Audience Planning and Data Strategy Manager

About EE

We’re EE. We are the biggest mobile and broadband operator in the UK and we have a relationship in every second household in the country. But we’re for everyone, on any network – serving up new tech, new services, and heaps of inspiration for every aspect of your connected life.

We’ve been awarded the UK’s best network for the last 10 years. It’s central to our vision – to be the most personal customer-focused technology company in the UK. That means earning a place on customers’ home screens by offering them more than ever before, whether that’s helping their home run smarter with EE Home, levelling up their play with EE Game, helping them work on their terms with EE Work, or even unleashing their kids’ learning with EE Learn.

We’re also part of BT Group, which we’re even bigger than you might think. Millions of people rely on us every day to help them live their lives, power their businesses, and keep their public services running. We connect friends to family, clients to colleagues, people to possibilities. We keep the wheels of business spinning, and the emergency services responding.

We think we’ve got something special here. We want everyone to feel proud about working at EE – and feel excited about where we’re going and what we’re going to do. Want to join in? 😊

Why this job matters

EE is just over 12 months into the brand transformation to make EE the lead brand for our consumer business at BT Group, with a vision of becoming the more personal, customer-focused technology business in the UK, playing a more meaningful role in the everyday lives of our customers.

We are looking for a seasoned data strategist & communications planner with a passion for customer data and audience development to take our audience-led strategy further in our marketing and communications strategy. This role is vitally important to create a clear and coherent data strategy for our target audiences and customer cohorts that aligns with our marketing and brand strategy and commercial outcome. This data strategy will be hugely customer-centric and will allow us to concert with our segmentation and audience work to better understand our customers, serve them better, and ultimately drive commercial performance.

What you’ll be doing

Data Strategy

• You will create our customer-centric data strategy, based upon what we want to know about customers and why, and then how we will use it in order to drive our brand & commercial objectives.
• You will decide upon what are the key attributes we want to understand about customers and make them part of our data strategy.
• You will work with the BV&P teams to understand how we capture that data and productionise it.
• You will integrate the data strategy into the brand & marketing strategy to ensure that we are customer insight-led.
• You help change the way we think about data, from our current way of working, thinking about products to a future where we think customer, and household and manage our base in a far more customer-centric way.
• You will identify and pursue ways of thinking about data that can optimize our commercial performance & transition our data and insight in our base to a more audience-led approach.

Audience Development & Planning

• You will create a data strategy that allows us to get a deeper and more meaningful understanding of our core customer cohorts and design audiences for the new EE brand.
• Develop detailed profiles of our core audiences with market and base sizing and insight to inform the long-term brand and communications planning (12+ months out).
• You will fully embed the audience & data strategy across the organisation, including influencing support & change required across different areas of the business to achieve a data-driven, needs-led approach in our communications planning in paid, owned, and earned channels.
• Data lead on brand transformation projects.
• Create the audience-led data strategies to inform the strategic approach of big brand transformation projects (e.g., the proactive migration of BT customers to new EE).

The skills and experience you will have under your belt

Experience and Expertise:

• Extensive experience in creating data strategies and developing audience profiles.
• Commercial acumen and experience in data-led brand and commercial management.
• The ability to navigate complex matrix environments and cut through political challenges.
• A passion for driving change and is relentless in the pursuit of exceeding the needs of our customers.
• Craft consumer journeys that demonstrate a thorough knowledge of how our audiences spend their time, and how EE can add value to their needs.
• Must have experience in PEGA and data systems.
• A good to have: Communications planning experience, preferably in driving transformation through data/customer need-led strategies.

Skills:

• Highly analytical with a passion for data: Comfortable developing data strategies and digging into mass amounts of data into actionable strategy for brand & communications approach.
• Data-driven: can translate complex data into clear and coherent strategy, can develop different ways of using data to make our brand and communications strategies more effective and linked to desired business/commercial outcome.
• Commercial acumen: ability to link commercial and marketing priorities and context into data strategies.
• Audience Planning through data: brings a deep understanding of audience development through data & insight, with the ability to link to actionable strategies in communications (paid, owned channels).
• Master storyteller through data: transform complex data into compelling narratives that will influence the longer-term brand strategy and communications planning.
• Proven influencer and change maker in a complex and fast-paced organisation with many different stakeholders.

What's in it for you?

At BT, we entertain, educate and empower millions of people every single day. We’re a brand built on connecting people – whether that’s friends, family, businesses or communities. Working here, you’ll receive an attractive salary and a range of competitive benefits, but – more than that – you’ll be joining an ambitious organisation with a culture of togetherness, collaboration and inclusivity, that takes a genuine and proactive interest in your progress and development.

Our leadership standards

Looking in:

• Leading inclusively and Safely: I inspire and build trust through self-awareness, honesty and integrity.
• Owning outcomes: I take the right decisions that benefit the broader organisation.

Looking out:

• Delivering for the customer: I execute brilliantly on clear priorities that add value to our customers and the wider business.
• Commercially savvy: I demonstrate strong commercial focus, bringing an external perspective to decision-making.

Looking to the future:

• Growth mindset: I experiment and identify opportunities for growth for both myself and the organisation.
• Building for the future: I build diverse future-ready teams where all individuals can be at their best.

We value diversity and celebrate difference. ‘We embed diversity and inclusion into everything that we do. It’s fundamental to our purpose: we connect for good.’ We all stick to the same values: Personal, Simple, and Brilliant. From day one, you’ll get stuck into tough challenges, pitch in with ideas, make things happen. But you won’t be alone: we’ll be there with help and support, learning and development.