Data & Analytics Consultant, Campaign Audience Engineering

InterContinental Hotels Group; Makati; On-site; PHP 558,000 - 781,200; Full time

Job summary

InterContinental Hotels Group seeks a marketing analyst to optimize campaign performance across various channels. The role includes analyzing data, executing marketing strategies, and ensuring the accuracy of team deliverables.

The ideal candidate has a Bachelors or Master’s degree in Marketing Sciences and 3-5 years of experience in marketing analytics, preferably within the travel industry. This position is vital for automating and enhancing marketing efforts.

Qualifications

• 3-5 years' experience in business and marketing analytics.
• Experience in multi-channel marketing, preferably in the travel industry.

Responsibilities

• Analyze campaign performance data to generate insights.
• Execute database marketing strategy across channels.
• Design and document test-and-learn initiatives.
• Monitor automated campaign triggers and fix defects.
• Manage workload volume and resource allocation.

Skills

Campaign management software

SQL programming

Verbal and written communication

Problem solving

Interpersonal skills

Education

Bachelors or Master’s degree in Marketing Sciences

Tools

Salesforce Marketing Cloud

Salesforce Data cloud

Job description

Responsibilities

• Analyzes campaign and audience performance data (e.g., targeting effectiveness, conversion, engagement, and channel performance) to generate actionable insights and recommendations for optimization.
• Executes/delivers on our database marketing strategy for inbound/outbound/paid media channels that align with global & regional marketing goals to achieve campaign objectives and generate high success rates.
• Support, discover, planning, development, execution and tracking of inbound/outbound Marketing (campaign specific, as well as ad-hoc requests) on a timely basis to ensure on‑time execution of marketing programs.
• Designs, executes, and documents test‑and‑learn initiatives, then analyzes the results provided by our stakeholders for the future implementations.
• Monitors automated triggers and evergreen campaigns, addressing any defects.
• Conducts data discovery and other data exploration activities to identify flaws and fix them to maintain the accuracy of the campaign.
• Identifies opportunities to enhance efficiency in data‑mining processes, campaign automation, and audience creation, and leads to the implementation of these improvements.
• Identifies and executes test‑and‑learn opportunities to optimize campaign performance.
• Ensures processes are followed globally and consistently throughout team.
• Ensures legal and privacy requirements are understood and proactively managed throughout promotional efforts.
• Manages and monitors workload volume to effectively balance capacity with all incoming requests.
• Ensures the accuracy, consistency, and quality of all team deliverables.

Key Metrics

• Flawless execution of campaign & campaign automations.
• On‑time delivery of campaign audience creation, sweeps, points postings & batch registrations and other deliverables.
• Monitors automated and trigger‑based list pulls for zero‑errors to server delivery.
• Strategic guidance to Campaign teams in the development and implementation of marketing across inbound/outbound/paid media channels for higher success metrics.
• Production efficiency optimization.
• Proper tracking of volume of work and/or prediction of load for planned and unplanned demand.
• Manages resource allocation without over or under utilization.
• Response to escalations with sense of urgency as appropriate for a given situation.
• Segmentation/audience awareness.

Education

Bachelors or Master’s degree in Marketing Sciences or similar discipline or an equivalent combination of education and work‑related experience.

Experience

• 3-5 years' experience, with emphasis on business and marketing analytics.
• Preference given to those with areas of direct and indirect marketing, CRM and campaign management, with strongest preference to those with a background in multi‑channel marketing (especially within the travel industry).

Technical Skills and Knowledge

• Demonstrated use of campaign management software (Salesforce Marketing Cloud, Salesforce Data cloud) or with aptitude to adopt new analytical software.
• Proficient in SQL programming or similar scripting languages.
• Effective verbal and written communication skills.
• Effective problem solving.
• Strong interpersonal skills with ability to collaborate in a team setting.
• Ability to manage multiple tasks and work under tight deadlines.
• Ability to create presentations and effectively deliver key points of information.

Equal Opportunity Statement

IHG Hotels & Resorts provides equal employment opportunities to applicants and employees without regards to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability, or any other category protected by applicable laws. We promote a culture of trust, support, and acceptance. Always welcoming different backgrounds, experiences, and perspectives.