Lead Data Analyst

Women in Data®; Cardiff; On-site; GBP 70,000 - 100,000; Full time

Job summary

Admiral is expanding its use of customer data to deliver smarter, more personalised experiences across UK Customer. The Lead Data Analyst will own the logical design of customer data models and audiences within Adobe Experience Platform, shaping governance and data foundations across Digital, Marketing and Data Privacy teams.

You will translate business goals into clear data and audience designs that support better measurement, activation and trusted analytics across channels, working closely

Qualifications

• Experience designing and governing audiences within Adobe Experience Platform or equivalent.
• Ability to translate business goals into clear data and audience designs.
• Strong collaboration with Digital, Marketing and Data Privacy teams.

Responsibilities

• Define and govern XDM schema and dataset standards.
• Translate requirements into logical audience definitions and validate behaviour.
• Advise on how audiences should be used for activation and measurement.
• Own audiences exported to third party tools for paid media optimisation.
• Establish shared analytical taxonomies used across journeys and reporting.
• Ensure data labels align with privacy and marketing restrictions.

Skills

Adobe Experience Platform

Data modelling

Audience governance

Stakeholder collaboration

Tools

Adobe Experience Platform

Customer Journey Analytics

Adobe Journey Optimiser

Job description

As a Lead Data Analyst, you’ll play a central role in shaping how Admiral uses customer data to deliver smarter, more connected and more personalised customer experiences across UK Customer.

We’re investing in Adobe Experience Platform, Customer Journey Analytics and Adobe Journey Optimiser to transform how we understand customer behaviour, build audiences and activate personalisation across our digital and marketing channels. This role will help turn that ambition into reality, creating the data foundations, audience strategy and governance needed to make Adobe a trusted, scalable capability across the business.

You’ll own the logical design of customer data models and audiences within Adobe Experience Platform, ensuring schemas, datasets and audience definitions are structured, reusable and easy to understand. Working closely with Digital, Marketing, Data Privacy and the wider Digital Analytics team, you’ll translate business goals into clear data and audience designs that support better measurement, better decision-making and more relevant customer journeys.

By embedding strong governance from the start, you’ll help ensure our customer data is not only powerful, but trusted, explainable and used responsibly enabling UK Customer to move faster, personalise more effectively and build more consistent experiences across channels.

The Role

• Define and govern XDM schema and dataset standards, ensuring consistency and analytical clarity across Adobe Experience Platform.
• Translate business requirements into clear, logical audience definitions and validate behaviour, scale and eligibility.
• Work closely with our Digital Analytics and Marketing teams to advise on how audiences should be used for activation and measurement.
• Own the definition of any audiences that we export to third party tools, e.g. for optimisation of paid media.
• Establish shared analytical taxonomies and attributes used across journeys, reporting and experimentation.
• Work in liaison with Data Privacy and Martech to ensure data labels are applied appropriately on the platform for data and marketing restriction.
• Experience designing and governing audiences within Adobe Experience Platform, Real-Time CDP or equivalent environments.
• Understanding of XDM concepts, including event vs profile modelling and schema-driven design.
• Hands-on experience working with Customer Journey Analytics (CJA) or equivalent journey analytics tooling.
• Understanding of how audiences are consumed by Adobe Journey Optimizer (AJO), Adobe Target and downstream activation platforms.
• Experience incorporating privacy and consent considerations into audience and schema design to support responsible data use.

Admiral: Where You Can

We take pride in being a diverse and inclusive business. It's a place where you can Be You, and show up as you are. We’re committed to fostering a people-first culture where everyone is accepted, supported, and empowered to be brilliant. You can, Grow And Progress at a pace and direction that suits you, Make A Difference for our customers and each other, and Share in Our Future with all colleagues eligible for up to £3,600 of free shares each year after one year of service.

Everyone receives 33 days holiday (including bank holidays) when they join us, increasing the longer you stay with us, up to a maximum of 38 days (including bank holidays). You also have the option to buy or sell up to an additional five days of annual leave.

We’re proud of our people-first culture. In fact, we've been recognised as a Great Place to Work for Women, a Great Place to Work for Wellbeing, and an overall Great Place to Work for over 25 years! We’re fully committed to making sure your progression is not slowed or halted by barriers related to race, gender, age, sexuality or any of the protected characteristics.

Our fantastic benefits make sure our colleagues have a great work-life balance; You can view some of our other key benefits here.

Disability Confident Leader

As a Disability Confident Leader, for candidates with a disability or long-term health condition, that opt into the Disability Confident scheme, we’ll invite a fair and proportionate number of applicants that meet the essential requirements of the role to the first stage of our selection process.

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