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Campaign Performance Executive-£220 day rate

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The Campaign Performance Executive will be responsible for evaluating and reporting on the performance of marketing campaigns, establishing a closed-loop reporting process to enhance campaign effectiveness and drive continuous improvement. The post holder will establish a solid understanding of key performance drivers, sharing this with a wide range of stakeholders to ensure learning is fully embedded into future strategy development and marketing planning.

Nature and Scope

The Campaign Performance Executive has a key role in analysing and commenting on campaign performance, making recommendations, which drive continuous improvement, and ultimately influencing marketing effectiveness. The post holder will conduct a regular audit of holistic campaign effectiveness,

Utilising performance indicators to identify the value-add from integrated campaigning activity. They will also play a critical role in the planning process – to ensure past learning is embedded into strategy development and to support Marketing teams to optimise the tactical elements of marketing campaigns.

The jobholder will need to develop the technical platform to capture campaign performance data, as well as the habitual use of such data in campaign planning. As such influencing and negotiation skills to facilitate this process will be just as important as the technical and analytical skills to enhance the performance process.

Although overall accountability for reporting campaign performance lies with the Marketing Performance Manager, the Campaign Performance Executive will be the point-of-reference on all aspects of campaign performance – responding to detailed questions on data analysis as well as forecasting response and

Identifying areas for continuous improvement. The post holder, therefore, will need to be a confident communicator – presenting recommendations and results to a range of internal and external stakeholders – up to and including Senior Management.

Role Requirements

Qualifications and Experience (essential) Qualifications and Experience (desirable)

• Educated to degree standard in a relevant discipline or demonstration of ability to the same level, delivered in a working environment

• Experience of working in the marketing/brand division of a major consumer brand with >1 million customers and/or budgets >£1m

• Commercial acumen with experience of effectively influencing and improving business performance

• Significant experience of carrying out complex data analysis within a marketing environment.

• Strong track record of providing business analysis/performance reporting through the aggregation of disparate data-streams

• relevant marketing Qualification (eg CIM, IDM)

– or significant experience working in a performance-led marketing or campaigning role.

• Experience of using digital analytics software such as Google Analytics

• Experience of planning in a marketing environment

Knowledge and Technical Skills:

• A good understanding of the energy industry

• Commercially astute with strong analytical skills, a high level of numeracy and attention to detail

• Excellent influencing and negotiating skills

• Ability to build effective working relationships across functions

• Ability to challenge the way things are done and look to improve marketing performance

• Strong customer focus and action orientated

• A confident communicator with excellent written and verbal communication skills and ability to

present complex data in a clear and concise way

• Strong problem solving skills – and evidence of strategic thinking

• Adaptable, with experience of multi-tasking and working at own initiative to deliver high quality Projects on time, budget and target

• Ability to conduct situation, option and impact assessments; gap analyses; and performance reviews

• Ability to design, build and maintain a campaign performance tracking tool

• Advanced Excel skills and ability to create and maintain Access databases

Principal Accountabilities

Source, distil and interpret all available performance data to deliver effective, high quality, campaign performance reports, utilising relevant internal and external performance benchmarks and comparing performance to pre-determined targets.

Deliver high quality performance commentaries and recommendations for improvement, which directly support the planning process across B2C Marketing, up to and including Senior Management

Conduct a regular audit of holistic campaign effectiveness, utilising macro performance indicators to identify the value-add from above and below the line campaigning activity, across multiple channels.

Establish a closed-loop reporting process for marketing campaigning activity, facilitating a full feedback process, which drives continuous improvement.

Create and maintain a dynamic campaign evaluation tool that will enable Marketing stakeholders to plan and forecast effectively, optimising marketing investment. Deploy the campaign evaluation tool to all relevant Marketing teams, assisting in its integration into planning frameworks, as well as specific deployment activity – ensuring all campaign learning’s are fully optimised.

Create and maintain a campaign performance database to facilitate the main campaign evaluation tool and support secondary modelling and econometric work, including ROI analysis where required.

Support campaign planning, using an evidence-based approach to forecast performance and optimise marketing plans so that campaign Planning decisions are based on real data and business

Cases provide an accurate view of predicted return.

 Support the Marketing Performance Manager in the development and delivery of the Marketing

Audit and annual performance review - collating and analysing all relevant performance data – distilling key results and presenting recommendations for future improvement.

Review and aggregate outputs of the Consumer & Market Insight Team (CMI), linking customer, market and macro performance data to high level campaign objectives and targets in order to identify marketing effectiveness and track continuous improvement.

Build effective working relationships across B2C Marketing – and the wider B2C community – to access and share key performance data – keeping fully up-to-date with marketing initiatives and campaign deployment plans.

Act as a subject matter expert on enhancing campaign performance/effectiveness and champion ‘test and learn’ approach.

Provide support to the Marketing Performance Executive & Marketing Performance Manager – to deliver core performance reporting – when required.

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