Manager, Marketing & Digital Analytics, EMEA

JOB SUMMARY 

The Manager, Marketing & Digital Analytics will play a key role in supporting the EMEA Marketing, Digital, Loyalty & Partnerships (MDLP) Analytics function, with a primary focus on Marketing & Digital (M&D). Reporting to the Director, MDLP Analytics, this role is responsible for conducting quantitative analysis to deliver actionable insights and data-driven recommendations to key stakeholders across M&D. The objective is to evaluate and optimise demand generation, digital marketing, and website performance metrics, providing a clearer understand of the impact and value of marketing, media, and eCommerce efforts across cross-regional, cluster and property programs.

This individual will deep-dive into the extensive data available across marketing and digital touchpoints, working closely with stakeholders to develop key analytical tools and frameworks. They will also collaborate with the Manager, Digital Field Marketing (DFM) Analytics given the synergies in digital data, as well as the Manager, Loyalty & Partnerships Analytics to ensure alignment and support across the broader MDLP function.

A key responsibility of this role is to translate complex data findings into clear, impactful insights that inform strategic decisions. This includes effectively communicating results and their implications to leadership, ensuring that recommendations are well supported by data. Additionally, this role will develop and apply processes and analytical tools to monitor and measure performance across the continent, with a strong focus on providing analytical support to area teams for M&D-related initiatives.

EXPECTED CONTRIBUTIONS

The Manager, Marketing & Digital Analytics will have a primary focus (80%) on developing expertise within the Marketing & Digital (M&D) space, both from a business strategy and data proficiency perspective. A secondary focus (20%) will be on Loyalty & Partnerships (L&P), supporting the broader MDLP Analytics team in achieving its goals.

Core Responsibilities (M&D Focus – 80%):

• Take ownership of and continuously enhance existing M&D reports and dashboards, ensuring accuracy, relevance, and user experience are considered.
• Lead data discovery initiatives to deepen understanding of the digital data available, including working with third-party vendors or data partners to ingest and process external data where relevant.
• Contribute to the property digital mix goal-setting process, a high-impact, high-importance annual initiative critical to continent-wide and property-level performance goals.
• Supporting continent priorities, including strategic drive towards digital mix goals.
• Enhancing insights into promotion performance.
• Partnering with Development on franchise performance tests.
• Monitoring OTA reliance and optimisation.
• Support continent, areas, market teams with data requests and adhoc reporting/analysis.
• Deliver monthly/quarterly/annual performance metrics with actionable commentary as required, e.g. State of the Business.

Additional Contributions (MDLP & Broader Analytics Support – 20%):

• Support the efforts to define reporting and analytical roadmap for EMEA MDLP, ensuring alignment with business priorities.
• Additional learning of Loyalty & Partnership function and datasets to develop a rounded scope of MDLP as a whole.
• Advocates for data-based decision-making and delivers tools and frames issues to help Continent leaders understand insights that influence change.
• Clearly communicate results and insights to the EMEA Marketing & Digital audience, ensuring stakeholders receive timely, well-structured data to support their decision-making and deadlines.

CANDIDATE PROFILE

Skills and Knowledge

• Experience and exceptional performance in analytical position within the travel industry preferable, but not imperative.
• Strong project management skills and an organised/disciplined mindset.
• A pattern of exceptional performance and enthusiasm of data and analytics.
• Experience with handling / an appreciation and understanding of digital analytics.

Technical Skills:

• Data Analysis/Programming languages (SQL required, Python attractive).
• Tableau or similar data visualisation tool (required, high proficiency).
• MS Excel (required, advanced).
• Adobe Analytics or similar (desirable).

Education and Professional Certification

• Bachelor’s degree from an accredited university, preferably in a quantitative discipline (data analytics, mathematics, physics, economics etc).
• Master’s degree or professional certification in Data Analytics (attractive, but not required).