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Principal Analyst - Brand (Viator)

Tripadvisor

Tripadvisor

IT
London, UK
Posted on Thursday, January 11, 2024

Who we are:

We are better together, and at Tripadvisor, we welcome you for who you are. Our workplace is for everyone, as is our people-powered platform. At Tripadvisor, we want you to bring your unique perspective and experiences so we can collectively revolutionise travel and find the good out there together.

TripAdvisor is the world’s largest online travel site, visited by 390 million travellers each month, and our business – Viator – is a fascinating and ever-evolving part of the organisation.

At Viator, the only thing we love more than travel is data. We slice it, we dice it, and we use it to empower our decision-making. In fact, most would be surprised at how many people in our office can write their own SQL queries.

The Marketing Analytics Team is seeking a Principal Analyst for Brand who has the analytical and leadership skills as well as business experience to support numerous end-users from an analytics and measurement perspective, driving out insight to influence valuable change, and is looking to join a fast-growing all-star team dedicated to providing the highest quality data-driven insights.

What you’ll do:

We are seeking a Principal Analyst - Brand, who has the analytical skills and business knowledge to play an integral role within the marketing organisation and is looking to join a fast-growing world-class team dedicated to providing the highest quality data-driven insights.

While reporting to Analytics, the Principal Analyst - Brand will be solely responsible for supporting the Brand team with their various needs around reporting social media, on-site content implementations and off-site/paid tactics.

  • Track campaigns and segment the customer base, as well as identify market trends and monitor competitors.

  • Lead the creation of a tracking and measurement system for brand initiatives, defining the right analytical approach and working with engineers to implement change.

  • Define, measure and evaluate relevant paid media KPIs, helping the business to push the paid media agency for the right reporting.

  • Work closely with the media agency analytics team to develop and implement best-in-class ways of measuring the effectiveness of marketing campaigns.

  • Lead Brand and Content analysis focused on developing the capability to translate data into actionable insights that will improve performance.

  • Provide timely insights and analytical support to different internal stakeholders to support effective business decision-making.

  • Proactively seek out opportunities hidden in our or industry data. Articulate your findings into suggested actions for the performance marketing and/or other teams.

  • Identify key success indicators and determine best practices for measurement and reporting. Own and automate reporting tools.

  • Assist with ad hoc queries and provide analytical support to our fast-growing business as it evolves.

  • Be the go-to person for brand insights and be closer to the data than anyone else in the company.

  • Provide a vital link in the strategy-execution-analysis chain to ensure we move quickly and stay ahead.

  • Develop exceptional relationships with stakeholders and within the team to ensure all workstreams and projects are delivered to the strategic needs and objectives.

  • Understand strategic roadmaps and actively influence these driving actionable change.

  • Create concepts and justify business-case analyses to improve customer engagement and value metrics

  • Lead on the measurement of testing analysis to provide insights into true business impact, using deep dive to understand the results

  • Work with 3rd party providers and agencies to access and implement any necessary tools and tracking methods when not available in-house.

What You’ll bring to the team:

General

  • Experience: 5-8 years of experience in marketing analytics (ideal backgrounds include: a similar analyst role at a paid media agency, e-commerce or travel industry with experience working on Brand and Content Analytics, a data-based consulting role, or other data strategy type positions)

  • Education: Bachelor's Degree in an analytical field (maths, economics, engineering, statistics, etc), Master’s Degree a plus.

  • Self-motivated problem solver who thinks both strategically and analytically, with the ability to work independently in a fast-paced environment

  • Stakeholder management, strong organisation, communication and interpersonal skills.

  • Expertise in marketing effectiveness measurement (e.g. attribution measurement, marketing mix modelling, revenue lift measurement)

Tool knowledge

You will have knowledge of key industry tools, SQL, Tableau/Looker, R/Python and Excel. Specifically for this role that would include:

  • Advanced SQL. You are comfortable with intermediate SQL: CASE, UNION, subqueries, windows functions. You must be able to read others' code and be able to provide feedback for making the query quality better (know best practices).

  • Fluent with Excel functions (LOOKUP, SUMPRODUCT, INDEX/MATCH), able to use MACRO is a plus

  • Basic proficiency in R/Python required. Must be able to read and understand others' code. Must be able to identify projects that can be performed using a statistical programming language and how to execute the project at a high level.

  • Advanced proficiency in Tableau/visualisation tool required. Must be able to design and build robust, error-free visualisations quickly. Able to lead the discussion around how a given analysis should be visualised.

  • Proficiency within social analytics and community management platforms such as Sprout or BrandWatch

  • Confident in learning new tools, technologies, and methodologies

Analytics Approach

You will have an excellent approach to problem-solving and analytics; having worked on large datasets, you will be able to take broad requirements, work independently and drive meaningful insights. You’ll take an efficient and optimised approach, and understand how your workstreams deliver to the wider strategic goals. Specification for this role would include the following:

  • Ability to work with large datasets and summarise findings in a clear format

  • Lead innovation within the team. Create opportunities for bringing in new knowledge, such as reading groups, conferences, and other training.

  • Ability to take in loose requirements, work independently, ask smart questions, and produce high-quality actionable insights

  • Ability to investigate data issues across all points of sale, for booking and session data. Know how to follow data to identify the error and raise the issue to the appropriate teams.

