Join to apply for the Data, Analytics and Impact Lead role at HM Revenue & Customs
About the job
Discover a career in your hands at HMRC. Whether you’re seeking purpose, growth, or a workplace that gives you a true sense of belonging, hear from some of our employees as they share their story about what it’s really like to work at HMRC.
Are you passionate about data and using it to create actionable insight that helps support the delivery of impactful communications? We’re looking for an expert Data, Analytics and Impact Lead to play a pivotal role in the delivery of our Communications Strategy, as we support HMRC in its transformation and help collect more of the money that powers our public services.
This is an exciting time to join us as we improve how we access and use data and insight across our Communications function and further embrace technology to automate our processes. Your role will be to help shape our newly formed Communications Insight, Impact and Digital Solutions team, bringing together new and existing teams of specialists to transform our approach. You will play a key part in setting our communications data and analytics strategy and enabling the robust identification and tracking of communications impact.
You will lead a small skilled team that will collaborate with communications professionals, campaign leads, operational teams, researchers and behavioural science experts.
Working closely with specialists across the team, together you will unlock insights from a wide range of data sources, transforming them into clear, actionable recommendations that help shape communications strategy, inform SMART objectives and evaluate campaign performance. Accessing data, research and information from a range of sources, you will lead your team to analyse, synthesise this data and provide tangible insights and recommendations to shape strategic communications strategies and plans.
From developing Return on Investment (ROI) models to uncovering deep audience insights, your leadership will help us understand audience behaviours, test ideas, target the right audiences with our communications, demonstrate the impact of our campaigns on audience behaviour, and shape enterprise-level research that supports our strategic goals. You will apply analytical and problem‑solving skills to investigate and track the directorate’s performance and implement improvements.
Our work will span campaign performance analysis at a strategic level and your team will work closely with the campaign leads who evaluate their campaigns in flight. You will support the setting of Key Performance Indicators (KPIs) for HMRC’s communications strategy and annual plans, reporting on progress against these on a regular basis, and help to inform the research needed to measure performance against these KPIs.
You will steer continuous improvement of the team’s work and processes to enhance and improve our performance; streamline our insight and evaluation work through technology and innovations; and champion continuous improvement in insight and evaluation skills across HMRC’s Communications function.
Person specification
* Provide expert advice on setting SMART objectives and develop metrics, baselines, and KPIs to evaluate communications, assess campaign performance and demonstrate communications impact - this will include modelling the impact of communications, identifying emerging trends in audience behaviour and developing campaign evaluation approaches and targets.
* Develop and deliver methods of assessing and evaluating the impact of our priority campaigns, including ROI models and assessments of deflection costs and attribution.
* Work with stakeholders to draft research briefs that articulate research objectives and target audiences, and draft business cases and briefings for research planning rounds.
* Work with partner agencies to scope, design and implement fieldwork and ensure that outputs are clear, succinct and meet business objectives.
* Analyse and/or synthesize data from a range of sources, including directly commissioned research, digital analytics, business data and behavioural evidence to generate actionable audience insights and recommendations to inform campaign planning and evaluation showing where communications can have a positive impact.
* Enhance internal quantitative datasets by integrating external sources such as TGI and third‑party research, enabling deeper audience segmentation, behavioural analysis, and evidence‑based decision‑making.
* Provide expertise on setting baselines and KPIs to support the evaluation of HMRC’s Communications Strategy and annual communications plan and support strategic reporting commissions.
* Oversee delivery of quarterly performance reporting hubs and champion adoption of advanced analytical tools for communications planning and evaluation.
* Build strong relationships with other teams within Communications, the wider department and with cross‑government insight and data specialists to share resources and align on priorities.
* Expertise in applying statistical and analytical tools and techniques (such as SPSS, R, Python, SQL, or SAS) and experience with Microsoft Power Platform for data visualisation and workflow automation.
* Expertise in using data to evaluate projects or activities and demonstrable skills in developing ROI models and other analytical approaches and presenting these in evaluation and performance reports.
* Expertise in working with and synthesising complex numerical data sets and qualitative information, triangulating information from multiple insight sources to draw out trends and identify patterns in data and translate them into clear, actionable insight and robust recommendations and solutions.
* Strong data science skills including experience of leading analysis, shaping analytical approaches and ensuring options and recommendations align with organisational strategy and user needs.
* Strong leadership skills to drive momentum on this important work with your team and to champion it with senior leaders and campaigns leads.
* Excellent stakeholder management skills, with experience of working with a range of stakeholders, including senior leaders, to shape strategies and ensure alignment with business and user needs.
* Evidence of leading and driving multiple work projects in a complex and fast‑moving environment, responding to uncertainty and ambiguity and juggling competing priorities.
* Degree or equivalent experience in data science, statistics, social research, or a related field.
* Familiarity with government communications, strategic planning, and evaluation frameworks.
* Experience of analysing and improving business processes using modelling techniques, identifying opportunities for greater efficiency and overseeing testing to ensure usability and effectiveness.
Benefits
* Civil Service Defined Benefit Pension scheme – employer contribution of 28.97%.
* Flexible and hybrid working policies to support work‑life balance.
* Generous leave allowance – 25 days basic, increasing by 1 day per year up to a maximum of 30.
* Family‑friendly policies, personal support, coaching and development opportunities.
Seniority level
Mid‑Senior level
Employment type
Full‑time
Job function
Analyst
#J-18808-Ljbffr