Digital Media Analyst

Job Title: Digital Media Analyst (External and Internal Channels)

Contract: Until end of the year

Location: London (Hybrid)

The client has chosen to do something incredible. We're totally transforming our business and building our future on smoke-free products with the power to improve the lives of a billion smokers worldwide.

With huge change, comes huge opportunity. So, wherever you join us, you'll enjoy the freedom to dream up and deliver better, brighter solutions and the space to move your career forward in endlessly different directions.

It is an exciting, ever-changing environment - ideal for the person who is driven, disruptive and dynamic. It you are comfortable with ambiguity and excited by the challenge of shaping things from the ground up, you will enjoy it. There is endless space to develop too, so you are progressing your career as fast as you build our smoke free future.

We are looking for a Digital Media Analyst to join our Global Communications team, based at our regional hub in London.

This position sits within a planning and strategy sub-unit, and you will be responsible for supporting external owned (social and web), internal owned (various channels) and external paid media streams with reporting, analysis and insight.

You will need to be part data strategist in this role too, taking our existing approach to digital data and making it better through the use of technology, process and capability building.

The role will vary day-to-day. On one day you might be tasked with using data to help inform a brief, and on another day, you'll be part of a project team delivering a campaign where you'll provide mid-campaign analysis to improve efficacy and impact. You'll also track trends and be the in-house expert on telling the stories the data is revealing.

We consider this a hybrid role which requires experience in, not only insight generation but also understanding the technical implementation of these tools.

You will have in-depth experience of technologies such as Google Power BI, Sprinklr, Google Analytics, Google Data Studio, Google Campaign Manager, GTM, Qualtrics and similar tools. You will also have experience in managing data agencies, getting the best out of them as part of our extended team.

What you will do:

• Quantitative and qualitative analysis: Through the utilisation of various data platforms and technologies, in particular Google Analytics, Google Data Studio and Sprinklr, conduct both quantitative and qualitative analysis to assess the efficacy of campaigns and ongoing activities. This involves examining metrics primarily across external owned, internal owned and external paid media channels.
• Insight generation: Translating complex and multiple data sources, into action-oriented insights to deliver a clear story to stakeholders.
• Strategic guidance: Serve as an internal consultant and strategic leader, offering guidance and insights to our paid and owned teams, media agencies, and other department stakeholders. Contribute to shaping our data capabilities and longer-term strategy.
• Develop and maintain reports in power BI - create campaign-based and always on reports, either as part of integrated reporting across the wider global comms department, or in a more channel-specific manner.
• Tag management - work with our data agency, internal teams, and media agencies to ensure activity is tagged in a manner that will maximise our technology. Maintain and tag configuration and testing in GTM.
• Improve existing data technology solutions - working with our data agency partner, continuously improve and tune our data gathering and visualisation solutions, making them more useful over time.
• Data collection: Optimise and streamline manual data collection processes to uncover time-saving opportunities, resulting in more robust data.
• Training and knowledge sharing - act as a mini centre of excellence within the studio, advocating for new processes and methodologies to improve accuracy of insights and be at the forefront of marketing insight.

• Tracking external trends - guide the team in how to interpret the numbers and supply context given what you can see happening in the wider world.

Who you are:

Experience

• In-depth experience of digital marketing analytic tools and software and the ability to turn the noise into meaningful narratives. Google Analytics, Google Data Studio, GTM, Power BI, Sprinklr experience is a must.
• In-depth knowledge of Digital Media channels and platforms including websites, LinkedIn, X, Facebook, YouTube and others.
• Experience in data capture analysis techniques and demonstrated ability to pull insights from time series data, translating this data is a digestible format for internal teams.
• Experience in supporting and validating strategic and tactical Digital Media objectives
• Proven ability to manage stakeholders and varying levels and proactively building relationships with them
• A history of working in creative, content and media agency or in-house environments
• Global brand and / or corporate communications experience

Attributes:

• A self-starter and People first - operating with an agency mindset, you consistently consider the needs of your audience(s), stakeholders and colleagues in equal measure
• Humble and curious - you acknowledge that you may not have all the answers and seek input and ideas from diverse sources
• Growth mindset - you seek out feedback and look for ways to develop yourself and others
• Strategic - you see the bigger picture, and use data to help you paint it for others

What we offer:

• We genuinely care about our people and we show this through living out our Employee Brand each and every day. It's what connects every colleague in every market.
• In additional to a competitive salary and benefits package, we offer a fantastic office environment and look to ensure you have the best work-life balance possible.
• Our success depends on the people who come to work every single day with a sense of purpose and an appetite for progress.
• Seize the freedom to define your future and ours. We'll empower you to take risks, experiment and explore.
• Be part of an inclusive, diverse culture, where everyone's contribution is respected; collaborate with some of the world's best people and feel like you belong.
• Pursue your ambitions and develop your skills with a global business - our staggering size and scale provides endless opportunities to progress.