Digital Marketing Analyst Nairobi ABOUT THE COMPANY
Vision To become the market leader in the East African region in the: Sales of Auto Parts and Accessories Servicing of Vehicles
Mission To deliver to our customers fast, efficient and truly superior service with an identifiable difference To provide the appropriate product range for our customers To employ, train and retain the very best human resource available To utilize accurate processes and systems
The Digital Marketing Analyst will be part of our growing online marketing team at AutoXpress. The role will deliver analysis and insights through digital marketing channels as well as oversee customer behavior outcomes while focusing on the revenue and scalability across multiple channels. Reporting to the Head of Retail Engagement, this person works with multiple teams to achieving business goals.
PRINCIPAL ACCOUNTABILITIES Provide recommendations for integratedcampaigns based on previous success metrics, recommend targets... delivercampaign results, and actionable insights upon campaign completion. Interpret data, analyse results usingstatistical techniques and provide ongoing reports including actionableinsights in order to improve the campaign Complete analysis of online metricsincluding website, surveys, email, digital, etc. Create holistic dashboards by pulling datafrom different data sources for presentations to various leaders throughout thecompany
SEM Collaborate on the paid search strategy& tactical plan to drive organic growth and eCommerce sales. Execute thetactical plan. Drive paid search CRO for purchase funnelsand lead generation funnels Execute recommendations, including biddingstrategies, ad copy creation, keyword research & strategies, comparative testing,adjustments, etc. Monitor paid search campaign expenses,staying on budget, estimating monthly costs, and reconciling discrepancies. Perform competitive analysis Work with the Content & Creative teamsto create effective YouTube ad content Work with the Social Media team to helpdrive impactful paid targets Audit campaigns and landing pages for CROeffectiveness and conversion opportunities
SEO Collaborate on the SEO strategy &tactical plan to drive organic growth and eCommerce sales. Execute the tacticalplan. Perform ongoing keyword discovery,expansion, and optimization. Ensure unique content per page, managebacklinks and keyword performance trends Audit content performance in SERPs, alignwith user journeys, trends and competitor insights to produce actionableinsights Perform competitive analysis Provide SEO guidance (contentreallocation/consolidation/growth, site, and navigation structure, URLs, etc.)to achieve website user and sales goals Work with the content team to driveimpactful SEO in content creation and content programming Audit websites for SEO effectiveness andconversion opportunities
ANALYSIS AND REPORTING Identify trends and actionable insights,optimize spend and performance based on the insights Plan, execute and measure experiments andconversion tests (A/B and multivariate) to improve macro & micro-conversionrates. Utilize strong analytical ability toevaluate end-to-end customer experience across multiple channels and customertouchpoints. Optimize user funnels, identifyopportunities for new features and optimizations. Inform the team of upcoming algorithmchanges & their impact to acquisition efforts Measure and report performance of digitalmarketing campaigns, and assess against goals (ROI, KPIs, targets). Collaborate with and supply data/insightsto different teams on a regular basis. Strong experience with industry-standardtools such as Ahrefs, GA, Search Console and others. Evaluate emerging technologies, provideperspective for adoption where appropriate Brainstorm new and creative growthstrategies. Report regularly on activities, insights,and provide actionable input toward organizational goals. Complete special projects as assigned.
KEY COMPETENCIES 3+ years experience leveraging earned,owned and paid media and/or working for an advertising agency Excellent verbal and written communicationskills, including the ability to effectively communicate with team andcustomers Strong understanding of digital advertisingmetrics Experience creating digital and marketingstrategies
EDUCATION, EXPERIENCE AND KNOWLEDGE The minimum requirements of this job are: Bachelor's degree in Marketing, Analyticsor related field Recent Google Adwords Certificationpreferred Experience in working with GoogleAnalytics, which includes behaviour analysis, conversion types, attributionmodelling, and tracking campaigns via UTM links. Google Analytics certificationpreferred but not required. Experience in SEM, leveraging a coordinatedstrategy of approaches such as text ads, display ads, & retargeting blendedwith social, video, & website data for optimum gains. Knowledge of biddingalgorithms required, Wordstream & SEMRush experience a plus. Understanding of SEO and how itinterconnects with SEM & other channels to achieve goals. A strong CRO regimen of techniques thatsupport implementing hypothesis, providing correlation and causation. Deep understanding of Excel, able to pullin data and manipulate as needed for analysis, sharing, etc
Market research, intelligence, Entrepreneurship, Business intelligence, Social media marketing, Search engine optimization (SEO), Search engine marketing (SEM), Web Analytics, Storytelling, Project implementation
Bachelor's degree Nairobi Kenya
Digital Marketing Analyst Nairobi AutoXpress Limited Nairobi