Marketing Analytics & Insights Manager

Founded in 1882, Tottenham Hotspur Football Club is an English Premier League Club, based in North London.

Led by the late great Bill Nicholson, the Club became the first in England to win the League and FA Cup Double in 1961, and the first in the UK to win a European Trophy two years later. Spurs has since been home to some of the game’s great entertainers, including Jimmy Greaves, Glenn Hoddle, Paul Gascoigne, David Ginola, Gareth Bale, Heung-Min Son and Harry Kane.

In April 2019, the Club opened an iconic new stadium that sits at the heart of a £1billion sport-led regeneration of North Tottenham. The stadium is the largest football club stadium in London and is a multi-use venue with the ability to host a variety of events 365 days a year, including NFL, boxing, rugby, concerts, and other major events, plus visitor attractions including Stadium Tours and the Dare Skywalk.

The stadium development scheme has to date created more than 4,000 new jobs for local people, with circa £300m pumped into the local economy each year.

Tottenham Hotspur has:

• A clear strategy to develop talent from within its Academy, showcased by a strong track record of Academy players graduating to the first-team squad.

• A £100m state-of-the-art Training Centre that supports the Club’s ambition to attract, develop and retain the best talent.

• Commercial partnerships with globally-recognised brands including AIA Group Limited (AIA), one of the world's leading providers of life insurance services, and Nike, the world’s leading sports footwear and apparel company.

• A commitment to minimizing its environmental impact across Club operations, being named as the greenest in the Premier League for the past three years. Tottenham Hotspur is a signatory of the UN Sports for Climate Action Framework, committing to halve carbon emissions by 2030 and become net zero carbon by 2040.

• An award-winning Foundation that is renowned for creating opportunities to help enhance the lives of people in its local community through education, employment, health and social inclusion programmes.

JOB PURPOSE

Tottenham Hotspur is looking for a Marketing Analytics & Insights Manager to join its Digital & Growth Marketing team. Our mission is to discover, engage and grow our Spurs supporters around the world.  We seek a highly self-directed individual who is ready for the challenge of evolving the Club’s marketing analytics & insights capability. You will have the opportunity to directly impact the way we interact with and think about data and define and apply marketing metrics, measurement methods and experimentation to power data-driven and innovative campaign & growth decisions.

You will work closely with our team, Commercial Marketing Managers and Digital Product Team to identify and execute on growth opportunities. You are on the bleeding edge of marketing analytics and insights and are passionate about marketing and measurement.  You have a deep understanding of data infrastructure, with hands-on experience leveraging insights to drive growth.

You will inform data driven decision making and ensure that the Club has the insights it needs to make insights led decisions. You'll be influencing our marketing analytics strategy and will be expected to put your talent and passion for turning complex data into actionable business decisions in a fast-paced environment where data, marketing, and product intersect with the pitch. We are building a data-centric culture that will enable your work to deeply influence the Club and help ensure we achieve our full potential as a world-class Growth Marketing machine.

KEY RESPONSIBILITIES

• Help develop a culture of data-informed decision making across the Club
• Report on essential metrics for marketing performance and analyse trends and product launches

• Define and advocate metrics to track product health and implement solutions to tackle specific challenges.
• Partner with the Growth, Commercial Marketing, and Product teams to build out our core experimentation and measurement frameworks,
• Produce automated tools and dashboards to facilitate Club-wide awareness and understanding of key metrics and experiment results.
• Conduct customer analysis - churn, behaviour, segmentation, trends, customer value and more to support our growth efforts
• Address ambiguous problems and formulate hypotheses into actionable and well-designed experiments; driving marketing channel owners & commercial leads to adopt these
• Initiate and drive analytics projects from start to finish with minimal guidance

• Identify performance trends by channel and work to build a holistic strategy and identify how owned, earned and paid channels work together within the mix to deliver on goals most effectively

• Work with commercial marketing to determine campaign goals and develop cross-channel measurement plans and indicators to ensure results are measurable and actionable
• Mine data from databases and use it to predict short-term and long-term trends for making marketing and business decisions
• Deep dive our supporter’s digital journey - develop and run funnel analysis, show opportunities for improvement in supporter journeys
• Refine how the Club measures ROI and monitor and analyse campaigns and activities against KPIs
• Build CAC models, attribution models & drive the creation of an econometric model to measure marketing performance
• Improve tracking setup by implementing and briefing the product team on best practises - utilise product analytics to elevate tracking a whole new level
• Develop & deliver a wide range of use cases in collaboration with the wider Digital & Growth Team to enhance our reporting & insight capabilities, working hand in hand with our customer data agency
• Scope out & onboard 3^rd party tools & data providers where necessary to facilitate delivery of the key objectives of the role
• Work closely with the Performance Marketing & Analytics Executive to ensure effective use of this resource to meet team & business goals
• Perform the role of Digital Lead in the Business Intelligence workstream delivering increased automated & self-serve insights to the Digital Team & wider marketing function
• Lead the modelling of Growth KPI’s for the Club from within the Digital & Growth Team, & track performance over time ensuring robust & regular reporting back to the business

PERSONAL ATTRIBUTES

You are a passionate problem solver and have the ability to draw data driven business insights that will add tangible value to the Club. You have experience in an analytically rigorous role, along with product analytics experience, preferably with a strong foundation in statistics, and experimentation. You are incredibly curious and understand how to interrogate data and present learnings in a clear, digestible manner. You are proactive and demonstrate the ability to learn quickly and work in a fast paced and collaborative environment whilst communicating effectively with teams and individuals across the Club.

• You are a builder – seeing opportunities to deliver reporting & insights to the digital team and wider business to drive change and growth
• You are a visionary analytics professional and are passionate about analytics, data and products
• You thrive in a fast-paced environment and demonstrate strong judgment and solution-driven skills
• You enjoy working autonomously but are able to earn the trust of others with an inviting and collaborative style
• You embrace challenges, welcome feedback, and see effort as the path to mastery. You believe that you and others can always learn and grow.

SKILLS AND EXPERIENCE

• Significant years of analytics experience at high-growth B2C or D2C companies
• Extensive growth analytics and analytics experience across a variety of marketing channels (e.g PPC, SEO, CRM, Social), preferably for a D2C start-up or scale-up
• Experience working with marketing measurement tools, including multi-touch attribution, media mix modelling, incrementality testing, matched market testing, A/B testing and hypothesis testing
• A SQL expert, highly skilled in data analysis and visualisation
• A subject matter expert on Google Analytics and Product Analytics platforms like Mixpanel
• Experience with CDPs, CRM platforms, MMPs, tag managers and BI platforms such as Looker, PowerBI or Tableau
• Understanding of statistical principles, such as A/B testing, MVT testing, regression, machine learning, et al
• Expertise working with R, Python, or other statistical software a plus
• Experience in creating LTV/CAC models for different channels, countries, segments and overall
• Ability to deliver results in fast-paced environment without ready-made processes

• Strong relationship and influencing skills

Safeguarding is fundamental to the success in all that we do. Whilst this role does not require a DBS check, successful candidates are to be reminded that we may review the role and the requirements at a later date which could result in standard background and DBS checks.

Tottenham Hotspur Football Club welcomes applications from anyone regardless of age, disability, race, or ethnic and national origins, religion or belief, or sexual orientation.