Senior Data Analyst - Audience Growth

Role Overview

We are looking for a strategic and proactive Senior Data Analyst – Audience Growth to join our Data & Analytics function. This role will be central to strengthening our audience data across portfolios — through intelligent audits, identifying gaps in segmentation, and uncovering new high-potential sources of audience growth.

You will work across marketing, content, commercial and central data teams to ensure that each portfolio is supported with the right audience intelligence, and help evolve our data universe into a valuable strategic asset.

Key Responsibilities

• Data Universe Auditing & Gap Identification
• Conduct in-depth audits of each brand’s audience database (exhibitor and visitor side)
• Analyse marketability, segmentation, completeness of demographic fields, and behavioural data
• Present clear gap analyses and prioritised action plans to guide research, enrichment, or reactivation strategies
• Audience Data Research & Expansion
• Work with the Head of Data & Analytics to identify strategic sources for data acquisition (e.g., associations, public databases, competitor websites, BNC/EIC platforms)
• Coordinate research briefs and data partner engagement for targeted data builds
• Contribute to scoping new internal tools (e.g., web scrapers, enrichment workflows) to support long-term audience growth
• Insight Generation & Use Case Support
• Build reports and visualisations to support audience segmentation strategies and market development plans
• Evaluate data quality and research performance across campaigns and data providers
• Support Marketing and Commercial teams with insights that align audience development with business objectives
• Cross-functional Collaboration
• Collaborate with Marketing, Sales, and Content teams to ensure audience insights are applied effectively
• Work closely with the central data/engineering team to validate data pipelines, enrichments, and imports
• Actively contribute to persona-building and customer journey workshops with meaningful data inputs
  
  

• 4-6 years of experience in data analysis, ideally within audience strategy, market research, or marketing analytics
• Strong proficiency in SQL, Excel, and BI tools (e.g., Power BI) for querying and analysing large datasets
• Experience in identifying data quality issues, building reports, and translating findings into action
• Proactive, investigative mindset — you seek out insights, gaps, and hidden opportunities
• Comfortable presenting complex data in a digestible format to commercial and marketing stakeholders
  
  

• Background in B2B marketing, events, media, or exhibitions
• Exposure to data acquisition, enrichment, or scraping workflows
• Familiarity with segmentation, TAM analysis, or market universe modelling