/ Marie Curie Cancer Care
Job Description

Job titleSenior Digital AnalyticsExecutive

DepartmentTechnology, Digital & Analytics (TDA)

LocationLondon

Reports toDigital Channels Manager

ReportsNone

Job summary & context

Marie Curie Cancer Care, one of the UK’s largest charities, is devoted to providing high quality end of life care for people with all terminal illnesses. We care for terminally ill people in their homes and at our nine specialist hospices. We also conduct research in end of life care.

As a part of its Strategic Plan 2014 – 2019, Marie Curie is embarking on a significant and exciting multichannel programme in which digital channels will play an increasingly central role in engaging the charity’s supporters and influencers and providing information, services and advice to patients, and those that care for them.

Analysis and insight are key ingredients of the digital programme. We need to measure our success, glean insight about our website visitors and identify development areas to feed our continuous optimisation programme. As an expert user of Google Analytics and other digital metrics software, the Senior Digital AnalyticsExecutiveis responsible forleading this activity and delivering the reporting and insight required to fuel our digital change programmes. Using this insight, they will work with the Senior User Experience Manager and Digital Channels Manager to devise, implement and track optimised user journeys. They will also have responsibility for devising, running and evaluating multivariate tests to underpin our continuous optimisation programme.

Main purpose of role:

  • Analytics management and governance: To devise, and manage the implementation of, a Google Analytics tagging standard. The postholder will advise developers on best practice, including the use of container tags and marketing campaign tag set-up. They will regularly audit the implementation and performance of website tags.
  • Conversion and performance analysis: To identify, set up and track conversion funnels underpinned by a thorough understanding of fundraising and other business objectives, coupled with a detailed analysis of website user behaviour.The postholder will set up and analyse multi-channel campaign performance, working with and overseeing agencies and communications colleagues as appropriate
  • Insight and reporting:With the ability to think through and solve complex problems, the Senior Digital Analytics Executive will provide insight into website user behaviour, including key journeys, usage of real estate, under-performing content and dropout points. They will produce regular and ad hoc reports with commentary and insight to inform business decision-making.
  • Continuous optimisation:They will work closely with the Senior User Experience Manager and Digital Channels Manager to devise and run a programme of multivariate website tests. They will be a key player in achieving our ambition to strive for digital excellence through test and learn initiatives. The postholder will advise both technical staff and business users on best practice in multivariate testing, and on how they can use the findings to optimise performance.

Detailed duties and responsibilities:

  • Manage the Marie Curie Google Analytics account, and be our expert in digital channel analytics
  • Devise an analytics strategy and framework for improving key metrics such as bounce rate, time spent on site, engagement, value per visit and conversion
  • Work with Fundraising colleagues, the Senior Digital Channels Manager and the Senior User Experience Manager to devise new supporter journeys in key areas such as event registration, donations and online fundraising
  • Work with and influence the Social Media Manager, Content Manager and Digital Marketing Manager, recommending and implementing improvements to our digital marketing mix eg effectiveness and spread of referrers, effectiveness of campaign landing pages etc
  • Analyse our digital marketing campaign effectiveness in driving traffic to our website and mobile channels, including online conversion, attribution and cost of acquisition. Work closely with digital marketing colleagues and external agencies to share this insight and recommend improvements
  • Standardise Google Analytics tagging across all digital collateral, supporting colleagues across the charity with their own tagging set-up and analysis (eg online shop)
  • Produce regular reporting to feed into departmental and corporate scorecards, and respond to ad hoc requests as required
  • Devise and run multivariate tests using third party software such as Optimizely and free optimisation tools such as Google Analytics Content Experiments
  • Lead workshops and cross-team sessions to understand website tagging and insight requirements
  • Regularly analyse user behaviour across our website, microsites and mobile channels
  • Work with the Senior User Experience Manager, Senior Digital Channels Manager and Senior Digital Designer to enhance and evolve our website personas
  • Set up and monitor Google Analytics website funnels, goals, events and dashboards
  • Organise and run Google Analytics training sessions to upskill colleagues and to encourage them to take ownership of their own website performance analysis
  • Provide governance over our Google Analytics account, including administration of accounts and user access
  • Lead the adoption of new web analytics and user experience software, proactively identifying opportunities for us to continuously enhance our digital insight, including our upgrade to Universal Analytics
  • Exchange expertise with the cross-function Analytics team, which sits in a separate part of the Technology, Digital and Analytics directorate, on areas such as analytical approaches, software platforms and business engagement.

