Experian is hiring a Senior Direct Marketing Analyst to join the B2B Corporate squad. In this strategic role, you will focus on relationship-building and demand generation for major accounts. You will be responsible for leading the direct communication strategy across the entire funnel, ensuring high performance, campaign governance, journey evolution, and measurable pipeline impact.
What You'll Do
- Define the direct marketing strategy aligned with business objectives (acquisition, expansion, retention, cross-sell), translating them into messaging strategies, priorities, approach, and communication cadence.
- Build and evolve the annual/quarterly campaign and journey planning with an integrated funnel view and consistent storytelling across campaigns, channels, and touchpoints.
- Lead the architecture of complex relationship journeys, considering multiple channels and eligibility rules.
- Ensure strategic alignment with business partners, business areas, CRM, partner chapters, and other stakeholders, connecting campaigns to commercial goals.
- Support, alongside CRM and Analytics, in structuring advanced segmentations based on behavior, profile, propensity, and funnel stage.
- Ensure technical refinement of executions (parameterizations, taxonomies, automations, dynamic personalization, A/B tests).
- Act as the technical reference for automation and martech platforms.
- Lead the strategic direction of campaigns with the creative team, defining communication angle, value proposition, key arguments, and test hypotheses.
- Analyze and optimize assets following communication, marketing, and performance best practices from a performance and positioning perspective.
- Define and monitor strategic KPIs connected to business impact (opens, clicks, visits, form completions, pipeline generated).
- Structure analysis models to identify opportunities for incremental gain.
- Conduct structured tests (A/B and multivariate) with clear hypotheses, statistical significance, and strategic interpretation of results.
- Develop strategic reports for leadership.
- Identify journey bottlenecks and propose data-driven optimizations.
- Consolidate campaign and journey learnings into playbooks and strategic recommendations.
- Present analyses and recommendations to stakeholders and leadership.
- Identify opportunities for scalability and operational efficiency.
- Propose and implement improvements in processes, SLAs, and area documentation.
- Support the definition of best practices and technical standardizations.
- Be a technical reference for junior and mid-level analysts, supporting their technical and strategic development.
- Participate in strategic discussions with internal stakeholders.
- Actively contribute to evolving data-driven marketing maturity.
- Lead cross-functional continuous improvement projects within the area.
What We're Looking For
- Solid experience in Direct Marketing, CRM, or B2B Performance Marketing.
- Proven experience building communication strategies driven by data and audience behavior.
- Strong analytical skills and data interpretation for generating insights and strategic message direction.
- Experience with the operational flow of communication assets, from briefing to email validation and dispatch, connecting different areas like creative, business units, marketing business partners, and CRM.
- Experience with Marketing Cloud and task management tools like Asana.
- Ability to translate behavioral data into creative and strategic direction with strong organization and independence.
Technical Stack
- Adobe Analytics
- PowerBI
- Looker
- Marketing Cloud
- Asana
Team & Environment
You will integrate the B2B Corporate squad.
Experian believes in creating a better future by expanding opportunities for people and businesses. We have an inclusive culture and an environment that balances career with personal commitments and interests, with a people-first approach.
