Lead Data Analyst, Viewer Marketing Insights

The Role

12 Month Fixed-Term Contract

Lead Data Analyst, Viewer Marketing Insights

We are seeking a Lead Data Analyst to join the ITV Insight Group’s analytics function. Embedded across the Viewer Marketing Insights team within the department, our analysts play a crucial role in shaping the business’s understanding of the UK television market, evolving viewer behaviours and future opportunities in an exciting, highly competitive and increasingly complex media landscape.

As a critical part of a cross-functional team you will partner with business leaders and key stakeholders in ITV Insights and Marketing to understand their challenges and identify and answer the “big questions". You will work closely with Insight Managers, Data Scientists and Data Engineers to innovate, inform and impact decision-making. You will use your technical skills to create outcome-focused insight for Marketing while thinking critically and collaboratively to build relationships and create recommendations that balance the requirements of Marketing stakeholders with ITV’s wider strategic objectives.

As a Lead Data Analyst, you will take full ownership of analytical requirements for Viewer Insights; working with a cross-functional team. You’ll be focusing on some of the most exciting parts of our mission to optimise broadcast and supercharge streaming, including what drives marketing performance cross-channel, and how we can make marketing as effective as it can be to deliver business outcomes.

The team

ITV is on a mission to Supercharge Streaming and Optimise Broadcast with data and insight right at the centre of our digital transformation strategy. The business faces many challenges ahead to achieve this vision: What content should we commission? Which audiences are the most commercially attractive for us? What should our marketing strategy be? How do we optimise our product to improve view through rates? How do we use VOD (Video on Demand) to offset declines to Linear? Whatever the issue, the ITV Insights Group is here to lead the business to its most successful future by putting insight, powered by research and data, at the heart of every key decision.

Responsibilities:

• Promoting and embedding insights, analytics and experimentation to drive business value and outcomes.
• Advise stakeholders on projects relating to performance of individual marketing channels, overall marketing effectiveness, audience segmentation and targeting.
• Champion an experimentation mindset to empower your stakeholders to make faster and more effective decisions using data.
• Provide accurate and insightful analysis on how our viewers engage and consume the nation's best-loved and most-watched content, across broadcast and video on demand.
• Analyse audience journeys and provide performance insights to drive business value.
• Develop and embed self-serve analytics solutions for business domains as part of a cross functional team
• Collaborate with other cross functional teams (including insight managers, data scientists, engineers and business stakeholders), as well as third party agencies (media and econometrics) to drive projects forward
• Communicate analytics and insight to business stakeholders in a non-technical, commercial and impactful manner
• Line management responsibility for data analysts - manage and coach a team of analysts ensuring adherence to project timelines, deliverables
• Coach and develop team members to ensure they are empowered in their roles
• With the Head of Data Analytics, support the career development of data analysts in the team

Skills you’ll need (minimum criteria)

• 5+ years experience of working in the data & analytics industry, preferably in marketing analytics.
• Proven track record of using data to drive direct to consumer relationships and business value
• Strong communication skills with the ability to tell commercially relevant stories with data to senior stakeholders across the business
• Able to write production grade code in SQL
• Experience working with cloud-based platforms such as GCP (BigQuery), AWS (Redshift) or Databricks
• Strong data visualisation skills using tools such as Tableau or Looker Studio
• Experience working with Google Analytics or other Digital/Product analytics tools to understand customer behaviour
• Strong knowledge of A/B testing principles & statistical techniques
• Experience of line management
• Nice to have: Experience using Python to conduct statistical analyses and/or automate transformation pipelines.

Other things we’re looking for (key criteria)

• Able to understand and challenge assumptions and biases in analytical output, methodologies, models, data sets and recommendations
• Excellent attention to detail and proactive in preventing errors
• Keen problem solving skills and critical thinking
• Working knowledge of ML and its application to drive business value
• Experience working with Agile project management methodologies
• A passion for TV and media is a plus!