Head of Marketing Analytics

4 weeks ago

London, United Kingdom Entain Group Full time

Sports betting, gaming and interactive entertainment is changing, and we’re leading that change. By putting people first. By placing exciting, engaging and entertaining experiences at more fingertips than ever before. We're pulling into pole position by pushing boundaries further. With innovation. With technology. But most importantly, with people like you. Because when you join Entain, it’s your game. So let’s win together.

Job Description

Leading the acquisition intelligence and analytics function across our global brands this role involves interfacing with all global performance and brand media teams to provide key insights in campaign performance, maximising returns and marketing lead strategic growth opportunities for our brands across the globe.

Reporting to the Director of Commercial Analytics, you will be leading a team of analysts, as well as being hands on yourself with the sole purpose of helping Entain grow through the strategic use of it’s marketing spend. You will oversee the current MMM program, pinpoint opportunities, interpret results, and implement recommendations to optimize marketing capital allocation in our primary market.

Additionally you will execute Entain’s ambition to scale MMM programme globally. As an experienced Econometrician you will lead this effort, recognizing that each country is at a different stage in their marketing effectiveness journey. You will develop and deliver a framework that supports each country’s application, focusing on continuous testing, learning, and improvement.

We are looking for a strategic thinker who excels at data storytelling, has experience managing senior stakeholders, and is hands-on enough to create and implement new ways of working.

What you'll do

  • Complete ownership of the end-to-end MMM program, including optimal budgeting.
  • Lead the global scaling of the existing MMM program.
  • Directly drive marketing efficiency across our brands.
  • Participate in building and maintaining marketing optimization tools, interactive dashboards, and process automation to support and scale the marketing capital allocation program.
  • Providing ongoing campaign level optimisation opportunities and general marketing reporting
  • Help brand and acquisition marketing teams shape their decision making using data as the starting and finishing point
  • Proactively seek to drive continual betterment of marketing returns across the globe for both our acquisition and brand media spends
  • Support in evaluation of key strategic initiatives such as sponsorships
  • Own and develop key strategic data sources such as Last Touch and DDA and their ongoing adoption and subsequent usage
  • Provide recommendations around brand media investment in ATL channels using tools like spot uplift analysis and regional testing frameworks
  • Develop and enhance our in-house tools which are built within the team (such as spot uplift, regional testing frameworks and attribution models)
  • Be the lead marketing insights function for all relevant teams across the globe
  • Provide monthly performance recommendations and directional steer to SLT
  • Be the voice of data driven decision making in marketing
  • Work embedding new data sets and solutions around the world as well as defining best practice use of these capabilities
  • A strategic and inspiring leader that provides leadership and direction to the team creating and embedding a culture where continuous improvement is embraced
  • Encourages communication and collaboration across the business, team and stakeholders in order to build strong relationships and develop cross functional working
  • A leader that mentors and develops the team by; providing development, coaching, objectives and goal setting, performance management and other people policies as required ensuring the team is motivated, productive and fully compliant with all regulations and legislation
Qualifications
  • Practical and hands on individual. Someone who is happy engaging with senior stakeholders but doesn’t mind jumping in and coding when required.
  • Previous experience leading marketing analytics teams for well-known brands. Experience with brands who spend in excess of £100million is preferential.
  • Experience measuring brand and ATL communications. Familiar with ad-stock, spot uplift, geo-spatial, pre and post analysis techniques and how to apply these to large media campaigns.
  • Demonstrate knowledge of marketing platforms, tracking best practice and general digital analytics knowledge
  • Expert in MMM techniques (e.g., OLS, Bayesian modeling, budget optimization, time series analysis).
  • Experience leading in-house MMM and deploying MMM programs.
  • Proven track record in driving marketing capital allocation processes and execution, including end-to-end process automation.
  • Extensive knowledge of both digital and offline media channels.
  • Experience working with diverse markets (preferably European markets).
  • Experience in the gaming industry (a plus).
  • Excellent communication and stakeholder management abilities.
  • SQL expert, Python / R and JS useful but not essential.
  • Experience with BigQuery and the suite of solutions within GCP.
  • Knowledge of web analytics data specifically GA and the raw data that underpins it.
  • Understanding of attribution models and how they can be used in a media buying context.
Additional Information

At Entain, we know that signing top players requires a great startingpackage,and plenty of support to inspire peak performance. Join us, and a competitive salary is just the beginning. Working for us in London, you can expect to receive great benefits like:

  • Hybrid working – 2 days in the office
  • Private medical insurance
  • Pension scheme – matched to 6%
  • Ability to buy and sell holiday
  • Free subscription to wellbeing app Unmind
  • Additional “It’s Your Game” day off to use at either Christmas or New Year
  • Entain & Enhance days – 2 paid days off to focus on your professional or personal development
  • Share save scheme
  • Paid subscription to LinkedIn Learning

And outside of this, you’ll have the chance to turn recognition from leaders and colleagues into amazing prizes. Join a winning team of talented people andbe a part ofan inclusive and supportive community where everyone is celebrated for being themselves.

Should you need any adjustments or accommodations to the recruitment process, at either application or interview,please contact us.

At Entain, we do what's right. It's one of our core values and that's why we're taking the lead when it comes to creating a diverse, equitable and inclusive future - for our people, and the wider global sports betting and gaming sector. However you identify, our ambition is to ensure our people across the globe feel valued, respected and their individuality celebrated.

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