Manager, Marketing Insights

Job Summary

The Marketing Insights Manager is responsible for providing detailed insights and analysis on company performance and making strategic data driven suggestions on findings, through the utilisation of advanced analytical methodologies and platforms. This is a high visibility role and works closely across functional teams and senior management. The scope of the role includes analysing and reporting, marketing effectiveness review, primary market research, multichannel analytics, forecasting and KPI tracking.

A key influencer of the leadership team and franchise community, the role helps key decision makers understand performance of the system, promotions, activities and stores across the UK / EMEA and significantly influences outcomes affecting the success of the business, stores and customers.

Key Deliverables

• Provide insight to inform the overall trading plan:
  • Collaborate with marketing, leadership, commercial and operations teams to align on how tactical plans pull together into sales, driving plans that are sized in terms of contribution to the sales budget and ROI.
  • Assess and influence the trading plan to ensure that we are meeting strategic objectives and outcomes, delivering against our budget targets across functions and as a business as a whole.
  • Partner with finance teams to ensure plans address key commercial business priorities, providing sound business casing for decision‑making.
  • Influence team to produce plans to address issues raised from analysis.
• Inform and steer commercial strategies that maximise revenue growth and profitability.
  • Encourage use of test & learn / a+b test methodologies incorporated at initiative planning phase to allow robust read and optimised roll out.
  • Ensure market conditions and customer wants and needs are addressed in all plans.
• Work with brand and digital leaders to set up tools and dashboards to optimise marketing spend effectiveness.
• Drive improvements to scenario planning and decision‑making processes based on data‑driven insights.
• Work with stakeholders from across the organisation to understand where they may have unmet dashboarding and/or reporting needs, assist with prioritisation and development of new dashboards.
• Empower wider business to ‘self‑serve’ common data requirements and promote automation of frequent requests to allow more time and energy to be dedicated to value‑added insight and recommendation building.
• Promotion Effectiveness Analysis:
  • Assess the impact of promotional campaigns, discounts, and incentives on sales and profitability.
  • Optimize promotional strategies to maximize return on investment.
  • Provide recommendations for timing and duration of promotions.
• Lead cross‑functional weekly trading meetings with key senior stakeholders.
  • Give light to internal and external factors driving sales performance versus expectations.
  • Report clearly against performance to date and forecasted performance to come.
• Manage trading forecasts versus budget and highlight where there are opportunities and risks to performance based on our current trade plan.
• Utilise marketing research budget to ensure greater insight into factors outside the business’s current core capabilities.
  • Own the narrative of which important questions are to be answered, and which partners come onboard considering limited budgets and scope.
  • Ensure requirements of stakeholders are met and prioritise what’s most important for the stage the business is at.
  • Establish partnerships that improve business insight in areas such as competitor benchmarking, understanding customer behaviour and segmentation, measuring marketing effectiveness and brand tracking.
• Retrospectively review key activities and measure against benefit to the business.
  • Set up regular cycle of review as well as ongoing library of reviews to ensure timely learnings can be implemented for future initiatives.
  • Provide insight to the wider business and assist building out playbooks in terms of trading levers, their effectiveness and the ROI that can be expected to result from future implementation.

Reporting & Communication

• Extracting actionable insight from a variety of data sources to…