Head of Data and Analytics in Cardiff

Walker and Sloan are proud to be working with a well-known marketing agency in Cardiff, as they are keen to bring on board a Head of Data and Analytics to the team on a full-time basis. The agency is strengthening its data, measurement and analytics capability across the full PESO ecosystem to enable more effective planning, reporting and optimisation, incorporating emerging approaches in AI-driven optimisation (AIO). This role will design and lead that capability.

You will create a clear, scalable framework for how campaign data is captured, structured, analysed and activated across paid, earned, shared and owned channels. By bringing together platforms, processes and people, the role will improve reporting quality, reduce manual complexity and turn data into insight that drives better media and communications decisions. This is a senior strategic role focused on developing the data architecture, standards and ways of working that support how data is captured, interpreted and used across Media. The role will help ensure our data capability is scalable, future-ready and aligned with emerging opportunities in automation and AI-driven optimisation.

• Define and Build and own the data & analytics blueprint
• Improve measurement, reporting and insight
• Design data architecture, standards and governance
• Define “what’s possible” with data
• Enable better optimisation across the PESO ecosystem
• Build internal capability and ways of working
• Work with leadership, partners and clients
• Build automation and AI-readiness

• Assess the current Media data landscape, including platforms, processes, reporting outputs, data sources and pain points.
• Define the target data architecture and operating model for Media.
• Establish core standards for tagging, naming conventions, data capture, validation and reporting.
• Identify opportunities to reduce manual reporting and improve automation.
• Develop a practical roadmap for scalable reporting, insight, optimisation and AI-readiness.

• A clear, documented data and reporting framework used across Media
• Reduced reliance on manual spreadsheets and one-off reporting
• Clear data handling standards embedded across campaign setup, reporting, optimisation and supplier workflows
• Improved confidence that media data is being used responsibly, lawfully and transparently
• More consistent, reliable and usable campaign data
• Improved ability to optimise campaigns and organic content using real-time insight
• Clear understanding internally of what data is available and how to use it
• Greater confidence in reporting from both teams and clients
• Data playing a visible role in strengthening the Media proposition to build better insights to improve campaign performance.

• Expertise in media analytics, marketing analytics, digital performance or similar
• Proven ability to design data or reporting frameworks, not just produce reports
• Strong understanding of campaign measurement, reporting and optimisation
• Experience working with reporting tools and data platforms (e.g. GA4, GA360, CM360, Funnel, Power BI, or similar)
• Good working knowledge of UK GDPR, PECR and privacy-safe approaches to digital measurement, tagging, audience data and reporting
• Experience handling large, complex datasets across multiple sources
• Strong data structuring and problem-solving skills
• Ability to translate technical concepts into clear, practical language
• Experience working across multiple stakeholders in a fast-paced environment

We’re looking for someone who:

• Can bring structure to complexity and create simple, scalable solutions
• Thinks in systems and processes, not just outputs
• Is comfortable working in a developing capability where not everything is defined
• Has strong commercial awareness and understands how data supports better decisions
• Can work across technical and non-technical teams with equal confidence
• Communicates clearly and can make complex topics accessible to others.
• Takes ownership and drives progress, rather than waiting for perfect clarity

As our Media business grows, so do the expectations around measurement, reporting and effectiveness. We need to move from fragmented reporting towards a more structured, credible and scalable data capability. This role will be central to making that happen - helping us deliver better campaigns, stronger insight and more confident client conversations.