The Marketing Data Analyst at Personal Collection supports data-driven marketing and commercial decisions by transforming consumer, dealer, and campaign data into actionable insights. This role partners closely with Brand, Digital, Trade, and Sales teams to optimize campaign effectiveness, improve dealer engagement, and drive sustainable business growth.
Key Responsibilities
Marketing & Campaign Analytics
- Analyze performance of marketing campaigns across direct selling, digital, social, and field activations.
- Track key KPIs including sales uplift, campaign ROI, dealer participation, and conversion rates.
- Support pre- and post-campaign analysis to guide optimization and future planning.
Consumer & Dealer Insights
- Generate insights from consumer purchase behavior, dealer activity, and loyalty data.
- Support segmentation analysis for consumers and dealers to enable targeted marketing strategies.
- Identify trends and opportunities to improve recruitment, retention, and engagement of dealers.
Data Management & Reporting
- Develop and maintain dashboards and reports for Brand, Marketing, and Leadership teams.
- Consolidate data from multiple sources (sales systems, CRM, digital platforms, market research).
- Ensure data accuracy, consistency, and clarity in all reporting outputs.
Business Partnering
- Act as a key analytics partner to Brand Managers, Digital Marketing, Trade Marketing, and Sales teams.
- Translate complex data into clear insights and recommendations for non-technical stakeholders.
- Support business reviews, performance updates, and strategic planning discussions.
Advanced Analysis & Optimization
- Conduct deep-dive analyses on: Campaign and promotion effectiveness; Dealer productivity and lifecycle performance; Pricing, bundling, and incentive effectiveness
- Support test-and-learn initiatives and A/B testing for marketing programs.
Process Improvement & Capability Building
- Improve analytics processes through automation and standardized reporting.
- Identify opportunities to enhance data tools and reporting efficiency.
- Coach junior analysts and promote a data-driven culture within the Marketing organization.
Qualifications
- Bachelor's degree in Marketing, Business, Statistics, Economics, Data Analytics, or related field.
- 47 years of experience in marketing analytics, commercial analytics, or business intelligence.
- Experience in direct selling, FMCG, retail, or omnichannel businesses preferred.
- Advanced Excel and PowerPoint skills.
- Experience with BI tools (Power BI, Tableau, Looker).
- Working knowledge of SQL; Python/R is an advantage.
- Familiarity with CRM, sales databases, and digital analytics platforms.
- Strong analytical and problem-solving skills.
- Ability to translate data into actionable business insights.
- Excellent communication and stakeholder management skills.
- Detail-oriented with strong project management capability.
- Proactive, collaborative, and improvement-driven mindset.
