📌 Core Information
🔹 Job Title: Senior Data Analyst - Marketing Analytics
🔹 Company: RBS (Royal Bank of Scotland)
🔹 Location: London
🔹 Job Type: Full-time
🔹 Category: Banking & Finance
🔹 Date Posted: July 9, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: Remote First
🚀 Job Overview
Key aspects of this role include:
- Building analytical frameworks to deliver actionable insights
- Collaborating with cross-functional teams to shape data-driven marketing strategies
- Enhancing customer experience through data-driven optimizations
- Working with modern data tools and technologies
ASSUMPTION: This role requires a strong background in digital marketing analytics and proficiency in relevant tools to succeed.
📋 Key Responsibilities
✅ Partner with teams to define tracking requirements for new campaigns and journeys
✅ Monitor user behavior and assess campaign effectiveness using GA4 and Google Tag Manager
✅ Build and maintain dashboards and reports to track key performance metrics
✅ Analyze app and web data to uncover insights and identify opportunities for UX improvements
✅ Lead A/B testing initiatives and optimize digital touchpoints based on results
✅ Translate business questions into analytical solutions using BigQuery and DBT
✅ Collaborate with engineers and data scientists to enable advanced modeling and experimentation
✅ Ensure marketing analytics work adheres to data privacy, risk, and compliance standards
ASSUMPTION: This role requires a balance of technical skills and stakeholder management to succeed.
🎯 Required Qualifications
Education: Bachelor's degree in a relevant field (e.g., Statistics, Mathematics, Computer Science, or a related discipline)
Experience: Proven experience in digital marketing analytics, with strong hands-on skills in GA4 and Google Tag Manager
Required Skills:
- Proficient in SQL and experience with modern data tools such as BigQuery and DBT
- Strong understanding of marketing attribution, campaign measurement, and A/B testing
- Solid grasp of machine learning and AI concepts
- Ability to translate complex data into clear, actionable insights
- Comfortable working across teams and aligning with compliance and privacy standards
Preferred Skills:
- Background in working with external clients or agency partners on analytics delivery
- Experience implementing tracking solutions for mobile apps and cross-platform journeys
- Familiarity with ML platforms for marketing or other analytics use cases
ASSUMPTION: Candidates with a strong analytical mindset and relevant experience are likely to succeed in this role.
💰 Compensation & Benefits
Salary Range: £45,000 - £60,000 per annum (based on industry standards for a Senior Data Analyst role in London)
Benefits:
- Competitive pension scheme
- Private medical insurance
- 25 days' holiday plus bank holidays
- Flexible benefits package
Working Hours: 35 hours per week, with flexible working arrangements
ASSUMPTION: The salary range provided is an estimate based on industry standards and may vary depending on the candidate's experience and skills.
📌 Applicant Insights
🔍 Company Context
Industry: Banking & Finance. RBS is one of the largest banks in the UK, offering a wide range of personal, business, and corporate banking services.
Company Size: Large (23,792 employees). Working at RBS offers opportunities to work on large-scale projects and collaborate with diverse teams.
Founded: 1727. RBS has a long history and a strong brand presence in the UK banking industry.
Company Description:
- RBS is committed to helping customers thrive and supporting communities across the UK
- The bank offers a range of financial services and products to personal, business, and corporate customers
- RBS is focused on digital transformation and innovation to enhance customer experiences
Company Specialties:
- Retail banking
- Business banking
- Corporate banking
- Wealth management
Company Website: https://www.rbs.co.uk/
ASSUMPTION: RBS's large size and extensive customer base provide ample opportunities for data-driven insights and impactful marketing strategies.
📊 Role Analysis
Career Level: Senior. This role requires a high level of expertise and experience in digital marketing analytics.
Reporting Structure: The Senior Data Analyst will report directly to the Head of Marketing Analytics and collaborate with various cross-functional teams.
Work Arrangement: Remote First. While the role is primarily remote, there may be occasional on-site requirements for team meetings or events.
Growth Opportunities:
- Potential to lead and mentor junior team members
- Opportunities to work on high-impact projects and drive strategic decision-making
- Possibility to progress into management or specialist roles within the data analytics function
ASSUMPTION: This role offers strong growth potential for candidates looking to develop their leadership and strategic skills.
🌍 Location & Work Environment
Office Type: Hybrid. While the role is primarily remote, there may be occasional on-site requirements for team meetings or events.
