Marketing Database Executive

We’re looking for a Data Administrator to join our Marketing team, based in Coventry.

If you’re great with data, confident with Excel and enjoy finding solutions, this could be the role for you! You’ll be responsible for managing and quality-checking databases, analysing data and supporting different departments across the dealership.

Hours: Monday–Friday, 8:00am–4:30pm

The Database Executive is responsible for supporting the Marketing Department in the administration, development and effective management of the company’s customer and prospect databases.

The role will ensure the accuracy, integrity and ongoing maintenance of all data, while providing meaningful analysis and reporting to support marketing, sales and aftersales activities. The Database Executive will develop and maintain data processes, manage lead distribution, support CRM activity and provide timely insights to relevant departments/managers.

The role will also ensure that all database activity complies with GDPR and relevant data protection requirements, with appropriate security, integrity and backup procedures maintained.

Key Responsibilities

Database Management and Data Quality

Maintain, develop and enhance the company’s customer and prospect databases.
Ensure databases meet the operational and reporting requirements of users across the business.
Conduct regular data-quality checks to identify and correct missing, inaccurate or incomplete information.
Manage database cleansing, suppression and enhancement activities.
Maintain appropriate database security, integrity and backup procedures in line with GDPR requirements.
Develop and maintain database infrastructure and processes.
Produce operating procedures and user guidance and provide training and support where appropriate.
Ensure the effective distribution of relevant datasets across the business.

Reporting and Data Analysis

Produce, maintain and present daily, weekly and monthly reports to the relevant line managers, including:

Use appropriate statistical analysis and data-manipulation techniques to identify trends, opportunities and areas requiring action.

Lead Management and CRM

Take responsibility for the distribution and management of sales and marketing leads.
Maintain lead-generation platforms, both internally and externally.
Monitor lead flows and identify and report any discrepancies to the relevant line manager.
Work closely with sales teams to maximise the effective use of EMS / DealerWeb and Autoline CRM functionality.
Support the implementation of structured sales processes and customer contact strategies.
Monitor customer contact activity to promote consistent, measurable and effective communications.
Ensure customer and prospect data is continually updated and enhanced through marketing and sales activity.

Marketing Campaign Support

Provide accurate and relevant data to support targeted marketing campaigns and wider business objectives.
Develop and deliver database support for manufacturer-led campaigns immediately following campaign announcements.
Work with the Marketing team and wider dealership to plan, initiate and promote marketing and promotional events.
Ensure relevant external data sources are appropriately evaluated and used to supplement existing customer information and minimise data attrition.
Develop customer communication programmes, including MOT reminders, seasonal offers and other relevant customer communications.

Customer Retention and Acquisition

Analyse customer retention lapsed and lost customer data.
Identify trends and reasons for customer attrition.
Provide insights and recommendations to support customer retention and acquisition.
Work with sales and aftersales teams to translate data insights into practical marketing activity.
Develop customer contact strategies designed to increase engagement, retention and customer satisfaction.
Ensure the database supports the delivery of the business's customer satisfaction and retention objectives.

Campaign Reporting and ROI

Prepare and distribute campaign performance reports for all relevant marketing communications.
Analyse campaign results and assess return on investment (ROI).
Provide clear recommendations for future campaigns and activity.
Evaluate and make recommendations regarding:

Sales and Aftersales Support

Maintain a strong understanding of sales and aftersales processes.
Remain familiar with current pricing structures and business profit requirements.
Provide data and analysis to support sales and aftersales performance.
Work collaboratively with dealership teams to ensure data is used effectively to generate business opportunities.
Support the consistent implementation of Mercedes-Benz and dealership marketing standards

Essential skills

Experience in database management, data analysis or a similar marketing/data-focused role.
Strong IT skills, including proficiency in Microsoft Excel, PowerPoint and Word.
Experience using Kerridge and/or CRM systems.
Strong understanding of data quality, database management and GDPR principles.
Good written and verbal communication skills.
Excellent organisational skills with the ability to manage competing priorities.
Ability to work effectively both independently and as part of a wider dealership or business team.

Desirable skills

Experience within the automotive, commercial vehicle or dealership environment.
Experience with EMS / DealerWeb, Autoline or similar CRM platforms.
Experience supporting targeted marketing campaigns and customer contact strategies.
Experience analysing customer retention, acquisition and lapsed-customer data.

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