Role Title

Customer Analytics Manager

Department

PMU

Level

Level  3

Division

Marketing

Grade

Business Unit

Customer Insights and Campaigns

Reports to

Insights & Analytics Manager

What is the purpose of this Role?

Within the Customer Insights & Analytics Department there is an opportunity for a highly skilled and experienced customer analytics manager that will set the analytics roadmap and agenda for the commercial plans of the organisation. The Customer Analytics manager is an advanced analytics professional who will have a pivotal role in delivering on the value of the organisations customer base and ensuring that product development, proposition, campaign and communications planning are all aligned to a deep understanding of our customers.

The Customer Insights and Analytics team is responsible for using data from multiple sources to derive understanding our customers, their behaviours & motivations, planning and delivering direct marketing campaigns into multiple channels and supporting the planning of proposition and ATL communications development that best leverage the understanding for profitable return.

The Customer Insights manager will have responsibility for leading a team of 6 analysts to carry out analyses, derive insight, and build a suite of predictive models that can drive customer communications, influence strategy development and identify key opportunities from product, proposition and communications development.

Which jobs(s) does this Role report to?

Direct line reporting:

Customer Insights & Analytics Manager

Which jobs(s) and the number of staff reporting to this Role?

(Indicate direct, indirect and dotted line reporting)

Direct line reporting:

Data mining analyst x2

Customer Analyst x3

ETL Specialist x1

1. Accountabilities for your role - what you are expected to do

What are you expected to do in this Role?

Agenda Setting

• Work with the Insights & Analytics Manger to set the analytics agenda and roadmap across all commercial business areas within the organisation
• Work closely with business stakeholders to define business problems and translate these into analytical questions
• Engage with a variety of stakeholders across different business units to prioritise and plan how analytics can support
• Lead and deliver analytical projects that add to the knowledge bank on customers of banks/financial services driving actionable implications from these projects
• Work with the Commercial Reporting Manager to ensure that necessary management information is readily available and repeatable analytical requests are considered for automation
• Determine the analytics infrastructure roadmap, including data sources, modelling, analysis tools/techniques, communication tools etc

Predictive Modelling and Customer Segmentation   

• Build a framework for customer base segmentation that encompasses behaviour, value, attitudinal and risk/opportunity
• Create a suite of segmentation and predictive propensity models for each appropriate view of the customer base
• Review the various customer segmentations across key measurements and determine opportunities and risks for various customer groups and sub segments
• Work with the Customer Base Planning Manger to determine where outbound customer interventions are necessary based on risk or opportunity

Teamwork and Cross Functional Collaboration

• Capable of building great relationships with stakeholders, they understand how large organisations are run and tailor their communication style appropriately
• Manage a variety of stakeholders ensuring that we act with an objective view of the customer’s and organisation’s needs
• Work closely with the wider members of the team to build a dynamic and commercially focused customer intelligence operation
• Helping to create and maintain an organisational knowledge bank that will facilitate future strategy & planning

Line Management & Capability building

• Line Management responsibility for the Customer Analytics branch of the Customer Insights & Analytics team (currently 6 direct reports) including setting clear, smart objectives for each individual
• Carry out performance appraisals in line with the company performance management system
• Provide support & mentoring for team members recommending training & skills development where necessary
• Review Analytics capabilities, systems, channels and processes for optimisation and development opportunities

2. Competencies for your Role - how you are expected to behave                                                                                         

1. Drive for Results

Is committed to delivering high quality results for self and team. Sets clear goals and works to meet and exceed all expectations. Is resilient and demonstrates tenacity.

2. Teamwork and Cross Functional Collaboration

Ensures teams are running effectively and are delivering high quality output. Collaborates with team members to complete tasks, encourages others to work across boundaries to deliver the best result.

3. Problem solving and decision making.

Breaks problems into their component parts, gathers relevant data which results in an objective decision being made

4. Commercial Awareness

Understands the prevailing business environment and its impact on their area of business

5. Leadership

Is a self-motivated and enthusiastic supporter of the business vision and encourages others to work towards its achievement.

6. Communicating & Influencing

Exchanges written and oral information and ideas in a clear, concise manner appropriate to the audience. Always acts to positively influence others to gain commitment.

3. Technical Competences for your Role - what you are expected to know

1.    Retail Banking/Other Experience

• Previous experience of retail banking is not required but may be an advantage
• 6+ years of experience working as a data mining analyst/data scientist in a high transaction volume business (financial services, telecoms, utilities etc)
• Experience managing or mentoring data analysts within a fast paced, high volume environment
• Experience working closely with a high volume CRM function and delivering on the benefits of analytics for communications
• Experience setting out a data analytics roadmap/strategy for a large organisation
• Hands on experience in the end to end building of predictive models, segmentations, (Clustering, decision tree, neural net etc) is essential (business understanding, data prep, modelling, deployment & evaluation)

2. Content/Technical Knowledge

• Degree in Mathematics, Mathematical Science, Statistics, Computer Science preferably at Masters level

• Experience with Analytical Tools particularly SAS Analytics suite (SPSS, R etc acceptable)
• Excellent knowledge of advanced analytical and statistical techniques and models for marketing analysis

3. Further Expected Knowledge & Skills

• Experience managing multiple stakeholders in a fast moving environment
• Prior line management experience an advantage
• Experience dealing with both qualitative and quantitative data/analytics/research outputs
• Ability to explain highly complex concepts to non-technical stakeholders in an actionable manner