Analytical & Operational Marketing Manager

Job overview

Define and manage a marketing strategy based on in-depth knowledge of the territories, customers and uses of electricity; explain the commercial performance of each site in light of its local context and convert these analyses into targeted actions to increase ANKA’s connections, consumption and turnover.

Main duties

Mission 1 — Territorial diagnosis and knowledge of uses

• Perform and update in-depth market diagnostics by location and region, combining business data, field surveys, interviews and feedback from local teams.
• Study the socio-economic characteristics of the territories: household activities and income, entrepreneurial and institutional fabric, purchasing power, seasonality, accessibility and local dynamics.
• Understand habits and attitudes towards electricity: existing and potential uses, equipment held, motivations, reticence, budgetary arbitrations and energy alternatives.
• Estimate the commercial and consumption potential of the HH, UPE and IP segments, by site and region, identifying underserved segments and uses to be stimulated.
• Build knowledge sheets "site/region" and a territorial segmentation, updated as markets and behaviors evolve. Mission 2 — Analysis and explanation of business results
• Analyze subscriptions, connections, active customers, kWh consumed and turnover by site, region and segment, comparing them with local objectives, forecasts and potential.

Other information

• Explain performance gaps from the realities of the field: consumption habits, seasonality of income, economic fabric, competition from other energies, adoption of equipment or perception of offers.
• Cross the data of the Data Sales Analyst with field observations and, with the competent teams, constraints of capacity, availability and quality of service to avoid erroneous diagnoses.
• Compare sites with similar characteristics to identify success factors, brakes and repeatable business practices.
• Present reasoned diagnoses and prioritized recommendations by territory, distinguishing the observed causes from the hypotheses to be verified. Mission 3 — Marketing strategies and actions adapted to the territories

Candidate profile

• Define marketing plans differentiated according to the potential of sites, customer profiles and local socio-economic realities.
• Design acquisition, activation, consumption and loyalty campaigns, with messages and channels adapted to local attitudes and uses.
• Work with the Sales Manager and HH/UPE/IP Portfolio Managers to transform diagnostics into field action plans, with targets, managers and deadlines.
• Monitor budgets and coordinate campaign implementation with regional teams and relevant partners. Mission 4 — Impact measurement and continuous improvement
• Define the result indicators: qualified leads, conversion, activation, additional kWh and turnover, acquisition cost and return on investment.
• Measure the effect of actions by territory, compare expected and observed results, then refine targeting, offers and messages.
• Produce periodic summaries explaining performance, their probable causes and recommended business decisions. Mission 5 — Management and cooperation

Education / Qualifications

• Supervise the Data Sales Analyst and prioritize data analysis, dashboards and business information needs.
• Organize the structured feedback of qualitative information to field teams and ensure that it is taken into account in analyses.
• Collaborate with Market Development to identify potential new uses and with sales teams to test their adoption.

---

[Click the Apply button below to apply, and Create my CV to build a CV tailored to this offer, professionally]