Market Insight and Data Analyst

Data Analyst (Market Insight)
Birmingham - hybrid x3 days onsite x2 remote
38,050 - 44,131

The postholder will play a key role in shaping the University's student recruitment strategy by delivering high-quality data analysis, market insight and evidence-based recommendations. Working as part of the
Market Insight Team, the role applies advanced analytical techniques to complex datasets - including UCAS, HESA and internal recruitment data - to identify trends, evaluate performance and inform strategic decisions across Marketing, Recruitment and Communications.
The postholder will turn data into clear, actionable insight, develop forecasting models, and produce engaging dashboards that support senior stakeholders in understanding market opportunities, applicant behaviour and competitive positioning across home and international student markets. They will work collaboratively across the recruitment cycle to ensure the University makes confident, insight-driven decisions.

Main Activities and Responsibilities

• Provide high-quality market intelligence and data analysis to support targeted marketing, communications and student recruitment activity.
• Analyse internal and external datasets to identify trends, patterns and actionable insights to inform strategic and operational decision-making.
• Undertake complex data manipulation and produce robust statistical outputs using industrystandard tools and techniques including SQL, Python/R and advanced Excel.
• Support the development of regional, demographic and behavioural targeting strategies through data-driven insight and modelling.
• Work closely with Admissions to analyse live and historic data across the recruitment cycle, developing forecasting models and scenario analysis to identify risks and opportunities relating to applications, conversion and enrolments.
• Develop, maintain and enhance dashboards (e.g. PowerBI), ensuring accuracy, usability and relevance for stakeholders, and applying appropriate data validation and quality assurance processes.
• Contribute to the development and maintenance of recruitment funnel reporting, tracking engagement from enquiry through to enrolment.
• Conduct data-led environmental scanning to identify market trends, risks, opportunities and competitor activity.
• Maintain competitor intelligence and benchmarking datasets to inform the University's market positioning including UCAS, HESA OfS
• Provide expert advice, guidance and analytical interpretation to stakeholders across the University, including senior management, presenting complex insight clearly through narrative reporting and visualisation.
• Support the evaluation of marketing investment and recruitment activity thought quantitative analysis and modelling.
• Collaborate across departments to deliver data-driven insight projects.
• Supervise student ambassadors and manage external supplier relationships where appropriate.
• Continuously develop knowledge of emerging market research methods and analytical approaches, including new HE datasets, policy changes and analytical technologies.
• Work flexibly to support departmental and institutional priorities.
• Support the wide range of activities undertaken within the Department of Marketing, Recruitment and Communications in support of student recruitment, including Open Days, Offer Holder Days, Clearing and higher education exhibitions.

Essential Criteria

• Proven experience of market intelligence and data analysis in a complex organisational context
• Experience of quantitative data analysis and working with large, complex datasets
• Ability to undertake complex data manipulation and produce robust analytical outputs
• Strong SQL skills for querying and manipulating relational datasets
• Experience using programming or scripting languages for analysis (e.g. Python, R, DAX)
• Experience of using BI or data visualisation tools (e.g. Power BI) to develop dashboards
• Experience of integrating multiple data sources into coherent analytical outputs
• Ability to interpret and communicate complex statistical and analytical insight to non-specialist audiences
• Demonstrable problem-solving skills and ability to select appropriate analytical approaches
• Ability to manage competing priorities and deliver outputs to deadline
• Ability to handle confidential, sensitive and regulated data appropriately
• Strong written and verbal communication skills
• Experience of working collaboratively and building effective stakeholder relationships

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