Office Location(s): London, with the possibility of working from other RBS offices in the UK
Geographic Context:
- London is a major global financial hub, offering ample opportunities for networking and professional development
- The city is home to a diverse range of industries and cultures, providing a rich environment for data-driven insights
- RBS's London offices are located in the heart of the city, offering easy access to public transportation and amenities
Work Schedule: Flexible, with a focus on delivering results rather than adhering to strict working hours
ASSUMPTION: The hybrid work arrangement offers a good balance between remote flexibility and in-person collaboration for candidates who prefer this setup.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video call with the hiring manager
- Technical assessment or case study
- Final interview with the team
Key Assessment Areas:
- Technical skills in digital marketing analytics and relevant tools
- Problem-solving and analytical thinking
- Communication and stakeholder management skills
- Cultural fit and alignment with RBS's values
Application Tips:
- Highlight your relevant experience and achievements in digital marketing analytics
- Tailor your resume and cover letter to emphasize your fit for the role and RBS's values
- Prepare for the technical assessment or case study by brushing up on your skills in GA4, Google Tag Manager, SQL, BigQuery, and DBT
ATS Keywords: Digital Marketing Analytics, GA4, Google Tag Manager, SQL, BigQuery, DBT, Marketing Attribution, Campaign Measurement, A/B Testing, Machine Learning, AI Concepts
ASSUMPTION: RBS's application process is likely to be competitive, and candidates should focus on demonstrating their relevant skills and experience throughout the interview process.
🛠️ Tools & Technologies
- GA4
- Google Tag Manager
- SQL
- BigQuery
- DBT
- Machine Learning and AI platforms (e.g., TensorFlow, PyTorch)
ASSUMPTION: Candidates should have experience with the listed tools and technologies to succeed in this role.
👔 Cultural Fit Considerations
Company Values:
- Customer-focused
- Respectful
- Collaborative
- Accountable
- Inclusive
Work Style:
- Data-driven
- Collaborative
- Agile
- Innovative
Self-Assessment Questions:
- Do you have a strong customer focus and a passion for using data to enhance customer experiences?
- Are you comfortable working collaboratively with cross-functional teams and stakeholders?
- Do you thrive in an agile and innovative work environment?
ASSUMPTION: Candidates who align with RBS's values and work style are likely to be a good fit for this role.
⚠️ Potential Challenges
- Managing expectations and priorities across multiple teams and stakeholders
- Keeping up with the latest trends and developments in digital marketing analytics and relevant tools
- Balancing the need for data-driven decision-making with the need for quick and agile execution
- Occasional on-site requirements for team meetings or events, which may disrupt remote work routines
ASSUMPTION: Candidates should be prepared to navigate these challenges and demonstrate their ability to thrive in a dynamic and fast-paced environment.
📈 Similar Roles Comparison
- This role is similar to a Senior Marketing Analyst or Digital Analytics Manager position in other industries, but may have a stronger focus on customer experience and financial services
- In comparison to other senior roles in data analytics, this position may have a more specific focus on marketing analytics and customer experience
- Career progression in this role could lead to management or specialist positions within the data analytics function, or to more senior roles within the marketing or customer experience teams
ASSUMPTION: Candidates should consider the unique aspects of this role and how it aligns with their career goals and interests.
📝 Sample Projects
- Developing and implementing a new tracking solution for a mobile app to enhance customer journeys and optimize marketing campaigns
- Analyzing customer data to identify trends and opportunities for targeted marketing campaigns and product offerings
- Collaborating with a cross-functional team to optimize a website's user experience and improve conversion rates through A/B testing and data-driven decision-making
ASSUMPTION: These sample projects illustrate the types of initiatives a Senior Data Analyst in Marketing Analytics might work on at RBS.
❓ Key Questions to Ask During Interview
- How does this role fit into the broader marketing and customer experience strategy at RBS?
- What are the most pressing challenges facing the marketing analytics team, and how can this role help address them?
- How does RBS support the professional development and growth of its data analytics team members?
- What is the typical work arrangement for this role, and how does RBS accommodate remote work?
- How does RBS ensure that its marketing analytics work adheres to data privacy, risk, and compliance standards?
ASSUMPTION: These questions can help candidates better understand the role, the team, and the company, and demonstrate their interest in and fit for the position.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills in digital marketing analytics
- Prepare for the technical assessment or case study by brushing up on your skills in GA4, Google Tag Manager, SQL, BigQuery, and DBT
- Follow up with the hiring manager after your interview to express your interest in the role and reiterate your qualifications
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
