Job Description. No of Direct Reports : 0. Titles of Direct Reports: Size of Department: 15. Budget Responsibility (direct) : 0

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1 Job Description Job Title : Department : Senior Digital Analyst Customer Analytics Reporting to (Job Title) : Head 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: Jul 2016 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. As Senior Digital Analyst you will have responsibilities covering a variety of areas including website and media optimisation, split testing, strategic insight, data integrity and needs specification, analytics, and coaching. Main Activities and Responsibilities Strategic Leadership With others, lead the application analytical science to digital data Champion the customer s voice. Actively seeks out ways to improve customer acquisition and retention and drive change to realize this. Understands the different needs of customer segments and applies this to delivering to strategic targets. Coaches and leads others in putting the customer at the heart of decision making. Page 1 of 7

2 Identifies patterns and connects different pieces of information to deliver unobvious insights. 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. Is viewed as an expert in digital analytics. 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. Goes beyond accepted ideas to generate new ways to get better results. 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 Coach the team and wider organisation in understanding of digital analytics and customer data as part of a decision making process. 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. Promotes and 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. Actively coaches and mentors others to bring out their best. Shares knowledge, skills and experience with the goal of raising the competence level of the group. 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 all digital analytics services for Cunard and P&O Cruises brands Champion the use of digital data in commercial, marketing and sales decision making. Build relationships with commercial and brand teams at all levels to understand objectives, operational needs, development plans and commercial performance to grow the influence of digital analytics in the team s and individual s decision making. Page 2 of 7

3 Proactively understand stakeholders and commercial needs, develop briefs which deliver against them. Consider all options to address this need from deep analysis to existing or self serve insight. With the Head of Customer Analytics, prioritise opportunities to maximise the benefit to both short term and long term profitability. Lead the development of new data sources, seeking to improve the quality of data, analysis and create efficiencies in process. Lead the execution and development of regular digital reporting and insight to marketing, sales and commercial to ensure digital 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 digital sourcing by guest s attitudinal, demographic and behavioural segments. Drive understanding and proactive management of their differing expectations, needs, wants and desires in the commercial proposition. Lead the measurement of digital initiative s and campaign s impact on guest acquisition, retention and profitability. Proactively seek out opportunities to influence initiative and campaign design to include effective guest sourcing KPIs, measure and report on their progress against these measures. Lead the development of digital sourcing targets based on a foundation of analytical science augmented by initiative or campaign targets Lead the understanding of the drivers of digital guest sourcing, drawing data from multiple sources. Bridge between overall targets to granular, actionable insight that upon action will drive improvements in long and short term profitability. Create and deliver engaging presentations that tell a story and crystallise action amongst key decision makers. Lead the creation of insight to support strategic digital plans, feeding into reviews that are led by the Sales and Marketing SVPs. Manage ad-hoc queries as they arise, understanding, improving and challenging their impact. Prioritise those which deliver the greatest value. Demonstrate the impact of digital analytics insight on driving profitability Lead test and learn approach to improving digital guest sourcing and profitability, influencing key stakeholders to engage with customer analytics early in the design process and seek out opportunities to demonstrate the value of scientific measurement. 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 digital behaviours. Propose and develop new systems or approaches which seek to manage and influencing the business to apply digital data to effective decision making Propose and develop new systems or approaches which seek to improve the efficiency of digital analytics work Work collaboratively with agency partners, supporting and challenging where appropriate, to deliver actionable insight and/or meaningful change Propose and develop statistical models and data analysis which provide 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 Page 3 of 7

4 Research emerging best web analytics' practices/technology and participate in longrange planning for analytics area Build and maintain the guidelines for every aspect of web analytics (tagging, analytics tool usage, reporting and analyses) Act as first point of contact for Cunard and P&O Cruises employees and agencies with requests, questions and issues related to web analytics area. Educate internal and external teams on metrics, tools, reports and best practices. Manage all external agencies and suppliers in the area of digital analytics and reporting Govern the processes, tools, and methodologies to provide the organization with knowledge and insights with respect to user / customer web to support and maximize the business impact of digital channels and marketing campaigns. Collaboration with business stakeholders to determine new analytical requirements resulting from web site changes as well as changes to on-line strategies. Advise on tracking requirements on new micro sites/site sections/ websites to ensure tracking requirements are fulfilled Set-up, manage and execute best practice to monitor and optimize performance in order to drive continuous improvement of MROI Develop reporting templates and deliver the results of campaign performance to key stakeholders that highlight campaign optimization needs to deliver maximum return on investment Recommend the most effective allocation of digital media budgets and manage implementation across digital channels, such as display, search (PPC), social media and mobile in line with the overall campaign objectives and aligned with the offline messaging. Work closely with the central ATL/BTL and local Marcom teams to implement digital campaigns with external agencies and media partners Monitor the performance of digital media campaigns in each channel and optimize in real time in order to maximize the ROI or remap budget towards more effective channels. Analyse digital campaign performance outcomes in detail, using a variety of data sources across the business including proprietary software applications and apply A/B or multi variant testing in order to optimize the performance and share best practices 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 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 Page 4 of 7

5 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 5 of 7

6 Person Specification Job Title : Department : Senior Digital 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: Manipulating data and creating reports using MS Excel, Access and SQL Server. Extensive experience providing relevant marketing analysis based on digital channels Extensive experience in advanced web analytics methodologies such as experimentation and testing, competitive analysis, surveys and market research. Experienced and proficient in using site reporting/analytic tools such as Google Analytics, tagging, statistics, attribution and conversation rate optimisation etc Ability to interpret complex data and make concise recommendations. Exceptional communication skills both written and oral, alongside good influencing skills. 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 Behavioural Competencies Page 6 of 7

7 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 7 of 7