Senior Commercial Analyst Marketing Funnel

Our client is a fast-growing online lending business leveraging technology and data to provide seamless financial solutions. Using data-driven insights, they optimise customer acquisition, conversion, and retention processes. They are now seeking a Senior Commercial Analyst: Marketing Funnel to maximise the efficiency and profitability of the customer journey.

Role Overview

The Senior Commercial Analyst is responsible for analysing and optimising the entire customer acquisition and conversion process. This role involves leveraging advanced data science techniques to extract insights from customer interactions, marketing channels, and application behaviour. The insights generated will have a direct impact on business growth by identifying key trends, predicting conversion probabilities, and optimising marketing spend.

Customer Acquisition & Marketing Analytics

1. Analyse website traffic to identify key customer segments and behaviours.
2. Develop and implement marketing attribution models to track the effectiveness of acquisition channels (organic, paid, social, referral, etc.).
3. Use machine learning models to predict customer intent and optimise marketing spend.
4. Work with digital marketing teams to improve customer targeting and personalisation.

Funnel Optimisation & Predictive Analytics

1. Analyse the loan application funnel from the first touchpoint to loan funding.
2. Use predictive models to identify drop-off points and recommend optimisations.
3. Perform A/B testing and multivariate analysis to enhance user experience and conversion rates.
4. Develop customer segmentation models to personalise the funnel experience.

Performance Reporting & Advanced Insights

1. Build real-time dashboards for monitoring funnel performance using tools like Redash and Tableau.
2. Use Python, R, or PostgresSQL to analyse large datasets and generate business insights.
3. Develop predictive models for lead scoring and loan eligibility likelihood.
4. Work closely with marketing and product teams to align strategies with data-driven insights.

Requirements

1. Postgraduate degree in Statistics, Actuarial Sciences, or Data Science.
2. Masters degree in a relevant Data Science discipline.
3. 3 years in data analytics, marketing analytics, or data science.
4. Strong proficiency in Python, R, or PostgresSQL for data analysis and modelling.
5. Experience with Google Analytics, Google Tag Manager, and marketing attribution.
6. Knowledge of machine learning techniques (regression, clustering, classification) for funnel optimisation.
7. Expertise in A/B testing, marketing performance analysis, and conversion rate optimisation (CRO).
8. Strong background in data visualisation tools (Tableau, Redash, Looker).
9. Experience in fintech, online lending, or ecommerce.

Required Experience : Senior IC

Key Skills

Loyalty Marketing, Marketing, Google Analytics, Pardot, Attribution Modeling, Pivot tables, Salesforce Marketing Cloud, Data Visualization, Tableau, Customer Segmentation, Market Research, Analytics

Employment Type : Full-Time

Experience : years

Vacancy : 1