Senior Director - Marketing Optimisation

Senior Director Of Marketing Optimisation

We are looking for a dynamic and results-driven Senior Director of Marketing Optimisation to lead the strategic and tactical efforts to maximise the performance of our marketing programmes across all channels.

This leadership role will be responsible for optimising marketing performance, enhancing customer journey strategies, developing consistent processes, and driving measurable impact by leveraging data and technology.

As a senior leader, you will partner with cross-functional teams to drive performance improvements, enhance efficiency, and deliver exceptional customer experiences that align with our vision and goals.

Marketing is the cohesive force across the GSMA that strategically positions the organisation's work and the industry's significance across select channels and owned platforms to engage diverse stakeholders, drive impact, influence thinking and attract audiences, sponsors and partners.

With an increasing number of platforms and reduced attention spans, our content must be sophisticated, personalised and highly curated. Our channel mix is evolving, by region, to attract the right audience to the right content, achieving cut-through on board and organisational priorities.

And in an increasingly fractured world, in which people are feeling more and more aggrieved, we safeguard the GSMA's reputation so it can continue to operate at global scale.

Marketing Performance Optimisation

• Lead efforts to continuously optimise marketing strategies, processes, and tactics for maximum ROI
• Utilise data-driven insights to refine audience targeting, personalisation, and customer segmentation
• Develop and execute A/B testing strategies to improve conversion rates, engagement, and overall campaign effectiveness
• Ensure training and engagement across Marketing to promote adoption of consistent processes and technology deployed

Cross-Channel Optimisation

• Oversee the optimisation of marketing processes to improve customer acquisition and retention
• Ensure seamless integration and alignment across online and offline marketing efforts, optimising touch points in the customer journey

Data Analytics & Reporting

• Develop and implement a robust performance measurement framework, including KPIs, benchmarks, and dashboards
• Lead the analysis of campaign results, providing actionable insights to improve future strategies and tactics
• Present performance reports and strategic recommendations to the CMO and executive leadership

Technology & Marketing Automation

• Lead deployment of marketing technology (CRM, marketing automation, analytics platforms) to streamline processes and enhance customer experience
• Oversee the implementation of advanced analytics and machine learning models to enhance targeting and customer segmentation

Team Leadership & Development

• Lead, mentor, and develop a team of marketing analysts, optimisation specialists, and performance marketers
• Foster a culture of continuous improvement, experimentation, and learning within the team
• Ensure the team is equipped with the tools, knowledge, and resources needed to succeed

Collaboration with Cross-Functional Teams

• Work across Marketing and with internal stakeholders and other departments to align marketing optimisation efforts with broader company goals
• Collaborate with creative, content, and design teams to ensure the effectiveness of creative assets in driving customer action

About You

• Experience in performance marketing, marketing operations, or analytics-focused marketing roles
• Strong background in marketing analytics, experimentation, and campaign optimisation
• Expertise in marketing automation platforms, analytics tools, CRM systems, and dashboards
• Exceptional communication skills and ability to present insights to technical and non-technical audiences
• Proven track record of leading teams and driving measurable improvements in marketing performance

About Your Skills

Leadership, Agility, Delivery, Analysis and Communication are key skills to this role. A Candidate Guide will be provided as part of the selection process to help you understand the key skills we are looking for and to support you in preparing for each stage of the process.

What We Offer

Working at the GSMA offers you unparalleled access to the mobile industry. We offer a chance to truly shape the direction of mobile, whatever your role. By joining the GSMA, you will be exposed to a fast-paced rapidly evolving environment, working on global solutions, genuinely fascinating and industry-changing projects and a stimulating and dynamic environment designed to enable you to flourish.

In addition to architect-designed offices and competitive compensation, our benefits include fantastic learning & development opportunities, generous holiday allowances, four additional days off for professional development and many others.

We care deeply about diversity, equity and inclusivity and aspire to be the best at it. Your well-being and work/life balance is important, so flexi-time and remote working is available to all staff. We're keen to ensure everyone is equal, represented and connected so we particularly encourage applications from all demographics. The success of the GSMA year on year will continue to be contributed by people from all walks of life.

Our values not only drive our culture – they shape how we work and interact inside and outside our global organisation.

Passionately driven: We approach everything we do with unparalleled capability, tenacity and commitment, knowing that the challenging scale, pace and complexity of our work is what leads to its world-changing impact.

Insightful leaders: We continually develop and engage our expertise, insight and creativity so that we're always ready to respond to the changing landscape with authority, agility and nuance.

Stronger together: We lean on each other so the industry can lean on us, embracing our diversity by actively seeking out perspectives and skill sets beyond our own, fuelling each other's successes and constantly asking how we can help.

Underpinning our values is our collective mindset to show up purposefully as good human beings every day, in every situation. When we're at our best – we are collaborative, considerate and compassionate to others, and we create a safe space for one another to thrive, assuming positive intent in our colleagues. And if we aren't at our best and the pressure is on – we feel free to be ourselves but still remain curious, lean into the tough stuff and we are always respectful to others and accountable for the part we play.