Principal Analyst (MMM)

You will support senior colleagues in achieving the efficient delivery of client projects. Typical responsibilities and duties are the collection and preparation of data, contributing to the finalisation of models, writing results and implications and SFX creation. Your role as Principal Analyst is to take responsibility for and oversee other analysts. You will also be expected to support the development of analysts through the Training Academy, Knowledge Shares and feedback. Principal Analysts should develop relationships with their counterparts client side and be able to communicate Gain Theory approaches and brand beliefs.

What you’ll be doing:

• 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 has been checked for accuracy and formatted to GT standards before passing on to 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 files are structured to meet requirements of project (e.g. order and number of variables, exclusion of unnecessary variables). Ensure that all outputs are checked for accuracy by analysts; record any checks made. 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. Be aware of alternatives and the PROs / CONs of the tool. Proficiency in using Excel/SQL/Python/Pandas/Analytics Workbench to process, transform, create variables and build models. Be or be working towards expert knowledge in a selection of these tools / approaches.
• Building Models: Model building and validation, sales effects calculations, ROIs, media optimisation. Oversee the building of comprehensive base models according to the project specification, incorporating all drivers of KPIs, providing rationale for variables entered, understanding coefficients and SFX. Taking base models, oversee or build in additional improvements and progress the model towards finalization. Calculate sales effects throughout the project to check results and assess their correctness, i.e. does media contribution make sense? Report to project team on preliminary findings and observations. Create sales effect/ ROI workbook, ensure it is easy to follow and all links are correct. Create response curves and optimisation spreadsheets or alternatively use available tools for budget allocation. Run scenarios required to answer client objectives. Validate models, identify areas of weakness, suggest and test possible improvements and ensure robustness and validity.
• Creation of presentations: Content creation, summary of findings, accuracy checks. Create content as specified by project lead, taking responsibility for entire sections rather than focusing on just factual and data slides. Assist in the creation of all areas of the deck as directed. Ensure that all content is checked for accuracy and that it is correctly labelled, complete and ready for delivery to client. Summarise and comment on findings, add consultancy input rather than on factual statements. Be able to explain and justify any potential changes that need to be made to provide sensible results. Especially important when reviewing others’ outputs that you are overseeing.
• Client Relationship Management & Interaction: Client contact and interaction, delivery of results to the client. Answer specific data questions that may arise in external meetings as the lead analyst; act as a specialist closest to the data. Be prepared to lead calls with clients (data calls, weekly calls etc.). Be involved in the delivery of results to the client and present sections of presentations during meetings. Take charge of day‑to‑day client contact using email and telephone where appropriate.
• Interpretation of results: Result interpretation and rationale, recommendations, translation of results from analytics into actionable recommendations. Provide input into the results and implications and comment on the interpretation for future strategies. Interpret results and understand the implications of these results to the client. Be able to explain your interpretation to the team and defend your POV. Be able to explain and justify any potential changes that need to be made to provide sensible results. Especially important when reviewing others’ outputs that you are overseeing.
• Team Support & Development: Team collaboration, leadership, communication. Motivate and inspire team members by ensuring that excellent performance is acknowledged and reasons for success are shared amongst the team. Take responsibility for supervising, supporting and training junior team members. Take responsibility for training new joiners including project managing Graduate Analysts during their training project. Lead by behaving in a way that reinforces values and goals of Gain Theory to all employees. Assist team members in interpreting the tasks they have been set. Provide timely feedback to team members. Actively seek more efficient ways of doing things for yourself and others and turn suggestions into actions. Host knowledge shares to share your experience on topics of interest for the business. Be proactive in using new tools and take the active part in their testing when in the development stage, in line with your personal expertise and skills. Assist in service and product development, where necessary. Actively put yourself forward if your involvement can improve outcomes for the company.

What we want from you:

• 2-3 years of experience in an analytical role, preferably within marketing analytics, consulting, or a related field.
• Deep understanding of analytical and modeling methodologies, including MMM, attribution, econometrics, and other advanced techniques.
• You can work within an inclusive and diverse team to deliver fresh thinking and innovative solutions.
• You interact with colleagues and with our clients in a way that strengthens our culture of inclusivity, diversity, care, growth and recognition.
• You are tenacious, hardworking, curious and have a strong ability to communicate.
• You demonstrate a positive desire and strong aptitude for making data informed decisions.
• You can demonstrate good problem‑solving skills and understanding of consumer behaviour.
• You have the capacity to work and learn quickly in a fast‑paced environment.
• You take keen interest in your own learning and development.
• You demonstrate behaviours which support our values.
• Strong strategic thinking and problem‑solving skills.
• Excellent communication, presentation, and stakeholder management skills.
• Proven project management experience, with the ability to manage multiple projects simultaneously.
• Proficiency in statistical software packages (e.g., R, Python) and data visualization tools.
• Bachelor's or Master's degree in a quantitative field (e.g., Statistics, Economics, Mathematics).

Why work for us?

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. As leaders and creative partners across industries, it is our responsibility to cultivate an environment reflective of our greatest asset; our people. We believe that this commitment inspires growth and delivers equitable outcomes for everyone as well as the clients and communities we serve.

What we pride ourselves on:

• Growth and development
• Flexible by design
• Brilliant benefits
• Culture with Heart

Our exceptional and skilled team defines Gain Theory. That's why we seek individuals who strive for excellence and continually challenge us to improve.

What we do

Gain Theory is a global marketing effectiveness and foresight consultancy. Our vision is to accelerate growth for ambitious brands by giving clients the confidence to make better data‑informed investment decisions. High‑touch consultancy powered by unique partnerships and proprietary technology are used to power our award‑winning solutions. As a WPP consultancy, Gain Theory also has access to a range of data, expertise, and tools that create a truly differentiated offering.

Who we are

We are a people‑centric organisation whose culture is underpinned by 4 important values: Be Curious, Be Positive, Make it Better and Act with Consideration. We channel these values through our behaviours, in the way we work, and in the interactions we have with each other and our clients.

WPP (Gain Theory) is an equal opportunity employer and considers applicants for all positions without discrimination or regard to characteristics. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers.