Senior Specialist - Marketing Analytics - BFSI

Minimum exp - 8 to 12 years

Qualifications: Master's in Economics/Business/Marketing Science/Econometrics

Experience

- Atleast 8-10 years overall experience preferably in Financial Service industry.

- Atleast 3-4 years experience in sales and marketing role with focus on customer segmentation and targeting, campaign management with cross-sell/up-sell targets

- 3+ years of hands on experience in - Statistical Modelling / Data Mining techniques such as Clustering, Logistical Regression, Decision Trees, etc.

- Should be able to run analytics applications such as SPSS, SAS, R and interpret statistical results

- Preferable if data mining experience is in area of customer value management / marketing and has worked on designing cross-sell campaigns

- Preferable if experience in analyzing and interpreting market survey results

The role will involve:

This will involve:

- Engaging with the business heads to understand the company's sales and marketing context

- Identifying opportunities where business growth and profitability can be driven through deeper understanding of customer behaviour and sales drivers

- Designing solutions and developing insights through analytics

- Interpretation of results and segment analysis

- Engaging with sales and marketing colleagues to review, challenge and refine the results to achieve actionable output

Specifically responsibilities will include:

Identifying Opportunities (25-30%)

- Works with channel heads and other marketing sponsors to identify opportunities for enhancing sales and profitability or to address specific problems

- Proposes solutions to solve strategic, tactical, structured, and unstructured business problems, e.g. growing trades, optimizing marketing-mix, marketing ROI, general measurement methodologies

Developing, directing and delivering solutions (40-50%)

- Works independently on complex statistical analysis such as response and look-alike modelling, long-term value modelling, sub segmentation, marketing optimization, experimental design, complex campaign analysis, and strategic analysis

- Communicates with channel heads and sponsors on solution recommendations

- Full lifecycle management of analytics engagements

- Works with tech groups to identify and resolve any data, environment, or implementation issues

Coaching, guidance, and mentoring (15-20%)

- Provides mentoring, coaching, and consulting advice and guidance to staff, e.g. analytic methodologies, data recommendations

- Provides consulting advice and guidance to other staff and sponsors, e.g. measurement methodologies, campaign design, usage of analytics for campaign targeting

Developing/evaluating tools, methodologies or infrastructure: (5-10%)

- Evaluates/develops, tools, methodologies or infrastructure to support long-term business problems and take the group to the next level, e.g. modelling software, modelling methodologies, data and system requirements, scoring process, optimization environment