Equal Opportunities
At Transport for Wales we value diversity. It makes us stronger, helps us understand our customers better, make better decisions and be more innovative. Everyone’s different and has their own perspective so we’re building a diverse team that mirrors the communities we serve. Through this we’re determined to be one of Wales' leading inclusive employers. We’re creating an inclusive transport network that everyone in Wales can be proud of.
Who we are
At Transport for Wales, we’re on a mission to transform transport in Wales and make it fit for the future, whether that’s rail, bus, walking or cycling. We want to inspire a nation to change the way it travels, so that we all travel more sustainably and help to combat the climate emergency we’re all facing.
We’re an open and inclusive place to work, where everyone is welcome and our people are supported to reach their full potential. We want to create an environment where our people can grow and succeed. This is key to enabling us to deliver on the promises we’ve made to the people of Wales to build a sustainable transport network that meets their needs.
Role responsibilities
The Commercial Analyst Marketing supports the Marketing Team, Commercial Insight Manager and Head of Commercial Insight and Analytics through analysing and forecasting the impact of TfW’s marketing activity, aiding Transport for Wales’s understanding of drivers of demand and revenue through analysis of weekly marketing revenue contribution and performance across the TfW network and beyond.
Responsibilities include but are not limited to the following:
1. Manage and provide analysis, reporting and insight that supports delivery of the Marketing Strategy, making recommendations for revenue growth initiatives to enable marketing contribution target to be met.
2. Develop and maintain comprehensive reports and dashboards that highlight key metrics and insights for marketing team and key stakeholders to track against targets and KPIs.
3. Perform detailed analysis and provide insight across various marketing channel data sources, including website analytics and CRM platform to inform strategy and track against channel and revenue targets.
4. Design and conduct hypothesis testing using a range of statistical methods to support specific claims about consumer behaviour, market trends, or the effectiveness of marketing strategies.
5. Utilise marketing research and customer profiling, working with the Insights Manager and Research Manager to optimise and deliver improvement in campaign effectiveness to drive commercial advantage.
Who we’re looking for
6. Demonstrable experience in an analytical role
7. High attention to detail
8. Ability to communicate effectively with management
9. Experience presenting complex information in an easy-to-understand manner and translate into reports/presentations to tight deadlines
10. Ability and motivation to develop a detailed understanding of the TfWRL network and drivers of business success
Welsh Language Skills
The ability to speak/write Welsh would make a great addition to your application, but it is not essential for this role.
Transport for Wales supports and promotes the use of the Welsh Language by employees and will encourage them to develop, improve and maintain their Welsh Language skills. We fully support our people who want to improve their Welsh language skills, and personal development for Welsh Language skills are offered in a variety of ways such as online learning, classroom courses and funding attendance at local community courses.