Lead Insight Analyst - Marketing & Acquisition
PURPOSE OF ROLE
The Lead Insight Analyst (Marketing & Acquisition) is a key role within our evolving DRI function. At The Economist, we are moving beyond traditional descriptive reporting toward a "Decision Science" model. Your purpose is to act as a trusted advisor to our Marketing, Trading, Finance and Product teams, shifting the conversation from "what happened" to "why it happened" and "what we must do next."
You will play a key role in the analytical narrative for our customer acquisition efforts, leveraging our unified data lake to understand complex digital behaviors. You aren’t just an expert in SQL; you are a consultant who uses data to influence high-stakes decisions around marketing and media optimisation, conversion rate optimisation, audience insight, proposition development and subscriber LTV.. As a Lead, you will also be a torch-bearer for excellence, mentoring senior and junior analysts to ensure our team is "fit for an AI-powered future."
ROLE RESPONSIBILITIES
Strategic Partnership: Work closely with the Marketing, Finance, Trading and Product teams. Understand their core business problems and translate them into robust analytical projects and briefs.
Diagnostic & Prescriptive Analytics: Move beyond the dashboard. Use advanced techniques (e.g., causal inference, churn propensity, cohort analysis, customer value modelling) to identify the true drivers of customer acquisition, marketing effectiveness and long-term customer value
Roadmap Input: Proactively identify and size opportunities within the data to inform the Marketing and Product roadmaps, ensuring we focus on the most commercially material opportunities.
Experimental Excellence: Lead the design and evaluation of complex A/B tests. Ensure we aren't just measuring "lift," but understanding the long-term impact on subscriber value and retention.
Holistic Storytelling: Collaborate with the Research and Data Science teams to integrate qualitative survey data with quantitative behavioral data, creating a complete view of the customer.
Data Governance & Quality: Ensure the integrity of our tracking. Work with Insight Products to ensure our data "observability" allows for decentralized, high-speed insight creation.
Talent Development: Act as a mentor to other team members, fostering a culture of continuous learning, technical rigor, and commercial urgency. Grow your own people and leadership capabilities to ready yourself for more senior roles
CANDIDATE PROFILE
Must-Have Experience & Expertise
Commercial Mindset: A track record of delivering insights that have a material, quantified impact on revenue or retention. You take personal agency for commercial outcomes. You are comfortable opertaing as part of an extended B2C team in an environment where rigorous and fact-based, but also bold and fast-paced, decision-making is the norm
Media and Marketing Optimisation: Extensive experience, working in close partnership with the acquisition and finance teams, to measure effectiveness of our paid, owned and earned media while identifying opportunities for customer growth and improvements in Return on Advertising Spend (ROAS). Experience of building or commissioning marketing mix models and deterministic attribution models is a must-have - as is demonstrable experience of apply these capabilities to deliver measurable commercial outcomes
Conversion Rate Optimisation (CRO): Working with the acquisition and product teams to measure and optimise traffic volumes, conversion rates and Customer Lifetime Value (CLTV) of our B2C websites and apps. Experimentation is a core lever at The Economist so you must have experience of designing and measuring sophisticated AB tests in a complex technical environment using advanced experimentation techniques
Advanced Technical Toolkit: Expert-level SQL is a baseline. You should have experience with large-scale data environments [ e.g. Snowflake, Databricks or BigQuery], visualization tools (e.g. Tableau) and digital analytics [e.g. Amplitude, Adobe or Google Analytics]
Trusted Advisor Exceptional ability to "translate" technical findings for C-suite and non-technical stakeholders. You don't just present data, you present a point of view, a ‘so what’ and a ‘what next’. Regular deep dives to diagnose and quantify performance drivers - and to identify quantified improvement opportunities - are an important element of this role. You will be routinely asked to advise very senior stakeholders on high-stakes decisions.
"T-Shaped" Professional: Deep expertise in subscription/behavioral analytics with a broad understanding of how consumer research, market intelligence, data science and AI can be integrated into the analyst workflow.
Rigorous Methodology: Experience in advanced analytical techniques such as causal inference modelling or econometrics to distinguish between correlation and causation.
Leadership Presence: Experience in leading projects or small teams, with the ability to manage stakeholder expectations, make decisions, deliver quickly and prioritize high-value work under pressure.
People Leadership: Demonstrated track record of developing more junior team members and of lifting the performance and capabilities of your team. Has an ambition to move into a formal people management role in the future.
Desirable Experience
Domain Expertise: Prior experience in a B2C subscription, media, or e-commerce environment is highly desirable
Advanced Tooling: Experience is Python/R for advanced statistical analysis.
AI Integration: A forward-thinking approach to, and a track record of, using AI tools to a] increase the speed and quality of routine analytical tasks and b] improve the quality and usability of our outputs
Pricing Insight : Experience in modelling, forecasting and measuring the impact of pricing, promotional and discounting strategies
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