Paid Media Analyst

As a Paid Media Analyst within the Insights and Data Group team you will be responsible for providing insight and analysis into the performance of our client’s marketing strategies, the global digital brands we work with, and ultimately their customers. You will combine your deep expertise in paid media platforms and 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. 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 support 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 support 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:

Analyse and interpret data from paid media campaigns across multiple platforms and medias.

• Track and report on key performance indicators (KPIs) including CTR, CPA, ROAS, and conversion rates. Tailoring reporting to channel and campaign objective.
• Support UTM frameworks & tagging across paid platforms. Ensuring clean, consistent data capture across all platforms.
• Develop and maintain regular performance reports and paid media dashboards in Tableau, providing actionable insights into campaign performance and business impact, and ensuring outputs are accessible to non-technical stakeholders.
• Identify trends and opportunities for optimization by leveraging data from various ad platforms and analytics tools.
• 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.
• Support development of attribution modelling and measurement frameworks across paid channels.
• 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:

• An analytical mindset – the ability to think logically about complex business problems and how data can solve them.
• Strong previous experience in paid media analysis, particularly as regards to online focused businesses.
• Solid understanding of paid media fundamentals across channels. Including bidding, budgeting, targeting, and creative performance.
• Forward Thinking – Able to build relationships with stakeholders and identify areas where analytics can provide value.
• Experience with UTM frameworks, pixel implementation, and conversion tracking setup.
• 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)
• Proficiency in SQL and Tableau.
• Strong oral and written communication skills with the ability to translate complex data for non-technical audiences.
• Ability to create and present clear, actionable analyses, reports and dashboards for marketing and commercial stakeholders – utilising technical and industry knowledge to go beyond the initial brief and provide informed recommendations.
• Familiarity with A/B testing methodology and experiment design.
• 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.

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.
• Familiarity with GA4, Adobe Analytics, or equivalent web analytics platforms.
• 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.

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