Global CRM Data Analyst

Purpose of the role:

The Global CRM Data Analyst will be responsible for all McLaren customer data and analytics. Taking on data stewardship and data protection responsibilities. The role will provide industry leading expertise to advance the entire marketing department.

Leading analytical and data insights to support in the delivery of key commercial projects and brand building initiatives.

Reporting to the Global Digital & CRM Manager, the Global CRM Data Analyst will own the data strategy for McLaren Automotive, progressing our data maturity to a level which allows for predictive, intelligent marketing and a seamless luxury customer journey.

This strategy will also need to be supported with operational activities as part of the role, including data migration, integrating new data sources, testing and scaling and reporting of new measures globally.

The Global CRM Data Analyst will become the main gatekeeper for all customer data and marketing analytics platforms, taking the lead in implementing and raising industry leading standards and best business practice. Ensuring data quality and legislation compliance and managing user hierarchy. The continued development of the system over time including the integration with other systems. E.g. Microsoft Dynamics 365 spanning all areas of our business.

Principal accountabilities:

• Responsible for all customer data information sources which feed into the CRM system, working with the wider business to ensure compliance in line with DPS (Data Protection Statement) and the broader business strategy
• Provide thought leadership to contribute to the data strategy and use of the CRM system to ensure maximum value can be extracted.
• Provide strategic direction for the McLaren Automotive marketing and product strategy
• Day to Day management of the CRM system, ensuring data quality is maintained.
• Production of data reporting in PowerBI.
• Responsibility for measurement of ROI via marketing attribution techniques.
• To use advanced data analysis and insights to shape and guide core commercial business decisions
• To work with the retailer network and the regional marketing managers with their individual data requirements
• Management and improvement of the registration process, and dissemination of leads to the retailer networks
• Maintain the structure of the database, ensuring configuration and architecture remains in line with core business need
• Be the "Data Advocate" by raising the profile of data within the Business
• Lead customer and prospect profiling.
• Develop and optimise CRM processes to improve business performance.
• Implement marketing automation of advanced multi stage CRM campaigns

Management of Data

Management of lead, customer and enthusiast records.
Lead the development of PowerBI reporting & analytics tools for the segmentation and profiling of customers and enthusiasts.
Management of data from Global events and customer opportunities (VIP events).

Central database management - collection and management of customer records.
Support management of registration touch points: website, events, motor shows.

Create regular insight packs for each region on their data.

Create and monitor unique identification of all users within a logged in environment - extending to Owner, driver and passenger associations with the introduction of My McLaren.

Support delivery of CRM priorities
Focus on maintaining CRM data quality and capability as the business grows.
Global Registration Form.
McLaren Qualified Registrations.
Notifications of customer change in data.

Knowledge, skills and experience:

• Experience in implementation and management of world class CRM and data solutions.
• Expert knowledge of Marketing Automation tools.
• Knowledge of SQL is preferred.
• Big data experience: Azure, Hadoop, MongoDB etc.
• Advanced data modelling and analytics: using tools such as Power BI, Tableau.
• Commitment to data quality and business process.
• Ability to work to tight deadlines with multiple business stakeholders.
• Ability to work at a fast pace without compromising on quality of output.
• Ability to confidently run data queries with an understanding of the business objective to ensure the best possible solution.
• Ability to create and follow data briefs.
• Experience with dealing with all areas of business including Technology, Sales and Senior Business Executives.

Personal attributes:

• Inquisitive; willing to challenge and to understand the 'why'.
• Desire to learn and develop and take ownership.
• Proactive attitude with the skills and enthusiasm to drive significant benefits.
• Career driven individual who has energy to excel in a start-up culture.
• Excellent communication skills with the ability to influence the business.
• Comfortable making recommendations and decisions.
• Ability and willingness to deliver in pressurised, quick paced environment.
• Flexible and responsive to business demands as required.
• Professional and credible ambassador of the McLaren brand values.
• A winning mentality - demonstrates great drive to achieve outstanding results.
• Initiative. Make things happen with minimum levels of supervision.

We recognise that we can only achieve our vision with the dedication and collaboration of our world class employees. It is our aim to become the employer of choice within the global automotive industry.