British Airways: Senior Campaign Analyst

Job Purpose

• Delivery of marketing campaigns
• Managing a team of campaign executives
• Campaign delivery expertise
• Campaign analysis
• External agency support

Responsible for the global marketing campaign operations, support and delivery throughout the entire campaign process from pre-campaign analysis, execution, evaluation and external agency support. Day-to-day management of a team of delivery executives ensuring campaign operations are in line with global requirements.

Job Dimensions

• Supports achievement of Global revenue target
• Supports achievement of Global channel shift targets
• Supports achievement of Global brand equity targets 

Principal accountabilities

•  Management of a team of delivery executives (currently six)
• Owner of external agency resource (Prolog)
• Global campaign analysis across all stages of the campaign process
• Contact point for all requests for campaign support globally
• Integration of external agency best-practice campaign management processes with internal campaign delivery process
• Agreement of campaign delivery SLAs with global marketing managers
• Prioritisation of workload to ensure ongoing delivery SLAs are met
• Business champion of British Airways' campaign delivery system; new user training, corporate expert in system capabilities, best practice use and future developments.
• Day to day management of external Email Service Provider relationships
• Owner of campaign delivery to database marketing performance standards
• Implementation of a campaign error reporting process and ongoing tracking to agreed standards
• Management of projects to deliver required enhancements to British Airways' campaign delivery system, as defined by database marketing strategy
• Implement improvements in British Airways' email effectiveness and technology
• Deliver support for external marketing agencies as required
• Provide ad-hoc support for analysts as required
• Provide support on other projects across marketing on an ad-hoc basis as required
• Ensure all activity is compliant with brand, legal and corporate (e.g. finance/procurement) requirements

Essential Capabilities

• Strong people management skills
• Excellent stakeholder management
• Ability to work with data
• Able to identify creative solutions to complex problems
• Ability to cope under pressure, managing many projects at once
• Strong commercial acumen
• Process mapping & development
• Developed verbal & written communication skills

Knowledge

• Direct marketing – segmentation & targeting
• Awareness of B2C & B2B requirements & campaign development
• UK&I travel market dynamics

Experience

• People and project management – performance management, prioritisation, managing many disparate stakeholders
• Campaign management or commercial analysis experience

Expertise

• Direct marketing experience – use of targeting and segmentation in multi-channel campaigns
• Data – knowledge of customer ICW data structures, TCRM, SAS, SQL