Job Purpose
Oversee and manage the delivery of marketing and customer insights to inform efficient and effective marketing planning for brand and commercial objectives. Identify insights that drive revenue, improve customer retention, improve brand effectiveness and elevate customer experience. Deliver compelling analytical solutions that translate customer data into actionable insight, playing a critical role in further strengthening Emirates customer-centric business model by elevating the level of consumer insights applied to the strategy and execution of marketing initiative. Lead the definition and implementation of customer segments and personas.
Job Outline:
- Inspire the adoption, development and deployment of innovative and advanced customer insights techniques, tools and products. Lead key programs of work that drive a more structured and pro-active approach to tracking customer KPIs by developing and managing a suite of automated insights and dashboards that build a comprehensive and compelling narrative aligned to overall business objectives and goals.
- Continuously identify new opportunities for customer data acquisition across the airline that could be used for marketing purposes and align on priorities within CCM&B. Work with the marketing data engineering teams to ensure new attributes are well-defined, thoroughly tested and deployed within the marketing ecosystem for insight and activation in various marketing activities.
- Build trusted relationships with key stakeholders across CCM&B and in partnership, define and develop a unified marketing measurement model that provides a holistic, consistent approach to business measurement orchestrated across channels to improve performance, customer experience and to enable more effective planning and execution.
- Facilitate the creation of the customer segmentation framework in collaboration with the relevant digital, marketing, loyalty and product team counterparts. Play a key role in the development and administration of the segmentation models and own the commercial application and deployment of these models into our marketing technology ecosystem. Ensure customer dimensions can be tracked against all facets of performance.
- Responsible for analysing overall performance of customer level data-driven marketing across CCMB, service ad-hoc insight requests, and develop visual insight dashboards and reports for consumption by the rest of the department.
- Oversee and manage the marketing data platform. Responsible for keeping an aligned view on definitions of customer attributes, within a data dictionary consumable by marketing teams.
- Effective day to day management of customer data related projects and priorities. Ensure on-time delivery of key solutions for our business customers, including regular progress reviews, tracking and reporting of business benefits and impact delivered through various initiatives and campaigns. Assist in other areas of support which may include both qualitative and quantitative research projects and ad-hoc business requests.
- Manage and maintain all standards and governance around the use of customer data within CCMB, ensuring compliance with company policies and legal frameworks. Maintain compliance to Emirates Group privacy principles and work with the Data Privacy Network Liaison within CCMB to ensure privacy and security of personal data is considered by design and default in all aspects of the role.
- Work collaboratively with Strategic Planning, Customer Strategy & Retention and Marketing Analytics to develop and provide insights that can drive better optimized, efficient and effective marketing communications.
- Lead, motivate and develop the team to deliver world class customer insights. Provide expert guidance on the best practices for creating, interpreting and communicating analytical models and results to a broad audience. Improve team performance through continuous training initiatives and establish training tools and processes for the wider business user group to help maximise the understanding and adoption of customer insights.
Qualifications & Experience
- Experience of working with Marketing & Customer Data: 8+ years
- Degree or Honours (12+3 or equivalent)
- Degree in Computer Science, Maths, Statistics or related quantitative field is preferred.
- Experience:in analysing customer behaviour for marketing purposes, including insight generation and segmentation models
Knowledge/skills:
- Skilled in manipulating large and disparate datasets to produce actionable insights Strong technical foundations including excellent SQL skills Data visualisation skills with some exposure to any of the following technologies: Data Studio, Looker or Power BI Broad understanding and experience working with digital marketing technologies such as Google Marketing Cloud, Personalisation, CDPs and other digital execution platforms
- Excellent presentation and communication skills, with the ability to explain complex analysis and insights to non-technical audiences in a clear and positive manner
- Demonstrate project management experience including the ability to effectively manage multiple projects and workstreams, with attention to detail and accuracy
- Proven leadership and management skills in a large and complex organisation including managing people, vendor relationships and cross-functional business stakeholders.
Salary & Benefits
Join us in a management role and enjoy an attractive tax-free salary. On top of our generous travel benefits, including discounted flights and hotel stays around the world, this managerial role also has an excellent leave and healthcare package. That’s on top of transport benefits, life insurance and more. Find out what it’s like to live and work in our fast-paced, cosmopolitan home city in the Dubai Lifestyle section of our website www.emirates.com/careersJoin us in Dubai and enjoy an attractive tax-free salary and travel benefits that are exclusive to our industry, including discounts on flights and hotels stays around the world. You can find out more information about our employee benefits in the Working Here section of our website www.emirates.com/careers. Further information on what’s it like to live and work in our cosmopolitan home city, can be found in the Dubai Lifestyle section.Join our growing team and enjoy a competitive remuneration package, discounts on flights and hotel stays. Find out more about working with us in our website www.emirates.com/careers
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