Head of Insight (Data Analyst)

Overview of role

Gravity Global is the world’s most awarded, B2B communications agency. Headquartered in London and with offices across the UK we are growing fast and are looking for an experienced, Head of Insight to join our friendly team based in Norwich.

Due to continued expansion, we’re looking for a skilled leader in data and insight to join the team to head up our Insight department, providing data analytical services across our digital performance marketing team of 40+

This is an ideal role for someone who wants to provide insight and deploy innovative analytical solutions for global brands, and lead a growing team of data, insight and conversion experts.

The role

The Head of Insight has overall responsibility for ensuring that all digital performance marketing campaigns are accurately measured against agreed KPIs, by overseeing deployment of effective digital tracking and building reporting dashboards and performance forecasts as required, working closely with other department heads (across Account Strategy, SEO, Paid Digital and Operations). Beyond this, to champion innovative data analysis and insight to inform and improve digital marketing campaign performance by proving clear, effective recommendations for campaign strategies to help meet client objectives.

The Data and Insight department which you lead is responsible for working with colleagues across the agency, as well as directly with client stakeholders, across many supporting data analysis disciplines including digital tracking, reporting dashboards, conversion analysis, competitor benchmarking and forecasting. More generally, you’ll be a passionate champion for the data-led approach we take to digital marketing for our clients.

You will have a proven track record of delivering effective and innovative data analysis and practical data-led recommendations for clients or stakeholders. You will have demonstrable organisational skills in managing an in-house team and collaborating with clients. You will be confident providing insight and guidance to colleagues as well as clients where required.

You will be passionate about providing the best service possible to clients and ensure that you and your team’s skills and knowledge remains at the cutting edge of data analysis by implementing appropriate training programmes and research projects. You will project a warm, engaging personality and demonstrate the ability to win over others, whether they are clients, colleagues or business partners.

This role includes responsibility for recruiting skilled personnel and managing the workflow across the team, implementing training plans, setting and maintaining best practices across the company with regards to data analysis and insight, liaising closely with the Head of Account Strategy on client campaign strategy, being involved in new business development and collaborating with internal teams to deliver ROI to clients

Key responsibilities

  • Setting up accurate and effective digital performance tracking, typically via Google Tag Manager and Google Analytics
  • To provide analytical services to help win and retain client businesses by informing effective performance marketing strategies, from data-led customer persona creation; performance forecasting; competitor research and opportunity analysis
  • To own the creation and ongoing support of regular client performance dashboards, typically by pulling relevant API data into Google Data Studio and building bespoke performance dashboards for each client to reflect their particular needs, objectives and KPIs
  • To provide commercial insight and recommendations to improve website performance (‘conversion optimisation’), by analysing website performance data to understand key barriers to conversion and making appropriate recommendations
  • To provide supporting consultancy and insight for colleagues across the business as required, especially where a strong analytical ability is required (for example multivariate analysis or propensity models)
  • Recruiting skilled personnel and implementing appropriate training plans to maintain industry-leading skill sets, including conducting regular appraisals with reports
  • To implement efficient delivery processes and frameworks that focus on commercial outcomes for clients
  • Responsible for ensuring that staff utilisation targets are met and that the department operates within budget to deliver to overall company performance targets
  • To identify further data analysis and insight opportunities for existing clients and work with relevant colleagues to present these to clients
  • Be involved in new business development by having an input into or preparing proposals wherever required
  • To champion the quality of Gravity Global’s data analysis capability by communicating key achievements to the company, and by recommending case studies, awards entries and testimonials for successful campaigns

Experience / skills required

  • Expert-level data-analysis skills in a digital context, with demonstrable ability to interrogate complex data sets to provide commercially relevant insight
  • Strong understanding of statistical concepts, and ability to apply them to real-life campaigns – including multivariate analysis, statistical anomaly detection, propensity and basket analysis models, data clustering, performance forecasting using historic data etc
  • Highly skilled with common data analysis tools, including manipulating complex data-sets in Excel, Google Data Studio, Tableau, R, SQL
  • Proven experience with digital performance tracking, reporting and analysis, including tools (Google Analytics, Google Tag Manager, Google Data Studio) and concepts (multi-channel attribution, UTM parameters, seasonal trend forecasting, setting up advanced Google Analytics tagging, eCommerce tracking)
  • An understanding of data science and developer toolsets – building scripts to extract and manipulate data from various APIs, JavaScript, MySQL etc. An understanding of PHP, Python and/or NodeJS is desirable but not required

Remuneration / Hours

  • Normal working hours from 9.00am to 5.30pm Monday to Friday, though a degree of flexibility will be required

Who is Gravity?

Gravity Global is the world’s most awarded specialist B2B marketing agency network. We work for global brands helping them to transform using our strategic lens of, Fame, Admiration & Belief. Gravity turns our client’s unique business challenges into successful results.

Benefits of working at Gravity

We’re serious about investing in our team – from a generous training budget to pretty awesome benefits, we take care of our people. It’s not just all work and no play though, we also make time for the fun stuff too. As well as the legendary summer and Christmas parties and payday drinks, there’s also social events throughout the year – quiz nights, bowling and BBQs to name a few.