Senior Data Analyst

Business Strategy & Operations Kings Cross, London Req. UMG-5717


Job title:
Senior Data Analyst
Responsible to: SVP, Data Strategy and DTC Analytics
Department: Data & Analytics
Location of work: 4 Pancras Square, Kings Cross


Music is Universal

It’s the passionate and dedicated team at Universal Music who help make us the world’s leading music company. From A&R to finance, legal to digital, sales to marketing, Universal Music is the place to grow and develop your career within a truly commercial and innovative business that leads in everything it does.

Everyone is welcome to apply for our roles, and we are determined to ensure that no applicant or employee receives less favourable treatment because of gender, race, disability, sexual orientation, religion, belief, age, marital status, background, pregnancy or caring responsibilities. We also recognise the importance of diversity of thought within our teams and are fully committed to embracing the talents of people with autism, dyslexia, ADHD and other forms of neurocognitive variation.

We will always seek to make appropriate adjustments to recruitment, workplaces, and work processes to be fully inclusive to people with different needs and working styles. If you need us to make any reasonable adjustments for you from application onwards, including alternatives to the online form or to disclose a neurocognitive condition, please email [email protected]


The A Side: A Day in The Life

This role partners with UMG e-commerce and Business Development teams and collaborates with colleagues within a regional and global analytics structure, to improve business results through statistical rigour, data analysis and reporting, and fast-paced execution, with an emphasis on the timely, clear communication of results, insights and actionable recommendations. The role will play a critical role in supporting awareness and acquisition of media channels including Paid Search, Display, Social, Video, Audio and Affiliate. This role analyzes complex data from both internal and external sources to help identify opportunities, optimise conversion funnels and ensure marketing spend is optimally invested.


The B Side: Skills & Experience

Be Collaborative


  • Be a primary partner for e-commerce, audience and CRM marketing stakeholders, focused on reporting and optimising digital marketing channel performance (across social, display, search, audio, video and affiliate channels), and marketing budget optimization
  • Be an approachable team member who enhances the data culture within Universal Music and collaborate with senior stakeholders to co-design and communicate a strategic roadmap and backlog for marketing data analytics. Be a data ambassador to cross-functional teams, coaching best practices in the use of reporting tools, data enrichment, and governance
  • Work with colleagues regionally and globally to align metric definitions, and update and maintain the code base in line with a regional and global team best practices

Be Analytical


  • Build automated reporting and present results to the broader organisation
  • Develop test and learn strategies related to targeting, creative and other variables to improve end-to-end conversion throughout the funnel. Support data tracking integrations both internally and with third parties to ensure global best practices are deployed
  • Analyse marketing performance data across channels, tactics, partners and individual ad networks to identify patterns, uncover opportunities, and optimise budget/drive marketing spend efficiencies through the funnel


Person Specification




  • Experience working within digital marketing and advanced data analytics
  • Knowledge of e-commerce/retail data and its practical applications 
  • Strong collaboration and partnership skills, and a consistently approachable, open, ‘can do’ manner
  • Strong communication skills
  • Strong analytical skills with the ability to apply business strategy to data analysis and recommendations
  • Knowledge of SQL and deploying code
  • Expertise in e-commerce or retail analytics, digital media, web analytics and in-app systems including ad serving, tracking and reporting tools (DoubleClick, DART, Adobe Analytics, Kochava, and media platforms DBM, Google Search, Adwords, Facebook or similar)
  • Deep understanding of the intricacies and unique attributes of each step in the marketing funnel
  • Good familiarity with data platforms and applications such as Databricks and Snowflake, and data exploration and data visualization tools such as Tableau and Looker
  • Ability to manipulate large data sets and interpret data trends using a multitude of disparate data sources and tools




  • Experience with Python/R or other statistical programming languages is a plus
  • Experience in the e-commerce or retail industry, knowledge of data products preferred
  • Experience in the streaming media industry or other subscription-based services is an advantage


Bonus Tracks: Your Benefits


  • Group Personal Pension Scheme (between 3% and 9%)
  • Private Medical Insurance
  • 25 paid days of annual leave
  • Interest Free Season Ticket Loan
  • Holiday Purchase scheme
  • Dental and Travel Insurance options
  • Cycle to Work Scheme
  • Salary Sacrifice Cars
  • Subsidised Gym Membership
  • Employee Discounts (Reward Gateway)


Just So You Know…

The company presents this job description as a guide to the major areas and duties for which the jobholder is accountable.  However, the business operates in an environment that demands change and the jobholder's specific responsibilities and activities will vary and develop.  Therefore, the job description should be seen as indicative and not as a permanent, definitive and exhaustive statement.