Principal Analyst

Principal Analyst with expertise in Marketing Mix Modelling (MMM) required to join our dynamic team. As a Principal Analyst, you will leverage data analytics to optimise marketing strategies and drive business growth. Your analytical prowess and strategic thinking will be vital in interpreting complex datasets and providing actionable insights that enhance marketing effectiveness.

What you’ll do

• Support senior colleagues in achieving the efficient delivery of client projects.
• Collection and preparation of data, contributing to the finalisation of models, writing results and implications, and SFX creation.
• Take responsibility for and oversee other analysts.
• Support the development of analysts through the Training Academy, Knowledge Shares, and feedback.

Key responsibilities include:

• Working with data: Data extraction and manipulation, data analysis and validation, batch files, programming.
• Undertake data extraction, manipulation, and data analysis to understand the marketplace and client context relevant to each project.
• Analyse all datasets to ensure that each KPI is understood and can be explained back to the team.
• Ensure that all tables, charts, and other information produced by you or others have been checked for accuracy and formatted to GT standards before passing on to the senior project team.
• Be responsible for data collection including preparation and sending of data requests, chasing outstanding data, and querying data with clients and agencies.
• Ensure that ROVA input file is structured to meet requirements of the project.
• Proficiency in using data extraction tools (i.e. Advantage, AdDynamix, Sysomos, Google Trends, Google Analytics, Double Click) and able to teach others in their use.
• Proficiency in using Excel/SQL/Python/Pandas/Analytics Workbench to process, transform, create variables, and build models.

Building Models:

• Model building and validation, sales effects calculations, ROIs, media optimisation.
• Building of base models according to the project specification, incorporating all drivers of KPIs.
• Calculate sales effects throughout the project to check results and assess their correctness.
• Create sales effect/ROI workbook, ensuring it is easy to follow and all links are correct.
• Validate models, identify areas of weakness, suggest and test possible improvements, and ensure robustness and validity.

Creation of presentations:

• Create content as specified by project lead, taking responsibility for entire sections.
• Ensure that all content is checked for accuracy and that it is correctly labelled, complete, and ready for delivery to the client.

Client Management & Interaction:

• Answer specific data questions that may arise in external meetings as the lead analyst.
• Be prepared to lead calls with clients.
• Be involved in the delivery of results to the client and present sections of presentations during meetings.

Team Support & Development:

• Take responsibility for supervising, supporting, and training junior team members.
• Lead by example and assist team members in interpreting the tasks they have been set.
• Provide timely feedback to team members.

Innovation:

• Actively seek more efficient ways of doing things for yourself and others.
• Host knowledge shares to share your experience on topics of interest for the business.
• Assist in service and product development, where necessary.

What you’d need to succeed:

• Ability to work within an inclusive and diverse team.
• Interest in using data and analytics to make better decisions.
• Strong ability to communicate and demonstrate a positive desire for making data-informed decisions.
• Highly proficient with technology and software.
• Degree that demonstrates technical ability (e.g., Economics, Mathematics, Statistics, etc.).
• Good problem-solving skills and understanding of consumer behaviour.
• Capacity to work and learn quickly in a fast-paced environment.

Who we are & what we do:

Gain Theory is a leading global marketing effectiveness and foresight consultancy. We combine quality data, proprietary technology, and advanced analytics to give our clients the confidence to make better informed investment decisions that drive growth.

Gain Theory is committed to actively building a diverse, equitable, and inclusive workplace where everyone feels welcomed, valued, and heard, and is treated with dignity and respect.