Senior Data Analyst - Marketing Analytics

NatWest Group; City of Edinburgh; On-site; GBP 40,000 - 60,000; Full time

Job summary

Join NatWest Group as a Senior Data Analyst focusing on Marketing Analytics. In this role, you'll build analytical frameworks, deliver insights, and collaborate with product and marketing teams to enhance customer experiences through data-driven strategies. Proficiency in Google Analytics, SQL, and a strong understanding of marketing performance metrics are essential for success.

Qualifications

• Proven experience in digital marketing analytics.
• Strong hands-on skills in GA4 and Google Tag Manager.
• Ability to translate complex data into actionable insights.

Responsibilities

• Partner with teams to define tracking requirements for new campaigns.
• Build and maintain dashboards to track performance metrics.
• Lead A/B testing initiatives to optimize marketing.

Skills

Digital marketing analytics

Google Analytics

Google Tag Manager

SQL

A/B testing

Machine learning concepts

Tools

BigQuery

DBT

Job description

Join us as a Senior Data Analyst - Marketing Analytics

A typical day at NatWest Boxed involves building analytical frameworks, delivering actionable insights, and working closely with cross-functional teams to shape data-driven marketing strategies and enhance the customer experience.

What you'll do:

• Partner with product, marketing, and compliance teams to define tracking requirements for new campaigns and journeys
• Use Google Analytics and Tag Manager to monitor user behaviour and assess campaign effectiveness
• Build and maintain dashboards and reports to track key performance metrics
• Analyse app and web data to uncover insights and identify opportunities for UX improvements
• Lead A/B testing initiatives and optimise digital touchpoints based on results
• Translate business questions into analytical solutions using BigQuery and DBT
• Collaborate with engineers and data scientists to enable advanced modelling and experimentation
• Ensure marketing analytics work adheres to data privacy, risk, and compliance standards

The skills you'll need

• Proven experience in digital marketing analytics, with strong hands-on skills in GA4 and Google Tag Manager
• Ability to translate complex data into clear, actionable insights that drive marketing performance
• Proficiency in SQL and experience with modern data tools such as BigQuery and DBT
• Comfortable working across teams, alongside other data scientists and business stakeholders, gathering requirements and aligning with compliance and privacy standards
• Strong understanding of marketing attribution, campaign measurement, and A/B testing
• Solid grasp of machine learning and AI concepts, with the ability to apply them to marketing analytics use cases

It'll be great if you also had:

• A background in working with external clients or agency partners on analytics delivery
• Experience implementing tracking solutions for mobile apps and cross-platform journeys
• Familiarity with ML platforms for marketing or other analytics use cases