Data Analyst

England Rugby; Greater London; Hybrid; GBP 34,000 - 42,000; Full time

Job summary

England Rugby is seeking a Data Analyst to join the Marketing & Digital team. The role focuses on analysing fan, player and volunteer data, building dashboards and reporting to drive strategic decisions.

You will work with SQL, Tableau and AWS, contributing to segmentation models, CLV and propensity scoring, while developing analytics capabilities across the organisation.

Qualifications

• Demonstrable experience in a data analysis role or quantitative field delivering actionable insights.
• Strong SQL skills with joins, aggregations, window functions and CTEs.
• Proficiency with Tableau for building dashboards and data visualisations.
• Excellent communication skills, able to explain analytical findings clearly to non-technical audiences.
• Experience with CRM, ticketing or marketing data in a commercial or consumer-facing context.
• Knowledge of GDPR and data privacy principles as they relate to customer data.
• Self-motivated and able to manage your own workload, balancing priorities and deadlines.
• Experience delivering digital change in less digitally mature environments.

Responsibilities

• Day-to-day duties include designing, building and maintaining customer analytics models and dashboards.
• Develop and maintain Python pipelines powering the analytics suite, with version control and documentation.
• Support deployment of models on AWS infrastructure and data quality checks across the pipeline.
• Present findings to stakeholders and translate data into clear business insights.
• Collaborate with Marketing, Commercial and Digital Product teams to prioritise analytics work.

Skills

SQL

Tableau

Python

Data analysis

Communication

CRM data

GitHub

Confluence

Education

Bachelor's degree in a relevant field

Tools

AWS

Job description

Working at the RFU means being part of the ‘bigger picture’ at England Rugby: to be rooted in our purpose, which is to enrich lives, introduce more people to rugby union & develop the sport for future generations. If our purpose resonates with you, and you recognise the value that sport can bring to people’s lives, we’d love to work with you. An opportunity has arisen for a Data Analyst to join our Marketing & Digital team.

Job Title : Data Analyst

Department : Marketing & Digital

Reports to : Senior Customer Data Analytics Manager

Salary Banding : c. £37,000

Job Level : Implement

Location : This role is contractually based at Allianz Stadium, offering some flexibility to work from home

Travel Requirements: Occasional national travel likely required

Employment Type : Permanent

Working Hours : Full Time role, covering 35 hrs per week

The Role:

As a Data Analyst within the Advanced Data Analytics (ADA) team, you will be at the heart of how the RFU understands its customers. You will analyse fan, player and volunteer data to uncover patterns, build dashboards and reporting that drive decisions, and translate complex data into clear, actionable insight for stakeholders across marketing, commercial and strategy teams.

This is an ideal role for someone with strong analytical foundations who is eager to develop into the world of data and analytics. While the core of the role is insight delivery and dashboard development, you will be exposed to and contribute towards the team's broader customer analytics stratgey, which includes segmentation models, customer lifetime value, propensity scoring, price elasticity and growth modelling along with building analytics agents. You will have the opportunity to learn and apply Python, work with AWS cloud infrastructure, and develop skills that bridge the gap between traditional analytics and applied data science.

Day to day you will work primarily with SQL for data extraction and transformation, Tableau for visualisation and reporting, and collaborate with the team using GitHub for version control and Confluence for documentation. The team's data platform runs on AWS (Athena, Glue, S3), and you will gain hands‑on experience working within that environment as part of your development.

The RFU is delivering an ambitious strategic plan to become a data‑driven, user‑centric organisation with market‑leading digital and analytics capabilities. This transformation will reshape the rugby experience for players, volunteers and fans today while future‑proofing the governing body for years to come.

Responsibilities:

Day-to-day responsibilities will include:

Customer Analytics Suite

• Support the design, build and continuous improvement of the RFU's customer analytics models, including fan segmentation (RFM, behavioural clustering), player and volunteer segmentation, growth/propensity models, CLV estimation and price elasticity analysis.
• Assist in the development and maintenance of Python pipelines that power the analytics suite, contributing to code that is reproducible, version‑controlled (GitHub) and well‑documented (Confluence).
• Support the deployment and monitoring of models using AWS infrastructure, including Glue for ETL, ECS for containerised workloads, and SageMaker for model training and serving, learning these tools as part of your development.
• Help validate and refine models against business outcomes, contributing to feature engineering, data preparation and testing to improve accuracy and commercial impact.

Insight, Storytelling & Presentation

• Present analytical findings to stakeholders and project teams with clarity, translating data into business narratives that are easy to understand and act on.
• Build and maintain Tableau dashboards that surface segmentation outputs, CLV scores, propensity flags and campaign performance metrics to non‑technical stakeholders.
• Contribute to presentations and written briefings (decks, one‑pagers, reports) that communicate the "so what" behind the data, not just the numbers.
• Help champion a data‑driven culture across the RFU by making analytics accessible, supporting insight sessions and proactively surfacing opportunities from the data.
• Work closely with Marketing, Commercial, Digital Product and Insights teams to support analytics priorities that align with strategic objectives and campaign planning cycles.
• Contribute to the customer analytics roadmap alongside the wider ADA team, helping to identify new model opportunities and data enrichment strategies.
• Use evidence‑based analysis to challenge existing assumptions, supporting a culture where strategy is informed by data rather than intuition.
• Support campaign effectiveness measurement by providing audience segmentation, targeting recommendations and post‑campaign attribution analysis.
• Support digital analytics initiatives where they intersect with customer analytics, including analysis of web behaviour, campaign performance and digital engagement metrics.
• Contribute to personalisation efforts in collaboration with the Digital Product team, including A/B test design and evaluation where relevant to segmentation and targeting.

Data Analytics Platform

• Support the design and maintenance of ETL pipelines in AWS Glue that prepare, enrich and transform data from CRM, ticketing, digital and third‑party sources for downstream modelling.
• Help ensure data quality and integrity across the analytics pipeline, implementing validation checks and monitoring for drift or degradation.
• Collaborate with the wider data team to improve the RFU's data architecture, contributing to platform decisions around storage, compute and tooling.
• Maintain compliance with GDPR and data privacy standards, ensuring all customer data processing is documented, auditable and secure.
• Propose and implement process improvements that enhance the efficiency, reproducibility and quality of analytical work across the team.
• Stay current with developments in analytics, data science and visualisation, bringing new ideas and techniques to the team.

As an RFU employee, you will:

• Actively collaborate with colleagues to contribute to the development and delivery of the current strategic, business and operational plans.
• Act as an ambassador for, and promote the best interests of the RFU, including the promotion of our culture and core values – This Rose Means Everyone: Put The Team First, Shape The Future, Respect Each Other.
• Undertake other duties as may be required from time to time as are consistent with the responsibilities of the post and the needs of the organisation.

Qualifications, Skills & Experience:

The skills and attributes outlined in this description are not exhaustive and we welcome candidates who can bring different relevant experiences to the role.

Skills and qualifications:

• Demonstrable experience in a data analysis role or another quantitative field, with a track record of turning data into insight that influences decisions.
• Strong SQL skills with experience writing queries against relational databases, including joins, aggregations, window functions and CTEs.
• Proficiency with Tableau (or equivalent BI tool) for building interactive dashboards and data visualisations.
• Excellent communication skills, with the ability to explain analytical findings clearly to non‑technical audiences both verbally and in writing.
• Experience working with CRM, ticketing or marketing data in a commercial or consumer‑facing context.
• Strong attention to detail and a commitment to data accuracy, with the ability to spot issues and trace them back to source.
• Curiosity and a genuine interest in developing data science skills, whether through formal study, self‑directed learning or side projects.
• Knowledge of GDPR and data privacy principles as they relate to customer data.
• Self‑motivated and able to manage your own workload, balancing competing priorities and meeting deadlines.
• Committed to actively contributing to and building an inclusive culture in your role and day‑to‑day behaviours.
• Experience delivering digital change in low‑digital‑maturity organisations or environments undergoing modernisation.
• Facilitation experience, including running workshops, gathering requirements, and resolving cross‑team issues.
• Ability to design and deliver simple, effective training to support digital and data adoption.
• Understanding of Smartsheet or similar project management tools.

Personal attributes and experience

• Experience with Python for data analysis or data science (pandas, NumPy, scikit‑learn).
• Familiarity with cloud data platforms, particularly AWS (Athena, Glue, S3, Redshift).
• Experience with GitHub or other version control tools.
• Exposure to customer analytics techniques such as segmentation, RFM analysis or propensity modelling.
• Experience with Salesforce or a Customer Data Platform (CDP).
• Bachelor's degree in a relevant field (e.g. Data Science, Statistics, Mathematics, Business Analytics, Economics).
• Background in sport, entertainment, membership or subscription businesses.
• Experience with A/B testing or experiment design.
• Committed to embodying the ethos our culture by using our three core values – Put The Team First, Shape The Future, Respect Each Other – to guide your day‑to‑day decisions, actions and interactions.
• Committed to actively contributing and building an inclusive culture in your role and day to day behaviours.

Additional Information:

• All role holders must maintain an appropriate standard of confidentiality. Any disclosures of confidential information (including personal information kept on computer or other media) made unlawfully outside the proper course of duty will be treated as a serious disciplinary offence.
• During your application, we will ask questions about your identity. This information is considered highly confidential and will not be seen by hiring managers. You can find out more about why we ask these questions here.