Analytics Lead

Location: London

Salary: Basic salary starting from £106,000 negotiable dependant on experience

Department Description

The Strategy, Policy & Insight (Function) are trusted thought-leaders bringing expert strategy, policy, market & audience insight – challenging and advising the business to drive delivery of Channel 4’s strategy and remit.

The purpose of the new centralised Audience Insights (Subfunction) is to be independent thought leaders at the heart of Channel 4’s creative and commercial decision-making, bringing a single source of truth and big picture perspective, challenging and advising the business to ensure profitable business growth through the use of data.

Within the new centralised operating Insights model (where all audience and market insight in C4 is centralised into the Audience Insight team), each C-Suite Leader (CEO, Chief Content Officer, Chief Operating Officer, Chief Revenue Officer, Chief Marketing Officer and the Exec Committee as a body) and their Senior Leaders have a dedicated Insight Business Partner (BP) who prioritizes and agrees their Insight requirements, aligned to the strategic C4 pillars. BP Analysts directly source available analysis and where additional, bespoke research or specialised analysis is required, the BP will commission this from the relevant Specialist Lead, managing jointly the presentation back of recommendations to the C-Suite Leader.

Job Purpose

Subject Matter Expert who sets the C4 policy, framework and approach on data analysis in C4 and delivers analytics which puts the viewer at its heart & drives maximum value to C4 based on consolidated & connected analysis across multiple data sources. Leads a team of Analysts across the 5 x specialisms of Viewing, Subscription, MarTech, Social, Campaign Evaluation & Product providing high value, best in class data analysis to BP’s or direct via self-serve to leaders.

KEY RESPONSIBILTIES

• This role leads a new team (the largest in the new Insights function) which brings together all analytics Subject Matter Experts from across C4 into one single Centre of Excellence for Analytics. The role is responsible for combining multiple, highly complex viewer, product, social and distribution data sets and running analysis, modelling and forecasting to enable C4 Exec and Senior Leaders investment decisions (for example forecasting market trends, viewer behaviour, appetite for titles, linear v streaming for content and scheduling choices and linking it with marketing and commercial forecasts to recommend optimised viewer number and monetisation opportunities).
• This role has primary responsibility (and power of veto) for shaping, reviewing and ensuring delivery of accurate and quality C4 technical data analysis and business recommendations from the team. The role is the final decision point on what analysis work is required to meet the business need, assessing the requirements from each Exec area and assessing the ROI on analysis work, purchase of data sets, connecting data sets and research work and deciding on the optimal modelling formats. This demands significant understanding of every area of the business – in particular the levers of viewer behaviour, adsales revenue, product enhancement and distribution opportunities.
• The role will take direction from the Insight Business Partner on C-Suite and Senior Leader requirements, understanding the broader business needs, prioritising these analysis requirements, advising on best-in-class analytical methods & agreeing prioritized requirements with the BP’s. Where the role makes a decision to reject a request from the business for data modelling, this will involve explaining the decision and reasoning to the C-Suite/Senior Leader.
• Responsible for critically assessing the multiple existing C4 data sets, recommending specific future innovations and improvements on analysis, modelling and forecasting tools, methods and ways of working with a clear business case and ROI to the Reporting & Data Enablement Lead (who holds budget) and into Technology. Sets the C4 policy and approach to analytics which delivers a truly joined-up, viewer-centric approach to data as the source for all analysis (a major requirement in the first 12 + months then will move to a more stable state of regular review and more minor changes).
• The role involves complexity, delegating incoming work across multi-disciplined teams (Viewing, Social, Product, Distribution) to the relevant Insight Manager, balancing skills & new workloads to ensure optimal delivery to agreed requirements and re-negotiating as required to meet deadlines. The social and web analytics team under this role deals with big data (often billions of lines) and is a growing and strategically important area for C4 – additionally it is intended to bring the Sales Operations Data team under this role in the next 6-9 months.
• This role holds full accountability for the quality and delivery of analytics deliverables from the team and as part of the senior team in the Audience Insight function, for setting the standards for Insight as a whole in C4
• Drive learning from analytics across all BP’s & their teams as well as across other Insight Spec teams
• Lead and develop the team, coaching for excellence and growing the team skills & capabilities in critical new areas such as social and web
• Support the BP in presentations to business leaders bringing expert Analytical knowledge to drive advanced understanding, interpretation and learning. Interfacing with the C-Suite and Senior Leaders to bring expert translation of the data, forecasts and recommendations in a relevant way to an executive audience.
• Develop & deliver a new approach to radically increase self-serve analytics to C4 leaders and decision-makers, educating C4 leaders on the role and access to data analytics and persuading BPs and C-Suite / Senior Leaders on the benefits and driving the rollout to deliver operational savings for C4

KEY RELATIONSHIPS / STAKEHOLDERS

• Lead BP, Insight BP’s & their teams, Senior Leaders if required for expert present back of research and negotiating on priority of modelling/forecasting requests
• 4 x direct reports plus additional 14 Analysts making a total team of 18 (largest team in Insight function)

ESSENTIAL SKILLS AND EXPERIENCE

Essential:

• Experience (min 2 years) of analytics leadership including multiple & mixed data sets
• Strong business understanding including role of analytics in driving leader decisions and key levers impacting leader decisions across content, product, distribution and sales
• Excellent understanding of analytics methodologies, modelling and Data Query languages eg SQL, Python, access & analytics tools including 3rd Party data (Adobe), tools across social platforms
• Knowledge of the analytics market and ability to scan the industry for new and innovative analytic tools and techniques to bring best-in-class methods into C4
• Good influencing skills of peers and Senior Leaders. Good interpersonal and collaboration skills including capability to support and drive learning across the Insight team
• Strong communication & presentation skills with the ability to present complex and detailed recommendations clearly and succinctly to C-Suite / Senior Leaders
• Excellent ability to deal with data complexity and proven track record of working with technology data teams to drive a clear route to data integrity & foundation
• Strong leadership / people management skills (min 2 years) including coaching of team members
• Ability to handle multiple projects and priorities, manage timescales and delivery across the team often under pressure

Desirable:

• Sector experience in a media or broadcast company including exposure to product & viewer data (ideally social /web based)

COMPETENCES

• Enabling Strategy & Change, Advancing Analytics Capability, Managing Data & Information, Harnessing Insights & Learning

Benefits    

There are a million reasons why it’s great to work at Channel 4, here are just a few of the perks for you;

• Private medical insurance with NO EXCESS
• Free Virtual GP access for employees
• Free Female Health hormone test each year
• Free Tastecard membership
• Financial guidance 1-2-1’s available each quarter
• Free OnHand (as featured on Dragon’s Den) volunteering membership
• Discounted Gym memberships
• Pension
• Life Assurance
• Income Protection
• Holiday Buy/Sell

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Please send your CV directly to: teresa.cheeseman@datatech.org.uk