Digital Marketing Analytics Analyst

We are looking for a Digital Marketing Analytics Analyst to join our in-house digital marketing team in the insurance sector. While our team runs campaigns across multiple ad platforms, this role focuses on the organic growth channels which include SEO, AI search visibility, content marketing and website analytics.

Your job is to make sense of how people find the brand organically through traditional search engines, AI assistants and AI-generated answers. You will have to interpret organic performance data, compile clear and accurate reports, and deliver actionable insights that shape our content strategy, grow qualified organic traffic and improve how the brand is represented in AI search results. You will be the person who can look at rankings, traffic and content performance and tell us not just what happened, but why it happened and what we should do next.

SEO analysis and insight

• Monitor, analyse and interpret organic search performance: rankings, impressions, clicks, traffic, engagement and conversions from organic channels.
• Conduct keyword and search intent research relevant to the South African insurance market, identifying content and ranking opportunities.
• Perform technical SEO audits and analysis (crawlability, indexation, site speed, structured data) and work with developers to prioritise fixes.
• Track competitor organic visibility and identify gaps and opportunities in the local insurance landscape.
• Monitor and measure how our brand, products and content appear in AI search experiences (e.g. Google AI Overviews, ChatGPT, Perplexity, Copilot and similar assistants).
• Develop and refine the approach to answer-engine / generative-engine optimisation (AEO/GEO), including structured data, content formatting and authority signals.
• Report on AI-driven referral traffic and citation trends and translate emerging AI search behaviour into practical content and technical recommendations.
• Stay current on how AI assistants’ source, cite and summarise insurance-related information, and advise the team on the implications.

Content marketing analysis

• Measure content performance across the funnel — traffic, engagement, lead generation and assisted conversions — and identify what content formats and topics work best.
• Build and maintain a data-informed content calendar in collaboration with writers and channel specialists.
• Provide briefs and optimisation recommendations for new and existing content, including refresh and consolidation opportunities.
• Ensure content meets E-E-A-T expectations for a regulated financial services environment (accuracy, expertise, trustworthiness).

Reporting and collaboration

• Compile weekly, monthly and quarterly organic performance reports for internal stakeholders.
• Build and maintain dashboards (e.g. Looker Studio, Power BI or similar) covering SEO, AI visibility and content metrics.
• Ensure accurate tracking and attribution for organic channels (GA4, Search Console, Google Tag Manager) and reconcile against CRM and sales data.
• Work closely with PPC, social, affiliate and direct marketing specialists so organic insights inform — and are informed by — paid activity.
• Present findings and recommendations to the broader team and management in plain language.

• A successfully completed Honours degree (BA Hons, BCom Hons or similar NQF Level 8 qualification) in a related field such as marketing, digital marketing, communications, journalism, statistics, business science, commerce or data analytics.
• 2–4 years' experience in SEO, content marketing or digital marketing analytics.
• Hands‑on experience with Google Search Console, Google Analytics 4 and at least one major SEO platform (e.g. Semrush, Ahrefs, Screaming Frog).
• Strong Excel / Google Sheets skills (pivot tables, lookups, data cleaning) and experience building reports or dashboards in Looker Studio, Power BI or similar.
• Excellent written and verbal communication skills — able to turn complex data into a clear story and write or brief content confidently.

Advantageous

• Experience in insurance, financial services or another regulated, content environment.
• Demonstrable understanding of technical SEO, on-page optimisation and…