Manager - Marketing Intelligence

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The Manager, Marketing Intelligence is responsible for leading Taylor’s University and Taylor’s College’s (collectively, Taylor’s) Marketing Intelligence capability by transforming audience, market, brand and marketing performance data into actionable insights that strengthen marketing strategy, customer engagement and marketing effectiveness.

The role serves as the functional owner for Marketing Intelligence, overseeing marketing analytics, audience and customer intelligence, market research, brand intelligence, competitive marketing intelligence and marketing measurement to enable evidence-based marketing decisions.

Working closely with Marketing, Recruitment, CRM & Marketing Technology and relevant institutional stakeholders, the Manager integrates research, data and analytics to develop a holistic understanding of audiences and marketing performance, translating intelligence into clear recommendations that strengthen marketing effectiveness and the prospective student experience.

KEY RESULT AREAS / RESPONSIBILITIES

Marketing Intelligence Strategy & Capability

Lead the development and continuous evolution of the Taylor’s Marketing Intelligence capability in support of Marketing priorities.

Responsibilities include:

• Develop and execute the Marketing Intelligence strategy aligned with the Taylor’s Digital Experience and Marketing priorities.
• Establish the Marketing Intelligence agenda and prioritise research, analytics and insight initiatives based on strategic marketing needs.
• Integrate quantitative, qualitative, behavioural and performance data to develop a holistic understanding of audiences, markets and marketing effectiveness.
• Establish frameworks and methodologies that enable consistent, evidence-based marketing decision-making.
• Build Marketing Intelligence capability and maturity across the Marketing function.
• Identify emerging methodologies, technologies and data sources that strengthen Marketing's intelligence capabilities.

Lead the development of audience, customer and brand intelligence that strengthens Marketing's understanding of prospective students, parents and other priority audiences.

Responsibilities include:

• Develop audience and customer intelligence frameworks covering behaviours, motivations, needs, preferences and decision journeys.
• Lead segmentation and audience insight initiatives to strengthen marketing targeting, positioning and engagement.
• Oversee brand health, perception and related research to understand awareness, consideration, preference and brand associations.
• Identify shifts in customer behaviour and expectations that may influence marketing strategy and customer experience.
• Translate customer and brand intelligence into recommendations for marketing strategy, content, customer experience and campaign planning.
• Define Marketing's customer intelligence and audience use cases for customer data platforms and related technologies

Lead Marketing-focused research and competitive intelligence programmes that identify changes in audience behaviour, market dynamics and the competitive marketing landscape.

Responsibilities include:

• Develop and oversee qualitative and quantitative research programmes supporting Marketing priorities.
• Oversee research design, methodology, sampling, analysis and quality standards.
• Monitor competitor positioning, messaging, campaigns, digital presence and audience propositions to identify implications for Marketing.
• Identify emerging audience, media and marketing trends relevant to the University's marketing strategy.
• Manage external research partners and ensure research investments deliver actionable marketing insights.
• Establish mechanisms for consolidating and sharing market and…