ROLE PROFILE

Role Title: Insight Analyst

Grade: P1

Reports to: Insight Manager

Direct Reports: None
Directorate: Fundraising and Marketing
Location: London

Date: July 2014

Summary of the Roles Main Purpose:

As a member of the newly formed Strategic Marketing Planning department at Cancer Research UK, you will
deliver analysis and insight to inform the work of the Strategic Marketing Planning team and to support
strategic marketing consultancy across all consumer-facing Departments, predominantly focussing on
Fundraising & Marketing.
Through your work supporting the work of the team and helping Brand and Strategic Marketing Department to
maintain a strategic, consumer-focused view you will play a role to enable the business to fully maximise the
value of our fundraising strategies.

Key Responsibilities:
Analysis & Insight Delivery
To unlock the value of our organisational data sets, proactively finding opportunities through Siebel to
generate income and to minimise costs
To advise Fundraising & Marketing teams on how to best maximise the effectiveness of their activity
through providing audience and product analysis that informs their strategies
To carry out analysis and insight projects and to present work to stakeholders in a clear, concise and
impactful fashion with clear actionable outputs
To fully support all Strategic Marketing Planning initiatives and projects and to share learnings across the
team
To manage own workload and to log all work in the appropriate system
To work with external suppliers where necessary on large analytical and reporting projects
To ensure that findings and insight are communicated to Fundraising & Marketing teams and subsequently
implemented to maximise their impact on the business
To project manage small analytical and insight projects in line with agreed best practice
To develop and create fields required for analysis and reporting in OBI
To support Fundraising & Marketing teams in carrying out their own data mining and basic analysis where
appropriate
Responsible for making the best use of existing insight and resources within the organisation
Communication & Representation
Build and develop internal and external relationships with key stakeholders and networks in order to
ensure the work of the department is of high quality and implemented effectively
Clearly and confidently communicate insight and findings to stakeholders and to provide robust
recommendations for future action

Key Relationships

Work closely with all Fundraising & Marketing teams to understand their needs and to be able to advise
on how best to support them in meeting their objectives
Work closely with the other members of the team to ensure that knowledge is shared within the team.
Work collaboratively across all insight & planning functions to ensure all strategic projects are insight led
and are focussed on the end consumer.

Key Skills and Behaviours:

Business and Management Expertise

Understands the aim of the charity and applies this knowledge in own work
Functional Expertise
Has basic understanding of fundamental practices and procedures relating to own area of work. Typically
educated to degree level or equivalent or will have previous work experience
Problem Solving
Solves straightforward problems with direction, guidance and support from colleagues.
Presentation skills
The ability to present statistical information to non numeric teams.
Delivering Service
Provides routine advice, guidance and support to colleagues in own area
Accountability
Performs routine tasks to a set standard with guidance and support from colleagues
Decision Making
Work objectives and tasks are clearly defined and closely monitored. Able to organise own tasks on a dayto-day basis. Actions impact colleagues within own area of work area and/or external customers,
contributing to the team's collective success
Influence
Required to communicate on straightforward matters within own team and/or with other teams. Regularly
checks for understanding of matters related to own area of work
Strategic Planning
May contribute to the development of functional strategy
Financial Management
Has a basic understanding of the charity's funding structure but does not monitor costs related to own work

Key Technical Knowledge and Experience:

Knowledge
Sound knowledge of data analysis techniques and statistics
Sound knowledge of SQL
Knowledge of marketing principles and theories is desirable

Knowledge of marketing techniques, channels and measurement is desirable

Some knowledge of strategic planning tools and frameworks is desirable
Some knowledge of fundraising techniques and business strategies is desirable
Sound project management knowledge is desirable

Experience

Experience of using statistical software packages such as SAS or SPSS

Significant experience of analysing data within a marketing environment
Delivering projects with proven impact
Delivering projects that utilise a range of analytical techniques within a marketing environment
Experience of developing methods for monitoring and evaluating performance

Skills
Strategic skills, including analysis, structured thinking and logical reasoning.
Project management and planning skills; including prioritisation of tasks, problem solving, handling of
critical situations.
Effective verbal and written communication; the ability to communicate complex issues simply and in a
way that delivers actionable insight and recommendations
Logical and numerate with sound analytical skills
Deadline driven with attention to detail
Ability to build and maintain strong working relationships with others and work as part of a team
Able to work flexibly and be comfortable in a rapidly changing working environment