Commercial Marketing Analyst

The Role

Supports the Marketing Team, Commercial Insight Manager and Head of Commercial Insight and Analytics through analysing and forecasting the impact of TfW's marketing activity, aiding TfW's understanding of drivers of demand and revenue through analysis of weekly marketing revenue contribution and performance across the TfW network and beyond. The role is responsible for analysing complicated internal, industry, economic and opensource datasets and producing detailed outputs that meet business requirements, presenting both strategic and tactical recommendations for improvements across marketing activities.

Role Responsibilities

• Manage and provide analysis, reporting and insight that supports delivery of the Marketing Strategy, making recommendations for revenue growth initiatives to enable marketing contribution target to be met.
• Develop and maintain comprehensive reports and dashboards that highlight key metrics and insights for marketing team and key stakeholders to track against targets and KPIs.
• Perform detailed analysis and provide insight across various marketing channel data sources, including website analytics and CRM platform to inform strategy and track against channel and revenue targets.
• Design and conduct hypothesis testing using a range of statistical methods to support specific claims about consumer behaviour, market trends, or the effectiveness of marketing strategies.
• Utilise marketing research and customer profiling, working with the Insights Manager and Research Manager to optimise and deliver improvement in campaign effectiveness to drive commercial advantage.
• Deliver data-backed recommendations to inform overall marketing strategy, presenting findings to senior stakeholders to drive decision‑making.
• Design and develop a media channel attribution model to provide analysis of the marketing revenue contribution and the associated Return‑on‑Investment (RoI) across all channel marketing, providing regular insights and reports.
• Use commercial data and analysis to support the forecasting of marketing revenue benefit over a 5‑year horizon and contribute to the forecasting and budgeting processes.
• Ensure marketing revenue variances to budget and forecast are reported in the weekly and periodic variance analysis process.
• Remain up‑to‑date with the latest trends in marketing analytics and data visualisation tools, attending relevant events and training and feeding back to the team with recommendations.
• Work closely with the marketing team, meeting weekly to inform, develop and analyse results of Econometrics modelling.
• Responsible for producing daily, weekly, and periodic reports on passenger revenue driven by marketing activity and other commercial metrics, ensuring accuracy and implementing regular improvements to reports as necessary.

Who We’re Looking For

• Demonstrable experience in an analytical role
• High attention to detail
• Ability to communicate effectively with management
• Experience presenting complex information in an easy to understand manner and translate into reports/presentations to tight deadlines
• Ability and motivation to develop a detailed understanding of the TfWRL network and drivers of business success

Welsh Language Skills

While not essential for this role, Welsh language skills would make a great addition to your application.

TfW support anyone who wants to learn Welsh or improve their skills. We offer online learning, classroom courses and funding attendance at local community courses.

Equal Opportunities

We're changing the way the transport industry looks. By celebrating and embracing differences, we're building a workforce that represents Wales. We need talented people from all backgrounds and cultures to bring their perspectives and experiences. Diverse teams make better decisions and drive innovation. Join us in transforming the way Wales travels"

Who We Are

Transport for Wales is changing the way Wales travels, making sustainable transport the first choice. We're building a multimodal integrated transport network called the T Network, making it easier for people to travel by train, bus, walking, wheeling and cycling.

We're a Disability Confident Leader. Let us know about any reasonable adjustments you may need in the recruitment process and as part of the role if you are successful.

This advert will close at 23:59 on the day of the application closing date stated above. However, we reserve the right to close this vacancy early if we receive enough applications. We encourage you to submit your application as early as possible.

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