I. Purpose of the Role

The Marketing Analyst serves as the central insights and analytics specialist of the Marketing Department under the Market Intelligence Unit. The role is designed to ensure that all marketing initiatives are data-driven, measurable, and aligned with business profitability objectives.

The Marketing Analyst is responsible for collecting, analyzing, and interpreting marketing and financial data to produce actionable insights that guide campaign optimization, audience targeting, and marketing investment decisions. This includes conducting GTV (Gross Transaction Value) analysis across all marketing initiatives spearheaded by other units to ensure that every campaign contributes positively to eTaps overall growth and profitability.

II. Key Responsibilities

Market and Consumer Intelligence
Conduct in-depth market research, competitive benchmarking, and trend analysis to support campaign and brand strategies.
Analyze consumer behavior data to identify insights that drive customer acquisition, retention, and engagement.
Translate complex data into meaningful reports and dashboards that inform marketing and leadership decisions.
Campaign and Performance Analytics
Measure and analyze campaign KPIs (e.g., reach, engagement, CTR, conversions, CAC) and evaluate performance against set objectives.
Prepare post-campaign performance reports with data-driven recommendations for improvement.
Develop dashboards to monitor campaign ROI and marketing effectiveness.
GTV and Profitability Analysis
Conduct GTV analysis across all marketing initiatives, ensuring profitability and alignment with company goals.
Collaborate with unit leads to track and monitor how each campaign influences GTV, customer transactions, and repeat usage.
Document, monitor, and analyze all success metrics across marketing channels, ensuring that data is converted into actionable insights and strategic recommendations.
Data-driven Experimentation and Optimization
Design and implement A/B testing frameworks to validate marketing hypotheses and optimize digital performance.
Support data collection accuracy and analytics tagging for all digital marketing campaigns.
Partner with the Digital Marketing Unit to identify key variables affecting performance and propose adjustments backed by quantitative evidence.
Behavioral and Financial Insights
Apply principles of Behavioral Finance, Consumer Psychology, and Behavioral Economics to improve audience targeting and messaging strategies.
Study behavioral patterns of eTap customers and identify friction points or opportunities to enhance user experience.
Interpret financial data and market trends within the Financial Services Context to provide intelligence that supports marketing positioning and customer trust.
Collaboration and Reporting
Work closely with the Corporate Communications Manager to contribute accurate analytics data to internal communications reports such as MANCOM and BOD decks.
Provide regular insights reports to the Head of Marketing to guide strategic marketing decisions.
Support coordination between Marketing Units (Digital, Brand, Grassroots, and Multimedia) to ensure campaigns are optimized based on data insights.

III. Competency Requirements

Educational Background:

Bachelors Degree in Marketing, Economics, Statistics, Business Analytics, Psychology, or related field.

Professional Experience

Minimum of 2 years of relevant experience in marketing analytics, market research, or data analysis.
Experience in fintech, e-wallets, or financial services industry is a plus.

Technical Competencies

Proficiency in data analytics and visualization tools (e.g., Google Data Studio, Tableau, Power BI).
Strong working knowledge of Google Analytics, Meta Business Suite, or equivalent platforms.
Advanced Excel or SQL skills for data handling and analysis.
Understanding of digital marketing metrics, attribution, and conversion tracking.

Core Knowledge Areas

Behavioral Finance
Consumer Psychology
Data-driven Experimentation
Behavioral Economics
Financial Services Context

Behavioral Competencies

Analytical and critical thinking
High attention to detail and accuracy
Effective communication and storytelling using data
Proactive collaboration and adaptability
Integrity and accountability in data management