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
JOB SUMMARY
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.
RESPONSIBILITIES
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
REQUIRED SKILLS
Market research, intelligence, Entrepreneurship, Business intelligence, Social media marketing, Search engine optimization (SEO), Search engine marketing (SEM), Web Analytics, Storytelling, Project implementation
REQUIRED EDUCATION
Bachelor's degree
Nairobi Kenya
Digital Marketing Analyst Nairobi AutoXpress Limited Nairobi
