Marketing Data Analyst at Vivo Energy

Job Purpose:

• Develop and champion the data-driven marketing approach at both at local and regional levels by leveraging all the relevant available internal and external data sources. Enable the business to use customer and market data to make better business decisions.
• Help identify growth opportunities through a better understanding of consumers, customers and competitors and share learnings with the relevant VE teams with impacting communication tools (presentations, infographics & data visualizations, videos, etc.).
• Provide support the research and market intelligence projects for Vivo Energy with a clear customer-focus approach.
• The role will work across all lines of business (Retail, Commercial Fuels, Lubricants, LPG, Mining, Marine and Aviation).

Principal Accountabilities:

Customer & Business Data Analysis

• Collecting, analyzing and interpreting statistical data from internal and external databases with a business-oriented approach, presenting the results with the appropriate data visualization
  • Use full potential of descriptive, predictive and prescriptive analytics in various projects
  • Data analysis will include better understanding of business drivers such as seasonality, price elasticity, post launch evaluations of campaigns, performance of loyalty programs, etc.
  • Internal databases include data from Fuel & Shop Transactions, Loyalty Programs, digital media, etc.
  • External databases include market data, macro-economic data, social listening tools, etc.
  • Use statistical tools to identify, analyse and interpret patterns and trends in complex data sets
• Identify growth drivers through data analysis
  • Use and improve current growth driver models that help the organization identify which drivers impact growth of business and forecast said growth (applicable for Retail Fuels, commercial fuels, LPG and Convenience Retail markets)
• Building a marketing data knowledge base
  • Establish a user-friendly platform where all relevant marketing data (raw and processed) can be accessed, updated and downloaded
• Champion marketing data usage within Vivo Energy
  • Provide essential training & learning to Vivo Energy colleagues on the importance of data-driven insights, including main definitions, examples and tips
  • Create frameworks and guidelines for OU teams to become self-sufficient in data analytics

Research and Market Intelligence Support

• Understanding business objectives and designing surveys to better understand customers’ preferences, needs and expectations as well as business opportunities
• Collecting data on customers, competitors and marketplace and consolidating information into actionable items, reports and presentations with a strong emphasis on data visualization
• Provide competitive analysis on various companies’ market offerings, identify market trends, pricing/business models, sales and methods of operation
• Manage research projects and agencies with the support of the R&MI Manager

Key Challenges:

• Limited data analytics capabilities and culture within various functions at OU and Central levels. Need to educate internal clients in terms of insights from data & research
• Complexity of the organization with multiple related interfaces (OUs & Central Marketing teams, B2B and Retail teams).
• Delivering through and with others – Operating Units and Central teams
• Managing a broad range of stakeholders at different levels
• Working remotely
• Demonstrating business value in available data
• Ensuring high quality, validity and credibility of internal and external data used for analysis

Requirements

• Proven ability to turn raw data into information and insights that can influence better decision making
• Proven mastery of data analytics skills
• Excellent knowledge of statistical packages (R or Python, SPSS is a plus), databases and MS Office (with strong emphasis on Excel and PowerPoint)
• Familiarity with CRM and Loyalty programs is a plus
• Working knowledge of data warehousing, modelling and mining is a plus
• Knowledge or experience of research project management is a plus (brief, choice of methodology, sampling designing questionnaire / moderator guides, data cleaning and analysis, charting, authoring reports, presenting, managing the relationship with the agencies, etc.)
• A minimum of 5 years of experience in Market Research or Data Analysis at research agency, data service company or client side
• BS degree in Statistics, Marketing or related field

Personal attributes include:

• Methodical
• Attention to detail
• Strong analytical and critical thinking
• Problem solving skills
• Ability to interpret large amounts of data and to multi-task
• Good level of autonomy in delivering projects
• Strong communication and presentation skills
• English is essential and French is a plus