Marketing: defining, marketing and protecting the Standard Bank brand across our business – including specialist advice and activity for specific countries and business units.
This is a critical role responsible for unlocking revenue and efficiency opportunities through effective data management and analysis. The Manager of Digital and Marketing Analytics closely with all marketing functions, Business Intelligence (CIA), and specialist agencies.
Responsible for turning large and complex data sets into clear and actionable insight, streamline reporting and develop clearer ways of visualising the most important metrics and trends, as well as proactively seeking fresh insight and opportunity. To develop and manage the governance around data management, collection and reporting for the broader marketing function as it relates to but not limited to Digital, Social and Ecommerce.
Key Responsibilities/AccountabilitiesManage Digital and Marketing Analytics strategy, maintain the Analytics technology and platform for Marketing:
- Manage the delivery of a multi-channel data driven marketing analytics strategy aligned to best practice for Standard Bank Group Marketing.
- Work closely with the Marketing & Communication Analytics Centre of Expertise to manage in an operating model for how online and offline marketing data is collected, stored and accessed in a consistent structure for PBB SA
- Maintain and manage the KPI framework and plan performance measures
- Drive the implementation of reporting and monitoring tools for PBB SA business units and media agencies
Responsibilities + Skills
Analyse the sales funnel and customer intent with a goal to generate insights and actions to assist in the creation and conversion of leads into salesManage and implement best practice measurement methodologies that enable goal-driven, end-to-end media performance trackingBuild the capability for Marketers to do behavioral targeting, segmentation build personas and targeted audiences in order to enhance marketing activitiesBuild capability and implement tools and technologies that enable real-time, automation, business rule-led optimization of media spend
Manage implementation of a consistent test and learn methodology for marketing analytics.Establish a system of marketing analytics reports and communications which is in line with the requirements for PBB SA Marketing and CommunicationsCommunicate marketing analytics strategies and plans for the Standard Bank PBB SA throughout the business including executive committees.Manage and execute the delivery of operationalizing the way data is collected by agencies and the customer journey maps to ensure integrity of data and reporting.Implement the KPI methodology and framework for the organization to evaluate against the correct metrics of measurement.Manage the data governance for marketing inline with those defined by Marketing & Communication Analytics Centre of ExpertiseManage and influence the requirements for new tracking and analytics technologies to support marketing teams, agencies and business units across all PBB SAImplement foundational methodology to define lifetime value, conversion, ROI, and customer linking across all marketing activities.
Manage and drive execution of methods of tracking of online and offline campaigns and consolidate data into a single Marketing data layer to enable strategic attribution of outcomes to marketing spendEnsure implementation of tracking of all digital platforms, both transactional and non-transactionalInitiate the integration of marketing data with Customer data in the bank to execute real-time advertising and messaging through digital and non-digital channels in the bank.