Data Lead

The Data Lead is responsible for uncovering media-driven performance and effectiveness insights to inform smarter marketing decisions and improve client outcomes.

You’ll deliver clear, timely, and accessible data that drives continuous improvement across campaigns. This is a hands-on role, offering the opportunity to apply a range of analytical techniques — from advanced modelling to testing frameworks to more ad-hoc insight projects — while also developing your ability to communicate insight to senior clients with clarity and impact.

You’ll be based at MSQ’s London office in Covent Garden three days a week, with flexibility to work from home on the remaining days.

Key responsibilities for this role include:

• Lead the gathering and integration of media performance data from both online and offline sources to support deep-dive marketing effectiveness analysis, using tools such as Excel, SQL, and Python as needed
• Design and analyse experiments, including A/B and geo-based testing, to evaluate the incremental impact of media campaigns and drive continuous optimisation
• Play a central role in the development and refinement of Econometric Media Mix Models (MMM) and other regression-based forecasting tools to support strategic planning and media investment decisions
• Interrogate and translate customer data into insight, helping clients understand behavioural cohorts and informing audience strategy for future campaigns
• Act as the primary data point of contact for clients, building trusted relationships and offering proactive guidance aligned with their business objectives
• Partner with internal marketing and media teams to ensure insight is clearly communicated and effectively translated into strategic recommendations
• Serve as a technical subject matter expert, mentoring junior analysts and supporting both internal and client teams in maximising the value and impact of their data assets

The Data Lead will be expected to demonstrate the following core competencies:

1. Analytical

You’ll play a central role in uncovering media effectiveness insights that directly inform strategy for our clients. You must be confident in applying a range of analytical techniques — from attribution analysis to econometric modelling — to assess campaign performance across all channels. Crucially, you’ll translate complex data into clear, actionable recommendations that drive smarter media investment and continuous optimisation.

Technical

This role demands advanced proficiency in coding languages such as Python and SQL, alongside expert-level Excel skills for robust data manipulation and analysis. You’ll be expected to automate reporting processes, integrate data from multiple sources, and apply statistical rigour to testing methodologies — including A/B and geo-based testing. Experience with data visualisation tools (particularly Looker) is critical, as you’ll be responsible for developing dashboards that clearly communicate media performance. A willingness to continuously expand your expertise in modelling techniques, such as regression analysis and media mix modelling, is essential for innovation in media measurement.

1. Commercial

You will have strong commercial acumen, essential for tying data-driven insights to business outcomes. Your ability to frame complex analysis in the context of client objectives and strategic marketing goals will ensure that insights are not only understood but acted upon. You’ll help shape media investment decisions by identifying clear, measurable value, and confidently engaging with senior stakeholders to influence direction.

ABOUT YOU

You will ideally bring significant experience in digital media analytics, with a proven ability to generate actionable insight and tell compelling stories through data. You have a strong understanding of audience planning, media strategy development, and channel optimisation across both online and offline environments. You’re confident working with stakeholders at all levels, and excel at turning complex analytical outputs into clear, strategic guidance that drives performance.

ABOUT YOUR EXPERIENCE

• 3–5+ years of experience in a marketing analytics role, with a proven track record of delivering actionable insights across media, marketing, and customer behaviour
• Strong technical proficiency in SQL and Excel (including pivot tables, lookups, and advanced formulas), with working knowledge of Python or R for deeper analysis and automation
• Strong grasp of testing methodologies, including A/B testing and geo-based experiments, with the ability to interpret and report on results clearly and effectively
• Experience with media performance data, including digital (paid social, display, search) and offline channels, and an understanding of how they contribute to full-funnel effectiveness
• Confident communicator, able to explain complex, data-driven insights to non-technical stakeholders and contribute to strategic decision-making
• Hands-on experience with data visualisation tools, ideally Looker, with the ability to build and scale dashboards that surface meaningful insight
• Collaborative and proactive, with a passion for working across teams to solve problems, optimise campaigns, and deliver value to clients
• Organised and detail-oriented, able to manage competing priorities, deliver to deadlines, and ensure accuracy and clarity in all outputs

WE'D LOVE IF YOU ALSO HAVE...

• Experience with econometric modelling and forecasting techniques, and a strong interest in developing deeper expertise in media mix modelling (MMM) and other advanced analytics approaches
• A mentoring mindset, with a willingness to support junior team members and share knowledge to elevate analytical capability across the agency
• Exposure to Google and Meta ad platforms (e.g. Google Ads, Campaign Manager, GA4, Meta Ads Manager) and an understanding of how to leverage them for performance insight
• Working knowledge of AI and machine learning tools (e.g. ChatGPT, Google Vertex AI, Claude), and how they can enhance analytics workflows and support innovation

INTERVIEW PROCESS

For this role, there will be two stages in the interview process:

1. The first stage will be an interview (Teams or in-person) with the Head of Digital at Walk In Media and Data Science Director within MSQ. It will focus on your competencies and career achievements to date applying how this experience is relevant to the role.
2. The second stage will be with the Head of Data Strategy, Chief Data Officer or Data Science Director and Chief Investment Office (in-person). We will set a business problem and ask you to present back your insights and recommendations. It will also be an opportunity to address additional questions you may have.