Environment Sustainability and Highways

Transcription

1 Job Title: Marketing Intelligence Officer Job Grade: Band 4 Directorate: Environment Sustainability and Highways Job Reference Number: P01851 The Role The Marketing Intelligence Officer will: Devise intelligence requirements, develop a methodology and gather intelligence on market conditions, key sectors and target audiences in domestic and international markets Use intelligence to help in the identification of key targets, geographies, sectors and companies Play an important role in the deployment of all persona targeting activities Provide market analysis enabling colleagues to develop successful strategies to fulfil corporate objectives Job Purpose Provide reliable and comprehensive sector and market intelligence on which strategic and tactical decisions can be made Carry out market and sector research and analysis developing methodologies, identifying data sets and sources, carrying out analysis on key sectors, markets and businesses both in the UK and abroad Gather intelligence and contribute to segmentation and targetting strategies for all products and personas across the Enterprise Team resulting in tighter targeting and more developed leads To aid the Marketing Development Manager in joining market research to marketing delivery enabling a focused approach to audience targeting To work with colleagues in the shaping of all targeted promotional marketing material To work with Inward Investment Manager in developing a pool of prospects and hot leads for direct marketing activities and client projects To identify growth market opportunities and foreign direct investment trends so as to focus effort and resource on emerging geographies, sectors and companies Provide continual input into the development and deployment of the team s lead generation project

2 Key Accountabilities Data and Intelligence Acquisition and Management To input into the scoping out of data and intelligence requirements for our business across all aspects of the Enterprise Team, its various products, target personas, target geographies and target sectors Working with managers input into the development of a strategy for adoption and defining what data sets and information themes could be used, their benefits and costs Working with managers input into the development of a methodology for the deployment of intelligence and data touching on all elements of our business including: o Profile key sectors and develop a dashboard of statistics that will provide the Enterprise team with regular useful sector and market intelligence on global, national and regional trends o To develop statistical analysis and reporting to support an internationalised approach to promotional messages and information and response to investor enquiries o Provide the Marketing Development Manager with key sector intelligence, market analysis, local intelligence and sector opportunities that will shape and influence materials for the website, social media and direct marketing To research data sources for market and sector intelligence To benchmark our approach to intelligence and identify opportunities for its development not only in its acquisition and sources but also in its deployment To produce, at regular intervals, reports and statistical information analysing and presenting complex data to inform decisions and directions, targeting strategies, sector opportunities and enquiry responses Audience Targeting Provide intelligence to enable all products across the Enterprise Team to deploy clear targeting and segmentation strategies Provide intelligence on the opportunities that can be promoted to each target persona and a rolling list of potential companies per persona To provide lead generation input to create a healthy pipeline of leads across the Enterprise Teams various products and in accordance with the targeting and segmentation strategies of each product.

3 Working with the Marketing Development Manager to develop and implement strategies for gaining promoting investment opportunities, gaining sector intelligence and generating leads from attendance at key sector-driven events and exhibitions Enquiry Management Reporting To utilise the CRM, Customer Relationship Management, system to ensure leads and information are up to date. Carry out extensive research to establish a comprehensive understanding of business moves, expansions, relocations to and within Essex To work with the Inward Investment Managers in responding to leads and enquiries To develop and deploy an enquiry reporting mechanism revealing enquiry activity, status and successful inward investment projects Knowledge, Skills and Experience Possess a relevant degree or have equivalent appropriate experience Can demonstrate a working understanding of economic development; it s drivers and goals as well as proven approaches to influencing these Can demonstrate a results driven approach, understanding the relationship between corporate objectives and project activity ensuring that work is managed, focussed and effective Experience of gathering sector and market data and information and developing methodologies for conversion to usable intelligence to inform marketing and decision making Experienced in the effective presentation of complex statistical information in report form, in presentations and when working in small project teams Be able to demonstrate a focus on results and key business drivers Strong written and verbal communication skills Confident, personable and enthusiastic with the ability to network and influence a range of business leaders and decision makers High level of IT competency particularly demonstrated in use of Customer Relationship Management tools, and Excel (Microsoft Office, browser and internet capability is a prerequisite). High level of IT competency particularly demonstrated in use of Customer Relationship Management tools, and Excel (Microsoft Office, browser and internet capability is a prerequisite).

4 Values and Behaviours Customer Focused & Proactive Working together we proactively engage with our customers and listen to their needs in order to continuously improve our service. Understands customers needs and takes ownership for the outcome Proactively looks for ways to improve service delivery by seeking customer feedback Work with the customer to implement solutions & challenge process for a positive customer outcome Make decisions that are appropriate to the role, and provide recommendations when escalating decisions upwards Enabling & Empowering Working together, we provide confidence and trust to support the delivery of the right services for our customers. Makes the appropriate decisions through consultation with internal and external stakeholders /customers Influences an environment of trust and co-operation through personal demonstration of the corporate values Prepared to share own decisions and be considerate of the opinion of others Quickly and effectively adjust to new situations and environments, focussing on solutions and not barriers Prioritise the needs of the group / organisation ahead of your own Effective & Efficient Working together we will achieve our objectives in the best possible way, so that we deliver the results that make the biggest difference to the people we serve. Takes responsibility for delivering and managing work within timelines and expectations Regularly challenge the status quo, looking for ways to improve both the customer experience and value for money Demonstrates personal accountability, focussing on the outcomes achieved versus the effort required

5 Works collaboratively to provide effective service delivery Safeguarding Essex County Council is committed to safeguarding and promoting the welfare of children and vulnerable adults, and expects all employees and volunteers to share this commitment. Pre-Employment Checks appropriate to this Job Profile Essex County Council (ECC) is committed to ensuring all recruitment is undertaken fairly, effectively, safely and in accordance with legislation. The information below provides pre-employment screening guidance for candidates applying to this job at Essex County Council. Role Requirement: Not working with children or vulnerable adults and with no access to sensitive information relating to children or vulnerable adults Pre-Employment Check Self Declaration (Unspent convictions only) References Medical Eligibility / Right to work in the UK Regulatory qualifications and professional registration (subject to role) Definition A declaration of unspent convictions must be completed by all employees who do not work directly with vulnerable adults or children A minimum of two employer references will be required -one of which must be the last employer. Any gaps of 4 weeks or more will be explored by the manager at interview stage. Where appropriate additional character references will be taken up All new recruits and employees whose role changes significantly are required to complete a medical health questionnaire Proof is required and original documentation will be sought i.e. passport or full birth certificate Original qualification certificates and proof of registration with a professional body is required (if applicable)