Senior Data Analyst, Marketing

The role holder will sit within the Data team, and be responsible for analysing performance marketing campaigns and providing actionable insights to drive our marketing strategy. 

You will work closely with the marketing team to evaluate campaign performance, identify trends, and recommend improvements. Your technical skills in data analysis, along with your strong background in maths and statistics, will be crucial in optimising our marketing efforts.

WHAT YOU'LL WORK ON 

• Taking ownership of the data relationship with the Marketing team, delivering timely insights to strategically support decision-making and working closely with both the Director of Marketing and Director of Data.  

Audience Research and Segmentation

• Perform in-depth audience research to identify and define core and adjacent audience segments, using a combination of data sources (e.g., ad platform insights, analytics data, external reports).
• Develop and refine audience personas based on data-driven insights, incorporating demographic, psychographic, behavioural, and geographic factors.
• Utilise statistical and clustering techniques (e.g., K-means clustering, latent class analysis) to group audiences with similar characteristics and behaviours.

Data Analysis and Statistical Modelling

• Design and implement statistical analyses, including correlation analysis, regression models, and hypothesis testing, to assess audience behaviours and their impact on campaign KPIs.
• Build predictive models to identify likely audience behaviours and conversions, utilising machine learning techniques (e.g., logistic regression, decision trees).
• Use tools like Python, R, or SQL to conduct exploratory data analysis and build scripts for advanced data manipulation and modelling.
• Build predictive models to identify likely audience behaviours and conversions, utilising machine learning techniques (e.g., logistic regression, decision trees).
• Use tools like Python, R, or SQL to conduct exploratory data analysis and build scripts for advanced data manipulation and modelling.

Campaign Targeting and Optimization

• Collaborate with the digital advertising team to design targeting strategies on platforms like Facebook, Google Ads, and programmatic channels.
• Develop custom and lookalike audiences on Facebook based on existing high-performing segments, using interest, behaviour, and demographic filters to optimise reach and relevance.
• Implement A/B and multivariate testing for various audience segments, analysing results to refine and improve targeting strategies.

Data Visualization and Reporting

• Create detailed and visually engaging reports and dashboards to communicate audience insights and campaign performance, using tools such as Tableau, Power BI, or Google Data Studio.
• Present findings, trends, and actionable insights to cross-functional teams, explaining complex data concepts in simple, impactful terms.
• Monitor and report on key metrics like CTR, CPC, CPA, and conversion rate by audience segment, making data-backed recommendations for improvement.

WHAT WE'RE LOOKING FOR

• 5-7 years professional experience developing advanced Tableau data visualisations, dashboards and reporting.
• Skills in exploratory data analysis and familiarity with advanced quantitative analysis.
• Experience reporting on web analytics in Adobe, or other web analytics tools.
• Comfortable using modern data technologies. Familiarity with database modelling and data warehousing principles.
• Knowledge of the digital advertising industry.
• Familiarity with automated data ingestion processes including APIs.
• Ability to partner effectively with data science and engineering stakeholders to meet the data needs of the business, translating business needs into analytical requirements.
• Ability to communicate the results of analyses in a clear and effective manner.
• Excellent written, verbal, presentation and communication skills.
• Self-motivated and proactive with proven creative, problem-solving, and critical thinking capabilities.
• Ability to adapt to changing circumstances and are open to new ideas and approaches. 
• Who is willing to learn (what are likely to be new tools and programmes).
• Work effectively in teams, respect diverse perspectives, and contribute positively to group dynamics. A willingness to support and motivate colleagues is highly valued.
• Willingness to be creative and innovative to suggest new ideas for insights and product possibilities.

WHAT WE OFFER

• eMed flex-leave
• 5% employer pension contribution for 5% employee contribution 
• Life Insurance 4x annual base salary
• Health cash plan
• Employee Assistance Program
• Eye care voucher reimbursement (up to £20)
• Enhanced Maternity, Paternity and Adoption pay.
• Health & Wellbeing resources
• Up to £80 towards noise cancelling headphones