Overview
Job Title: Digital Insights Analyst
Department: Advertising
Function: Data and Analytics
Reporting to: Head of B2B Operations and Performance
Location: Belfast
Type: Full time; Permanent; Hybrid.
Who We Are
We are an International Media Group with a commanding presence in Belgium, the Netherlands, Ireland, Germany, and Luxembourg. As a publisher, we unconditionally believe in independent journalism and strong and relevant media that makes a positive contribution to people and society. With more than 30 news brands across 5 countries, we bring information to the world, provide clarity on the global agenda, and positively contribute to people and society.
Our brands are at the heart of society: they inform, represent, and unify their readers. Our independent and outstanding journalism enables readers to form objective opinions on subjects which are important for themselves or society. This enables people to make informed decisions and balanced choices.
Role Purpose
As a Digital Insights Analyst, you will play a pivotal role in leveraging data to create, manage, and optimise digital audiences for advertisers across Mediahuis brands such as Independent.ie, Belfasttelegraph.co.uk & Crimeworld.com. Collaborating with commercial, product and operations teams, you will translate complex data into actionable insights, enabling advertisers to reach their target audiences effectively. This role combines strategic thinking, technical expertise, and creativity to maximise audience engagement and revenue potential.
Key Responsibilities
Audience Development & Segmentation
* Utilise tools such as GA4, BigQuery, Data Management Platforms, and Power BI / Google Data Studio to segment and analyse digital audiences.
* Develop and maintain privacy-safe audience segments (behavioural, contextual, and first-party data), including modelled/lookalike audiences to scale reach.
* Maintain a consistent audience taxonomy (IAB-aligned contextual categories, brand suitability, and core behavioural definitions) and keep it updated as products evolve.
* Work with Ad Ops to ensure audience segments are correctly implemented in GAM (key-values, targeting) and documented for Sales use.
Campaign Support & Optimisation
* Collaborate with commercial teams to provide pre-sales insights (audience reach/forecasting and TGI insights) and post-campaign performance analysis.
* Identify trends and actionable insights to optimise campaign outcomes (targeting, placement, creative learnings) and refine audience strategy and products.
Data Analysis & Reporting
* Design and maintain dashboards that provide stakeholders with up-to-date audience insights, delivery health, and campaign performance metrics.
* Monitor key business KPIs, ensuring data accuracy and timely reporting; build basic anomaly flags/alerts for pacing, audience depletion, and data quality issues.
Strategic Collaboration
* Act as a data advisor to senior stakeholders, helping to shape digital audience strategy, measurement approach, and new revenue initiatives.
* Share best practices across teams in Belfast, Dublin, Belgium, and Holland, fostering innovation and learning.
Continuous Improvement
* Drive process enhancements in data collection, analysis, and reporting to improve operational efficiency.
* Stay updated on digital advertising trends and platform changes (privacy regulation, consent, signal loss, identity) to maintain a competitive edge.
Experience & Qualifications
Essential Experience
Experience & Skills Required
* Minimum 2 years of experience in digital insights, analytics, or a similar field.
* Proven expertise in audience segmentation and campaign optimisation.
* Experience working across multiple projects in a dynamic, fast-paced environment.
Technical Skills
* Advanced Microsoft Excel skills; comfortable working with large datasets and joining signals across platforms.
* Strong understanding of the digital media and ad-tech landscape (GAM fundamentals, programmatic concepts, audience/identity, measurement).
Interpersonal Skills
* Excellent communication and presentation skills, with the ability to explain complex concepts to non-technical stakeholders.
* Team player with a collaborative and flexible approach to work.
* Strong attention to detail and a logical, data-driven mindset.
Qualifications
* A degree in Business, IT, Digital Marketing, Data Analytics, or a related field.
This role offers the opportunity to shape the future of digital advertising in publishing, working with cutting-edge tools and data to deliver measurable results for advertisers.
Benefits
* Hybrid Working arrangements
* Competitive Salary
* Pension contribution after 6 months
* 25 Days holidays
* Access to learning and development programmes
* Free employee assistance programme
Equality, Diversity & Inclusion
Mediahuis Ireland values the enrichment that comes from a diverse workforce and seeks to promote equality, prevent discrimination and protect the rights of each individual. We are committed to fostering an environment of equality, diversity and inclusion in our organisation and welcome applications from all individuals. Additionally, we can make reasonable accommodations for a person with a disability during the recruitment process. Mediahuis Ireland is an equal opportunities employer.
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