Responsibilities

• Deliver rigorous analysis of social media, paid media, web analytics alongside audience trends, behaviours and segmentation to inform digital strategy and campaign planning.
• Lead the design, development and maintenance of social performance dashboards, and provide timely and accurate data analysis of posts to inform DWP’s social strategy and to optimise campaigns.
• Set KPIs, define metrics and produce post-campaign analysis, ensuring that this is built into the development of future campaign activity.
• Use social listening contracts to provide timely summaries to inform narratives and understand public sentiment.
• Build and manage analytics to support audience segmentation, campaign tracking and evaluation across paid social.
• Work collaboratively with the Head of Social Media Unit and Strategic Communications to translate analytical findings into clear, compelling narratives for senior stakeholders, including Ministers and Special Advisers.
• Work closely with agencies and external suppliers to ensure timely delivery of clear, actionable data and insights.
• Deliver research projects through contracted research agencies to inform strategy and track delivery against objectives.
• Ensure all data activity is conducted in line with data protection legislation and GDPR principles, including completion of Data Protection Impact Assessments where required.
• Proactively identify new tools, techniques and technologies that could improve the DWP’s insight and evaluation capability.

Requirements

• Proven experience in a marketing analytics role, with a solid understanding of digital marketing channels, paid media ecosystems and web analytics platforms (e.g. Google Analytics).
• Experience translating complex data into actionable insights that drive campaign planning and execution, collaborating with stakeholders to embed insight into strategies.
• Proficiency in data visualisation and analytics tools, with experience building and maintaining performance dashboards for digital campaigns, including setting and tracking KPIs, with the ability to provide clear recommendations for optimisation.
• Strong presentation and communication skills, with the ability to present complex data in a clear and compelling manner to non-technical senior audiences.
• Experience in sharing qualitative and quantitative research findings in clear, concise reports with seniors.
• Strong organisational skills and the ability to manage multiple workstreams in a fast-paced environment.
• A strong interest in digital trends and emerging audience behaviours, with the ability to adapt in a fast-changing media landscape.
• Good understanding of data privacy requirements, including UK GDPR, data protection legislation and ethical considerations for media and marketing data.

Benefits

• Working patterns to support work/life balance such as job sharing, term-time working, flexi-time and compressed hours.
• Generous annual leave – at least 23 days on entry, increasing up to 30 days over time (pro–rata for part time employees), plus 9 days public and privilege leave.
• Support for financial wellbeing, including interest-free season ticket loans for travel, a cycle to work scheme and an employee discount scheme.
• Health and wellbeing support including our Employee Assistance Programme for specialist advice and counselling and the opportunity to join HASSRA a first-class programme of competitions, activities and benefits for its members (subscription payable monthly).
• Family friendly policies including enhanced maternity and shared parental leave pay after 1 year’s continuous service.
• Funded learning and development to support progress in your role and career. This includes industry recognised qualifications and accreditations, coaching, mentoring and talent development programmes.
• An inclusive and diverse environment with opportunities to join professional and interpersonal networks including Women’s Network, National Race Network, National Disability Network (THRIVE) and many more.