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.

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…