Senior Data Analyst- SEM/PPC

About the role

You will directly partner with the Search Engine Marketing bidding team to shape and refine paid search performance for UK and FIGS markets. In this capacity, you will own the analysis that guides automated bidding strategies and supports the thoughtful integration of AI into day-to-day SEM workflows. Your work will ensure that every bid decision is backed by rigorous data insights and clear business rationale. You will translate complex performance metrics into compelling narratives that drive strategic shifts in how paid media is managed. This role requires you to balance technical depth with business acumen to identify opportunities hidden within large-scale marketing datasets. You will be responsible for turning raw campaign data into actionable recommendations that improve efficiency and return on ad spend. The position empowers you to test hypotheses, validate improvements, and own the end-to-end analytical lifecycle for search initiatives. You will act as a bridge between data science, engineering, and business stakeholders to align analytics with evolving market needs.

Key facts

What you'll do

Enhance existing automated paid marketing systems by designing targeted improvements and rigorous testing methodologies.

Measure the true return of SEM spend using advanced analytical techniques and data-driven insights specific to digital marketing.

Leverage AI tools to elevate day-to-day tasks and systems, generating deeper analytical insights and more accurate performance forecasts.

Interrogate large, complex datasets using SQL to uncover trends, anomalies, and opportunities within UK and FIGS campaign performance.

Develop and maintain dashboards that provide clear visibility into key search metrics, enabling stakeholders to monitor results in real time.

Collaborate closely with the global bidding team to translate business objectives into analytical requirements and testing plans.

Apply statistical analysis techniques such as regression, hypothesis testing, and time series analysis to evaluate campaign effectiveness.

Build and iterate on experiments that assess the impact of bid adjustments, audience targeting, and creative variations on performance.

Communicate findings through clear visualizations and structured storytelling tailored for both technical and non-technical audiences.

Champion the adoption of AI tools within SEM workflows, identifying practical applications to optimize bidding and reporting.

Ensure that all analyses adhere to high standards of accuracy, repeatability, and transparency in data processing.

Support the development of best practices for performance measurement across the travel industry.

Maintain a learning mindset to quickly master new tools, platforms, and methodologies relevant to search marketing.

Demonstrate ownership of end-to-end analytical projects from initial question formulation through to actionable recommendations.

Requirements

A Bachelor's degree in Business, Maths, Statistics, or a related quantitative field is required.

At least 2+ years of experience in a data analytics position, preferably within a digital marketing environment, is required.

The ability to turn complex data into compelling storytelling and actionable recommendations is required.

Expertise in interrogating data using SQL and writing custom SQL queries is required.

Understanding of statistical analysis techniques such as regression analysis, hypothesis testing, multivariate analysis, and time series analysis is required.

Experience using AI tools in day-to-day workflows, with eagerness to expand knowledge and application within SEM, data, and bidding, is required.

Strong verbal and written communication skills are required to present findings, explain complex concepts, and influence stakeholder decision-making.

The capacity to manage multiple projects, prioritize tasks, and meet deadlines while maintaining high accuracy and attention to detail is required.

A genuine passion for learning and continuously seeking new opportunities to expand knowledge and skills is required.

Prior exposure to Paid Search, Bidding, and Marketing KPIs is a strong plus.

Practical notes

Role is remote-friendly with the option for occasional on-site presence as needed.

The position operates across UK and FIGS markets within a global travel business.

Typical interview steps

Data interviews commonly include a SQL or coding exercise, a statistics question, and a case study. Candidates may be asked to design a metric, interpret an experiment, or build a small model. Some companies give a take-home analysis. Expect questions about past projects and the business impact of your work. Interviewers often evaluate how you communicate uncertainty and business impact, not only the math. Bringing a clean write-up of a past analysis to the interview is well received.

Good to know

Data analysts in this field commonly use SQL, statistical methods, and experimentation to drive marketing decisions.

Experience with AI tools in analytics workflows is increasingly relevant for modern media optimization.

Clear communication and structured storytelling help non-technical stakeholders act on data insights.

Experimentation and iterative testing are standard practices for improving paid search performance.

Travel industry marketing often balances global strategy with local market nuances across multiple regions.

Career growth

Data careers grow toward senior analyst, staff data scientist, or data engineering lead. Many professionals specialize in machine learning, analytics, or infrastructure. Cross-functional work with product and engineering teams becomes more important at senior levels. The field changes quickly, so continuous learning is part of the job. Professionals who can translate numbers into decisions tend to advance fastest.