Senior Marketing Analyst

As a Senior Marketing Analyst within the Business Intelligence team you will be responsible for providing insight and analysis into the performance of our client’s full marketing mix, the global digital brands we work with, and ultimately their customers. You will combine your deep expertise in digital marketing analytics with your knowledge of quantitative and statistical methods to ensure that our overall business and marketing strategies become ‘data driven’ and that Managers across different business lines are able to consume insights needed to align to business key performance indicators.

You will be responsible for being the primary thought leader on the performance of paid media campaigns across multiple broadcasts mediums and providers, including websites, apps, affiliates, SEO and much more. You will focus on extracting, organizing, and interpreting data to provide insights that help inform strategy and improve campaign results. This role will require strong analytical skills and the ability to communicate complex data in a clear and concise manner.

In addition to being a key delivery analyst, you must also lead the development and maturity of our digital analytics capability. This will be through three main routes; standards (the creation of new analytical approaches for others to follow), teaching (showing others how to become better at digital marketing analytics), and industry best practice (identifying trends & technologies that we should adopt). Further, you will need to lead on the design and execution of new, critical intelligence assets (e.g. a completely new attribution model).

Working collaboratively with business units and stakeholders across the organisation, you will combine marketing, financial, customer and product data to provide a comprehensive, cross-channel view of business performance. You will be key in the design and implementation of marketing attribution and performance measurement frameworks.

Key responsibilities include:

 

·         Identify trends and opportunities for optimization by leveraging data from various ad platforms and analytics tools.

·         As a subject matter expert, set the standards on best practice within the BI team and the wider group, including documentation, QA frameworks and peer review process.

·         Act as a point of contact for marketing & commercial stakeholders, translating complex analytical outputs into clear commercial narratives.

·         Distill knowledge to junior analysts to increase effectiveness across the team, raising technical capability and data storytelling.

·         Assess indirect impact of 360 media campaigns.

·         Collaborate with the paid media and marketing teams to analyse performance, refine strategies, and suggest data-driven improvements.

·         Conduct in-depth analysis of audience behaviour, segmentation, and targeting to optimize campaign performance.

·         Assist in setting up and managing tracking parameters, conversion goals, and custom reports to ensure accurate data collection.

·         Monitor industry trends and platform changes, providing insights on their potential impact on performance and strategy.

·         Contribute to the evaluation and onboarding of new analytics tools, data sources, and measurement methodologies.

Requirements

 You will need to have:

·         An analytical mindset. The ability to think logically about complex business problems and how the use of data and analytics can solve these problems

·         Strong previous experience in marketing analytics role, with exposure to cross-channel or full-funnel analytics.

·         Proven ability to work with senior stakeholders, influencing strategy, communicating analytical findings and managing expectations.

·         Strong understanding of marketing measurement methodologies.

·         Business and technology hybrid profile, with priority given to business background and acumen

·         An understanding of BI and/or Data Warehousing concepts and methodologies, and experience using major Business Intelligence tool(s)

·         Confident ability in SQL and Tableau

·         Strong oral and written communication skills, with a demonstrated ability to build positive, productive interpersonal relationships with stakeholders

·         Ability to create and present analyses and reports. As well as utilising expert technical and industry knowledge to advance requests beyond the initial requirements and provide their own opinions and suggestions

·         Strong Communicator – An ability to effectively discuss, translate, and describe technical subjects to a non-technical audience and vice versa. Show the ability to bring other teams around to thinking about how data can help improve their processes

·         Experience mentoring or coaching junior analysts; demonstrate ability to raise capability across the team.

·         A team player, able to work together with the global BI team to deliver key business objectives

·         Degree in Business Analytics or Technology, Computer Science, Math, Statistics or equivalent experience

Desired

 You will need to have

Proficiency in SQL, Tableau (or other Visualisation tool) and R or Python.

·         Deep expertise in the analysis of traffic across a wide variety of digital channels, and the production of complex attribution models that go far beyond final click.

·         Demonstrated knowledge of applied statistical methods or automation using R, Python (or similar).

·         Ability to share knowledge or mentor other members of the team on usage of these tools.

·         Strong communication skills with senior stakeholders across different departments.

 The above list of duties is not exclusive or exhaustive and the post holder will be required to undertake tasks that are reasonably expected within the scope and grading of the post.