Data Analyst

Digital Department

Roles & Key responsibilities

The Job

Role Purpose

The Data Analyst will strengthen TDM's data-driven decision-making by converting campaign, audience, media, PR, social, client and business data into clear insights, dashboards and recommendations. The role supports strategy, creative, digital, PR, media buying, client service and management by ensuring that reports move beyond data presentation to business interpretation. The Data Analyst will help TDM measure client results, improve delivery excellence, reduce reporting inconsistencies, support pitches and build repeatable measurement systems for a 360-degree agency model.

Key Responsibilities

1. Design measurement frameworks for campaigns, retainers and pitches, including clear objectives, KPIs, data sources, tagging requirements, baselines and reporting cadence.

2. Collect, clean, validate and analyse data from digital platforms, websites, social analytics, media reports, PR coverage, influencer reports, client datasets, CRM exports and internal performance records.

3. Build dashboards, campaign reports, monthly retainer reports, quarterly business reviews and post-campaign analyses that are accurate, visual, executive-ready and decision-useful.

4. Work with media, PR, digital, creative and client service teams to define what success means before campaigns go live and to ensure tracking requirements are in place early.

5. Analyse campaign performance, customer/audience behaviour, content performance, media efficiency, sentiment, share of voice, conversion funnels and competitor activity to generate actionable recommendations.

6. Support proposal development with audience insights, category research, competitor benchmarking, performance benchmarks, market context and evidence-based recommendations.

7. Establish data quality checks, data dictionaries, reporting templates, UTM/tagging governance, dashboard standards and version control to reduce errors and inconsistencies.

8. Use AI and automation responsibly to speed up data cleaning, pattern detection, reporting and analysis while independently validating conclusions before client use.

9. Train and support teams on data interpretation, reporting discipline, dashboard use and the difference between activity metrics and business outcomes.

10. Maintain confidentiality, ethical data handling, source documentation and clear assumptions in all analyses and client-facing outputs.

Skills & Competencies

Degree or diploma in Data Science/Analytics, Statistics, Business Analytics, Marketing, Economics, Computer Science, Finance or a related field.
Recommended 3+ years' analytics/reporting experience, preferably in marketing, media, agency or client advisory environments.
Strong Excel/Google Sheets Analytic Platforms Knowledge, data cleaning, dashboarding, visualisation, statistical thinking, data interpretation and reporting skills. SQL, Python or R is an added advantage.
Good understanding of digital campaign metrics, GA4, social analytics, paid media reports, website analytics, PR/media metrics, influencer metrics, lead funnels and campaign attribution limitations.
Experience with Looker Studio, Power BI or similar BI tools; GA4; platform dashboards; CRM exports; social analytics; project tracking tools; and responsible AI-enabled data support.
Strong attention to data privacy, confidentiality, source documentation, assumption disclosure, quality assurance and responsible use of client data.
Curiosity, structured thinking, attention to detail, problem-solving, independence, collaboration, accuracy, commercial awareness and willingness to challenge weak assumptions respectfully.
Demonstrates authenticity through honest reporting, innovation through better measurement, courage through evidence-led recommendations, excellence through accuracy and empowerment through data literacy support.