Job Profile
Job Title
Marketing Database Executive
Line Manager
Database Marketing Supervisor
Direct Reports
n/a
Location
London
Job Purpose
To compile and produce data for complex marketing campaigns and improve customer and
market understanding. To advise internal customers and colleagues on best use of CIPD
data, ensuring all legal and internal policies are adhered to.
Key accountabilities
1.
To be responsible for compiling data for marketing campaigns by using various
specialist software packages (such as Microsoft Excel, Access, Cognos 10, Adestra)
and apply data manipulation techniques, to deliver accurate and timely data in a variety
of formats for both direct and digital marketing campaigns.
2.
Apply knowledge of CIPD’s data, databases and digital systems to provide tailored
advice to internal customers, managers and branch officials in order that campaigns are
effectively managed and deliver dynamic data for complex segmented communications,
leading to an improvement in response rates for CIPD’s marketing campaigns.
3.
Use problem solving skills to identify data issues and suggest solutions, taking
responsibility and liaising with other departments/external suppliers in order that a
satisfactory and timely outcome is achieved. Ensure database team and other
colleagues are informed of potential problems and any necessary corrections to data or
systems are in place to avoid further queries arising.
4.
To compile accurate marketing reports (including campaign analysis and customer or
member profiles) using various reporting tools (Cognos 10, Microsoft Access or Excel)
on a regular and ad-hoc basis, enabling internal customers and branch officials to better
understand their customers, members and campaigns.
5.
To draft and maintain documentation (including procedures for others to follow) detailing
processes involved in creating data for mailings, emails and marketing reports. Ensure
that the various quality control checks are applied and cross check the work of others in
the team to ensure quality control is maintained and be responsible for ensuring all legal
and internal policies are adhered to concerning the provision of CIPD’s data.
6.
To be an integral part of the database marketing team by attending regular team
meetings, responding positively to queries from junior members and temporary staff, as
well as covering for absent colleagues to ensure workflow continues and deadlines are
met. At times coach and train other team members on new processes and techniques.
7.
To ensure that data quality is maintained by checking accurate and up-to-date data is
stored on our databases, along with continually thinking of ways to improve the quality of
this data. Also help put into practice any new ideas that will improve the quality of CIPD
data.
8.
To participate in the ongoing development of the Institute’s databases (such as Integra,
Consensus and Adestra) to ensure the effective integration of data, providing support in
testing new systems and processes to ensure they work and are user-friendly.
Job Profile - Database Executive April 2014
9.
To continuously seek improvements in the data extraction processes by developing the
most efficient and timely ways of manipulating data on a permanent basis for both ad hoc
and recurring tasks.
Nature and scope
The role of the job holder is to provide an efficient and effective database marketing service to
customers across the Institute, to support business and marketing objectives. The job holder
will need to have an excellent knowledge of the data held and understand when and how this
can be used, particularly in respect to permission marketing and the provisions of the Data
Protection Act.
The job holder should have excellent data management skills and communication skills, as
well as an understanding of database marketing, to ensure that they manipulate data in the
most appropriate way to meet customer needs and maintain a high data quality. This is a
busy customer focussed department and the job holder must be able to adapt to meet
changing deadlines and priorities, in order to accommodate delivery of simple and complex
mailing/emailing activity often within very tight timescales. In addition good problem solving
skills are also required to deal with various data issues that arise.
The job holder will need to use initiative to solve complex technical issues relating to data
manipulation and extraction with a view to automating current processes.
The job holder should also be a ‘team player’ and have the ability to coach and mentor
subordinates as the database dept work in a team environment often sharing workloads and
training colleagues on various data processes.
Contacts

Internal: Membership & Marketing, IT, CIPD (all departments), Branch Development
and Branch Officials.

External: Non-members, Mailing Houses, Data Bureaux.

Members: Yes.
Dimensions

Financial: The role has an overall impact on revenue through the delivery of
marketing communication data.

Staff: n/a

Other: The CIPD database comprises of approximately one million individual records
(of which over 135,000 are active CIPD Members).
Knowledge, qualifications and experience

Essential: of graduate calibre, with excellent data manipulation skills, attention to
detail, excellent knowledge of Microsoft Office (Word, Excel & Access), a good team
player, deadline-focused, prioritisation, numerical & analytical skills.

Desirable: Basic programming skills, working knowledge of Cognos 10 reporting,
Integra, Adestra, Impromptu, relevant IT or Marketing qualification.
Job Profile - Database Executive April 2014
The job holder is required to demonstrate appropriate levels of competence and behaviours
against CIPD’s values and core competencies.
Our values are: purposeful, agile, collaborative and expert.
Our core competencies are: business awareness and professional excellence; leading myself
and others; customer centric; problem solving and decision taking; building and maintaining
strong relationships; continuous improvement and innovation; and driven to deliver.
Full details of our values and competencies will be provided at induction.
Job Profile - Database Executive April 2014