Senior Data & Insights Manager - Sport, Entertainment & Culture

More about the role:

Are you passionate about joining one of the leading global communications agencies in the region? Working on the biggest global destination projects across sport, entertainment, culture and more? Want to be part of a team leveraging data, AI, and innovative technology to solve complex challenges for leading brands? Burson's Data & Intelligence unit is a dynamic team at the forefront of the communications industry, offering unparalleled opportunities to drive impact and shape the future of PR.

We're a team of data scientists, engineers, analysts, and strategists who use advanced AI-driven solutions across sector account teams

• Anticipate & Manage Risk & Reputation: Predict potential crises, identify disinformation campaigns, and proactively manage brand reputation in an ever-evolving digital landscape.
• Create Personalised Content at Scale: Develop data-driven content strategies that resonate with specific audiences and drive engagement.
• Support on Account Management asks – be able to communicate with clients.
• Navigate Sector-Specific Challenges: Provide deep insights and tailored solutions for clients across diverse industries.
• Measure Performance & Demonstrate Value: Go beyond vanity metrics to demonstrate the real-world impact of PR campaigns and provide actionable insights for continuous improvement.

What you'll do:

• Lead and oversee the entire data lifecycle, from strategic collection and robust cleaning to complex organization of diverse data sources, including advanced media monitoring platforms, social listening tools, survey data, market research, and internal databases, ensuring they are primed for insightful analysis.
• Direct and execute comprehensive research initiatives on industry trends, competitive landscapes, audience segmentation, and emerging technologies within sport, entertainment, and gaming to inform overarching PR strategies with deep intelligence.
• Develop and present high-level, compelling reports and strategic presentations that clearly articulate research findings, data analysis, and their strategic implications to senior clients and internal stakeholders, ensuring understanding and buy-in.
• Architect and implement sophisticated measurement frameworks and KPIs to assess the effectiveness and ROI of integrated PR campaigns, focusing on extracting meaningful performance insights.
• Oversee and interpret comprehensive campaign performance data, identifying key drivers of success and areas for strategic improvement and innovation.
• Formulate and champion data-backed strategic recommendations, often to C-suite level clients, designed to enhance campaign effectiveness, expand reach, and drive business outcomes across target audiences.
• Mentor and develop junior data analysts, fostering a culture of continuous learning and data-driven excellence within the team.

Experience that contributes to success:

• Deep expertise and strategic understanding of the media landscape and its profound influence on culture, society, and consumer behaviour, with a keen interest in how PR campaigns shape public perception and drive brand engagement through insightful analysis.
• Advanced degree (Master’s preferred) or extensive equivalent experience (6+ years) in Data Analytics, Business Intelligence, Statistics, Marketing Science, or a related quantitative field.
• Proven expertise in data visualization tools (e.g., Tableau, Power BI, Looker Studio) and a superior ability to craft compelling data stories for executive audiences.
• Extensive experience leading the use of advanced traditional and social media monitoring and listening platforms (e.g., Meltwater, Cision, Signal AI, Brandwatch, Sprinklr, to gather strategic intelligence.
• A track record of staying abreast of emerging data analysis techniques and advanced analytical tools that drive actionable insights, and leading their adoption within an organization.
• Exceptional strategic analytical, critical thinking, and complex problem-solving skills, with a laser focus on delivering actionable insights and strategic recommendations.
• Highly detail-oriented with an unwavering commitment to data integrity, accuracy, and strategic relevance.
• Deep expertise in leveraging data for strategic decision-making, performance measurement, and demonstrating quantifiable ROI through insightful analysis

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