Marketing Analytics Lead

ABOUT THE COMPANY

VisionSpring, an international social enterprise, was founded in 2001 with a mission to broaden access to affordable eyewear everywhere. We establish market access to eyeglasses and vision correction for people living in poverty so that they may enhance their livelihoods, learning, and quality of life. To date, VisionSpring has sold nearly three million pairs of glasses to low income consumers living in emerging and frontier markets, and is working to reach 10 million pairs by the symbolic year 2020. As a social enterprise, social change motivates us first. Our focus on sales and revenue targets serves and advances our mission objective - to correct refractive error with eyeglasses so that low income consumers may experience improved functioning, productivity and income earning potential on a sustained basis. We are working to transform the systemic dysfunction of the optical market which has failed to deliver a 700 year old technology to 644 million consumers who earn less than $4 a day. We serve low income consumers not as beneficiaries but as customers. Our customers expect a high quality, affordable product and are willing to spend limited discretionary income for the immediate and tangible benefits of vision correction. By selling glasses we awaken new demand and seed a viable market. By selling new eyeglasses we are able to serve four times as many people per dollar input than the next alternative of donating recycled ones . To efficiently scale, we must deliver each new unit with less cost. Organizationally, we are a hybrid. We are a registered 501(c)3 non-profit and a Private Limited Company (PLC). We earn revenue and supplement it with contributed income. We hire change makers and pay bonuses and commissions. We run our business on both sales metrics and social impact measures. We exploit a range of organizational forms and practices to get the job done.

JOB SUMMARY

RequirementsDatabase analysis skills: experience of working with structured database, creating data models, reports and dashboards. Experience of SAP and / or Salesforce systems would be a bonus. Working with unstructured data: experience of working with data that has been collected outside structured systems, data cleaning, transformation and structuring for analysis. Comfortable working with csv and Excel files from multiple sources and building a workflow that ends in a data model that is ready to be analyzed. Product analysis: Aptitude with product and customer-level sales analysis including volume tracking, customer value/preference assessments, and core financial indicators (e.g., profitability)Social research skills (desirable): Expertise in surveys, qualitative interviews and, evaluation methods, ideally in lower income settings. Demand generation campaign analysis skills (desirable): Experience capturing and analyzing the impact of demand generation campaigns in the social sector context.Experience across non-profit and for-profit sectors (desirable): As a social enterprise, VisionSpring draws on approaches and ways-of-working found in both non-profit and for-profit organizations. Experience of marketing analytics across both organization types would be idea.Compelling communication skills: Able to distil marketing data insights into clear written narratives, compelling data visualizations and engaging presentations.4-5+ years of progressive experience in marketing analysisExperience of working in Sub Saharan Africa and/or South Asia (India, Bangladesh)  desirableStrong software skills demonstrating competency in MS office (excellent Excel skills required), data extraction, database analysis, dashboard development and data visualization. Experience of systems used by VisionSpring would be a bonus (Salesforce, SAP, PowerBI). Skills in a statistical package (e.g. R, SPSS) would also be beneficial.

RESPONSIBILITIES

Product analyticsWork with Sales, Supply Chain, Product Development, IT, MERL & Marketing to:Map the analytical needs of VisionSpring teams in relation to our products.Bring disparate data about VisionSpring products together in a single, well-structured data model from which analyses can be built.Build reporting dashboards for product sales KPIs across markets and use these to track the performance of new product introductions and to deliver insights to product sales & marketing teams.Provide advisory support for IT system improvements to better embed key indicators and data fields into VisionSpring systems, including ERP and CRM.Marketing Activity & Campaign EvaluationWork in conjunction with Demand Gen, Marketing, Sales, Programs and MERL to:Design and execute data collection and reporting elements of B2B marketing campaign evaluations, ensuring that we have the data we need to confidently estimate campaign impact, and ROI.Create data collection plans for B2C demand generation campaigns, assure the quality of data being collected and build data models that enable rapid analysis and insight generation to inform campaign execution and evaluation.Understand marketing KPIs across B2B and B2C channels (conversion, retention, ROI) and develop clear measurement frameworks to assess campaign effectiveness.Design and refine attribution models to evaluate channel and campaign performance across touchpoints.Analyze end-to-end market funnels to identify drop-offs, and optimization opportunities Act as a first point of contact for the analytical needs of the Marketing & Communications (MarCom) team, providing triage, delivering rapid analytical consultancy support and drawing on the expertise of colleagues in the Monitoring, Evaluation, Research and Learning (MERL) team as appropriate. Work across the MarCom and MERL teams to ensure that marketing KPIs are represented in programs (B2C) dashboards to enable collaborative problem-solving across departments to solve challenges. Over time, develop similar dashboards for B2B marketing campaigns.Provide key analytical insights to inform decision-making, reporting, and donor communications, translating complex analysis to clear, actionable recommendations for non-technical stakeholders. Market Research & Customer SurveysWork in conjunction with MERL, Programs and MarCom teams to:Using customer-level databases, help to build VisionSpring’s understanding of diverse customer segments -- from behaviors and preferences of individuals attending vision screening camps to wholesale buyers -- across our global markets. Establish and update key benchmarking regarding overall market dynamics including market opportunity sizing / total addressable market (TAM), retail density, and other geographic economic and social indicators.Contribute to the design of market research projects (internal and commissioned), and manage day-to-day project execution for both internally delivered and commissioned projects.Deploy a diverse analytical approaches, including secondary analysis of internal data, and analysis of surveys, individual interviews and focus group discussions, and third-party market research reportsTranslate insights into actionable recommendations for Program, MERL, and MarComms teams to inform product, pricing and go to market strategies.Develop dashboards, reports, and presentations to support strategic decision-making.Resource MobilizationActively contribute to generating funds for the organization, leveraging product, demand generation and market insights to create compelling cases for support in funding proposals and donor interactions, and content for donor reports.

REQUIRED SKILLS

Data analysis, Market research, intelligence, Marketing, Competitor and market analysis, Brand management

REQUIRED EDUCATION

Diploma, Associate's degree