Job Details

Data strategist

UK - Heathrow
London - Heathrow, London - Heathrow - Waterside
Head Office Opportunities

About the role

Closing Date: 3rd August 2014

As an iconic British brand, we're proud of our heritage, but we're also firmly focused on our future – and that means maintaining the highest level of customer insight. You'll play a key role in this as you help us generate a deeper understanding of marketing and retail effectiveness and lead the data strategy vision on major initiatives. In your hands, we’ll see improving return on our investment in data expertise.
It’s a chance to make your mark as you use predictive, exploratory and descriptive analysis of data to inform targeted selling, service recovery, and face-to-face strategies that achieve tangible customer and business benefits. Fully conversant with British Airway’s customer ambition, you will develop and implement a broad range of data driven solutions covering marketing, service, and operational communications.

About the day to day

  • Identify and implement strategic data planning initiatives including areas such as annual planning, contact strategy data planning, audience migration strategy
  • Develop and deliver high quality, actionable insights to understand and optimise effectiveness of British Airways’ marketing and retail activities (e.g. and digital marketing), including optimisation of test and learn approaches
  • Work cross functionally to continually ensure the customer insight and measurement capabilities are able to support delivery of the value described in the business case
  • Identify key business and technical infrastructure element requirements for delivering the customer insights and measurements capabilities and work with stakeholders to ensure that these are delivered
  • Working closely with Analytics, provide the measurement and evaluation framework to track these benefits in order to provide incontrovertible evidence of successful delivery
  • Refine key programme metrics, such as the customer value and engagement metrics and ensure deployment as appropriate
  • Support the development of the data strategy framework and tools, in partnership with the Analytics Managers and other Stakeholders, that will enable the British Airways’ CRM vision of achieving greater customer engagement and margin by optimising CRM activities
  • Enhance and refine British Airways’ customer segmentation approach, ensuring that marketing communications are planned and developed in this context
  • Working closely with the Analytics Managers, develop and support best practice campaign evaluation
  • Proactive stakeholder management to ensure high standard data planning services are delivered, expectations met and seeking feedback for continuous improvement

About you

  • You’ll come to us with impressive hybrid marketing and data experience, in particular using statistical and analytical outputs such as cluster and segmentation analysis to enhance the commerciality of a business
  • Strong on delivering data strategy for CRM and marketing activities, you will have a flair for email and digital marketing
  • Naturally, you’ll also bring a sound understanding of the dynamics of customer purchasing behaviour.
  • Proven ability to engage and partner analytics teams
  • Ability to communicate complex ideas in everyday language

Application Process

All applicants are required to submit their CV and answer the following questions. Please prepare your answers in advance, maximum 250 words each.
  • Describe an example of how you have worked with stakeholders and other data experts to deliver a high profile data driven project
  • What advice would you give if a stakeholder wanted to test 2 offers, 2 creatives and 2 target audiences for an email campaign to 100k customers?