Head of Marketing Analytics

Head of Marketing Analytics

£90,000-£110,000

West Yorkshire (Hybrid)

The Company

This is an exciting opportunity to join a well-established, highly commercial B2B business which provides critical equipment, services and facilities management solutions across sectors including hospitality, healthcare, education and commercial environments. Its proposition combines equipment, servicing and long-term contracts, creating a strong recurring-revenue model. Having grown through a combination of organic growth and acquisitions, the business is now expanding internationally across Ireland, the Netherlands and Belgium. With significant investment and an increasing focus on data-driven decision making, this is an exciting time to join the organisation and help shape its next phase of growth!

The Role

As Head of Marketing Analytics, you will take ownership of the marketing analytics and intelligence capability, using data to drive outbound campaigns, customer targeting and commercial performance. Reporting directly into the Marketing Director, you will lead a team of four across campaign effectiveness, campaign analytics, data analytics and supply chain analytics. The business currently has a significant outbound operation, generating around 5,000 leads per week in the UK, and is looking to significantly enhance the data and analytics capability supporting these campaigns. You will be responsible for turning a complex and growing customer database into actionable insight: identifying the right customers and prospects to target, understanding their behaviour and value, and using this intelligence to drive acquisition, cross-sell, retention and reactivation activity. This is a hands-on leadership role initially, with the opportunity to develop into a broader senior leadership position as the data and marketing analytics function continues to grow.

Your responsibilities will include:

• Develop and own the marketing intelligence and analytics strategy.
• Lead customer segmentation and value-based targeting across multiple revenue streams.
• Identify opportunities across active, lapsed, lost and prospective customers.
• Build data-led outbound campaigns for telemarketing, sales and email channels.
• Use customer behaviour and commercial data to identify acquisition, retention, cross-sell and reactivation opportunities.
• Develop campaign effectiveness reporting and dashboards, providing clear visibility of ROI and performance.
• Work closely with Marketing, Sales, IT, Operations and Contact Centre teams to turn insight into action.
• Improve the quality, structure and usability of customer data across the organisation.
• Help maximise the value of the existing CRM and support the ongoing HubSpot implementation.
• Lead and develop a team of four analysts and insight specialists.
• Partner with IT to develop the organisation's data and analytics infrastructure.
• Champion data-driven decision making and embed a stronger analytics culture across the business.
• Help establish a longer-term vision for how data and marketing analytics can be embedded across different revenue streams and business units.

Your Skills & Experience

• Significant experience in marketing analytics, customer analytics, data analytics or marketing intelligence.
• Proven experience leading and developing an analytics team.
• Strong experience with customer segmentation, targeting and campaign analytics.
• A track record of using data to support lead generation and outbound marketing activity.
• Strong commercial understanding, with the ability to connect analytics to revenue and business outcomes.
• Excellent SQL skills and experience working with data warehouses.
• Strong experience with data visualisation and BI tools.
• Experience working with CRM and marketing technology platforms; HubSpot experience would be advantageous.
• Experience working closely with sales, marketing, contact centre or inside-sales teams.
• Experience managing complex customer datasets across multiple products, propositions or revenue streams.
• Strong stakeholder management and communication skills.

Experience within B2B, lead generation, contact centres, field sales or service-led commercial environments would be particularly relevant.

The Benefits:

• £90,000-£110,000

How To Apply

Please register your interest by sending your CV to Adam Osborne at Harnham via the Apply link on this page.