Head of Marketing Analytics and Acquisition

Ready to shape the future of marketing? 

Parkdean Resorts is on the lookout for a visionary leader to spearhead our marketing analytics efforts as our Head of Marketing Analytics and Acquisition! Armed with expertise in marketing effectiveness, first-party data analysis, and customer segmentation, you'll orchestrate creative executions that guide our customers seamlessly through their journey with us. 
 

So, why Parkdean Resorts? 

Well, besides the one-of-a-kind team culture and stunning locations across the UK, we can offer:    

• Annual bonus scheme 
• Up to 50% off holidays with us 
• 25% off holidays for friends and family 
• 30% off park activities, food and drink 
• Clear career progression pathways 

 
We want to be a force for good for our parks, people, and planet. Our passion is to secure the sustainability of our business, create positive change, and leave a green footprint for future generations to enjoy.   
 

What you will be doing... 

As the driving force behind our marketing strategy, you'll be tasked with optimizing our marketing spend and investments to turbocharge our EBITDA for Holiday Sales and Holiday Homes Sales. You’ll drive customer acquisition channel management with existing and new channels that can be scaled up to drive growth. You will:

• Optimise marketing spend to achieve highest EBIDTA for the business. 
• Track Channel performance vs target and identify growth opportunities. 
• Develop and implement growth hacking and agile marketing practices to experiment with new channels that can be scaled up, and experiment and develop a growth plan using single view of the customer segmentation, automation and customer data platforms. 
• Create, analyse, manage attractive propositions and campaigns that will convert benefits and price 
• Be accountable for user case development and deployment for first party data marketing campaigns. 
• Work as a member of the agile team to test and deploy marketing strategies on PPC, SEO, paid social, display, TV (linear & connected), radio and partnerships. 
• Implement business to consumer user cases that grow holiday sales, upsell, cross sell, and ownership leads aligned to business strategies and focus. 
• Leverage SVOC, GA Data, and SiteCore CDP to create "Rich" Customer Profiles. 
• Leverage SiteCore Engagement cloud. 
• Identify audience with highest propensity to convert and build campaigns to support using Single View of Customer. 
• Use 1st Party Data to reach audience on Media (segmentation) 
• Serve and test dedicated creative to drive conversions 
• Build and test dedicated landing pages with digital and marketing to drive conversion with a focus on personalisation. 
• Improve / Create personalised cross channel communications (automation - using fresh relevance and dot digital. 
• Build the foundations and processes for experimentation using Loop Horizon. 
• Build the foundations and processes for experimentation for 1st party data for connected broadcast. 
• Grow a high performing team that drives success in cross channel marketing acquisition & experimentation. 

Some of the skills we’re looking for: 

• Appropriate degree or professional qualification and/or proven experience in digital marketing. 
• Experienced in implementation of acquisition/ growth strategies using customer data. 
• Knowledge of data development and database management. 
• Knowledge of predictive analytics and statistical modelling. 
• Experienced in using Google Analytics and other digital performance tools. 
• Good understanding of coding languages (JavaScript, HTML, CSS, SQL) 
• Experience of using first party data/segmentation. 
• Highly analytical with meticulous attention to detail. 
• Experienced in using Google Analytics, e and other digital performance tools. 
• Excellent ability to interrogate and interpret complex data and turn into recommendations. 
• Persuasive and able to deliver complex data and insight in easy-to-understand formats. 
• Collaborative team player and able to work closely with digital marketing and website development teams and agencies. 
• Confident in challenging existing processes and implementation to drive improvements. 

Whatever you do, please don’t filter yourself out! We are often flexible when considering an applicant’s skills and experience for a role. So, don’t be put off if you don’t tick all the boxes. 

Are we the right fit for you? 

At Parkdean Resorts we don’t leave unforgettable moments to chance.  

We pitch in, we have fun, and we grow, challenging and inspiring each other to make great things happen every, single, day. We’re the people people, Parkdean people - we’re family, ensuring holiday happy is never far away.  

Parkdean Resorts is committed to Safeguarding and promoting the welfare of Children and Adults at Risk. Background checks including DBS (or equivalent) will be carried out if appropriate.  

We want to do all we can to create an environment and recruitment process where people feel safe and comfortable to talk about disability. For any reasonable adjustment requests, please contact the team at careers@parkdean-resorts.com.