Sainsbury's
Analytics Manager, DMCA
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Company Overview
We’re a business serving millions of customers a day, with the UK’s largest loyalty scheme and an ever-evolving set of digital platforms. All this equals over 1.2 billion transactions a year, presenting a volume, depth, and complexity of data that few can match.
As a data-rich organization, we operate a highly personalized and extensive multi-channel marketing program across digital, in-store, and at home. Together with our Marketing colleagues, we are accountable for driving business sales, profit, and market share. We identify when customers are at risk of churning and re-ignite their loyalty to the business before they lapse from us. We grow sales from individual customers both to support key categories and the business’s overall sales line. We drive additional visits, more items in the basket, and use of more of our multiple channels and propositions by our customers. Making proper use of our data is essential to every aspect of all our programs.
Digital Marketing & CRM Analytics focuses on acquiring and securing Sainsbury’s customers through the efficient use of digital paid media channels and driving deeper engagement with Sainsbury’s through Digital Propositions CRM programs. The common goal is to ensure that this significant marketing investment is managed prudently and drives ROI.
Role Overview
The Analytics Manager will be an exceptional analyst and will lead their team to carry out our most complex modelling, forecasting, tool building, and insights generation in-house, using agile working methodologies to make sure we’re delivering the right priorities.
Key Outcomes
- Lead an agile, high-calibre team of Marketing Analysts (both on and off-shore) and be responsible for delivering forecasting, targeting, post-campaign analysis, and optimization across digital marketing and digital proposition campaigns.
- Influence Digital and CRM Marketing stakeholders in developing channel and proposition strategies and annual plans – defining the central role for customer, data, and analytics.
- Continually seek new and improved methods of assessing our activity to ensure that we are as confident as possible that we are driving greater customer value and the greatest return on investment.
- Work closely with Data Science and Marketing colleagues to help develop new programs and evolve existing campaigns. Apply knowledge of analytical and statistical techniques, software, and data sources to develop models of customer behavior as foundations for these campaigns and to inform this collaboration.
- Work with Technology and Marketing teams to ensure the emerging MarTech strategy meets the ambitions of our CRM and Digital Marketing aspirations.
- Lead the migration of Food Digital Propositions CRM reporting to PowerBI, ensuring Marketing and Finance stakeholders can self-serve all relevant campaign analysis from a consolidated suite of dashboards.
- Build, lead, develop, and motivate a high-performing team of analysts. Work with Accenture leadership team to optimize the shape and impact of our offshore capability.
- Lead and uphold the development and standards of your team and their outputs, enabling individuals to reach their full potential.
- Be an ambassador for Analytics best practices, including ethics, governance, security, and assurance.
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Required Skills and Experience
- An inquisitive mind, constantly seeking opportunities and solving problems with curiosity.
- A strong quantitative academic background likely to consist of a university degree (e.g., statistics, mathematics, physics, machine learning, engineering).
- Experience of Marketing Campaign design and analysis and/or Insights is essential, working with customer data to find key insight and drive business change.
- Excel in managing experienced teams, elevating their performance by coaching and upskilling them in analytics techniques, and supporting them through the analytics lifecycle.
- Demonstrate a strong commitment to agile working practices to deliver maximum value from the team through rigorous prioritization and workstack management.
- A strong commitment to accuracy and rigor in the analysis produced within the team.
- Extensive programming ability across Python, R, and SQL, with a proven experience of analyzing data in a corporate environment. A strong understanding of coding efficiency and best practice and an ability to install this in the wider team.
- A track record of developing powerful data visualization products which clearly articulate topline performance as well as enabling drill-down to understand the drivers.
- Identify opportunities for automation, minimizing repetitive tasks and tailoring the analytical and reporting tools available, and/or investigating new options to deliver the required output.
- A strong customer mindset, ensuring customer outcomes are integrated into broader Analytics projects.
- High-level understanding of data architecture/governance in relation to Direct Marketing and knowledge of the Marketing Technology landscape.
- Curiosity, skepticism, and attention to detail regarding data, data quality, samples, bias, etc.
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Resources Available
- A brilliant team of Leads, Analysts, and associate Analysts.
- The full spectrum of Customer Data collected across our brands from transactions, digital interactions, surveys, demographics, and more.
- Access to a wide range of tools and technologies, primarily Snowflake, Python, and AWS/Azure Cloud platform.
- Benefit from a fully committed and supportive leadership team and the power of the newly formed Data & Analytics function, along with highly engaged stakeholders.
- Access to Data and Technology teams to progress outcomes, tools requirements, and capabilities.
Decisions You Can Make
- How best to target and measure Food Digital Propositions CRM and Digital Marketing activity.
- How to tell the story of the analysis, its impact, and the business transformation required.
- Influence CRM and Digital marketing transformation including MarTech strategy.
- How to recruit, develop, train, and unify your team.
- How to drive analytics excellence into the areas you work with.
- How to remove blockers to ensure your team delivers on outcomes and continuously improves.
Essential Criteria
- Experience leading and developing analytics teams, including coaching, performance management, and building analytical capability.
- Strong experience in marketing, CRM, or customer analytics, including campaign design, targeting, measurement, post-campaign analysis, and insight generation using customer data.
- Advanced hands-on experience using Python, SQL, and/or R to analyze large and complex datasets in a commercial environment.
- Experience applying statistical analysis, forecasting, and modeling techniques to solve business problems and improve marketing performance.
- Experience leading analytical delivery in an agile environment, including prioritization and management of multiple workstreams and stakeholders.
- Experience developing data visualization and reporting solutions (for example, Power BI dashboards) that enable stakeholders to interpret performance and make data-driven decisions.
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