Euromoney Institutional Investor

  • Head of Marketing and Analytics, Insider Publishing

    Job ID
    Sep 2018-8081
    Department
    The Insurance Insider
    Contract Type
    Permanent Full-Time
    Category
    Marketing
  • Job Advert

    Insurance Insider, Trading Risk and Inside FAC are market leading titles in the (re)insurance and specialist global insurance markets. They provide unique gateways to the leaders, opinion formers, executives and investors of the global P&C (re)insurance industry. They are relied upon for their editorial expertise, exclusivity of news and depth of analysis.

     

    The Head of Marketing and Analytics is a new role created to ensure we embed an analytic approach into all our marketing activity. Given recent technology investments, we are starting to gather extensive data on the behaviours of our subscribers. Our intent is to use this data, as well as additional external data sources, to optimise our marketing activity on all fronts: subscription sales, supporting sponsorship and advertising pitches, and targeting participants for events.

     

     

    PURPOSE

     

    This role has the following key objectives:

     

    1. To manage overall marketing budgets and ensure they are deployed to maximum efficiency
    2. Lead the marketing team to ensure they are positioning our products clearly and effectively in the minds of our audiences
    3. Professionalise the Insurance Group’s marketing efforts and set rules and processes for data usage and analysis
    4. Embed the use of analytics in all our marketing activities
    5. Build the marketing story for the commercial team and help to communicate this

    ACCOUNTABILITIES

     

      • Define and execute effective messaging via all appropriate channels with an emphasis on online, social, email, PR, content marketing and sales strategies
      • Work with the brand marketing manager and event marketing to identify and engage with appropriate external partners to increase reach and awareness including the management of media partnerships and contra partnerships
      • Lead high-impact promotions and communications activations to generate incoming interest for trials and subscriptions as well as sponsorship
      • Work with our technology team to consolidate internal and external data sources into a single joined data environment, and establish analytic dashboards to interrogate that data
      • Lead our efforts to profile our prospect universe, define potential and actual penetration by prospect, and identify priority targets
      • Ensure all marketing communications are targeted at the optimal audience
      • Understand and set suitable strategies for segmentation and personalisation
      • Create robust cross channel customer journey maps and understand the role of communications to influence the customer/buyer journey
      • Increase cross-channel marketing effectiveness by using data to make channel and marketing strategy decisions
      • Work with Commercial Director to develop robust pricing/promotional strategies to maximize revenues
      • Work with the technology team to ensure the marketing technology requirements are met
      • Ensure the Marketing & Analytics team is supporting the commercial teams to increase YOY revenues for events sponsorship and delegates, subscriptions and advertising
      • Create campaign performance reports and presentations extracting key stats from google analytics, marketing, the email platform and social media platforms

    REQUIRED EXPERIENCE & SKILLS

    Experience

    • Experience in marketing B2B subscriptions preferably in the financial sector
    • Experience of working with marketing budgets
    • Demonstrated ability working with user data and analytics
    • Experience with Data Mining/Data Cleaning with knowledge of data segmentation and enrichment, good knowledge of excel and data extraction and analysis of data
    • A good knowledge of salesforce and Pardot would be beneficial
    • Experience using Google Analytics, SEO & PPC beneficial
    • Strong interpersonal skills and comfortable dealing with senior level heads of business or marketing

    Skills

    • Creative and innovative marketing skills coupled with strategic thinking
    • High-level editing and writing skills
    • A broad understanding of the operation of financial markets
    • Adaptable to change and the ability to move with marketing trends
    • Communication skills and the ability to clearly put across ideas
    • Results driven and a strong focus on commercial success
    • A talented leader who is able to develop people and work alongside other teams
    • Ability to multi-task and to keep to deadlines whilst staying calm under pressure
    • Knowledge and experience in using all or most of adestra, html creation, Salesforce, Neolane, Sprinklr, LinkedIn, Twitter, CMS systems

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