Senior Insights Manager, Marketing and Acquisition

The Senior Insights Manager, Marketing & Acquisition is responsible for ensuring that TEG utilises the full range of data, analytics and insight expertise to drive new profitable new customer acquisition within The Economist’s B2C subscription business.

They are responsible for the following key analytics functions:

Marketing science: Working with the acquisition and finance teams to measure effectiveness of our paid, owned and earned media while identifying opportunities for customer growth and improvements in Return on Advertising Spend (ROAS)

Conversion Rate Optimisation (CRO): Working with the acquisition and product teams to measure and optimise traffic volumes, conversion rates and Customer Lifetime Value (CLTV) of our B2C websites and apps

Accountabilities

Commercial exploitation of data: The Senior Insights Manager, Marketing & Acquisition will be responsible for ensuring that reporting, analytics and insight is used to improve customer acquisition performance in The Economist’s B2C subscription business. Working closely with stakeholders and the wider data community, they will ensure that the development and execution of our business strategy and plans are data-enabled. They will proactively identify opportunities to improve business performance, agility and efficiency through the use of data and analytics and will be able to collaborate with and influence The Economist’s marketing and product teams in making the best use of data and analytics. 

Roadmap ownership: The Senior Insights Manager, Marketing & Acquisition will work with the Head of B2C Insights and Decision Science and the Delivery team to manage the prioritisation of all data, analytics and insight priorities relating to The Economist’s B2C marketing and customer acquisition activities. They will define, in collaboration with stakeholders and with the data community, the priorities and roadmap both for their own team and supporting functions including Business Intelligence (BI), Data Science & AI, Data Engineering, Business Analysis (BA), Data Governance, and Research. The outcome should be a joined-up multi-disciplinary roadmap for each stakeholder community that enables and accelerates the achievement of their goals 

Team management and development: The Senior Insights Manager, Marketing & Acquisition will manage and develop a team of data professionals. They will create and nurture a creative, collaborative, pragmatic, hard-working, commercially-oriented, problem-solving and innovative culture where the team’s focus is on supporting each other to deliver outstanding business outcomes for TEG.

Trusted adviser: Leveraging a deep understanding of The Economist’s B2C products, markets and customers, their communication and listening skills and their strong commercial orientation and business instincts, they will build trusted long-term relationships with key stakeholders.  Their counsel is sought after and trusted, their integrity and attention to detail is unquestioned, and their objectives and ambitions are seen to be 100% aligned with those of their stakeholders. 

Who You Are

Data expertise: Will be experienced with the commercial application of data and analytics and its exploitation to deliver significant and direct commercial outcomes. They will have significant practitioner experience across a range of analytics and insight disciplines, being immersed in established methodologies and approaches while also exploring new and more innovative technologies and techniques. They will have a strong understanding of how to analyse and act upon complex, sophisticated data sets across multiple platforms and touch points 

Technical skills: A SQL expert, ideally with additional experience working with Python and/or R. Significant experience with: cloud data platforms, web analytics tools, business intelligence tools (e.g. Tableau), marketing data integration platforms (e.g. Supermetrics), Media Mix Modelling (MMM) models and optimisation tools, propensity modelling, Customer Data Platforms (CDP, e.g. Blueconic), A/B testing platforms/methodologies and causal inference techniques. 

People management: A strong coach and manager who will embrace all that makes The Economist Group successful from a people perspective, whilst also bringing new ideas to the table, helping his or her direct team and supporting functions to think differently and challenge the status quo. Will be an inspiration to the team and will set and embed the highest of standards 

Communication skills: Will be an excellent communicator and influencer, able to articulate problems, questions, uncertainties and opportunities clearly and to communicate clearly and impactful solutions, answers, scenarios and decision options 

Stakeholder partnership: Will be effective at cross-functional stakeholder management, an excellent listener, and excel at synthesising information and communicating actions clearly. Will be able to galvanise, mobilise and organise cross-disciplinary and matrix teams to attack a problem or opportunity with cohesion, ambition and tenacity 

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