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

• 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.

We want to do all we can to create an environment and recruitment process where people feel safe and comfortable to talk about disability. For any reasonable adjustment requests, please contact the team at careers@parkdean-resorts.com

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.