  • On top of data quality control in your business area, be able to identify and triage data issues and actively work to prevent/minimise data issues from happening (e.g. participating in data tracking planning and implementation for new feature releases)

  • Proficient in many statistical methods. Able to build complex statistical/machine learning models

  • Be a subject matter expert in your business areas. Know the business and data in and out. Stakeholders rely on your knowledge and experience to drive strategy

  • Attend industry-leading conferences and bring back new ideas. Be an innovation advocate and push senior management's buy-in on technology, which increases productivity and improves analysis accuracy

  • Ability to run an analytics project independently. Able to break down complex business questions into small pieces and build an overarching framework. Effectively gather relevant information from stakeholders, run data exploration, seek feedback and deliver insights to drive actions

  • When necessary, reach out to other teams in a similar domain for ideas. Always keep yourself current with industry-leading technology and not afraid of changing and improving

  • Understand the overall business strategic direction of the area and the company. Seek to make a meaningful contribution to that strategy via your analytics work. Drive insights with the manager's guidance

  • Consistently seeking more efficient ways to run analyses. Never fully satisfied with the existing solution.

Project Management

You will have an excellent approach to managing your analytics projects, working closely with stakeholders, understanding and managing priorities, also ensuring results are communicated clearly and concisely. Specifically for this role that would include:

  • Proactively scheduling stakeholder check-ins for analysis updates. A strong relationship with a number of key business stakeholders. Influential role in a variety of projects and initiatives. Able to provide valuable advice and ask important questions in meetings. Communicates effectively while being open-minded and respectful towards others.

  • Succinct and to the point when sharing information, but always able to provide additional details when needed. Understand and focus on the key components that need to be communicated to each audience. Track and able to easily retrieve information on current and past projects.

  • Understand the team's goals and how they relate to your day-to-day priorities. Work with your manager to tweak priority levels when multiple projects have similar impacts.

  • Facilitate cross-team conversations to remove project blockers. Ability to communicate at an energetic and emotional level to inspire team members and stakeholders to follow your lead.

  • Develop concrete project roadmaps with objectives, steps, and expected output for larger projects. Contribute your own ideas to the quarterly roadmap. Make suggestions for weekly priorities.

  • Synthesise larger business problems into small, answerable questions with clear steps to quickly learn about the most important questions.

  • Clearly state business problems, analytics approaches, key findings and next steps for analysis. Articulate assumptions, issues and improvements to a non-technical audience. Combine visualisations and text to ensure key takeaways are clearly presented to your audience. Ensure all work is intuitively annotated and reproducible.

  • Synthesise larger business problems into small, answerable questions with clear steps to quickly learn about the most important questions.

People Management

You will proactively reach out and build strong relationships, with stakeholders and other analysts, knowing when to seek guidance and support. Specifically for this role that would include:

  • Excellent communicator, on project status, progress and outcome. Leverage senior management to help achieve business goals and deliver impactful business outcomes. Influence on business strategies using the best domain knowledge. Ensuring projects are well managed and prioritised and stakeholders are fully up to speed on the progress.

  • Effectively identify teams and other stakeholders directly impacted by your analysis, gather their feedback, and work with your manager to appropriately integrate the feedback.

  • Ready to run kick-off meetings with stakeholders and propose analytics solutions. Fully aware of the broad set of stakeholders you interact with in all the business units. Keep them informed on insights/findings, though they may not ask for it.

  • Sets priorities effectively; when you re-prioritize the roadmap, make sure stakeholders understand the rationale and are on the same page. Keep proactive communication and push back on bad requests when necessary

  • Effectively communicate status, progress and outcome to senior management. Proactively highlight any issues blocking your forward progress on a project, and ensure you are setting accurate expectations with your manager on your current set of work. Work with your manager to identify career development opportunities and your career path at the company.

  • Ability to influence other analysts/Sr. analysts with your point of view. Believe in "we are better together" and provide feedback with your domain knowledge.

  • Ability to build buy-in and support for your projects from senior managers both within and outside the analytics organisation. Work with your manager to put together a concrete, actionable career development roadmap

What are we looking for?

  • Experience: 5-8 years of experience in marketing analytics (ideal backgrounds include a similar analyst role at a paid media agency, fast-paced e-commerce company or travel industry within an international matrix environment, with experience working on Brand Analytics, a data-based consulting role, or other data strategy type positions)

  • Education: Bachelor's Degree in an analytical field (maths, economics, engineering, statistics, etc), Master’s Degree a plus.

  • A healthy passion for data and its ability to tell a story.

  • Top performer with a proven track record of success in monitoring and analysing multi-million dollar brand marketing campaigns.

  • Self-motivated problem solver who thinks both strategically and analytically, with the ability to work independently in a fast-paced environment

  • Strong grasp and keen passion for marketing, travel and culture, and an understanding of the linear, digital, social media and entertainment space

  • Expertise in marketing effectiveness measurement (e.g. attribution measurement, marketing mix modelling, revenue lift measurement)

  • Ability to manage multiple projects and deadlines while working across a wide range of stakeholders, including senior management, diverse departments and third-party analytics teams.

  • Ability to turn large data sets into well-articulated arguments for change

  • Strong analytical, conceptual and problem-solving skills with the ability to work under pressure and to tight deadlines, with unwavering attention to detail.

  • Ability to take in loose requirements, work independently, ask smart questions, and produce high-quality actionable insights

  • Proactive not reactive, with the ability to work independently in a fast-paced environment, providing ongoing actionable insights into campaign performance to relevant stakeholders.

  • Ability to break down complex business questions into small pieces and build an overarching framework. Effectively gather relevant information from stakeholders, run data exploration, seek feedback and deliver insights to drive actions

  • Strong interpersonal, verbal and written skills as well as proven ability to develop well-written documents and eloquently present

  • Understanding of the overall business strategic direction. Seek to make a meaningful contribution to the strategy via your analytics work. Drive insights with the manager's guidance

  • A start-up mentality, roll your sleeves up and get things done.

  • Proficiency within social analytics and community management platforms such as Sprout or BrandWatch

  • Upskilled in Excel, SQL client, R/Python, Tableau and a few other useful tools of the data trade.

  • Confident with learning new tools, technologies, and methodologies.

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