Manager - Marketing Intelligence

JOB PURPOSE

The Manager, Marketing Intelligence is responsible for leading Taylor's University and Taylor's College's (collectively, Taylor's) Marketing Intelligence capability by transforming audience, market, brand and marketing performance data into actionable insights that strengthen marketing strategy, customer engagement and marketing effectiveness.

The role serves as the functional owner for Marketing Intelligence, overseeing marketing analytics, audience and customer intelligence, market research, brand intelligence, competitive marketing intelligence and marketing measurement to enable evidence-based marketing decisions.

Working closely with Marketing, Recruitment, CRM & Marketing Technology and relevant institutional stakeholders, the Manager integrates research, data and analytics to develop a holistic understanding of audiences and marketing performance, translating intelligence into clear recommendations that strengthen marketing effectiveness and the prospective student experience.

KEY RESULT AREAS / RESPONSIBILITIES

1. Marketing Intelligence Strategy & Capability

Lead the development and continuous evolution of the Taylor's Marketing Intelligence capability in support of Marketing priorities. Responsibilities include:

• Develop and execute the Marketing Intelligence strategy aligned with the Taylor's Digital Experience and Marketing priorities.
• Establish the Marketing Intelligence agenda and prioritise research, analytics and insight initiatives based on strategic marketing needs.
• Integrate quantitative, qualitative, behavioural and performance data to develop a holistic understanding of audiences, markets and marketing effectiveness.
• Establish frameworks and methodologies that enable consistent, evidence-based marketing decision-making.
• Build Marketing Intelligence capability and maturity across the Marketing function.
• Identify emerging methodologies, technologies and data sources that strengthen Marketing's intelligence capabilities

2. Audience, Customer & Brand Intelligence

Lead the development of audience, customer and brand intelligence that strengthens Marketing's understanding of prospective students, parents and other priority audiences. Responsibilities include:

• Develop audience and customer intelligence frameworks covering behaviours, motivations, needs, preferences and decision journeys.
• Lead segmentation and audience insight initiatives to strengthen marketing targeting, positioning and engagement.
• Oversee brand health, perception and related research to understand awareness, consideration, preference and brand associations.
• Identify shifts in customer behaviour and expectations that may influence marketing strategy and customer experience.
• Translate customer and brand intelligence into recommendations for marketing strategy, content, customer experience and campaign planning.
• Define Marketing's customer intelligence and audience use cases for customer data platforms and related technologies

3. Market Research & Competitive Marketing Intelligence

Lead Marketing-focused research and competitive intelligence programmes that identify changes in audience behaviour, market dynamics and the competitive marketing landscape. Responsibilities include:

• Develop and oversee qualitative and quantitative research programmes supporting Marketing priorities.
• Oversee research design, methodology, sampling, analysis and quality standards.
• Monitor competitor positioning, messaging, campaigns, digital presence and audience propositions to identify implications for Marketing.
• Identify emerging audience, media and marketing trends relevant to the University's marketing strategy.
• Manage external research partners and ensure research investments deliver actionable marketing insights.
• Establish mechanisms for consolidating and sharing market and competitive marketing intelligence across the Marketing function.

4. Marketing Analytics, Data & Measurement

Provide leadership and oversight for Marketing's analytics and data capability, ensuring marketing data is reliable, accessible and translated into meaningful performance and customer intelligence. Responsibilities include:

• Establish Marketing measurement frameworks, KPI definitions and analytical priorities aligned with Marketing objectives.
• Oversee the development and continuous improvement of marketing dashboards, analytical models and reporting capabilities that support performance monitoring and decision-making.
• Provide direction and governance for marketing data modelling, integration, automation and analytical solutions.
• Oversee the application of advanced and predictive analytics to identify trends, opportunities and potential marketing outcomes.
• Partner with CRM & Marketing Technology and ICT teams to ensure Marketing's data requirements are supported by appropriate platforms, integrations and data architecture.
• Establish standards for marketing data quality, consistency and accessibility.
• Guide the evolution of Marketing's analytics capability as new customer data sources, technologies and analytical methodologies emerge.

5. Insight Translation & Marketing Advisory

Integrate research, audience, market and performance intelligence into actionable recommendations that strengthen Marketing strategy and effectiveness. Responsibilities include:

• Synthesise multiple sources of intelligence to identify meaningful patterns, opportunities and implications for Marketing.
• Translate complex data and research findings into clear narratives and actionable recommendations.
• Provide intelligence supporting marketing planning, audience strategy, campaign optimisation, customer engagement and marketing investment decisions.
• Develop insight presentations and strategic intelligence reports for Marketing leadership and relevant stakeholders.
• Proactively identify emerging questions, trends and opportunities requiring further research or analytical investigation.
• Promote the adoption and application of Marketing Intelligence across Marketing teams.

6. Leadership, Governance & Capability Development

Build and lead a multidisciplinary Marketing Intelligence team encompassing marketing analytics, data and research capabilities. Responsibilities include:

• Lead, coach and develop team members across marketing analytics, data and research disciplines.
• Set priorities and allocate resources across research, analytics and intelligence initiatives.
• Establish quality and governance standards covering research methodologies, marketing data, analytics and insight development.
• Foster collaboration between technical analytics and research capabilities to generate integrated Marketing Intelligence.
• Build data and insight literacy across the wider Marketing function.
• Manage external research, analytics and intelligence partners where required.
• Develop succession and capability within the Marketing Intelligence team.

JOB SPECIFICATIONS

Minimum Qualification

Education

• Bachelor's Degree in Marketing, Business, Market Research, Statistics, Data Analytics, Economics, Psychology, Social Sciences or a related discipline.
• Postgraduate qualifications or professional certifications in Marketing Analytics, Market Research, Data Analytics or related fields are an added advantage.

Experience

• 8–10 years experience in Marketing Intelligence, Customer Insights, Marketing Analytics, Market Research or related disciplines.
• Demonstrated experience integrating research and data analytics to inform marketing strategy and decision-making.
• Experience leading quantitative and qualitative research programmes, including research design, analysis and interpretation.
• Experience in marketing performance measurement, customer analytics, segmentation and insight development.
• Working knowledge of business intelligence, data visualisation, data modelling and marketing data environments.
• Experience managing external research or analytics partners and cross-functional initiatives.
• Experience leading multidisciplinary teams or teams spanning research, analytics and insights

Competencies

• Marketing Intelligence: Integrate audience, market, brand and performance intelligence to strengthen marketing decision-making.
• Audience & Customer Insights: Develop meaningful understanding of customer behaviours, motivations, needs and decision journeys.
• Market Research: Design and oversee robust qualitative and quantitative research programmes that address strategic marketing questions.
• Marketing Analytics & Measurement: Establish measurement frameworks and oversee analytical capabilities that evaluate marketing effectiveness and customer behaviour.
• Insight Translation & Storytelling: Translate complex research and data into clear narratives, implications and actionable marketing recommendations.
• Marketing Data & Analytics Governance: Ensure marketing data, research and analytical outputs are reliable, consistent and fit for decision-making.
• Leadership: Build multidisciplinary capability across research, analytics and intelligence while fostering collaboration and continuous development.

Behavioural Competencies

• Strategic Thinking
• Customer-Centric Mindset
• Collaboration & Relationship Building
• People Development
• Innovation & Continuous Improvement
• Results Orientation
• Adaptability & Resilience
• Integrity & Accountability