Key relationships

  • Digital team: Senior User Experience Manager, Project Managers, developers, Digital Channels Manager
  • Analytics team, including analysts who focus on monitoring, evaluation and performance measurement across the charity
  • External agencies and technology vendors
  • Communications team: Digital Marketing Manager, Senior eCRM Manager, Senior Social Media Manager
  • Internal stakeholders across the charity with product / service requirements
  • Internal ‘end users’ of products and platforms

REQUIRED SKILLS AND EXPERIENCE

The postholder will be an expert user of Google Analytics and be proficient in other analytics software such as Adobe Analytics (Omniture), WebTrends, Tealeaf or IBM Digital Analytics (Coremetrics). They will have significant experience of working in a cross-function digital environment alongside user experience, web developer and marketing colleagues. They will possess an analytical mind and be able to identify trends and patterns, solve problems and apply this analytical thinking to users’ online journeys and brand experience. They will be an excellent communicator and possess strong negotiation and influencing skills.

Marie Curie Cancer Care

Person description

Job title: Senior DigitalAnalyticsExecutive

Job reference: LAE2241

Criteria / Essential / Desirable / How assessed
Skills/ Abilities / -Clear and concise communicator, written and verbal
-Analytical and able to interpret data to inform solutions
-Able to apply user experience/design skills to solutions
-Ability to balance multiple priorities and meet deadlines
-Technically skilled in website analytics software packages
-Highly collaborative
-Commercially astute / -Data modelling
-Predictive analysis / CV/ Interview
LinkedIn profile and recommendations
Knowledge / -Website data analysis
-Expert Google Analytics user
-Core principles of SEO
-Used a variety of web analytics packages
-Experience in use of web marketing, data and content systems
-Container tag solutions and implementation / -User experience principles / CV/ Interview
LinkedIn profile and recommendations
Qualifications, training and education / -Educated to degree level (or equivalent) ideally in one of the following: business, multimedia, statistics, marketing / -Google Analytics accreditation / CV / Interview
LinkedIn profile
Experience / -Significant previous experience of managing website analytics as a major part of role
-Complex stakeholder working environments and matrix management structures
-Will have worked in 2 or more of the following roles / specialisms: Web Manager / Master, User Experience Designer, Business Analyst, Web Analytics Manager, Digital Manager / -Some NFP (including Government) experience
-.Com sector – consumer facing propositions
-Attribution modelling software usage
-Multivariate testing experience
  • e
/ CV/ Interview
LinkedIn profile and recommendations

General

In addition to the specific duties and responsibilities outlined in this job description, all Marie Curie Cancer Care employees should be aware of their specific responsibilities towards the following:

  • Marie Curie Cancer Care operates a no-smoking policy. The post holder should either be a non-smoker or be prepared not to smoke in any Charity premises, grounds or vehicles or when on Marie Curie Cancer Care business outside the office.
  • Adhere to all health and safety and fire regulationsand to co-operate with the Charity in maintaining good standards of health and safety.
  • Uphold ethical and professional standards and not behave in a manner that is likely to bring the Charity into disrepute.
  • Promote and sustain a responsible attitude towards equal opportunities and diversity within the Charity.
  • Demonstrate a commitment to ongoing registration requirements or any national professional or occupational standards associated with the role.
  • Demonstrate a commitment to ongoing learning and development and to participate in any training relevant to the role.
  • For designated roles, the post holder will be responsible for health & safety, business continuity planning and/or risk management. (These responsibilities will be notified on appointment).

This job description is not exhaustive. It merely acts as a guide and may be amended to meet the changing requirements of the charity at any time after discussion with the post holder.

Marie Curie Cancer Care

Terms & Conditions

Job TitleSenior DigitalAnalyticsExecutive

Job ReferenceLAE2241

Salary ScaleMCCC E

Salary£28,986 to £32,206 plus London Allowance of £2,550.

Annual Leave Entitlement25 days per year, plus bank holidays

Working Hours35 hours

Notice periodOne month

Location 89 Albert Embankment

Otherbenefits

  • MCCC Pension Scheme
  • Season ticket loan
  • Bike Loan
  • Satellite Navigation Loan
  • Computer Loan