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Head of Marketing Automation and Analytics

Requisition ID:  3437

Newcastle, GB

Contract Type:  Open Ended
Posted Date: 


We are a world class research-intensive university. We deliver teaching and learning of the highest quality. We play a leading role in economic, social and cultural development of the North East of England. Attracting and retaining high-calibre people is fundamental to our continued success.


Salary: £41,526.00 - £44,045.00 

Closing Date: 17 April 2020


The role


The Head of Marketing Automation & Analytics is responsible for overseeing and implementing all automated marketing campaigns for the University ensuring that Marketing Automation processes and Analytics tools are deployed, embedded and used effectively, maximising the University's ROI. 


The role will hold product management responsibilities, including keeping a prioritised backlog of tasks, liaising with other departments and partners to make  decisions concerning the solutions on a functionality level, and constantly aligning with the Marketing Strategy.


Are you a highly experienced Marketing Analytics professional looking for a new challenge? As part of the management team, the Head of Automation and Analytics will be tasked with leading the data and analytics agenda to deliver key marketing capabilities in support of the business strategy. This role would strongly suit a hands-on candidate who has experience of Hubspot, Google Data Studio, analytics and visualisation initiatives. The role would provide opportunities to:


  • Lead projects and manage in the future
  • Analyse how potential and existing customers interact with the web – producing strategic and marketing and promotional strategies to efficiently target customers
  • Maximise the understanding of customer behaviour and provide insightful and actionable recommendations on how the business can benefit from your insight
  • Identify patterns and journeys and then develop segmentation models so specific customers can be targeted using promotions
  • Gain vital stakeholder engagement by presenting your findings back to senior stakeholders


Informal, confidential queries should be directed to: Jonathan Sabarre (Assistant Director of Digital Marketing) via email jonathan.sabarre2@newcastle.ac.uk


Key Accountabilities

  • To be the primary marketing contact for marketing automation and analytics; leading the definition of requirements, solutions deployment and supporting developments, ensuring campaign goals are met.
  • Engaging, collaborating and leading the marketing data and analytics agenda across all levels of the organisation.
  • Working to deliver automation solutions that provide a meaningful and consistent customer flow.
  • Reviewing existing marketing campaigns across the business and automating where appropriate.
  • Creating a standard of high-quality visualisations that enable the marketing department to measure, optimise and report on campaign delivery.
  • Management of the marketing budget allocated to marketing automation and analytics.
  • Create hypothesis for process improvements to be tested and drive these tests through from idea to design and delivery.
  • Line management of marketing staff who deploy, develop and administer marketing automation systems and campaigns.
  • Promoting user-centred design to deliver intuitive, innovative and delightful user experiences.
  • Ensure existing data sets have strong monitoring in place to constantly flag bad data, with processes and accountability to clean in place.
  • Facilitate the relationship with the end customer and business leadership/ owners, bringing the voice and priorities of the customer to the forefront.
  • Managing A/B testing on automated marketing campaigns to maximise results and ROI.
  • Ensuring all platforms within the business communicate with each other to remove discrepancies and duplication.
  • Managing centralised permissions across platforms and stakeholders.
  • Ensuring data is imported and segmented correctly.
  • Reporting on all campaigns and making changes where necessary.
  • Recognising and actioning impactful implications of rule changes in marketing automation systems (HubSpot etc) - such as CRM fields, workflows and lists.
  • Be the lead contact for major system changes and product communications with internal stakeholders.
  • Develop and deliver training for new users of the system ensuring best practice is adhered to at all times.
  • Demonstrable knowledge of task prioritisation and impact to end-users and prospective students.
  • Experience working directly with sales teams to build a full sales pipeline and maximising value.
  • Ensure ongoing monitoring of dashboards to check for performance pinch points or when dashboards are becoming less relevant.

The Person (Essential)


Knowledge, Skills and Experience


  • Proven experience with marketing automation (Hubspot, Pardot, Eloqua),
  • Extensive experience with data visualisation and analytics tools for campaign optimisation (Google Analytics, Google Data Studio, Power BI)
  • Experience in creating analytics based marketing strategies that have had a clear influence on campaign performance
  • Automated Campaign management / reporting and/or web analytics
  • Prior experience of lead management setup and campaign management in automated systems.
  • Knowledge of latest digital marketing trends
  • An understanding of student recruitment and admissions and the stages of the cycle of student choice and decision making
  • Strong analytical mindset and an ability to analyse campaigns.
  • Excellent email marketing and campaign experience
  • Experience of working in an Agile project environment.
  • Experience of managing teams in an Agile environment


Attributes and Behaviour


  • Ability to build consensus through strategic vision and outstanding verbal, written, and interpersonal communication skills
  • Metrics-obsessed and committed to understanding data and analytics to improve decision making, strategy and performance
  • Strong collaborative management style, with an execution- and result-oriented focus
  • Ability to effectively influence across senior levels within both marketing and with cross-university collaborators.
  • Excellent presentation skills with the ability to present and discuss information in a manner that persuades, educates, and enhances understanding at all levels
  • Proven ability to use initiative and adopt a creative approach to problem solving
  • Focus on delivering excellent customer service, meeting the expectations of the customer
  • Manages time and resources by prioritising and organising effectively.
  • Works continually towards achieving success through understanding and meeting or exceeding the expectations of the area, the University, students, colleagues and other stakeholders.
  • Works collaboratively with others, plays a positive role in teams and establishes and grows relationships across the organisation where different skills, expertise and opinions are valued.



  • Qualified to degree level or equivalent
  • Google Analytics certified


  • Google Data Studio certified
  • MCSA: BI Reporting certified
  • Hubspot Certifications




Newcastle University is committed to being a fully inclusive Global University which actively recruits, supports and retains staff from all sectors of society.  We value diversity as well as celebrate, support and thrive on the contributions of all our employees and the communities they represent.  We are proud to be an equal opportunities employer and encourage applications from everybody, regardless of race, sex, ethnicity, religion, nationality, sexual orientation, age, disability, gender identity, marital status/civil partnership, pregnancy and maternity, as well as being open to flexible working practices.


Requisition ID: 3437