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Senior Analytics Manager, Customer Engagement


Senior Analytics Manager, Customer Engagement

Dublin | Ireland

Division Description

Led by the recently appointed Chief Marketing Officer, we are creating Group Marketing function which will develop a strong brand for Bank of Ireland, shaping and delivering a differentiated position for the Bank in the markets in which we operate. This will enable us to shape and deliver on our purpose to enable customers, colleagues and communities to thrive and to build the National Champion Bank in Ireland. The Group Marketing function will be underpinned by the following strategic imperatives designed to transform the Bank of Ireland brand: Customer planning across business under one group brand strategy and agreed brand pillar priorities, Deep brand & customer insight, Consistent & compelling customer communication across all touchpoints, Data driven marketing, Customer experience insight & innovation design, Integrated Technology transformation, Robust Marketing spend effectiveness & governance.

Description of business unit

As customer expectations grow and there is an increasing demand for personalised customer experiences, there is a growing demand on the Customer Analytics team to enable this personalised experience. The Customers Analytics department is a growing area within Bank of Ireland and is responsible for actionable customer insights, predictive modelling and marketing optimisation. There is a major opportunity to leverage the Bank's data to deliver a more personalised customer experience and transform the organisation to become more data driven.

Purpose of the Role

The purpose of the role is to use data and analytics to power enhanced customer experience at every customer interaction with the Bank.

Key Accountabilities

  • The key responsibility will be to manage a team of experienced data scientists to deliver on the vision of personalised customer experience.
  • Develop a 'next best action' framework to deliver personalised customer experience working closely with our partners in IT and the Chief Data office.
  • The individual is expected to set the short, medium and long term vision for their area of responsibility and develop a roadmap to deliver on that vision.
  • Develop the modelling process to deliver modelling at scale and in real time where applicable.
  • Manage the building of machine learning models from development through testing, validation, deployment and on-going management.
  • Leverage the vast amount of data the bank has across internal structured data, semi-structured web data, unstructured data to achieve the ambition.
  • Integrate internal data with external data sources to further understand customer behaviour.
  • Establish the process and governance framework including QA, documentation, coding standards and project templates.
  • Create staff development plans and mentor staff in achieving stretched targets. Identify capability gaps within the team and propose approaches to close these gaps.

The Opportunity

The vision for the Customer Engagement Engine team is to enable personalisation customer experiences at every customer touch point. The successful candidate will lead a team of Data Scientists within the Group Customer Analytics function. Achieving the vision involves developing a deep understanding of our customers through data and analytics and building best in class analytical models to support our customers at every interaction. It is an incredibly exciting and challenging opportunity to take on. The types of projects involved in achieving this vision include recommender systems, customer graph analysis, next best action and predictive models.

Essential Qualifications

  • Bring a passion for using data and analytics to improve the performance of the organisation and the experience our customers receive.
  • Have a strong analytical background coupled with an ability to relate results to the business and form recommendations which add value.
  • Have experience in managing Marketing Analytics teams delivering key strategic analytics projects (Propensity Modelling, Next Best Action Modelling, and A/B Testing).
  • Have a passion for demonstrating the value analytics can deliver and an ability to influence stakeholders to make more data driven decisions.
  • A good understanding of customer engagement channels (e.g. mobile, contact centres, e-mail) and how analytics can be deployed in these channels.
  • An individual who keeps in touch with emerging methodologies and tooling in data and analytics.
  • MSc or PhD in Statistics, Computer Science, Machine Learning, Analytics or equivalent quantitative field.

Essential Skills & Experience

  • At least 5 years relevant analytics experience working in a business context, ideally marketing, with at least 2 years' experience in team management.
  • Experience in delivering measurable value from advanced analytics.
  • Experience in Marketing Analytics and specifically propensity modelling, recommender systems, next best action, retention (churn) modelling, acquisition and cross sell modelling.
  • Experience in automating analytics and integrating analytics into application systems (websites, mobile app etc.)
  • Proven experience in the statistical analysis and modelling of this data to derive insights. Knowledge of clustering, predictive analytics, machine learning, hypothesis testing etc.
  • Experience is setting the long term plan for your team and putting in place the appropriate milestones and measurement strategy to ensure the plan is progressing as planned.
  • Experience in wrangling data from internal and external sources.
  • Proven track record in designing and implementing successful production grade models.
  • Proven ability to work effectively with colleagues from different disciplines across business and technical functions. Exceptional communication skills.

Desirable Qualifications, Skills & Experience

  • Experience with data science at scale with inbuilt automation
  • Experience with Marketing Automation technologies

Key Competencies

Competency 1:Achieving Results - 3. Advanced / Leadership

Competency 2:Being Innovative - 3. Advanced / Leadership

Competency 3:Delivering Quality - 3. Advanced / Leadership

Competency 4:Harnessing Talent - 3. Advanced / Leadership

Competency 5:Thinking Strategically - 3. Advanced / Leadership

Where Agency assistance is required Bank of Ireland Recruitment Team will engage directly with suppliers. Unsolicited CVs / profiles supplied to Bank of Ireland by Recruitment Agencies will not be accepted for this role.

Bank of Ireland Group is an equal opportunities employer and is committed to fostering an inclusive workplace which values and benefits from the diversity of our workforce.

Closing date: Jan 29, 2019
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