Cape Town: Marketing Data Analyst posted by SET Consulting

JOB DESCRIPTION Marketing Data Analyst Purpose of the Role

A leading organisation is seeking a data-driven and commercially minded Marketing Data Analyst to support strategic decision-making across its portfolio of brands.

This is a newly created role focused on transforming complex customer, loyalty, campaign, media, and product data into clear, actionable insights that drive growth and optimise marketing performance.

The successful candidate will play a key role in customer segmentation, loyalty analytics, campaign effectiveness, and media spend optimisation, while also contributing to predictive modelling and forecasting initiatives.

Working closely with marketing, data, and innovation teams, this individual will help shape data-led strategies that enhance customer experience, improve ROI, and unlock new business opportunities.

Key Responsibilities

Loyalty Programme Analytics

• Analyse customer behaviour including sign-ups, engagement, redemption rates, and churn risk
• Provide insights to optimise loyalty structures, rewards, and promotions
• Track incremental revenue and customer frequency driven by loyalty initiatives

Customer Segmentation & Insights

• Develop and maintain customer segments (e.g. RFM, behavioural, lifecycle)
• Support targeted marketing campaigns and personalisation strategies
• Continuously refine segmentation based on engagement trends

Campaign & Marketing Performance

• Analyse campaign performance across channels and provide actionable insights
• Support campaign planning through data-driven recommendations
• Define KPIs and success metrics prior to campaign launches

Media & Channel Optimisation

• Evaluate digital media performance (paid social, search, display, programmatic)
• Provide recommendations on budget allocation and channel strategy
• Monitor ROI and conversion performance across platforms

Product / Menu Performance Analysis

• Assess product performance using sales, frequency, and customer feedback data
• Identify opportunities for optimisation and innovation
• Support product and marketing teams with actionable insights

Predictive Analytics & Forecasting

• Build and apply predictive models (e.g. churn, propensity, forecasting)
• Identify trends and support proactive decision-making

Data Integration & Collaboration

• Work with data and IT teams to integrate data across platforms (CRM, CDP, loyalty, POS, media)
• Ensure seamless data flow for accurate reporting and insights

Data Quality & Governance

• Monitor and maintain data integrity across sources
• Identify inconsistencies, duplicates, and anomalies

Insight-Led Innovation

• Support new initiatives such as campaigns, loyalty enhancements, and product launches
• Provide data-backed recommendations for business cases

Benchmarking & Market Insights

• Track industry and competitor trends in digital engagement and customer experience
• Provide insights to maintain competitive positioning

Skills & Competencies

• Strong analytical and problem-solving skills
• Commercial mindset with the ability to translate data into business insights
• Excellent storytelling and data visualisation capability
• High attention to detail and performance-driven approach
• Strong collaboration and stakeholder engagement skills
• Proactive, curious, and solution-oriented mindset
• Ability to work in a fast-paced, evolving environment

Experience & Qualifications

• Degree in Marketing, Data Science, Statistics, or a related field
• 46 years experience in marketing analytics, CRM, or customer insights roles
• Strong SQL skills and experience working with large datasets
• Proficiency in tools such as Google Analytics (GA4), Google Tag Manager, Power BI, Tableau, or Looker Studio
• Experience with CRM/CDP platforms and marketing automation tools (e.g. Salesforce Marketing Cloud, Braze)
• Solid understanding of digital media platforms (e.g. Google Ads, Meta, programmatic)

Advantageous

• Experience within retail, hospitality, or related industries
• Exposure to loyalty programmes and campaign attribution
• Knowledge of customer data platforms and data enrichment strategies