Premier Lotteries Ireland
 
Job Title                                                         Commercial Analyst
Department                                                    Product & Digital
Reporting to                                                   Head of Commercial
Date completed/updated                                20/07/2023
 

 

Basic Function and Purpose of this Role:

This role is responsible for building a fact based understanding of the National Lottery, our products and our customers and developing evidence based recommendations to grow our revenue and optimise our business. The role has a focus on executing and measuring the effects of Digital Marketing Campaigns.
 
 
Responsibilities of the Job-Holder
The commercial analyst will work directly with the Product & Digital team, as well as senior leaders throughout the business to enhance our commercial understanding of our business and deliver growth. The role has a focus on digital marketing campaigns including Digital performance marketing and CRM.
 
Main Tasks

• Reporting
  1. Define KPIs for each product & channel which monitor and predict our performance and the drivers of that performance. 
  2. Develop (in conjunction with our analytics team) a suite of daily, weekly and monthly reports which track all our KPIs.
• Ad Hoc Analysis
  1. Become an expert in our internal data (using our self serve Power BI tool) and conduct ad hoc analysis to understand our business.
  2. Identify growth opportunities and optimization potential
     • Using our internal data and
     • Through international research
• Conversion Optimization (Digital)
  1. Understand and monitor our digital performance and online funnels and identify areas for optimization across 
     • Customer Acquisition 
     • Customer Retention
     • Value per Customer

 

• Digital Marketing Campaigns
  1. Using insights from reports, assist in briefing requirements for digital marketing campaigns across performance marketing and CRM
  2. Assist in the set up, execution and reporting of digital performance marketing campaigns
  3. Analyze CRM campaigns and identify opportunities for growth

 

• Portfolio & Product Analysis
  1. Build up a full portfolio view of our products, their performance over time and the customer need they fulfil
  2. Become a subject matter expect in the customer survey data we have 

 
 
Qualifications 
Degree level qualified in marketing, commerce, statistics, economics or related field
 

Relevant Experience                                                    

2 to 4 years experience in a commercial, data analyst, online marketing or conversion rate optimisation role
 
Technical Skills  

• Power user of excel or similar tool
  1. Data modelling tools (R, SQL etc) an advantage but not required. 
• Strong presentation (powerpoint etc) and communication skills

 
Key Competencies

• Data driven
  1. Exceptionally comfortable with data, in particular understanding and pulling real world insights from data
• Strong presentation skills
  1. Ability to deliver complex analysis / insights succinctly and tailored to different audiences (senior leaders and more generally across the business)
• Strong collaboration / team ethic
  1. In particular, an ability to work with and influence others, across a variety of different operational areas
• Goal orientated and focused on impact / delivery
  1. Presentations / insights need to be a means to an end – delivering impact is crucial

 
 
 
Working Relationships
 
Internal                               Product & Digital team, Marketing, Finance, Analytics, Contact Centre & Sales, Retail
External                              Digital media agency (currently  Core), Google, Facebook
 
 

 What We Offer
We have some great benefits on offer for our employees in National Lottery including hybrid working, competitive pension, enhanced maternity, paternity and parents leave, term time, hybrid working, paid professional subscriptions and educational assistance, volunteering days, eye testing, flu vaccination, subsidised restaurant, sports and social club, employee of the quarter awards and a whole lot more.