Intelligence Lead in Glasgow

PA Media Group is the UK’s leading provider of trusted news, information and data services. For more than 150 years, we’ve played a central role in the UK media ecosystem. Today, we’re evolving. As the communications landscape shifts, we are building a more integrated, commercially focused marketing communications division, bringing together specialist brands including Mediapoint, Hydrogen, Sticky and PA Media Assignments into one powerful, joined-up proposition.

About the opportunity

This is a brand-new role at the heart of that transformation. As Intelligence Lead, you’ll play a pivotal role in shaping how insight powers strategy, campaigns and growth across Hydrogen and the wider PR & Marketing Services division. This isn’t a traditional analytics role. You’ll combine audience insight, data, research and performance signals to influence decision‑making at every level – from campaign optimisation through to strategic direction and new business. You’ll work closely with strategy, client and commercial teams to embed insight into everything we do, uncovering the stories in the data and helping clients understand what matters, what’s changing and where to focus next. You’ll also take ownership of building and evolving our insight and audience intelligence capability, creating smarter ways of working, improving outputs and identifying how AI and automation can enhance the way we deliver value to clients.

What you’ll be doing

• Lead and evolve Hydrogen’s insight capability across audience intelligence, reporting and performance measurement.
• Turn complex data, trends and signals into sharp human narratives and commercially impactful recommendations.
• Define how success is measured across campaigns and communications, building practical measurement frameworks that connect activity to client objectives and business outcomes.
• Lead the insight delivery across key client accounts, presenting findings and providing strategic direction.
• Lead the intelligence input for new business pitches and proposals, building evidence‑led thinking informed by data, industry insight audience trends and market analysis.
• Identify and shape opportunities for new products, services and propositions grounded in insight.
• Embed AI and automation into workflows to improve efficiency, speed and quality of outputs.
• Work closely with strategy, client and commercial teams to ensure insight is embedded into strategic and creative decision‑making.

What we’re looking for

We’re looking for someone who thrives in a high‑impact, insight‑led role with real ownership, senior client exposure and commercial influence. You’ll bring:

• Strong experience in insight, analytics, research or audience intelligence within an agency, consultancy or similar environment.
• A proven ability to translate data, trends and audience signals into clear, strategic recommendations.
• Experience working with multiple data and insight sources, including social listening, search data, first‑party analytics, trend intelligence, qualitative research, web analytics and social platform performance data.
• Strong understanding of digital channels and how performance is measured across the full digital marketing mix, including social, search, content, CRM, paid media and wider communications activity.
• Hands‑on experience using insight, analytics, social listening, audience intelligence and reporting tools such as Google Analytics 4, Looker Studio, Brandwatch, GWI, Rival IQ, Stylus, Power BI, Tableau or similar.
• Confidence working across insight and analytics tools, with the ability to assess, improve and evolve the agency’s data, reporting and intelligence tech stack.
• Experience building measurement frameworks, reporting approaches or ways of working that connect activity to client objectives and business outcomes.
• Strong data storytelling and visualisation skills, with the confidence to influence clients, senior stakeholders and pitch‑room conversations.
• Curiosity and a proactive mindset, with an interest in applying AI to improve the quality, speed and efficiency of insight work.
• Experience managing, mentoring or developing junior team members.

This is a brand‑new role where you’ll shape how insight works across a growing, ambitious agency, with real influence on client strategy, campaigns and commercial growth.

You can expect:

• Competitive salary and annual bonus.
• Hybrid, flexible working typically 3 days in the Glasgow office.
• 25 days’ holiday plus options to buy more, alongside enhanced family leave.
• Life assurance 4x salary.
• Wellbeing and volunteering days to support you inside and outside of work.