Digital Marketing analyst

Role Purpose

The role exists to ensure that the specific marketing technology set described in more detail below, is embedded and supported globally within Aviva to such a standard of excellence that it supports world class, data-driven analysis, personalisation, and marketing optimisation.

Reporting into and supporting the Senior Marketing Technology Manager, the role focuses on Adobe Launch (specifically tag management and data collection), Adobe Analytics (reporting and insight), Adobe Audience Manager (data management platform), leveraging our first party data in cookie and device-driven marketing channels.

Key aspects of role (see appendix below)

Nature of Work (the “What”)

Core activities of the role include:

• Supporting the deployment, maintenance, and improvement of the Adobe Marketing Technology suite of products including Adobe Launch, Adobe Analytics, Adobe Audience Manager, and Adobe Target.
• Support in the development of a group standard that can be applied to new adopters of the tool set and/or large-scale upgrades or migrations in Aviva’s international markets and strategic partners.
• The gathering and structuring of web and app analytics data (tag management and data collection) for onward reporting, analysis, personalisation, and marketing optimisation.
• Turnaround of inbound ad-hoc and project-based tracking and Analytics data requests.
• Supporting the deployment and optimisation of marketing campaign tags and pixels.

This is not a regulated role but does include working closely with risk management and data governance – for example to ensure compliance with data collection and storage regulations and to minimise the risk of data breaches.

The role holder is personally accountable for delivering tangible value derived from enablement of the relevant technologies within Aviva and aligned with the Customer & Marketing business core objectives.

Resource Complexity

The role has no direct reports but is accountable for:

• Value realisation from the technologies described above.
• Providing the know how/expertise aligned to these technologies that will enable hyper-personalised and data driven marketing, detailed web journey analysis, and full compliance with tracking and cookie regulations.

Problem Solving

The type of problems that need to be solved are varied and can be concrete (e.g. data issues), abstract (e.g. understanding a broader systems and data landscape and tying customer issues or problems back to technology/data improvements) or something softer (e.g. where influencing and understanding of agenda and priorities will need to come to the fore).

Change

The role holder is responsible for:

• Adapting to change and making recommendations.
• Driving change across teams or larger departments/units.

Internal Collaboration

• Marketing technology/application user groups across Aviva’s entire UK web and app estate.
• Supplier Relationship Managers (Marketing).
• Customer Analytics teams.
• Marketing technology teams in Aviva’s international markets, e.g. Canada and Ireland.
• Change Management and IT/Product/Data teams.

External Interaction

• Adobe (Customer Success Manager, SMEs and Professional Services/Sales teams).
• Third-party marketing agency services providers, e.g. Google, Facebook
• Shared online product journey strategic partners, e.g. Santander, HSBC

Timeframe

• Various (the work ranges from short term, incremental development activity to involvement in more Waterfall type projects and initiatives).