Marketing Analytics Lead at VisionSpring Nigeria

VisionSpring is creating access to affordable eyewear, everywhere. Clear vision creates opportunities for increased learning, work, safety, civic participation, and quality of life. As a social enterprise, social change motivates us first. Our focus on sales and revenue targets serves and advances our mission objective—to increase functioning, productivity, and income earning potential for our low-income consumers by correcting refractive error and presbyopia with eyeglasses. We are working to transform the systemic dysfunction of an optical market that has failed to deliver eyeglasses—a 700-year-old technology—to 2.7 billion consumers in need of vision correction, most of whom live on less than $4 a day.

We serve low-income consumers, not as beneficiaries but as customers. Our customers expect a high-quality and affordable product, and they will spend limited discretionary income for the immediate and tangible benefits of vision correction. By selling eyeglasses, 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 alternative of donating recycled ones. To efficiently scale, we must deliver each new unit at a lower cost. We run our business on both sales metrics and social impact measures. We use a range of organizational forms and practices to get the job done. We believe in scaling our impact, not our organization. We are a lean team of doers.

We are recruiting to fill the position below:

Job Title: Marketing Analytics Lead

Location: Lagos

Job Description

• Are you a change maker, excited about data and evidence, who wants to play a pivotal role in restoring vision for millions of people in low-income settings?
• As our marketing, demand generation, sales, and product development functions grow more sophisticated, so do our needs for robust marketing data and analytics to support strategic decisions in these areas to strengthen our programs and reach.
• VisionSpring, an international social enterprise, seeks a Marketing Analytics Lead. She/he will oversee core data, research and analytics processes related to the marketing and sales functions of the organization.
• She/he will actively form and manage strategic partnerships with research agencies, consultants and internal teams
• The Marketing Analytics Lead will be a member of both the Global Program Office and Marketing & Communications teams, reporting to the Associate Director, Research & Evaluation and the VP Marketing & Communications.

Job Responsibilities
Product analytics
Work 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 Evaluation
Work 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 Surveys
Work 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 reports
• Translate 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 Mobilization:

• Actively 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.

Job Requirements

• Database 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 analysis
• Experience of working in Sub Saharan Africa and/or South Asia (India, Bangladesh) desirable
• Strong 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.

About You:

• Mission-driven, entrepreneurial leader. You build a mission driven unit to support the delivery of the organization’s long-term outcomes through evaluation and research. You foster ideation, iteration, and learning and you are an analytical thinker.
• Curious and passionate about data and evidence. You love understanding market behavior through the lens of data and are curious to understand how to improve the effectiveness and efficiency of our products and marketing through a wide range of analytical approaches.
• Customer centric. You center analytical projects around defined value propositions for the customers of the work, and solicit ongoing customer feedback.
• Scalable is necessary. You are motivated to let your data, evidence and learning on small scale reach millions of people based on their unit economics, repeatability, customer demand, and market opportunity.
• Inclusive player-coach. You mentor and develop people. In a diverse, growth-stage organization, you create opportunities for participation and increased responsibility. You model vulnerability, accountability, and roll-up your sleeves to deliver when needed.
• Resource mobilizer. You support to build cases for support rooted in rigorous analysis, evidence of impact, and a track record of delivering value.

Application Closing Date
Not Specified.

How to Apply
Interested and qualified candidates should:
Click here to apply online