Digital Marketing Performance & Analytics Manager

The Digital Performance & Analytics Manager leads middle- and lower-funnel activity across the Group, setting campaign frameworks and supporting OpCos in planning, executing and measuring digital performance. The role also strengthens the digital marketing ecosystem across owned channels such as websites and apps, while monitoring investment, analysing performance and ensuring reporting is accurate, timely and actionable. The scope covers paid media, websites, mobile apps, SEO/GEO and conversion performance within the communications remit, with a focus on identifying gaps, improving optimisation and strengthening measurement of return on digital investment. Key Responsibilities 01 Digital Performance Strategy & Campaigns • Define frameworks, toolkits and strategies for middle- and lower-funnel performance activity. • Monitor campaign objectives, timelines, media activation, investment and results across OpCos and agency partners. • Track KPIs across awareness, traffic, acquisition, conversion, engagement and revenue. • Assess performance against agreed objectives, budgets, benchmarks and previous periods. • Identify underperformance, delivery risks and optimisation opportunities, then follow up with markets and agencies on corrective actions. • Maintain visibility of planned, active and completed campaigns, including planned, committed and actual spend. 02 Digital Analytics & Funnel Performance • Consolidate and analyse data from paid media, websites, mobile apps, SEO/GEO and other digital platforms. • Monitor the digital customer journey from exposure and traffic generation to acquisition, conversion, retention and revenue. • Analyse core indicators including reach, engagement, CTR, conversion rate, app installs, registrations, active users, CPA, CPL, CPI, ROAS and attributed revenue. • Create benchmarks and best practices, compare results across markets, channels and periods, and identify drivers of strong or weak performance. • Translate performance data into clear findings, practical recommendations and campaign effectiveness evaluations. 03 Reporting & Performance Governance • Maintain the Group digital marketing reporting calendar and performance governance rhythm. • Collect, consolidate and validate data from OpCos and agency partners, ensuring accuracy, consistency and completeness. • Produce dashboards, monthly reports, campaign reviews and management summaries that explain performance, issues and next steps. • Maintain consistent KPI definitions, templates and benchmarks across markets. • Prepare performance materials for management meetings and executive discussions. 04 Website, App & SEO/GEO Performance • Monitor website traffic, acquisition sources, engagement, key journeys and conversion performance. • Track app acquisition and engagement indicators, including installs, first opens, registrations, active users and commercial actions. • Assess the impact of marketing campaigns on website and app performance. • Monitor SEO/GEO performance, including organic traffic, keyword visibility, rankings and content performance. • Identify opportunities to improve traffic quality, customer journeys and conversion. 05 Tracking & Data Quality • Ensure agreed campaign tracking requirements are in place before and during activation. • Review campaign naming, tagging, conversion events and measurement requirements. • Identify and follow up on data, tracking and reporting gaps with agencies, markets and internal teams. • Document measurement requirements for Technology, Product and Data teams. • Ensure performance conclusions are based on sufficiently reliable data. 06 Performance Delivery & Follow-Through • Participate in regular performance reviews with markets and agencies. • Prepare concise meeting notes, decisions and action points with owners and deadlines. • Follow up on outstanding reporting, campaign and optimisation actions. • Escalate material delays, data gaps or performance issues and support a consistent operating rhythm. Experience & Qualifications REQUIRED • 7+ years’ experience in digital performance, analytics, paid media, growth marketing or marketing reporting. • Strong understanding of the digital marketing funnel, from awareness and traffic to conversion, engagement and revenue. • Experience analysing paid media, website, app or SEO/GEO performance and core metrics such as CPA, CPL, CPI, conversion rate, ROAS and attributed revenue. • Hands-on experience with tools such as Google Analytics, Looker Studio, Google Ads, Meta Ads Manager, Firebase, AppsFlyer, Amplitude or equivalent platforms. • Ability to consolidate data from multiple sources, identify inconsistencies and translate findings into clear recommendations. • Strong organisation, project coordination, follow-through and communication skills. • Experience working with digital agencies, cross-functional teams, multiple markets and tight deadlines. • Bachelor’s or Master’s degree in Marketing, Business, Economics, Data Analytics, Information Systems or a related discipline. • Full professional proficiency in English. PREFERRED • Telecommunications, fintech, technology or digital services experience. • Experience with mobile app acquisition, digital sales measurement, attribution, tracking or SEO/GEO analytics. • Relevant certifications in digital analytics, paid media or SEO, and French language capability. What Success Looks Like The successful Digital Performance & Analytics Manager will: • Provide a clear, reliable view of digital marketing performance across OpCos. • Improve the quality, consistency and timeliness of market and agency reporting. • Maintain accurate visibility of campaigns, investment, results, risks and outstanding actions. • Deliver practical recommendations that improve optimisation, ROAS and commercial outcomes. • Strengthen data-driven decision-making, follow-through and accountability across markets and agency partners. Operating Principles The Digital Performance & Analytics Manager is expected to operate with: • Analytical discipline and attention to detail. • Proactive follow-through and accountability. • Curiosity and confidence in challenging inconsistent data. • Clear, structured and collaborative communication. • Commercial awareness and continuous improvement mindset. Show more