JOB PURPOSE:

The Data Analyst supports the GM Commercial by collecting, analyzing, and interpreting data across the organization's revenue platforms (TV, radio, print, digital, courier and others) to provide insights that drive revenue growth, customer and audience engagement and improve business performance. The role supports advertising, circulation, and marketing to provide actionable insights for the teams.

MAIN RESPONSIBILITIES:

• Gather, clean, and manage data from multiple business systems including advertising sales, subscriptions, circulation, website analytics, and social media.
• Maintain and update data dashboards that track commercial sector performance, audience engagement, sales performance, and marketing campaign ROI and brand equity, providing insights that guide marketing effectiveness.

• Build dashboards that integrate marketing KPIs (awareness, engagement, conversions) with revenue and audience insights.

• Ensure consistency and integrity of data across platforms and departments.
• Analyze advertising and other NMGU revenue streams, pricing models, and inventory utilization to support revenue growth strategies.
• Evaluate performance of commercial products across platforms (print pages, digital banners, broadcast content, sponsored content, social campaigns, courier and others).
• Monitor advertising performance per sector, identify underperforming sectors and recommend corrective actions or new revenue opportunities.
• Track client performance and sales team effectiveness through performance metrics and KPIs.
• Identify key demographic trends, peak engagement periods and content preferences across print, broadcast and digital platforms.
• Keep accurate calculation of commissions and incentives based on defined sales performance parameters.
• Deliver daily market share reports and insights for internal stakeholders.
• Ensure the advertising system is correctly configured to apply the approved rate cards, enabling accurate pricing logic and automatic rate application across Print, Digital, and Broadcast platforms.

• Monitor audience demographics, reading patterns, and content consumption trends across print, broadcast and digital platforms.

• Support marketing and editorial teams with insights that guide audience acquisition and retention strategies.

• Conduct competitor and market analysis to benchmark performance and identify new commercial opportunities.
• Measure ROI and audience impact of events, promotions, and activations.

• Develop daily, weekly, monthly, and quarterly reports for the GM, Commercial and Management team.

• Visualize key data findings through dashboards and presentations such as Power BI, Infogram etc.

• Contribute data to business forecasts, pricing models, and performance reviews.
• Partner with the sales, editorial, marketing, and finance teams to align data insights with business strategies.
• Support digital teams in tracking campaign performance and audience engagement metrics.
• Provide training to non-technical staff on interpreting and applying data insights effectively.

QUALIFICATIONS & EXPERIENCE:

Academic and Experience:

Academic: Bachelor's degree in Statistics, Economics, Data Science, Business Analytics, or related field.

Experience: Minimum 3 years of experience in data analytics, preferably within publishing, media, advertising or a FMCG.

• Strong proficiency in Microsoft Excel and visualization tools (Power BI, Infogram etc).

• Experience with data querying tools (SQL, Python, or R).

• Understanding of digital publishing metrics: impressions, reach, CPM, conversion rates, subscriber churn, and engagement.

Core Competences:

• Strong analytical and problem-solving skills.

• Excellent communication and storytelling skills with data.

• High attention to detail and accuracy.

• Commercial mindset with understanding of media business models (advertising, subscriptions, sponsored content).

• Ability to work cross-functionally and manage multiple priorities.

• Initiative and adaptability in a fast-paced, multi-platform environment.

• Gather, clean, and manage data from multiple business systems including advertising sales, subscriptions, circulation, website analytics, and social media.
• Maintain and update data dashboards that track commercial sector performance, audience engagement, sales performance, and marketing campaign ROI and brand equity, providing insights that guide marketing effectiveness.
• Build dashboards that integrate marketing KPIs (awareness, engagement, conversions) with revenue and audience insights.
• Ensure consistency and integrity of data across platforms and departments.
• Analyze advertising and other NMGU revenue streams, pricing models, and inventory utilization to support revenue growth strategies.
• Evaluate performance of commercial products across platforms (print pages, digital banners, broadcast content, sponsored content, social campaigns, courier and others).
• Monitor advertising performance per sector, identify underperforming sectors and recommend corrective actions or new revenue opportunities.
• Track client performance and sales team effectiveness through performance metrics and KPIs.
• Identify key demographic trends, peak engagement periods and content preferences across print, broadcast and digital platforms.
• Keep accurate calculation of commissions and incentives based on defined sales performance parameters.
• Deliver daily market share reports and insights for internal stakeholders.
• Ensure the advertising system is correctly configured to apply the approved rate cards, enabling accurate pricing logic and automatic rate application across Print, Digital, and Broadcast platforms.
• Monitor audience demographics, reading patterns, and content consumption trends across print, broadcast and digital platforms.
• Support marketing and editorial teams with insights that guide audience acquisition and retention strategies.
• Conduct competitor and market analysis to benchmark performance and identify new commercial opportunities.
• Measure ROI and audience impact of events, promotions, and activations.
• Develop daily, weekly, monthly, and quarterly reports for the GM, Commercial and Management team.
• Visualize key data findings through dashboards and presentations such as Power BI, Infogram etc.
• Contribute data to business forecasts, pricing models, and performance reviews.
• Partner with the sales, editorial, marketing, and finance teams to align data insights with business strategies.
• Support digital teams in tracking campaign performance and audience engagement metrics.
• Provide training to non-technical staff on interpreting and applying data insights effectively.

• Strong analytical and problem-solving skills.
• Excellent communication and storytelling skills with data.
• High attention to detail and accuracy.
• Commercial mindset with understanding of media business models (advertising, subscriptions, sponsored content).
• Ability to work cross-functionally and manage multiple priorities.
• Initiative and adaptability in a fast-paced, multi-platform environment.

• Bachelor's degree in Statistics, Economics, Data Science, Business Analytics, or related field.
• Minimum 3 years of experience in data analytics, preferably within publishing, media, advertising or a FMCG.
• Strong proficiency in Microsoft Excel and visualization tools (Power BI, Infogram etc).
• Experience with data querying tools (SQL, Python, or R).
• Understanding of digital publishing metrics: impressions, reach, CPM, conversion rates, subscriber churn, and engagement.