About the job
Join our vibrant Marketing team as a Performance and Insights Manager, where you will take on a critical dual role. You will drive customer growth through innovative, data-driven offline marketing strategies while providing insightful measurements and reporting to enhance our marketing effectiveness. This exciting new position combines analytical expertise with direct channel management in offline acquisition, enabling meticulous planning, precise targeting, and continuous performance improvement.
Offline Acquisition Strategy and Execution
- Develop and manage a comprehensive offline acquisition strategy that encompasses various channels, including direct mail, print, inserts, door drops, partnerships, radio, and out-of-home advertising.
- Create and implement annual and quarterly channel plans that align with customer growth targets and budgetary constraints.
- Lead the briefing process, creative development, production, and execution of campaigns, ensuring all materials meet brand and compliance standards.
- Build and maintain relationships with agencies and suppliers to ensure cost-effective delivery and high-quality outputs.
Performance Measurement & Marketing Reporting
- Take ownership of reporting for all offline and broader marketing performance metrics, including response rates, cost per acquisition, return on investment, and attribution.
- Develop and distribute weekly, monthly, and quarterly dashboards, providing insight-driven commentary to stakeholders.
- Ensure all reporting is accurate, timely, and in line with agreed KPIs and measurement frameworks.
- Conduct post-campaign analyses with actionable recommendations to enhance future campaign performance.
Customer Insight & Data-Driven Targeting
- Analyze customer behaviors, segmentation, audience performance, and purchasing patterns to guide targeting and channel planning.
- Collaborate with Data & Insights teams to identify the right audiences and segments for campaigns, ensuring optimal data utilization.
- Examine customer journeys and funnels to uncover key factors influencing acquisition positively and negatively.
- Convert these insights into compelling narratives that resonate with our marketing and commercial teams.
Test-and-Learn, Optimization & Marketing Effectiveness
- Lead structured test-and-learn initiatives across offline channels (creative, formats, offers, targeting, frequency).
- Assess uplift, attribution, and incremental impact to accurately gauge each channel's contribution.
- Refine the channel mix, allocate budgets effectively, and innovate creative strategies to improve ROI.
- Support the establishment of marketing measurement methodologies, including attribution models and response forecasting.
Cross-Functional Collaboration & Stakeholder Influence
- Work closely with Brand, Digital Acquisition, and other teams to ensure alignment and effective execution of marketing strategies.
