Marketing Data & Performance Manager

Overview

The Marketing Data & Performance Manager is a senior role within our Gurugram-based marketing team, responsible for leading the analysis of marketing performance across all channels and overseeing the quality, governance, and strategic use of customer and prospect data. The role ensures that the organisation operates with accurate, compliant, and high-value data while producing actionable insights linked to segments, personas, journey stages and campaign types. This position supports strategic decision-making and drives continual improvement in marketing effectiveness and ROI.

Objective/Purpose of the Role

The primary objective of the Marketing Data & Performance Manager is to provide leadership across marketing analytics and data management. This includes creating campaign performance analysis, ensuring data quality and governance, managing new data acquisitions, and supporting the development of new target market segments. The role ensures that marketing strategies and investments are driven by accurate insights and robust data foundations.

Responsibilities of the Role

Marketing Performance Analysis:

• Analyse the performance of marketing campaigns across all channels and platforms.
• Deliver campaign insights that help to identify performance drivers and benchmark against historical/industry standards to uncover growth opportunities/trends.
• Oversee monitoring of key performance metrics such as conversion rates, engagement, and ROI, providing recommendations for underperformance or target optimisation
• Map and analyse the customer journey to identify key touchpoints and optimisation opportunities.
• Guide the development of reporting linked to segments, personas, journey stages, and campaign types.
• Ensure data is presented in a clear, accessible, and actionable format for senior stakeholders.
• Maintain standards for analytical rigour and quality across all reporting outputs.

Data Quality Maintenance:

• Oversee regular auditing and cleansing of customer and prospect data.
• Implement processes to continuously improve data accuracy, completeness, and reliability.
• Ensure data quality practices are aligned with marketing needs and business priorities.

Data Governance Compliance:

• Own compliance of all data acquisitions with internal data governance standards and external regulations such as GDPR.
• Develop and enforce policies and procedures for data handling and processing.
• Act as the marketing point of contact for data governance and risk management.

Market Segment Development:

• Lead the identification and build-out of new target market segments based on data-driven insights, customer behaviour and evolving market opportunities
• Develop a deep, working understanding of the organisation's data ecosystem, audience personas and target markets.
• Oversee analysis of market trends and customer data to strengthen segmentation models.
• Partner with stakeholders to embed refined segments into campaign planning and targeting.
• Maintain documentation and governance standards for segmentation models, ensuring transparency, scalability whilst aligning with privacy and compliance requirements.
• Adopt a continuous test and learn segmentation logic based on campaign results.

Data Acquisition Strategy:

• Manage acquisition of new data sources, ensuring relevance, value, and compliance.
• Negotiate with suppliers to ensure data investments deliver strong marketing value.

Data-Driven Decision Support:

• Develop dashboards that help provide strategic recommendations to support marketing leadership in decision-making.
• Identify trends and patterns with implications for marketing strategy and performance.
• Ensure insights are integrated into quarterly and annual marketing planning cycles.

ROI Optimisation:

• Lead analysis of marketing spend efficiency and recommend actions to optimise ROI.
• Support budget allocation and marketing mix decisions with robust, data-backed insights.
• Establish performance benchmarks and targets for core marketing channels.

Stakeholder Collaboration:

• Work closely with marketing, sales, product, and data/technology teams to ensure alignment on data and performance priorities.
• Communicate insights and recommendations to senior stakeholders across the business.

Training and Enablement:

• Develop and maintain best-practice guidance for data usage, segmentation, and targeting.
• Train and enable marketing teams to use data effectively in their campaigns and strategies.
• Raise data literacy and analytical capability across the B2B marketing organisation.

Reporting and Analysis:

• Oversee regular reporting on the quality, performance, and usage of customer and prospect data.
• Develop and maintain dashboards and reports that support strategic leadership review.
• Ensure reporting frameworks are standardised, scalable, and aligned to business goals.

Experience Required for the Role

• Proven experience in B2B marketing analytics, B2B data management, or data governance within a B2B marketing context.
• Demonstrable experience leading multi-channel B2B marketing performance analysis.
• Experience developing and managing data quality processes.
• Experience with data governance and compliance, particularly GDPR.
• Experience working with segmentation, targeting, and marketing data models.
• Experience managing stakeholders across marketing, sales, product, and technology teams.

Skills Required for the Role

• Strong analytical and problem-solving skills with the ability to interpret complex datasets.
• Proficiency in Salesforce.com reporting and analysis
• Good understanding of marketing automation tools and channels within the marketing mix.
• Strong communication skills with the ability to influence stakeholders and translate insight into action.
• Deep understanding of marketing performance metrics, data governance, and segmentation principles.
• High attention to detail and commitment to data accuracy.
• Ability to lead, coach, and upskill others in data best practice.

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