM System) Knowledge / experience of using Tableau Experience of POLAR (desirable) Work Based Competencies Competencies that refer to the specific work related skills required for successful performance in the role. (e.g. technological competence, written ability, numerical ability, relevant legislative or procedural understanding, analytical ability, organisational ability and project management etc. Strong analytical skills Ability to listen and understand briefs Excellent verbal and written communication skills Proficiency in Microsoft Office Word / Excel / PowerPoint Working knowledge of SQL queries, data mining and statistics Page 5 of 6

6 Desirable: Strong numerical ability Behavioural Competencies Competencies that refer to the personal characteristics and behaviour required for successful performance. Please ensure that this is linked to the generic competency framework. For example Commercial Acumen, Communication, Customer Focus, Influence, Motivation and Commitment, New ideas/continuous improvement, Problem Solving and Decision Making, Team Work. Each level of competency required should be described specific to the level of the role. Commercial acumen understand and deliver to the commercial requirements of the business Communication use communication effectively to achieve key objectives Customer Focus understand requirements of the role and how it helps to maximise the success of marketing programmes Influence to achieve objectives within organisation Team work to part of the wider marketing team Motivation be focused on delivering role objectives and work to deadlines Soft skills build friendly, personal relations with all key partners Page 6 of 6