• Experience: Background as a Marketing Analyst, Data Analyst, Commercial Analyst, or similar role within a direct-response or lead-generation environment.
• Technical Skills: Advanced Microsoft Excel proficiency (pivot tables, lookups, complex formulas, and data visualization). Familiarity with Google Analytics, Google Ads, and Meta Ads Manager.
• Domain Knowledge: Experience analyzing multi-channel advertising performance (including offline channels like TV, newspapers, and magazines) across multiple territories.
• Analytical Mindset: Strong numerical ability with meticulous attention to detail and data integrity.
• Commercially Minded: Focuses on driving profitable sales rather than tracking vanity metrics.
• Proactive Problem Solver: Questions unexpected results, investigates root causes, and identifies business opportunities.
• Effective Communicator: Able to present complex data in a simple, straightforward manner to non-analytical stakeholders.

Marketing Spend & Budget Monitoring

• Track and record expenditure across all advertising channels, including TV, print, digital, social media, paid search, and third-party lead providers.
• Maintain accurate records of advertising commitments, actual spend, and budget allocations.
• Perform budget variance analysis to identify overspend, underspend, and opportunities for budget reallocation.
• Monitor advertising costs by publication, campaign, channel, region, and lead source.
• Assist with budget forecasting and media planning using historical data and market trends.

Lead Performance & Attribution Analysis

• Analyze incoming enquiries across channels using source attribution data (dedicated phone lines, QR codes, tracking codes, and digital campaign IDs).
• Evaluate the quantity, quality, and commercial value of leads generated by specific sources.
• Identify high-performing and underperforming campaigns, channels, and media placements.
• Compare performance across advertising periods, regions, and customer demographics.
• Identify emerging trends to improve lead generation efficiency.

Commercial ROI Performance

• Calculate and monitor key metrics, including Cost Per Lead (CPL), Cost Per Sale (CPS), and ROI.
• Evaluate the commercial effectiveness and profitability of marketing activities beyond lead volume.
• Identify cost-reduction opportunities to lower customer acquisition costs.
• Provide data-backed recommendations regarding ongoing investment across advertising channels.

Reporting & Data Integrity

• Produce clear, accurate, and timely marketing performance reports and dashboards for management.
• Flag performance anomalies, immediate concerns, or shifting enquiry patterns.
• Audit marketing and sales performance data to resolve missing, duplicated, or misattributed records.
• Reconcile marketing expenditure with invoices, bookings, and financial records in coordination with Finance.
• Ensure sensitive commercial data is handled securely and confidentially.

Strategic Insights & Recommendations

• Translate data into meaningful business context and actionable recommendations.
• Proactively suggest optimizations regarding spend allocation, channel selection, campaign timing, and geographic targeting.
• Support the Head of Marketing with data-driven input for future advertising strategies.