Digital Analytics Analyst in Manchester

WPP is the creative transformation company. We use the power of creativity to build better futures for our people, planet, clients and communities. WPP Media is WPP’s global media collective. In a world where media is everywhere and in everything, we bring the best platform, people, and partners together to create limitless opportunities for growth.

About Choreograph: A Leading WPP Media Brand Choreograph is WPP’s global data products and technology company. We’re on a mission to transform marketing by building the fastest, most connected data platform that bridges marketing strategy to scaled activation. We work with agencies and clients to transform the value of data by bringing together technology, data and analytics capabilities. We deliver this through the Open Media Studio, an AI-enabled media and data platform for the next era of advertising. We’re endlessly curious. Our team of thinkers, builders, creators and problem solvers are over 1,000 strong, across 20 markets around the world.

Role Summary and Impact: This role will form a major part of our Analytics department. You will be responsible for leading the web analytics strategy, managing a team, and driving data-driven insights to optimise digital performance and enhance user experience for our clients. You will oversee the implementation, maintenance, and analysis of web analytics platforms, ensuring that our Analytics team, Data Science team, and other internal teams have the clean, accurate, and accessible data required to drive our clients’ business forward. Leveraging various web analytics platforms and potentially Google Cloud Platform (GCP), you will ensure robust data collection, transformation, and reporting from sources such as Google Analytics, Campaign Manager, Search Ads 360, and client data. This foundational data work will enable us to provide industry-leading solutions that transform our clients' marketing and media activity.

As a Digital Analytics Analyst you will be responsible for shaping and executing data-driven strategies, translating complex datasets into clear, actionable insights, and fostering a culture of continuous improvement in web analytics. This is an exciting, data-driven role for someone passionate about solving complex problems with precision and a flair for digital analytics. You will be instrumental in advancing our web analytics offering, consistently pushing our business forward with innovative ideas and enhancing the value we provide to our clients. Reporting to the Senior Associate Director, you will act as a point of contact for multiple internal stakeholders and collaborate with other specialised teams to develop our approach and processes for key clients and internal projects.

Skills and Experience: At WPP Media, we believe in the power of our culture and our people. It’s what elevates us to deliver exceptional experiences for both our clients and each other. In this role it will be critical to embrace WPP & WPP Media’s shared core values:

• Be Extraordinary by Leading Collectively to Inspire transformational Creativity.
• Create an Open environment by Balancing People and Client Experiences by Cultivating Trust.
• Lead Optimistically by Championing Growth and Development to Mobilize the Enterprise.

Provide leadership and supportive line management to a team of Web Analysts, fostering a high-performing, collaborative, and innovative environment. Develop and execute comprehensive web analytics strategies across multiple client projects, ensuring alignment with broader business objectives and driving measurable outcomes. Lead internal training initiatives to upskill team members, promoting continuous learning and adherence to best practices in web analytics. Act as a senior mentor, identifying and nurturing longer-term development paths for team members, including preparing Managers for Associate Director promotion. Foster a culture of innovation, challenging and inspiring the team to explore and implement advanced analytics solutions. Provide regular, constructive feedback to direct reports to support their professional growth and maximise their potential.

Technical Oversight: Oversee the design, implementation, and continuous optimisation of advanced measurement frameworks, data models, and Key Performance Indicators (KPIs) for web analytics. Ensure the highest standards of technical setup, data integrity, and efficiency for web analytics tracking and tagging across all client projects. Manage and evolve the architectural integrity of web analytics platforms, ensuring scalability, security, and optimal performance. Lead the strategic implementation and management of analytics platforms such as Google Analytics 4, Adobe Analytics, and Mixpanel, along with associated tag management systems. Ensure all work delivered by the team meets required standards, proactively resolving data discrepancies and tracking issues.

Business & Operational Impact: Lead strategic web analytics projects and manage team workload, ensuring timely and effective delivery of data-driven solutions for key clients and internal initiatives. Contribute to the development of next-generation web analytics products and services, driving strategic growth and innovation within our offerings. Drive the advancement of our web analytics capabilities, identifying opportunities for innovation and enhanced client value through improved data utilisation. Act as a key point of contact for multiple internal stakeholders, collaborating closely with wider data, tech, and client teams to ensure the availability, quality, and accessibility of web analytics data for all client solutions and reporting. Ensure the security, robustness, and future-proofing of all web analytics solutions and processes, supporting the delivery of integrated, efficient, and AI-driven insights that enhance client understanding, drive measurable outcomes, and foster client growth.

Technical Expertise & Data Engineering Acumen: Experience in web analytics, with a proven track record in strategic data collection, advanced analysis, and impactful reporting. Expert-level proficiency in web analytics tools, including Google Analytics, Adobe Analytics, and Google Tag Manager. Experience in SQL for complex data extraction, manipulation, and modelling. Experience with data visualization tools such as Looker Studio. Deep understanding of advanced data collection methodologies, data layers, and comprehensive reporting techniques. Expertise in tag management principles, implementation, and governance. Proven experience working in an Agile environment, leading analytics sprints and initiatives. Exceptional communication and cross-functional collaboration skills, capable of influencing senior stakeholders.

Advantageous: Proficiency in programming languages such as Python or R for advanced data manipulation, statistical analysis, and predictive modelling. Experience with cloud platforms like AWS or Google Cloud for scalable data analysis and warehousing. Familiarity with machine learning techniques for predictive analytics and audience segmentation. Extensive experience with A/B testing, multivariate testing, and other optimisation tools and methodologies. In-depth understanding of privacy regulations such as GDPR and CCPA, and their impact on data collection and usage.

Domain Knowledge & Business Acumen: A good understanding of business performance metrics and their application in data solutions. Understanding of the media landscape and advertising ecosystems, particularly related to Google Marketing Platform products. Strong knowledge of web analytics platforms such as Google Analytics and Google Marketing Platform products would be beneficial. Ability to translate complex data requirements into actionable solutions that drive client business forward.

Personal Attributes: Curiosity & Innovation: A highly curious and innovative mindset, constantly seeking out new technologies and methodologies to solve complex problems. Problem-Solving: Exceptional analytical and problem-solving skills, with a methodical approach to tackling challenges. Communication: Excellent verbal and written communication skills, with the ability to present findings clearly and persuasively. Collaboration: Strong collaborative spirit, capable of working effectively with wider data and tech teams and across the wider organisation. Excellent attention to detail and a commitment to data integrity. An understanding of Agile methodology would be beneficial.

Life at WPP Media & Benefits: Our passion for shaping the next era of media includes investing in our employees to help them do their best work, and we’re just as committed to employee growth as we are to responsible media investment. WPP Media employees can tap into the global WPP Media & WPP networks to pursue their passions, grow their networks, and learn at the cutting edge of marketing and advertising. We have a variety of employee resource groups and host frequent in-office events showcasing team wins, sharing thought leadership, and celebrating holidays and milestone events. Our benefits include competitive medical, group retirement plans, vision, and dental insurance, significant paid time off, preferential partner discounts, and employee mental health awareness days. WPP Media is an equal opportunity employer and considers applicants for all positions without discrimination or regard to particular 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. We believe the best work happens when we’re together, fostering creativity, collaboration, and connection. That’s why we’ve adopted a hybrid approach, with teams in the office around four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process. Please note this is a UK based role and requires individuals to have the right to work in this location.