Mid-level Marketing Data Analyst
Happy Koala
BigQueryCloudSQL
Job Level
Senior
Tech Stack
BigQueryCloudSQL
About the role
- Define the multi-market CRM strategy across email, SMS, push/in-app (and direct mail where effective), aligned to brand and commercial goals.
- Build and own the lifecycle blueprint: onboarding, replenishment, cross-sell/upsell, win-back, loyalty, referrals, seasonal moments, and product launches.
- Translate strategy into a quarterly roadmap with clear hypotheses, testing plans, and revenue/LTV targets.
- Oversee always-on automation and high-impact campaigns - from segmentation through creative brief, QA, send, and post-analysis.
- Champion personalisation (behavioural, preference, and predictive signals) and dynamic content to improve relevance and conversion.
- Maintain a disciplined testing culture (subject lines, send-time, content, segmentation, offer design, channel mix) with statistically sound reads.
- Partner with Data & Analytics to shape audience strategy, RFM cohorts, and replenishment cadences; ensure accurate attribution and forecasting of CRM revenue.
- Track and report core KPIs: deliverability, open/click-through, conversion, AOV, repeat rate, churn, LTV, list growth, opt-out, and channel ROI.
- Ensure data quality and hygiene; own profiling and preference management to fuel better decisions.
- Be the senior business owner for our ESP/CDP and adjacent tooling (e.g., messaging, onsite personalisation, survey/UGC, loyalty).
- Safeguard deliverability and sender reputation (list hygiene, sunsetting, consent capture, domain authentication: SPF/DKIM/DMARC).
- Lead, coach, and develop three CRM Executives - clear goals, meaningful feedback, and progression pathways.
- Create high-quality briefs and work collaboratively with Performance Marketing, Creative, Brand, Product, and eCom to land integrated customer journeys.
- Own budgeting and forecasting for CRM, ensuring efficient channel spend and confident revenue forecasts.
- Ensure compliance with UK GDPR, PECR, and market-specific privacy laws; partner with Legal/Compliance on consent, retention, and data usage.
- Uphold brand standards and champion an inclusive, customer-first tone of voice.
Requirements
- Ideally, you'll have around 7 years in CRM/Lifecycle Marketing within eCommerce/D2C.
- Track record of owning a multi-channel lifecycle programme that improved repeat rate and LTV at scale.
- Hands-on expertise with a modern ESP/CDP (e.g., Braze, Klaviyo, Iterable, Salesforce Marketing Cloud, Emarsys) and the surrounding stack.
- Strong analysis and experimentation chops; comfortable with cohort reads, incrementality, and champion/challenger frameworks.
- Working knowledge of HTML/CSS for email QA, event/identity data, and light SQL or BI tools (e.g., GA4/BigQuery/Looker/Power BI).
- Deep understanding of deliverability and list growth best practices.
- A people-first leader who builds capability, sets high standards, and creates momentum.
- Added bonus: Experience with loyalty programmes, referrals, and ambassador/UCG-led journeys.
- Multi-market CRM (UK + EU) and localisation at scale.
- Familiarity with MMM/MTA or incrementality testing.
