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Senior Data Analyst - Brand Planning & Reporting
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Senior Data Analyst - Brand Planning & Reporting
Job Title: Senior Data Analyst - Brand Planning & Reporting
Location
London - 3 days per week onsite including Fridays
Department
Central Brand Marketing
Contract Type
Freelance / Contract
Reports Into
Global Brand Planning Lead
Start Date
Approx 13th July
End Date
End of August
Please note this is a contract role and you must be registered as an independent contractor, or work via an Umbrella company.
About The Role
ASOS is looking for a Senior Data Analyst to join the Brand Planning & Reporting team, supporting the development of a more consistent, data-led approach to brand planning, campaign reporting and marketing effectiveness.
The role will work closely with the Global Brand Planning Lead and wider channel teams to help connect planning, performance and measurement across brand activity. This role needs someone who is comfortable working across both planning and effectiveness. They should be able to translate performance data into clear insight, help shape more integrated planning decisions, and bring stronger paid media measurement experience into the team.
This role will suit someone who is not only confident with data and marketing effectiveness, but also highly capable at coordinating cross-functional projects, driving timelines, managing inputs across multiple teams and helping embed new ways of working across the business.
Why This Role Matters
The Brand Planning & Reporting team is building a more joined-up view of how ASOS brand activity is planned, measured and optimised. This role will help strengthen the connection between campaign planning, channel performance, paid media insight and future decision-making.
A key part of the role will be helping the team move away from disconnected reporting and towards clearer, more useful narratives that explain what happened, why it happened and what we should do next.
The role will also help operationalise a more consistent GTM planning and reporting rhythm, ensuring multiple teams have clearer visibility of inputs, timelines, dependencies and decisions needed to deliver better campaign reporting and future planning.
What You Will Be Responsible For
Planning & Cross-Functional Project Coordination
- Support the Global Brand Planning Lead in translating annual, seasonal and campaign priorities into clear integrated plans across campaigns and always-on activity.
- Coordinate cross-functional planning and reporting workstreams across Brand Marketing, Social, Talent, Creative, Paid Media, CRM, Product, Trade, Commercial and agency partners, ensuring key inputs, timelines and dependencies are clearly tracked and followed through.
- Use data and performance learnings to support channel role definition, campaign phasing, sequencing and prioritisation across paid, owned and earned activity.
- Own and maintain visibility of campaign plans, reporting timelines, milestones and stakeholder inputs, helping identify risks, gaps or blockers early and escalating where decisions are needed.
- Help ensure campaign and channel learnings are fed back into future planning decisions, so reporting supports better decisions rather than sitting separately from the planning process.
- Help embed a consistent GTM planning and reporting rhythm across teams, ensuring learnings, benchmarks and performance inputs are captured in a timely and usable way for future planning.
- Partner with relevant teams to help build a more consistent planning rhythm across GTM activity, while allowing flexibility for the remit of the role to evolve as the framework develops.
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Effectiveness & Measurement
- Support the development of ASOS’ brand, campaign and channel effectiveness framework, helping connect investment, channel performance and business impact into a clearer read for the business.
- Lead or support paid insights and measurement within Brand Planning & Reporting, ensuring paid media performance is represented with the right context and not reduced to a single topline metric.
- Work closely with Paid Media to interpret paid KPIs, including metrics such as reach, impressions, CTR, VTR, CPC, CPM, engagement, traffic quality, conversion signals and spend efficiency where relevant.
- Benchmark performance against previous or comparable activity, with appropriate caveats around budget, timing, seasonality, audience, market context, channel mix and campaign objective.
- Translate data into clear, concise narratives for senior stakeholders, moving reporting away from data dumps and heavy commentary towards focused headlines, implications and recommendations.
- Support campaign reporting, PCA outputs, monthly GTM learnings and benchmark work by helping identify what performance means for future planning, media investment and channel optimisation.
- Collaborate with Paid Media and wider channel teams earlier in the reporting process, helping align on the narrative and recommendations before formal review meetings.
Ways of Working & Reporting Process
- Create structure around reporting inputs, deadlines and ownership, helping teams understand what is needed, when it is needed and how it will be used.
- Support the development of repeatable reporting templates, scorecards, dashboards or benchmark frameworks that make campaign performance easier to compare and act on.
- Help turn campaign reporting into a more proactive operating rhythm, with clearer checkpoints, fewer last-minute data gaps and more consistent senior stakeholder updates.
- Identify opportunities to simplify ways of working across planning and reporting, reducing duplication and improving the quality and speed of outputs.
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Who We Are Looking For
- Strong experience in data analysis, marketing effectiveness, campaign reporting, paid media measurement or performance marketing insights.
- Good understanding of paid, owned and earned channels, with specific confidence in paid media KPIs, reporting logic and performance interpretation.
- Ability to translate data into clear insight, recommendations and senior-friendly narratives.
- Experience comparing performance across campaigns or activity types, with the judgement to apply relevant context and caveats.
- Experience coordinating cross-functional projects or workstreams involving multiple teams, stakeholders and dependencies.
- Strong project management discipline, with the ability to create structure, manage timelines, chase inputs and keep work moving in a fast-paced environment.
- Comfortable operating in ambiguity, building processes from scratch and bringing teams together around clearer ways of working.
- Comfortable supporting planning discussions and using performance evidence to inform channel roles, investment decisions, timings and future campaign recommendations.
- Strong stakeholder management skills, with the ability to work across Brand, Paid Media, Social, CRM, Product, Trade, Commercial and agency partners where needed.
- Highly organised, proactive and comfortable working in a fast-paced environment where processes and ways of working are still being built.
Nice To Have
- Experience in fashion, retail, ecommerce or consumer brands.
- Experience working with paid social teams, media agencies or performance marketing teams.
- Experience with campaign PCAs, GTM reporting, media performance reporting or marketing effectiveness frameworks.
- Experience building reporting templates, scorecards, dashboards or benchmark frameworks.
- Experience supporting or managing cross-functional marketing, media or reporting workstreams where multiple teams contribute inputs.
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