Digital Marketing Analytics Analyst

OUTsurance is seeking a meticulous and insightful Digital Marketing Analytics Analyst to join their dynamic in-house digital marketing team in Centurion. This role is central to understanding and optimising how potential customers discover the OUTsurance brand and its offerings through organic digital channels. You will be the go-to person for making sense of complex data, transforming raw performance metrics into clear, actionable strategies that drive business objectives.

The primary focus of this position is on organic growth, encompassing the ever-evolving landscapes of Search Engine Optimisation (SEO), the burgeoning field of AI search, and the strategic deployment of content marketing. While OUTsurance engages in various advertising platforms, this role hones in on how users find the company organically, whether through traditional search engines, emerging AI assistants, or AI-generated answers. Success in this role hinges on the ability to interpret performance data, produce accurate and insightful reports, and deliver recommendations that will shape content strategy, increase qualified organic traffic, and enhance the brand's presence in AI-driven search experiences. The ideal candidate will not only identify what happened within the data but crucially, explain why it happened and propose the next steps.

Understanding Organic Search and AI-Driven Discovery

A significant portion of your responsibilities will involve deep dives into SEO performance. This means diligently monitoring and analysing metrics such as keyword rankings, search impressions, click-through rates, traffic volumes, user engagement, and conversions specifically from organic search channels. You will be expected to conduct thorough keyword research and understand search intent, tailoring this to the unique South African insurance market to uncover content and ranking opportunities.

Technical SEO will also be a key area of focus. This includes performing comprehensive audits to identify issues related to crawlability, indexation, site speed, and structured data implementation. You will collaborate closely with development teams to prioritise and implement necessary fixes. Furthermore, monitoring competitor organic visibility will be essential to identify potential gaps and opportunities within the local insurance sector.

The role also extends to the frontier of AI search. You will be responsible for tracking and measuring how OUTsurance's brand, products, and content appear within AI search experiences, such as Google's AI Overviews, ChatGPT, Perplexity, and Copilot. This involves developing and refining strategies for Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO), focusing on elements like structured data, content formatting, and authority signals. Reporting on AI-driven referral traffic and citation trends will be vital, translating emerging AI search behaviours into practical content and technical recommendations. Staying abreast of how AI assistants summarise and cite insurance-related information will allow you to advise the team on critical implications.

Optimising Content and Reporting Insights

Content marketing analysis forms another pillar of this role. You will measure content performance across the entire customer journey – from initial traffic and engagement to lead generation and assisted conversions – to discern which content formats and topics are most effective. This insight will fuel the creation and maintenance of a data-informed content calendar, developed in collaboration with writers and channel specialists.

Your input will be crucial in providing briefs and optimisation recommendations for both new and existing content, identifying opportunities for refreshes and consolidation. Ensuring that all content adheres to E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) principles is paramount, particularly within the regulated financial services environment, demanding accuracy and credibility.

Effective reporting and collaboration are essential. You will be tasked with compiling regular performance reports (weekly, monthly, and quarterly) on organic performance for various internal stakeholders. Building and maintaining dashboards using tools like Looker Studio or Power BI that consolidate SEO, AI visibility, and content metrics will be a core function. Ensuring the accuracy of tracking and attribution for organic channels, utilising tools like Google Analytics 4, Google Search Console, and Google Tag Manager, and reconciling this data against CRM and sales figures will be critical for a holistic view.

Collaboration extends to working closely with PPC, social media, affiliate, and direct marketing specialists, ensuring that organic insights inform paid strategies and vice-versa. Presenting findings and actionable recommendations to the broader team and management in a clear, easily understandable manner is key.

What They're Looking For

OUTsurance is seeking candidates who possess a strong academic foundation, ideally an Honours degree (NQF Level 8) in a relevant field such as marketing, digital marketing, communications, journalism, statistics, business science, commerce, or data analytics. This should be complemented by 2 to 4 years of hands-on experience in SEO, content marketing, or digital marketing analytics.

Proficiency in essential tools is non-negotiable, including Google Search Console, Google Analytics 4, and at least one major SEO platform (e.g., Semrush, Ahrefs, Screaming Frog). Strong analytical and data manipulation skills are required, with demonstrable experience in Excel or Google Sheets, particularly with pivot tables, lookups, and data cleaning. The ability to build and maintain reports or dashboards in platforms like Looker Studio or Power BI is also necessary.

Crucially, candidates must possess excellent written and verbal communication skills, with the proven ability to translate complex data into compelling narratives and confidently write or brief content.

While not strictly required, experience within the insurance or financial services sector, or any regulated content-rich environment, would be advantageous. A solid understanding of technical SEO, on-page optimisation, and content strategy is highly valued. Furthermore, familiarity with AI search and a genuine interest in the evolving search landscape, including AI Overviews, LLM citations, or AI referral traffic, would be a significant asset. Practical experience with structured data, log-file analysis, basic SQL for data querying, and an understanding of POPIA's implications for marketing data are also beneficial. Familiarity with CMS platforms and basic HTML/CSS would round out a strong candidate profile.

In South Africa, a role like this could typically attract a salary ranging from R350,000 to R700,000 per annum, depending on experience and the specific company's remuneration structure. Major insurance and financial services companies, as well as other large enterprises with significant online presences, are common employers for such analytical talent. The career trajectory for a Digital Marketing Analytics Analyst can lead to senior analyst positions, specialisation in SEO or content strategy, or broader digital strategy roles within an organisation.

• A successfully completed Honours degree (BA Hons, BCom Hons or similar NQF Level 8 qualification) in a related field such as marketing, digital marketing, communications, journalism, statistics, business science, commerce or data analytics.
• 2–4 years' experience in SEO, content marketing or digital marketing analytics.
• Hands-on experience with Google Search Console, Google Analytics 4 and at least one major SEO platform (e.g. Semrush, Ahrefs, Screaming Frog).
• Strong Excel / Google Sheets skills (pivot tables, lookups, data cleaning) and experience building reports or dashboards in Looker Studio, Power BI or similar.
• Excellent written and verbal communication skills — able to turn complex data into a clear story and write or brief content confidently.

Advantageous

• Experience in insurance, financial services or another regulated, content environment.
• Demonstrable understanding of technical SEO, on-page optimisation and content strategy.
• Awareness of AI search / answer-engine optimisation and a genuine interest in how AI is changing search behaviour.
• Practical experience with structured data / schema markup and log-file analysis.
• Experience measuring or optimising for AI Overviews, LLM citations or AI referral traffic.
• Familiarity with CMS platforms (e.g. WordPress) and basic HTML/CSS.
• Basic SQL for querying data.
• Understanding of POPIA and its implications for marketing data, consent and lead handling.

What We Offer

• [Salary range / market-related package — specify]
• [Benefits: medical aid contribution, retirement/provident fund, performance incentives — specify]
• Ownership of organic growth measurement in a data-rich, high-volume lead generation environment, at the forefront of AI search.
• Growth path toward senior analyst, SEO/content lead or digital strategy roles