Head of Marketing Analytics and Acquisition

The purpose of the role:
Optimise marketing spend and investment to drive the highest EBITDA for Holiday Sales & Holiday Homes Sales using marketing effectiveness, first party data, creative execution through the customer journey & life cycle, customer segmentation, automation & marketing channel management.

Drive customer acquisition channel management with existing and new channels that can be scaled up to drive growth in holiday sales/holiday home sales.

What you will be doing:

- Optimise marketing spend to achieve highest EBIDTA for the business.
- Track Channel performance vs target and identify growth opportunities.
- Develop & implement growth hacking & agile marketing practices to
- Experiment with new channels that can be scaled up.
- Experiment & develop a growth plan using Single view of the customer Segmentation, automation & customer data platforms
- Create, analyse, manage attractive propositions & campaigns that will convert benefits + price
- Be accountable for user case development and deployment for first party data marketing campaigns.
- Work as a member of the agile team to test and deploy marketing strategies on PPC, SEO, paid social, display, TV (linear & connected), radio and partnerships.
- Implement business to consumer user cases that grow holiday sales, upsell, cross sell, and ownership leads aligned to business strategies and focus.
- Leverage SVOC, GA Data, and SiteCore CDP to create "Rich" Customer Profiles.
- Leverage SiteCore Engagement cloud.
- Identify audience with highest propensity to convert and build campaigns to support using Single View of Customer.
- Use 1st Party Data to reach audience on Media (segmentation)
- Serve and test dedicated creative to drive conversions
- Build and test dedicated landing pages with digital and marketing to drive conversion with a focus on personalisation.
- Improve / Create personalised cross channel communications (automation - using fresh relevance and dot digital.
- Build the foundations and processes for experimentation using Loop Horizon.
- Build the foundations and processes for experimentation for 1st party data for connected broadcast.
- Grow a high performing team that drives success in cross channel marketing acquisition & experimentation.
- It is your responsibility to report any weakness or breach that you identify within the Company’s information systems or services (even if only suspected).
- You have a duty to take care of your own health and safety and that of your colleagues, guests, and visitors.
- Safeguarding is everyone’s responsibility, and you also have a duty to report all concerns and co-operate with management to enable it to comply with its health and safety and safeguarding accountabilities.

Some of the skills and experience we are looking for:

- Appropriate degree or professional qualification and/or proven experience in digital marketing.
- Experienced in implementation of acquisition/ growth strategies using customer data.
- Knowledge of data development and database management.
- Knowledge of predictive analytics and statistical modelling.
- Experienced in using Google Analytics and other digital performance tools.
- Good understanding of coding languages (JavaScript, HTML, CSS, SQL)
- Experience of using first party data/segmentation.
- Highly analytical with meticulous attention to detail.
- Experienced in using Google Analytics, e and other digital performance tools.
- Excellent ability to interrogate and interpret complex data, and turn into recommendations.
- Persuasive and able to deliver complex data and insight in easy to understand formats.
- Collaborative team player and able to work closely with digital marketing and website development teams and agencies.
- Confident in challenging existing processes and implementation to drive improvements.

Whatever you do, please don’t filter yourself out We are often flexible when considering an applicant’s skills and experience for a role. So, don’t be put off if you don’t tick all the boxes.

Parkdean strive to be a force for good for our parks, people, and planet. Our passion is to secure the sustainability of our business, create positive change, and leave a green footprint for future generations to enjoy.

**Listed within this job description are your key responsibilities at Parkdean Resorts. It is important that you are able to experience our company values while achieving and exceeding these responsibilities.