Digital Analyst

Job Function

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This role is responsible for measurement of marketing activity on social media, traditional media, digital advertisements, and the external website, setting up measurement technology and ensuring it's accuracy, as well as collaboration with employees across the organization to present information and help with planning campaigns and initiatives.

Job Description:

• Use data to assist the direction of marketing campaigns that support driving positive overall favorable brand impressions.
• Use social listening and website analytic tools to interpret the demographic and brand audience to assist with the web user experience design to achieve digital objectives.
• Provide relevant insights that support reaching business objectives and brand goals with data analysis, KPIs, and industry/social trends for the execution of web, print, digital, and social assets.
• Create and maintain comprehensive reports, dashboards, and data visualizations to monitor performance and communicate campaign performance and insights to stakeholders and partnered media agencies.
• Research the latest marketing and brand trends.

Strategic functions

• Monitor day-to-day social media comments and work with internal security teams to flag any activity that may impact any reputational risks.
• Work alongside the Research and Insights Team and use social listening tools to identify and build an understanding of audience, followers and trends.
• Provide input into major marketing campaigns using insights and data.
• Coordinate related marketing and communications projects, as needed.

Website Performance

• Maintain website performance tracking technology and ensure measurements are accurate.
• Identify problematic user experiences by analyzing user engagement (i.e. click-throughs, bounce rates, impressions, sentiment and all other applicable KPIs) and using heat mapping software.
• Improve search engine optimization by reporting on opportunities.
• Initiate and coordinate improvements for marketing and communications and collaborate with others to improve the opportunity areas.

Social Media Marketing

• Provide ad-hoc reports on social media campaigns and day-to-day social performance (bi-weekly, monthly, quarterly reporting)
• Collaborate with the team to analyze campaign performance, aligned to the campaign objectives and business goals, while taking into consideration audience growth, sentiment and other relevant KPIs
• Use metrics and analysis and work with social media team to help build relevant social content and social media channel improvements.
• Research and analyze new market and social trends, seasonality fluctuations, and communicate learnings to campaigns and social content.
• Participate in social media/content meetings by using social insights to display story and content ideas.
• Work with partnered media agency to deliver on the organic social media boosting strategy.
• Participate in a shift social media on-call activities (monitor social channels to check if customers are having outages)
• Perform other duties as required.

Selection Criteria:

Education:

• Requires a knowledge of digital media, marketing, and advertising.
• Requires a knowledge of analytical techniques and computer software to analyze data.
• Requires a good knowledge of English to communicate effectively with internal and external contacts. This knowledge is considered to be normally acquired in either a four-year university education in an appropriate field such as media or the equivalent.

Experience:

• Requires experience in social media and web performance analysis.
• Requires experience in reporting and proposing improvements.
• Requires experience with various software applications such as Google Analytics, Google Tag Manager, Hootsuite and Looker Studio (Data Studio) and Microsoft Clarity.
• Requires experience with social listening tools such as Brandwatch.
• Requires experience with SEO analytics tools such as SEMRush.
• Requires experience with internal/external dashboards to collect and analyze data. A period of over 4 years and up to and including 6 years is considered necessary to gain this experience.