Group Marketing - Customer Data & Analytics Team

Senior Marketing/Data Analyst - Job Description

THE ROLE

We are looking for an experienced and well-rounded data analyst to join the expanding Customer Data and Analytics team within the Group Marketing function. The role offers great variety, providing the opportunity to work across all business units and all product lines. This key hire needs to be an analytics all-rounder who can competently cover a wide range of different analytical functions:
Digital Analytics: You'll be analysing consumer behaviour on our websites - tracking and reporting on visitor engagement and conversions; identifying what's working well and what's not. You'll work with our Product and Agile development teams to continually enhance the customer experience and optimise the business value from online interactions. Marketing Analytics: You'll support our Digital Marketing teams to measure the efficiency and optimise the effectiveness of our paid, owned and affiliate marketing channels. You'll also work with our Brand teams to provide insight on above-the-line activity and deliver the data inputs for our marketing mix (econometric) models. Collaboration with our CRM team is also key to optimising, automating and measuring our CRM campaigns.

Customer Analytics: You'll be running data analysis to develop a deeper understanding of our customer base; using analytics to improve customer acquisition, optimise cross-sell and up-sell opportunities and maximise customer retention.

Commercial Analytics: You'll collaborate with our Operations and Pricing teams and provide insight that will help to improve our stock mix/levels, balance our resources in contact centres and vehicle prep centres, and power operational forecasts to help fine-tune our pricing strategies.

Data Analysis: It's an exciting time to be joining the team; we're building a new customer data platform (CDP) and data warehouse for analytics, and investing in new tools and technology. You'll be a key team player in setting up this platform and leading its adoption.
SKILLS AND EXPERIENCE NEEDED

Digital Analytics:
• Proficient user of Google Analytics (GA)
• Good understanding of digital tracking principles
• Experience in linking online behaviour to known users and offline conversions

Marketing Analytics:
• An understanding of the digital eco-system; MarTech and AdTech
• Good understanding of marketing attribution methods
• Experience in measuring marketing effectiveness within paid and owned digital channels e.g. paid search, digital display, paid social, organic social, EM, SMS
• Understanding of the changing cookie landscape and its impact on marketing analytics

Customer Analytics:
• Direct experience in working with granular customer data to segment and profile prospects and customers
• Proven experience in harnessing data to influence customer touchpoints across the customer lifecycle and to power data-driven decisions and improve business outcomes e.g. increase acquisition, reduce attrition, increase revenue and margin

Data Analysis:
• Advanced knowledge of SQL and extensive experience of conducting data analysis using SQL
• Proven experience using Business Intelligence (BI) tools to deliver insight, dashboards and data visualisations e.g. Tableau, Looker, Qlik, Power BI, Data Studio
• Familiarity with data warehouse development, data modelling and best practices

Other skills required:
• Ability to unpick the story from data by having the tenacity and acumen to get beneath the numbers and really understand the 'why?' and the 'so what?'
• Ability to clearly communicate complex results to technical and non-technical audiences
• Confident and articulate presenter
• Passion to drive positive business outcomes using the power of data
• Confident communicator who can present data and analysis to stakeholders at all levels and build relationships outside of their immediate team
• Versatility and willingness to learn new technologies and techniques on the job
• Strong attention to detail
• Pro-active self-starter

NICE TO HAVE EXPERIENCE

Digital Analytics:
• Experience in working with Google Analytics clickstream data within BigQuery
• Experience in Conversion Rate Optimisation techniques (CRO) and statistical experiments and tests which support iterative product development of the customer experience e.g. A/B tests, multivariate tests
• Understanding and/or usage of Google Analytics 4 (GA4), Google Tag Manager (GTM), Consent Mode, Server-side tracking, Cookie opt-in rate reporting

Marketing Analytics:
• Understanding and/or application of marketing mix models (MMM) / Econometric modelling

Customer Analytics:
• Experience with trigger-based communication programmes
• Customer Lifetime Value models
• Predictive models for acquisition, retention, cross-sell and up-sell

Commercial Analytics:
• Experience in conducting pricing analytics e.g. price elasticity models
• Understanding of the dynamics, economics and future direction of the automotive industry

Data Analysis:
• Experience in using Google Cloud Platform (GCP) and Google BigQuery
• Experience working with big data, preferably in a cloud data warehouse/data lake
• Hands-on experience with a Customer Data Platform (CDP)
• Experience with SaaS tools within the modern data stack e.g. Fivetran / Stitch for ELT, dbt for transformations, Github for version control, Hightouch for Reverse ELT
• Modelling and predictive analytics skills e.g. operational forecasting

Other skills:
• Prior experience in the automotive sector would be a bonus but is not essential

Why Sytner?

Sytner Group are delighted to announce our brand new and enhanced, industry-leading benefits package.
We are passionate about continuing to build an environment where everyone feels valued, appreciated and able to reach their full potential. Our new benefits package is designed to do just that:

Additional Holiday
Industry-leading Maternity, Paternity and Adoption Pay
Bespoke Flexible Working Solutions
Enhanced Long Service Awards
Discounted Car Schemes
High Street Discounts

At Sytner, we are passionate about diversity and inclusion. Our values and the way we behave are important to us. We have a working environment where we value and respect every individual's unique contribution, supporting our colleagues to thrive and achieve their full potential.

We are committed to creating an equitable environment and welcome applications from individuals, regardless of age, gender, ethnicity, disability, sexual orientation, gender identity, socio-economic background, religion and/or belief. We will consider flexible working requests for all roles, unless operational requirements prevent otherwise.

Unsure? Read on...

We represent over 23 of the world's most prestige vehicle brands, across our 140 UK dealerships.

We pride ourselves on ‘Developing Talent and ‘Building Careers’ and our colleagues recently scored Sytner Group an outstanding 84% on our colleague engagement survey.