Senior Marketing Data Analyst

Vitality; Greater London; Hybrid; GBP 65,000 - 90,000; Full time

Benefits offered by this job

Hybrid work pattern

Flexible working

Job summary

Vitality’s London office is seeking a Senior Marketing Data Analyst who loves turning data into smarter marketing decisions. You will analyze the customer journey and the impact of media, CRM and content on acquisition and engagement.

You need advanced SQL and Python, strong statistics, and the ability to influence senior stakeholders with clear insights. Build scalable data solutions, define KPIs, run experiments and collaborate across Marketing, Data and Technology to drive value.

Qualifications

• Experience in marketing analytics and customer analytics.
• Strong SQL and Python skills for data analysis and automation.
• Experience across paid media, CRM and customer journeys.

Responsibilities

• Lead analysis across the customer journey, connecting marketing activity, media investment and engagement to leads, sales and long-term value.
• Combine media, CRM, customer, digital and behavioural data to understand drivers of acquisition and retention.
• Develop robust measurement frameworks and KPIs beyond surface metrics.
• Analyze journeys to identify patterns, friction points and opportunities to improve targeting and conversion.
• Design and evaluate A/B tests and experiments to measure incrementality.
• Apply statistical and causal analytical techniques to refine marketing decisions.
• Translate analysis into clear recommendations on audience strategy and campaign performance.
• Strengthen use of first-party data across marketing measurement and activation.
• Build scalable analytical datasets, automated feeds and reports for marketing and customer data.

Skills

Marketing analytics

Stakeholder influence

Statistical knowledge

Analytical storytelling

Education

Bachelor's degree in a quantitative field

Tools

SQL

Python

Power BI

BigQuery

Job description

Working Pattern – Hybrid – 2 days per week in the Vitality London Office. Full time, 37.5 hours per week.

We are happy to discuss flexible working!

Top 3 skills needed for this role:

• Advanced Marketing Analytics
• Strong Commercial & Stakeholder Influence

What this role is all about

We’re looking for a Senior Marketing Data Analyst who loves getting beneath the numbers and turning data into smarter marketing decisions. Working across Vitality’s Health and Life businesses, you’ll use advanced analytics to understand what drives customer acquisition, engagement and behaviour across the full marketing journey. From paid media and digital journeys to member communications, content and customer engagement, you’ll uncover what’s working, what isn’t and where the biggest opportunities lie. Your insight will directly influence how Vitality invests its marketing budget, targets audiences, improves customer experiences and creates meaningful long-term customer and commercial value.

What you will be doing

• Lead analysis across the customer journey, connecting marketing activity, media investment and engagement to leads, sales, customer behaviour and long-term commercial value.
• Bring together media, CRM, customer, digital and behavioural data to uncover what drives acquisition, conversion, engagement and retention.
• Develop robust measurement frameworks and KPIs that go beyond surface-level metrics to demonstrate the true impact of marketing activity.
• Analyse customer and audience journeys to identify behavioural patterns, friction points and opportunities to improve targeting, experiences and conversion.
• Design and evaluate A/B tests, control groups and other experimental approaches to measure incrementality and understand what genuinely changes customer behaviour.
• Apply statistical, predictive and causal analytical techniques, including segmentation and propensity modelling, to improve marketing targeting and decision-making.
• Turn analysis into clear recommendations on audience strategy, campaign performance, creative effectiveness, customer engagement and marketing investment.
• Strengthen the use of first-party customer data across marketing measurement, personalisation, audience activation and optimisation.
• Build scalable analytical datasets, automated data feeds and reporting solutions that bring together marketing and customer data reliably.
• Partner with teams across Marketing, Data and Technology, as well as external partners, to challenge existing thinking and embed more evidence-led marketing decisions.

What do you need to thrive?

• Strong experience in marketing analytics, customer analytics, marketing science or a related quantitative field.
• Advanced SQL skills, with experience working across large marketing, digital, CRM and customer datasets.
• Strong Python skills for data analysis, statistical modelling and automation.
• Strong knowledge of applied statistics and marketing measurement, including regression, hypothesis testing, experimentation and incrementality.
• Experience combining multiple data sources to understand marketing effectiveness and customer behaviour.
• Experience developing customer or behavioural segmentation, predictive models or similar analytical solutions.
• Good understanding of digital and paid-media measurement, ideally across platforms such as Google Ads, Search Ads 360 and Meta.
• Experience using Power BI or similar tools to turn complex data into accessible, actionable insight.
• Experience working with cloud-based data environments such as Google BigQuery, APIs and automated data feeds.
• Strong commercial judgement and analytical storytelling skills, with the confidence to turn complex analysis into clear recommendations and influence senior stakeholders.