Head of Business Insight - Mecca

Head of Business Insight - Mecca

Job Description

The contents of this job description are intended to act as an outline to the main responsibilities of this position. However, the post holder will be expected to carry out any other duties as requested by their line manager.

The accountabilities outlined in this job description will be amended from time to time in order to reflect changes in business requirements.

Job Title

/ Head of Business Insight

Department

/ Marketing

Date Job Description created

/ November, 2014

Reports To/Line Manager

/ Head of CRM / BI / Loyalty

Number of Direct Reports

/ Four

Budget responsibilities

/ c.£200k per annum

Location

/ Victoria- but visits to Maidenhead (minimum one day/week) and Gibraltar (as when required- probably 3-4 times per annum)

Hours

/ Core Hours 9am – 6pm Monday to Friday

This job description is subject to periodic review and amendment as necessary

Job purpose

/ This is a key management appointment, working at senior/Exec levels across the business in both Mecca Retail and Mecca Digital. The role requires an individual of high calibre who is capable of leading- and building- a high performance team that advises the business in a number of key strategic areas. The great majority of these projects will lead directly to revenue improvements for the business. These projects include:
·  Retail: churn reduction; headroom; LTV; propensity modelling for digital cross-sell: QA and sign-off for all BI projects
·  Digital: bonus optimisation, acquisition channel mix; churn, re-activation, segment migration
·  In both the above channels, the holder of this role will lead his/her team in the development and management of discrete studies that will feed into the day-to-day management of the marketing activities of the business
·  Driving the design and implementation of Rank’s data warehouse, in collaboration with senior colleagues in IT. You will be expected to recommend and work towards a mutually acceptable analytics solution, balancing cost with business requirements
·  Advise the business on the latest BI software and work with Finance, Marketing and IT to build the supporting business case. Be involved in the purchase, installation and integration as required and be responsible for driving commercial benefit.
·  Direct (and act as the senior contact) with Mecca’s chosen analytics agency, ensuring clear briefs are issued, data, information and support is provided as required and that maximum benefit is drawn from the analysis produced.
·  Constant review of modelling techniques (including propensity modeling, neural networks, clustering, survival analysis) ensuring consistent and relevant application by your teams throughout the business- e.g. behavioural segmentation/LTV modelling/headroom segmentation, etc.
·  Ensure that all reporting and modelling is of commercial benefit, and prioritise accordingly
·  Overall management of a team of 10+ analysts, ensuring the function attracts- and retains- high calibre individuals
·  Expert knowledge of SQL, VBA and SAS including SAS Stat, Macros and Visual Analytics.
·  Responsible for setting the commercial targets of the company by building and maintaining the commercial model. Ability to forecast forward, evaluate initiatives using econometric modelling and analyse the cause of any discrepancies.
You will be expected to develop and maintain excellent working relations with senior management within the business and acquire an in-depth understanding of the Mecca brand and the wider industry.

Main accountabilities

/ ·  To create a reporting suite that assists the Mecca Exec and their teams in driving revenues across the business (Retail and Digital) and across different platforms- mobile, desktop, tablet.
·  To review, revise, create and ‘sell-in’ (across the business) the Mecca reporting suite – design, development delegation, sign off and delivery of Mecca customer reports to various stakeholders (utilising qualitative and quantitative data)
·  To manage BI’s project backlog, assigning tasks to analysts and overseeing their delivery.
·  To act as the final QA resource for the delivery of critical business projects.
·  To be responsible for the development of bespoke customer segmentations, such as value, headroom, behavioural, lapsed segmentations, enabling Mecca to better understand and communicate to its customers.
·  To be responsible for the development and deployment of propensity models across the business, such as the early warning VIP, churn, and cross sell etc.
·  To manage the performance and development of the BI team in Victoria, Maidenhead and Gibraltar, ensuring that retention of key staff is achieved, and that their development/training requirements are met
·  To develop excellent working relationships at senior levels with CRM, Digital acquisition, product and other teams, ensuring the business understands performance by segment. This will include:
-  Active (new, retained, reactivated)
-  Short-term lapsed
-  Long-term lapsed
-  Welcome
.

Knowledge, expertise and qualifications

(relating to specialist knowledge and expertise required to undertake the role).

/ Essential :-
·  Strong commercial aptitude
·  Proven analytical and statistical track record.
·  Expert knowledge of statistical techniques, including propensity modelling, neural networks, clustering, survival analysis, forecasting
·  Degree in Mathematics, Statistics or associated discipline(s)
·  Proven track record of high academic achievement- preferably with postgraduate qualifications
·  Expert user of of SQL and SAS including SAS Stat, macros and visual analytics
·  Expert user of Excel, including VBA and other Microsoft products.
·  Experience with different data-warehousing solutions, including OLAP cubes, Hadoop and Big Data
·  Experience in managing a team of analysts.
·  Ability to multitask and ensure project delivery to tight deadlines.
·  Ability to present at the highest level, including board meetings.
Desirable :-
·  Knowledge of the gambling industry and gaming products
·  Some experience with managing analytical agencies.
·  Experience with SmartFocus

Personal qualities

(maximum of six required to carry out the duties)
/ Personal skills:
·  Very comfortable at managing – and developing- relationships at the most senior levels within the business
·  Excellent inter-personal skills
·  Demonstrably high level of intellect- necessary gravitas to withstand the challenges of the role
·  Excellent communicator- able to explain complex idea and concepts in a straightforward manner
·  Track record of managing teams of analysts
·  Ability to remain objective and balanced under pressure

The contents of this job description are intended to act as an outline to the main responsibilities of this position. However, the post holder will be expected to carry out any other duties as requested by their line manager.

The accountabilities outlined in this job description will be amended from time to time in order to reflect changes in business requirements.