Senior Manager - Marketing Analytics

The Senior Manager, Marketing Analytics leads the delivery of best-practice campaign measurement and marketing analytics. You will partner with marketing, product, digital, and technology stakeholders to translate business questions into analysis and reporting that improves targeting, customer experience, and commercial outcomes.

This role suits an experienced and proactive senior analyst with strong data skills, the ability to communicate insights clearly, influence decisions, and continuously improve how we measure and optimise campaign performance, who is ready to move into a leadership position.

You will own the roadmap for and optimisation of Marketing Analytics; covering mandatory, regulatory and CX communications inclusive of service setup, outage notifications, billing and payment support, financial hardship, remediation and other high-volume operational journeys. This is a new function within the Customer Intelligence Practice, with the goal being to create an offering that provides clear, accurate, accessible and insightful analysis of TPG Telecom’s marketing executions, across multiple brands.

You will lead a team of 5, coaching their growth and lifting capability across delivery, actionable insights and stakeholder management. Working closely with MarTech, Marketing, the Data Centre of Excellence and the broader CLM team, you will shape the capability roadmap for Marketing Analytics.

Core Responsibilities

We are a dynamic business; this brings new opportunities for our customers and our people. Being adaptable, managing change and maintaining resilience is key to success for all of us at TPG. Due to the dynamic nature of the business your responsibilities may change over time as the business evolves.

• Measure and optimise campaign performance by tracking end-to-end outcomes (e.g., conversion, incremental revenue, retention/churn, ARPU, AMPU, offer take-up, response rate) across channels and lifecycle stages.
• Develop and maintain campaign reporting suites and dashboards (Power BI) with clear KPI definitions, consistent logic, and an agreed reporting cadence for stakeholders.
• Deliver actionable insights by identifying trends, risks, and opportunities in customer and campaign data, and translating findings into recommendations to improve targeting, creative, offers, and channel mix.
• Support campaign test-and-learn by designing measurement approaches (control/holdout, A/B tests, uplift), evaluating results, and documenting learnings for reuse.
• Source, prepare, and analyse data from a range of systems and platforms (including Excel, Teradata/SQL environments, AWS, and Power BI) to build robust datasets for campaign and customer analysis.
• Partner with campaign managers and channel owners to define measurement plans, ensure tracking requirements are met, and provide timely pre- and post-campaign analysis.
• Build customer segmentation and lifecycle analytics to inform retention, upsell, and cross-sell strategies, including opportunity sizing and business cases.
• Ensure the accuracy, consistency, and integrity of data used in analysis and reporting by applying governance standards, reconciling results, and maintaining documentation of business logic.
• Communicate insights, implications, and recommendations to senior stakeholders in a clear, concise, and compelling manner, tailored to technical and non-technical audiences.

Team Leadership & Development

• Lead and develop a team of 5, building capability in lifecycle strategy, journey thinking, execution excellence and stakeholder management, while creating a
• strong, energetic team culture. Work with MarTech and delivery teams to ensure Pega and supporting platforms enable compliant, scalable and personalised service journeys.
• Experience leading and developing people, with a genuine focus on coaching, feedback, capability uplift and creating a high-performing team environment.

Knowledge & Experience

• 6+ years’ experience in marketing-focused analytics within telecommunications, financial services, utilities or other complex regulated consumer environments.
• Proven experience leading complex cross-functional stakeholder groups including Product, Customer Care, Operations, Legal, Compliance, Regulatory, Digital and Technology, with the credibility to influence senior leaders.
• Strong capability in structured analytics processes, including scoping, development, QA and delivery.
• Commercially minded and analytically strong, with experience defining success metrics, reading customer and operational data, and turning insights into prioritised initiatives that improve retention and reduce failure demand.
• Strong understanding of multichannel communications, personalisation and orchestration, including segmentation, triggers and channels.
• Strategic, organised and pragmatic, with strong attention to detail and sound judgement across customer, regulatory and operational trade-offs.
• Advanced proficiency in SQL (e.g., Teradata or similar) and Microsoft Excel; strong experience building dashboards and reports in Power BI.
• Strong analytical capability with a keen eye for detail, data quality, and repeatable measurement.
• Proven experience delivering campaign analytics, including KPI design, reporting, performance interpretation, and optimisation recommendations.
• Experience with experimentation and uplift measurement concepts (e.g., A/B testing, holdouts, incremental impact) and comfort explaining results and limitations.
• Strong stakeholder management skills, able to partner cross-functionally to define questions, align on metrics, and deliver insights to deadlines.
• Excellent communication and storytelling skills, with the ability to simplify complex data for diverse audiences and create clear, decision-oriented narratives.
• Strong problem-solving and critical thinking skills, including the ability to work with ambiguity and turn broad questions into structured analysis.
• Experience working with large datasets in SQL-based and cloud environments (e.g., Teradata, AWS or similar), including data preparation and performance optimisation.
• Strong data visualisation skills (charts, scorecards, interactive dashboards) and an understanding of how to design reporting that drives action.
• Comfortable working in a fast-paced environment with multiple concurrent campaigns, stakeholders, and changing priorities.
• Familiarity with campaign management and/or marketing technology platforms (e.g., SAS, Pega, Adobe, Google Marketing Platform or similar) is advantageous

Benefits

• Flexible hybrid way of working (from home and office) 
• ‘Stay Connected Mobile’ – Access to a free mobile plan 
• ‘Stay Connected NBN’ – Access to a free NBN 100 plan 
• ‘Your Leave’ - an additional 4 days of leave to be used whenever you like - every year 
• Access to TPG Learning Hub platform and internal development opportunities 
• Access to Corporate Partner Discounts 

 #LI-Hybrid #LI-LO1 #IND2