About the Role
At the heart of everything we do is our vision to change lives every day, and our mission to grow The National Lottery responsibly and champion its impact. Allwyn UK is part of the Allwyn Entertainment Group – a multi-national lottery operator with a market-leading presence across the USA (Michigan and Illinois) and Europe, including Czech Republic, Austria, Greece, Cyprus and Italy.
The Senior Analyst – Performance Marketing defines, develops and implements analytical products that support performance marketing measurement and decision-making at Allwyn, with the primary business outcome of optimising return on investment (ROI) and return on advertising spend (ROAS) from paid media. This is a hands-on senior analyst role combining analytical product design, deep-dive analysis and technical delivery to help the business understand marketing effectiveness and identify opportunities to improve paid media investment decisions.
Embedded in the Marketing squad, you will work under the direction of the Games and Marketing Business Partner, who sets squad priorities and day-to-day workload. You will work closely with internal Media teams and the media agency to translate business questions into robust, reusable analytical solutions, connecting media activity with customer behaviour and outcomes. You will be a key analytical partner to the Marketing Mix Modelling (MMM) team, supporting data inputs, interpretation and investigation of findings. You will own delivery of agreed analytical products and analyses within your remit, applying the standards and technical guidance of the Principal Analyst.
Responsibilities
•Define analytical products that enable paid media ROI and ROAS optimisation, translating business questions into clear use cases, metric definitions, data requirements, analytical approaches and acceptance criteria, with priorities agreed through the Games & Marketing Business Partner.
•Work closely with performance marketing stakeholders, internal CRM teams and the media agency to understand measurement needs, align campaign and audience definitions, and connect paid media and CRM activity with customer outcomes.
•Own the hands-on delivery of agreed analytical products from discovery and prototyping through technical implementation, validation, documentation, stakeholder enablement and ongoing improvement, working with data and technology teams where production dependencies exist.
•Build reusable datasets, analytical models, dashboards and automated outputs using SQL, Power BI and Python or R, ensuring solutions are accurate, maintainable and suitable for repeated business use.
•Deliver deep-dive analysis of channel, campaign, audience and customer performance, investigating conversion, acquisition efficiency, retention and customer value, and translating findings into clear recommendations to optimise paid media ROI and ROAS, including spend allocation and campaign and audience optimisation, with appropriate caveats.
•Partner with data engineering, data product, technology teams and the media agency to implement analytical requirements, including campaign taxonomies, tracking specifications, data integration and quality checks; validate outputs and resolve measurement gaps.
•Act as a key analytical partner to the MMM team, preparing and validating media, CRM and customer outcome inputs, investigating model findings and helping translate results into paid media investment and optimisation decisions that improve ROI and ROAS, without owning the MMM methodology or programme.
•Assess attribution outputs critically, reconcile differences between platform, agency and internal reporting, and distinguish attributed outcomes from incremental impact; support test design and evaluation alongside CRM, media and MMM colleagues.
•Communicate findings, assumptions and limitations clearly to technical and non-technical stakeholders, working with the Business Partner to turn analytical outputs into agreed business actions and track adoption.
•Apply agreed analytical standards, privacy and responsible data-use requirements; contribute peer review, documentation and knowledge sharing, seeking Principal Analyst guidance on complex methods and escalating delivery dependencies to the Business Partner.
Requirements
•Proven experience in hands-on performance marketing or marketing analytics, delivering analysis that informs channel, campaign and audience decisions in partnership with marketing stakeholders.
•Strong hands-on skills in SQL, Python or R for deep-dive analysis, automation and analytical product implementation.
•Experience translating business needs into analytical product specifications and delivering reusable datasets, measurement frameworks or dashboards from concept through implementation and adoption.
•Sound understanding of paid media measurement, ROI, ROAS, conversion funnels, acquisition efficiency, customer value and attribution limitations, including the distinction between attributed performance and incremental impact and how these inform investment optimisation.
•Strong understanding of data modelling, ETL/ELT, campaign taxonomies, tracking requirements and data quality, with experience working with data engineering or technology teams to implement reliable analytical solutions.
•Experience collaborating with internal CRM teams and media agencies, combining campaign, audience and customer data while recognising privacy, consent and data-access constraints.
•Working knowledge of Marketing Mix Modelling and experimentation, with the ability to prepare model inputs, interpret findings and collaborate with specialist modellers; direct experience supporting an MMM programme is advantageous.
•Ability to manage agreed analytical deliverables and dependencies within a squad, communicate technical findings clearly and work to Business Partner priorities; familiarity with agile ways of working and tools such as Jira and Confluence.
Benefits
•Company Bonus Scheme
•Matched pension contributions up to 8.5%
•26 days annual leave + 2 Life Days (and bank holidays)
•Single Private Health Cover
•Complimentary Private Medical Income Protection
•Flexible Benefits – EV Scheme, Money Coach, Will Writing, Mortgage Advice, Dental and Eye Care Schemes
•Enhanced Family Leave (Maternity, Paternity, Adoption)
•Wellness Allowance £500
•Employee Assistance Programme
•Discounted Health Assessments
•Volunteering Days
•Matched Funding
•Disability Confident Leader: proactive accessibility and inclusion steps, with an interview offered to disabled applicants who meet the essential requirements of the job
