WHAT IS A SENIOR MARKETING ANALYST ?

The Senior Marketing Analyst is responsible for driving the development and execution of annual marketing strategies and supporting tactical operations for events. This role is pivotal in building and maintaining profitable relationships with a loyal customer base through rigorous data analysis and customer behavior insights. Key responsibilities include conducting thorough post-event analyses, managing external vendors or internal teams for customer database upkeep, and executing direct mail and loyalty-driven email marketing campaigns. The analyst will leverage these insights to craft targeted marketing programs and loyalty campaigns aimed at enhancing customer engagement.

Need-to-Know Overview of a Senior Marketing Analyst

1. Senior Marketing Analyst Duties and Responsibilities

  • Manage specific media tactics to include direct mail, newspaper, loyalty campaign, and loyalty email modeling, targeting, measurement and evaluation.
  • Provide methods of optimization to increase response rates and ROI.
  • Provide projections on media and loyalty campaigns to include: customer response, offer redemptions, points forecast, incremental sales, and markdowns.
  • Analysis of customer behavioral trends, patterns and opportunities.
  • Support targeting and segmentation strategy.
  • Lead the Loyalty program reporting process to include the Points Budget and Liability, and all KPI reporting related to the Loyalty program in partnership with the database and loyalty vendors.
  • Support the operation of our CRM to include Loyalty and Credit programs.
  • Oversee data inquiry, KPI scorecard development, customer insight generation, campaign planning recommendations, and weekly marketing performance reporting.
  • Conduct post-event analyses to evaluate marketing impact and opportunity, analyze YoY trends, sales performance, redemption and response patterns.
  • Work with Media ROI analytics provider in ROI and media optimization reporting.
  • Performance reporting on sales, traffic, coupons, direct mail redemptions, customer segment performance and division-specific results.
  • Provide Analyst guidance and support.
  • CRM and data management agency, Loyalty and Credit program providers, digital and email vendors, Media ROI analytics provider.
  • Guide the systems and support for our customer data, files, lists and reports that are instrumental to the ability to grow relevance and efficiency indirect relationships.
  • Work with database and loyalty program partners in campaign development and reporting

2. Senior Marketing Analyst Skills, Abilities and Qualifications

  • Bachelor’s degree in marketing, retail management, computer science, economics, business or related field
  • 5+ years of work experience in Analytics, Customer Relationship Marketing/ Direct Marketing, or Marketing Planning, retail industry preferred
  • Proficiency in Microsoft Excel (including complex formulas and pivot tables) and PowerPoint
  • Strong attention to detail with a high degree of accuracy and experience with data validation
  • Ability to accurately interpret and draw conclusions from data to make marketing recommendations and to evaluate program success
  • Knowledge and understanding of targeting tools, consumer segments, media channels and processes preferred
  • Experience in customer segmentation strategies
  • Strong communication skills, including verbal, written and presentation
  • Ability to manage workflow, create and meet both personal and group/team deadlines
  • Prior experience working with cross-functional teams
  • Strong relationship builder both within the organization and external partners
  • Problem-solve and demonstrate abilities in learning new skills and training others.
  • Strong project management skills
  • Demonstrated successful influencing skills
  • Identify and act on opportunities to build the business and maximize profit
Relevant Information
What is a Digital Marketing Manager?
What is a Digital Marketing Executive ?