Principal Analyst - Marketing in London

This new role has been created to lead the continued development of Performance Marketing analytics at Go City. The Principal Analyst will design and implement the analytics strategy, translate business objectives into measurable KPIs, and present findings with data visualisation. Covering all Go City brands and Performance Marketing channels, this role will oversee analytics including web analytics, tracking, attribution and incrementality testing.

Key Responsibilities

• Collaborate closely with marketing teams to understand their needs.
• Acquire data internally, from partners and agencies related to campaign performance and work with Tech teams to ensure necessary tracking.
• Analyse datasets using a combination of tools.
• Produce and communicate insight and forecasts related to campaign performance, identifying risks and opportunities.
• Build incrementality models to assess effectiveness of marketing investments.
• Agree KPIs for measuring performance and establish appropriate reporting.
• Create a statistical framework with channel leads to determine efficacy of test-and-learn initiatives.
• Participate in strategic discussions and make recommendations based on insights.
• Work with marketing, technology and data teams to define targeting criteria and support campaign execution.
• Deliver both short‑term tactical and long‑term strategic initiatives.
• Build strong relationships with cross‑functional teams.
• Ensure accurate and timely reporting is produced and integrated into group trading and marketing reports.
• Build models to understand first‑party customer usage data and develop new customer propositions.

Skills, Knowledge and Expertise

Essential

• 5+ years experience in a senior marketing or commercial role.
• Experience working with a marketing data warehouse (Redshift, BigQuery or equivalent) and writing complex SQL independently.
• Proven ability to build, stress‑test and communicate attribution models.
• Comfortable operating in environments where measurement infrastructure is incomplete or in transition.
• Strong analytical capabilities and ability to answer questions confidently through data.
• Advanced Excel skills.
• Experience analysing raw data sets using Python, R or equivalent.
• Experience in web analytics and tracking tools such as Amplitude and Adverity.
• Experience using competitor analysis tools such as Similarweb or SEMrush.
• Good understanding of platforms such as Google Ads, Facebook Ads Manager, Google Search Console and Partnerize.
• Good understanding of HTML, JavaScript, CSS, PHP and SQL.
• Good general marketing acumen with experience across channels such as paid search, affiliates, paid social and display.
• Strong interpersonal and communication skills, with the ability to work with cross‑functional teams to achieve results and execute large‑scale test‑and‑learn initiatives.

Desirable

• MA in Marketing or Business.

Benefits

• Annual Go City Explorer Pass allowance
• Enhanced pension contributions (5% employer)
• Life assurance: 4× your base salary
• Time off
• Annual leave: 25 days + bank holidays
• Option to buy additional 5 days annual leave per year
• Upgraded Family Leave
• 1× Community day – a day off to give back to the community
• Work from Anywhere for up to 4 weeks per year
• Health care cash plan
• Personal Learning Budget & dedicated time for development
• EAP providing access to counselling, finance support, etc.
• Cycle to Work Scheme

Equal Opportunities: Go City is an equal opportunities employer. We welcome applications from all backgrounds and encourage diversity in the workplace.