Job title: Digital Marketing Data Analyst
Reporting to: Head of Digital Marketing
Location: Can be based anywhere in the UK - Remote with occasional travel
Salary: £30,000 - £35,000pa
COMPANY BACKGROUND:
Macdonald hotels was founded in 1990 by Donald Macdonald. The firm since that time has gone on to become one of the UK’s largest privately owned hotel groups. Since its foundation, the group has been highly active in M&A.
As of 2023 the group owns a total of: 36 properties:
• 28 4 and 5-star Hotels in the UK
• 8 Self-catering Resorts in the UK and Spain.
Employing c. 2,500 people across the UK and Spain, the group has invested heavily in:
• Spa and Leisure (17 spas & 15 gyms across the group) Golf (5 golf courses across the group)
• Our Food and Beverage (F&B) proposition
• Corporate – meeting, offsite & even conference venues
• Special occasions – dedicated event venues for all your milestone events
• Aviemore – a dedicated multisite resort catering to families and the corporate market alike.
As a purpose led organisation, the group donates c. 84% of distributable profits to charity, supporting charitable foundations since its formation in 1990. In addition to this, we match every optional £1 donation added to guest’s hotel bill during their stay, ensuring charitable giving remains a group priority.
ROLE OVERVIEW:
Reporting to the Head of Digital Marketing – The Digital Marketing Data Analyst collects, analyses and interprets data to help improve digital marketing campaigns.
They also develop strategies for measuring digital campaigns and websites relating to:
• Hotels & Resorts
• Spa and Leisure
• Golf
• Food & Beverage
• MICE (Meetings, Incentives, Conferences & Events)
• Weddings & Special Occasions.
To enable profitable growth with robust, timely, and accurate reporting and analysis.
We are seeking a highly motivated and analytical Digital Marketing Data Analyst to join our growing team. The ideal candidate will have a strong background in mathematics and statistics, advanced Excel skills, and experience with SQL. They will also have experience with dashboarding, Google Analytics 4, reporting, and insights.
ROLE ACCOUNTABILITIES:
• Assist with the collection, analysis, and interpretation of data from a variety of sources. Gather data on customer behaviour, marketing and the web
• Utilize statistical techniques and mathematical models to assess and forecast performance metrics related to sales, marketing campaigns, and revenue generation
• Develop and maintain advanced Excel-based models for data analysis, reporting,
and visualization purposes
• Employ Google Analytics 4 to monitor website traffic, user behaviour, and campaign performance, transforming data into actionable recommendations
• Develop and maintain dashboards to track key performance indicators (KPIs)
• Prepare reports and presentations for senior management
• Identify trends and insights from data to inform decision-making
• Provide support to Marketing, Sales, and Revenue Management teams.
• Develop and implement data-driven strategies to improve
SKILLS & QUALITIFICATIONS REQUIRED:
· Marketing, sales, and revenue performance.
· Bachelor’s degree in mathematics, Statistics, or a related field
· Strong quantitative skills with experience in data analysis and statistical methods
· Advanced Excel skills, including pivot tables, VLOOKUPs, and formulas
· Experience with SQL and familiarity with database concepts
· Experience with dashboarding tools, such as Looker or Power BI
· Experience with Google Analytics 4
· Experience with reporting and insights
· Excellent communication and presentation skills
· Ability to work independently and as part of a team.
PREFERRED QUALIFICATIONS:
· Experience with Python or R programming
· Experience with cloud-based data platforms, such as AWS or Azure
· Exposure to marketing, sales, or revenue management.