Summary

As a Principal Analyst within the Insights and Data Group you will be responsible for leading on the analytical understanding of our client’s marketing strategies, 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 within the marketing analytics team, acting as the subject matter expert for marketing analytics, guiding the team in understanding how marketing activities influence business outcomes via distilling best practice and guidance in analytics methodology while also aiding in the development and productionising of best in class data solutions.

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 in a collaborative nature with other business units and stakeholders across the organisation you will combine data sources to provide a comprehensive overview of business performance including financial data, customer data, product data and market research assets.

Key responsibilities include:

• Marketing Analytics Thought Leadership: Show what can be achieved with Marketing Analytics and plan out the work needed to get there
• Development of best practice: You will have wide ranging industry experience and achievement to ensure the department do things the right way consistently.
• Adoption of new Marketing Analytics approaches: you will lead on the adoption of new analytics solutions capabilities and establishes best practice behaviours on new tools. Educates others on new technologies, and evangelises standards and best practice throughout analytics and data.
• Metric definition & Management: you will own, understand, and improve the definitions of all metrics for the marketing business. You will understand the data that feeds these metrics at the most granular level, and be able to provide appropriate explanations to all levels of audience.
• Identify trends and opportunities for optimization by leveraging data from various ad platforms and analytics tools.
• Assess and implement methodologies to solve marketing analytics problems, e.g. the 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.

Requirements

You will need to have:

• Very strong experience in marketing analytics, particularly as regards to online focused businesses
• 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
• Specific experience in the creation of new attribution models, inc. last touch, first touch, MMM etc.
• An analytical mindset. The ability to think logically about complex business problems and how the use of data and analytics can solve these problems
• Forward Thinking – Able to build relationships with stakeholders and identify areas where analytics can provide value
• An understanding of BI and/or Data Warehousing concepts and methodologies, and experience using major Business Intelligence tool(s)
• Good 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
• Mentorship to ensure high standards are achieved across the team
• Experience with web analytics tools, Big Query, Campaign Manager data sets and visualisation tools such as Lookerstudio, PowerBi, Tableau or similar
• 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

It would be good to have:

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