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Digital Analyst, Owned Media
Burberry
London, , United Kingdom
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Founded in 1856, Burberry today remains quintessentially British, with outerwear at its core. Digital luxury positioning and intensive focus on design innovation, quality and heritage icons ensure continued brand purity and relevance globally across genders and generations. Burberry believes that in order to be a great brand it must also be a great company and constantly leverages the energy of its compassionate and creative thinking culture to continually innovate and drive the brand forward. Headquartered in London, Burberry is a design, marketing and retail led business with a global reputation for innovative product design, digital marketing initiatives and dynamic retail strategies.
PURPOSE
We are looking for a talented analytical individual to help deepen our understanding of Burberry’s digital media platforms. As an award winning and globally renowned digital player Burberry is constantly looking to learn, develop and evolve how we communicate to our customers. Using both qualitative and quantitative tools, you will become an expert in the business of how our customer base is interacting and evolving over time.
You will focus on digital and omnichannel performance across all relevant regions and channels, being responsible for supporting and delivering insights, analysis, data and measurement that positively impacts on content, design and communication strategies. Furthermore you will be required to act as an analytics expert across your area of the business, helping to encourage a culture of data-driven decision making. On this front, you’ll be an experienced Data Analyst with a successful track record of harnessing data to create actionable insight.
Day-to-day the role will involve applying a project-based approach to find and propose actionable business opportunities to stakeholders. As such, you will need to manage multiple on-going and ad-hoc analyses or data requests from key business stakeholders while having good, clear communication skills. Alongside this you will be responsible for the maintenance and development of key reporting dashboards that are used to inform strategic and operational decision-making on an on-going basis.
KEY RESPONSIBILITIES
• Help to define, document and challenge all of the measures by which we judge the success of owned marketing and its impact on business performance.
• Understand the variability of each of our performance metrics and determine what constitutes good, bad or mediocre performance by analysing historical trends, industry standards and competitors.
• Work with business stakeholders to learn about their day-to-day decisions, how we can improve those decisions through better metrics and set-up a suite of KPIs, dashboards and reports to facilitate monitoring and development in this space.
• Work with our data tagging, collection and engineering teams to ensure that all critical data is integrated in a format that makes it accessible and valuable.
• Work with internal and external partners (Facebook, Twitter, Hybris, Google etc) to enrich our performance reporting through integration of additional data sources, tools and resources.
• Be the go-to person for answering specific ad-hoc queries on owned media marketing performance and the downstream impact on Burberry trading.
• Present results and their interpretation to stakeholders of different levels or seniority and analytical understanding.
• Provide both pre- and post-campaign analytical support across email, social and SEO channels.
PERSONAL PROFILE
• You have a proven record (1 yrs. +) in digital analytics, data analytics and/or measurement and are able to manipulate analytics tools and software. (Experience of Google Analytics preferable)
• You have in-depth knowledge of digital analytics data, measurement, methodologies and industry standards.
• Ideally you will have experience and working knowledge of email marketing campaigns, SEO, social media and a solid understanding of advanced statistical analysis.
• You will ideally have experience in developing and running segmentation analysis, test and learn AB testing programmes and customer journey analysis.
• Educated to BSc/MSc level (advanced degrees desirable)
• Proficiency in at least one SQL programming language is necessary (SQL/ HQL/ Impala)
• Knowledgeable of common dashboarding concepts and tools (Tableau experience preferable)
• Understanding of revenue attribution modelling concepts.
• Experience in econometric modelling and predictive analytics would be beneficial.
• Ability to understand customer data and communicate it in a concise and relevant way to various stakeholders.
• Excellent verbal and written communication skills to effectively interact and build a rapport with all people in the business.
• Strong time management skills with an ability to work in a collaborative fashion while handling and prioritise multiple requests.
Burberry is an Equal Opportunities Employer and as such, treats all applications equally and recruits purely on the basis of skills and experience.