Head of Data and Analytics

Walker and Sloan are proud to be working with a fully integrated marketing agency in Cardiff as they are keen to bring on board a Head of Data and Analytics to the team on a full time basis.

Location: Cardiff/ Hybrid

Role purpose

The agency is strengthening its data, measurement and analytics capability across the full PESO ecosystem to enable more effective planning, reporting and optimisation, incorporating emerging approaches in AI-driven optimisation (AIO).

This role will design and lead that capability. You will create a clear, scalable framework for how campaign data is captured, structured, analysed and activated across paid, earned, shared and owned channels. By bringing together platforms, processes and people, the role will improve reporting quality, reduce manual complexity and turn data into insight that drives better media and communications decisions.

This is a senior strategic role focused on developing the data architecture, standards and ways of working that support how data is captured, interpreted and used across Media. The role will help ensure our data capability is scalable, future-ready and aligned with emerging opportunities in automation and AI-driven optimisation

Key responsibilities

1. Define and Build and own the data & analytics blueprint

• Review and define how Media captures, structures and uses data across campaigns
• Map out data sources (e.g. CM360, platform data, third parties) and how they connect
• Design the overall data flow - from campaign setup through to reporting and insight, capturing micro and macro conversions/goals and identifying the conversion path and media touchpoints
• Establish clear processes covering data capture, cleansing, validation and reporting
• Create a scalable operating model that supports multiple clients and campaigns, rather than relying on bespoke one-off solutions.

2. Improve measurement, reporting and insight

• Create reporting frameworks that support campaign performance tracking, post-campaign analysis, ongoing optimisation and client decision-making.
• Help move the team away from fragmented spreadsheets and manual reporting towards more consistent, scalable and reliable outputs.
• Ensure reporting is insight-led, commercially useful and focused on what teams and clients need to know.
• Clarify what can be measured directly, what can be modelled or inferred, and what cannot be measured reliably
• Provide clear guidance on data limitations, including platform restrictions, attribution challenges, privacy constraints and confidence levels.
• Ensure measurement and reporting approaches take account of consent, cookies, tracking permissions, data minimisation and other privacy considerations.

3. Design data architecture, standards and governance

• Design the data flows that support campaign setup, tagging, validation, reporting, insight and optimisation.
• Establish consistent standards for naming conventions, campaign taxonomy, data mapping, tagging, tracking and data validation.
• Define what data needs to be captured at campaign setup stage to enable effective measurement and optimisation.

4. Define “what’s possible” with data

• Clarify what the team can:Measure directly
• Model or infer
• Not measure
• Provide clear guidance on data limitations (e.g. platform restrictions, privacy constraints)
• Explain the impact of GDPR, PECR, cookie consent, platform restrictions and signal loss on campaign measurement, attribution and audience targeting

5. Enable better optimisation across the PESO ecosystem

• Use data to help teams monitor performance, identify issues early and improve campaign delivery and effectiveness.
• Develop measurement approaches that reflect the different roles, strengths and limitations of paid, earned, shared and owned channels.

Initial priorities

• Assess the current Media data landscape, including platforms, processes, reporting outputs, data sources and pain points.
• Define the target data architecture and operating model for Media.
• Establish core standards for tagging, naming conventions, data capture, validation and reporting.
• Review current approaches to consent, tracking, cookies, audience data, data sharing and retention, and identify any practical improvements required.
• Identify opportunities to reduce manual reporting and improve automation.
• Develop a practical roadmap for scalable reporting, insight, optimisation and AI-readiness

What success looks like

• A clear, documented data and reporting framework used across Media
• Reduced reliance on manual spreadsheets and one-off reporting
• Clear data handling standards embedded across campaign setup, reporting, optimisation and supplier workflows
• Improved confidence that media data is being used responsibly, lawfully and transparently
• More consistent, reliable and usable campaign data
• Improved ability to optimise campaigns and organic content using real-time insight
• Clear understanding internally of what data is available and how to use it
• Greater confidence in reporting from both teams and clients
• Data playing a visible role in strengthening the Media proposition to build better insights to improve campaign performance.

Skills and experience

Essential

• Expertise in media analytics, marketing analytics, digital performance or similar
• Proven ability to design data or reporting frameworks, not just produce reports
• Strong understanding of campaign measurement, reporting and optimisation
• Experience working with reporting tools and data platforms (e.g. GA4, GA360, CM360, Funnel, Power BI, or similar)
• Good working knowledge of UK GDPR, PECR and privacy-safe approaches to digital measurement, tagging, audience data and reporting
• Experience handling large, complex datasets across multiple sources
• Strong data structuring and problem-solving skills
• Ability to translate technical concepts into clear, practical language
• Experience working across multiple stakeholders in a fast-paced environment