The Role

Supports the Marketing Team, Commercial Insight Manager and Head of Commercial Insight and Analytics through analysing and forecasting the impact of TfW's marketing activity, aiding TfW's understanding of drivers of demand and revenue through analysis of weekly marketing revenue contribution and performance across the TfW network and beyond. The role is responsible for analysing complicated internal, industry, economic and opensource datasets and producing detailed outputs that meet business requirements, presenting both strategic and tactical recommendations for improvements across marketing activities.

Role Responsibilities

• Manage and provide analysis, reporting and insight that supports delivery of the Marketing Strategy, making recommendations for revenue growth initiatives to enable marketing contribution target to be met.
• Develop and maintain comprehensive reports and dashboards that highlight key metrics and insights for marketing team and key stakeholders to track against targets and KPIs.
• Perform detailed analysis and provide insight across various marketing channel data sources, including website analytics and CRM platform to inform strategy and track against channel and revenue targets.
• Design and conduct hypothesis testing using a range of statistical methods to support specific claims about consumer behaviour, market trends, or the effectiveness of marketing strategies.
• Utilise marketing research and customer profiling, working with the Insights Manager and Research Manager to optimise and deliver improvement in campaign effectiveness to drive commercial advantage.
• Deliver data-backed recommendations to inform overall marketing strategy, presenting findings to senior stakeholders to drive decision-making.
• Design and develop a media channel attribution model to provide analysis of the marketing revenue contribution and the associated Return-on-Investment (RoI) across all channel marketing, providing regular insights and reports.
• Use commercial data and analysis to support the forecasting of marketing revenue benefit over a 5-year horizon and contribute to the forecasting and budgeting processes.
• Ensure marketing revenue variances to budget and forecast are reported in the weekly and periodic variance analysis process.
• Remain up-to-date with the latest trends in marketing analytics and data visualisation tools, attending relevant events and training and feeding back to the team with recommendations.
• Work closely with the marketing team, meeting weekly to inform, develop and analyse results of Econometrics modelling.
• Responsible for producing daily, weekly, and periodic reports on passenger revenue driven by marketing activity and other commercial metrics, ensuring accuracy and implementing regular improvements to reports as necessary.