Digital Marketing Analyst

Join OUTsurance's digital marketing team in Centurion as a Digital Marketing Analyst, focusing on understanding and enhancing the brand's organic online presence. This pivotal role involves delving into data from search engines, AI assistants, and content performance to drive qualified traffic and refine the company's digital strategy. You will be instrumental in translating complex analytics into clear, actionable insights that shape content, boost SEO, and optimise the brand's visibility in the evolving landscape of AI-powered search.

Unpacking Organic Performance

Your core responsibility will be to meticulously monitor, analyse, and interpret how OUTsurance is found online through non-paid channels. This encompasses a deep dive into search engine rankings, impressions, click-through rates, and overall traffic engagement originating from organic search. You will conduct thorough keyword and search intent research, specifically tailored to the South African insurance market, with the aim of uncovering opportunities for content creation and improved search engine positioning.

Furthermore, the role demands a proactive approach to technical SEO. This involves performing comprehensive audits to identify issues with crawlability, indexation, site speed, and structured data. You will then collaborate with development teams to prioritise and implement necessary fixes. Understanding the competitive digital terrain is also crucial, so you'll track competitor organic visibility to identify potential gaps and advantages within the local insurance sector.

Navigating the AI Frontier and Content Effectiveness

A significant and forward-thinking aspect of this position is monitoring and measuring the brand's presence across emerging AI search experiences. This includes understanding how OUTsurance appears in AI Overviews, large language model (LLM) assistants like ChatGPT, and other generative AI platforms. You will be at the forefront of developing and refining strategies for Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO), focusing on structured data, appropriate content formatting, and building authority signals.

Reporting on AI-driven referral traffic and citation trends will be key, translating these new behaviours into practical recommendations for both content and technical optimisation. Staying abreast of how AI assistants source, cite, and summarise insurance-related information will allow you to advise the team on the strategic implications.

Beyond AI and traditional search, the role also involves a robust analysis of content marketing efforts. You will measure content performance across the entire customer journey, from initial traffic and engagement to lead generation and its contribution to conversions. Identifying the content formats and topics that resonate most effectively with the target audience will be a primary objective. This analysis will directly inform the creation of a data-driven content calendar, developed in collaboration with writers and channel specialists. You'll provide detailed briefs and optimisation suggestions for both new and existing content, identifying opportunities for refreshing or consolidating articles to maximise impact and ensure adherence to E-E-A-T (Expertise, Authoritativeness, Trustworthiness) principles, which are particularly vital in regulated financial services.

Reporting, Collaboration, and Strategic Insight

Effective reporting and seamless collaboration are fundamental to this role. You will be responsible for compiling regular performance reports – weekly, monthly, and quarterly – for internal stakeholders, covering all aspects of organic performance. Building and maintaining dashboards using tools like Looker Studio or Power BI will be essential for visualising SEO, AI visibility, and content metrics.

Ensuring the accuracy of tracking and attribution for all organic channels through platforms like Google Analytics 4, Google Search Console, and Google Tag Manager is paramount. You'll also reconcile this data against CRM and sales figures to provide a holistic view of performance. Close collaboration with specialists in PPC, social media, affiliate marketing, and direct marketing is expected, ensuring that organic insights inform paid strategies and vice versa. Finally, you will be expected to present your findings and strategic recommendations to the broader team and management in a clear, concise, and easily understandable manner, transforming data into compelling narratives.

In South Africa, a Digital Marketing Analyst role with this scope, particularly involving SEO and emerging AI search trends, requires a solid understanding of data analytics and digital strategy. While specific remuneration varies, candidates with 2-4 years of experience often command competitive market-related salaries in the R35,000 to R55,000 per month range, depending on the depth of their experience and the specific responsibilities. Key employers often include large financial services institutions, e-commerce businesses, and established digital agencies. The growth trajectory for a successful analyst in this field typically leads to senior analyst positions, specialised roles like SEO or Content Lead, or broader digital strategy management within a company.

• 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