Insight Manager

Company Overview

Since 1992, Big Ticket LLC has been offering huge cash prizes and dream cars, creating unforgettable experiences for our customers. Our monthly guaranteed draws give participants the chance to win massive cash prizes, luxury cars, and more, with millions of dirhams awarded to lucky winners every month.

At Big Ticket, we’re more than just a raffle; we create moments of hope, joy, and excitement for people around the world. With a mission to turn dreams into reality through exciting games and entertainment and make every draw an event to remember.

Purpose and Objectives for the Role

Big Ticket employees have great intuition, passion and understanding for the brand and its players, and every purchaser is ‘known’ to Big Ticket. A great foundation to build upon! The challenge is to take this foundation, and evolve where that understanding is driven by data, turned into insight and applied to decision making to help guide the business to grow. Big Ticket’s disposition is well placed to be consumer centric, but this potential needs to be unlocked, a key objective of this role.

This role requires a ‘holistic’ and ‘hands on’ approach where the role holder needs to be proficient in managing primary research, developing segmentations, evaluating the effectiveness of marketing activities, applying macro trends to strategic planning, designing and managing trackers and more. They will be able to bring all the relevant tools and techniques to bear on a business problem so the perspective is holistic, marshalling suppliers or their own analysis. A key aspect of this is the capability to make the most of the data the business already has and define cost effective solutions to improve what it has.

Overtime this role will need to build a consumer insight practice from scratch that is best fit to the context, evolving in line with the business and needs change, and continually play the role of the ‘voice’ of the consumer in the business.

Overall Responsibilities

• Recommend and deliver insight solutions to business challenges/briefs.
• Establish and maintain a primary research capability to support strategic initiatives and diagnostic activities (e.g. qual, quant).
• Determine the business’s consumer segmentation needs, build and the evolve solutions to deliver overtime. What are the right segmentation/s for what purpose? (behavioral, attitudinal etc)
• Define how we should measure and manage consumer participation and metrics (e.g. tracker), ensuring solutions have utility in how the business manages performance and growth from a consumer perspective.
• Support strategy & planning through the production of data driven holistic insight reviews and resulting consumer ‘briefs’ for future plans (e.g. performance analysis and forecasting, macro trends, barriers and opportunities analysis etc, U&A studies)
• Define and implement analytical solutions for assessing the effectiveness/ROI of marketing, product and channel activities to drive consumer engagement and sales.
• Working with the finance and marketing teams, build a sales attribution model to aid managing performance, establish how this should interact with other sources of insight and drive optimization and improved targeting.
• Create cost effective solutions for utilizing the data, the consumer touchpoints and the knowledge within the business to apply to insight needs within the business
• Define how the evolution of our technology can better support consumer insight requirements and gain the stakeholder alignment to implement change overtime.
  
  

Skills Required

• Experience of working in a holistic insight role in a B2C business, where you have needed to work directly with senior management on briefs.
• Advantageous to have gaming/gambling sector experience. Financial services, tourism and hospitality, travel, telecoms or media/entertainment are also relevant industry backgrounds.
• Background in retail/digital businesses where consumer engagement is significantly driven by social media/digital marketing and products are an emotional purchase, would be a plus.
• Demonstrable track record of shaping insight briefs with the business and gaining confidence in recommendations given and ability to deliver.
• Has undertaken ROI modelling and Customer Lifetime Analysis that has resulted in changes in the business’s activity as a result.
• Undertaken strategy reviews and delivered ‘insight’ direction to the business to shape strategy
• Able to design and procure primary research and ideally is able to implement it directly via digital means (if the brief suits).
• Has excellent data analysis skills, able to crunch large sets of data quickly to come to hypothesis and conclusions about consumer behavior.
• Has successfully defined requirements for and designed segmentations, plus has embedded them in the businesses gaining endorsement and usage from business teams.
• Curious about finding real human truths and insights, has an investigative and proactive mindset.
• Up to speed with the latest application of technology and new methods for consumer insight. Able to demonstrate how experimentation has lead to improvements in effectiveness/efficiency, or be able to deliver in challenging circumstances.
  
  

Qualifications Required

• Expert in using spreadsheets for data analysis and data visualization (Excel / Google Sheets)
• Expert in handling large volumes of first party data using tools such as Tableau, SQL, Python, Microsoft BI or other equivalent
• Ability to commission and conduct primary Quant and Qual research and to analyse results and present back to tell the insight story
• Proficient at conducting desk research and online searches through the web and social media to identify relevant cultural trends, PESTLE analysis and consumer sentiment
• Skilled in establishing regular reporting and KPI generation for commercial management reporting
• Ability to understand business database structures and data schemers to establish how the customer data is collected and flows through the business to identify future potential analysis and reporting