Senior Marketing Data Analyst (Engagement)

We're looking for a Senior Marketing Data Analyst to lead analysis across Vitality's member, brand, content and adviser engagement activity. Working across Marketing, Data and Technology teams, the role will use advanced analytics to uncover what drives audience engagement, establish its impact on customer and commercial outcomes, and turn complex behavioural data into clear recommendations that improve marketing decisions.

• Lead analysis across member communications, digital journeys, sponsorships, events, content and adviser engagement to identify the activity that creates meaningful customer and commercial value
• Develop robust measurement frameworks and KPIs that assess behavioural impact and longer-term outcomes beyond traditional metrics such as opens, clicks, views and attendance
• Analyse audience journeys and engagement funnels to identify behavioural patterns, points of friction and opportunities to improve progression towards desired actions
• Conduct deep-dive analysis to establish which communications, experiences, content, propositions and audience characteristics drive stronger engagement and behaviour change
• Design and evaluate A/B tests, control groups and other experimental approaches to measure incrementality and distinguish genuine impact from correlation
• Build behavioural segmentations, propensity models and predictive solutions using SQL, Python and statistical techniques to support more targeted marketing activity
• Evaluate how engagement influences longer-term outcomes, including app adoption, sustained member activity, brand consideration and adviser business
• Create reusable analytical datasets and scalable measurement solutions by combining CRM, digital, communications, content, event and behavioural data
• Translate complex analysis into clear recommendations covering expected impact, assumptions, uncertainty and risk, enabling stakeholders to make assured evidence-led choices
• Test existing measurement approaches and raise analytical capability across Marketing by promoting experimentation, analytical rigour and continuous improvement

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
• Expert Statistical Modelling
• Strong Stakeholder Influence

• 5+ years' experience in marketing/customer analytics, marketing science, decision science or a related quantitative field.
• Advanced SQL skills, working with large marketing, digital, CRM and customer datasets.
• Strong Python skills for data analysis, statistical modelling and automation.
• Experience using Power BI or similar BI tools to build dashboards and turn data into clear, actionable insights.
• Experience working with cloud-based data environments, such as Google BigQuery, and combining multiple data sources.
• Strong knowledge of applied statistics, including regression, hypothesis testing, experimental design and statistical significance.
• Experience with customer and behavioural segmentation, including rule-based and statistical techniques such as clustering.
• Experience working with APIs, automated data feeds or platform-level data exports.
• Strong analytical storytelling and stakeholder skills, turning complex analysis into clear recommendations and business decisions.
• Curious and proactive, with the ability to explore new analytical techniques, technologies and data sources independently.