Senior Analyst - Marketing Insights

Marketing and brand at Primark

What’s a career at Primark all about? The positive impact you’re making, the experiences you’re having and the people you’re with. You’re our inspiration. Embrace what sets you apart, own your career and develop in ways you never expected. Leave your mark. And do it your way.

We are a growing team within Primark, integrating insights to drive performance and support strategic goals through insight‑led decision making. As Primark expands internationally with increased marketing investment, we need a Marketing Insights Senior Analyst to plan and analyse campaigns using strong insights. Reporting to the Brand & Consumer Insights Manager, this role will turn diverse datapoints into a single, trusted view of how marketing influences customer perceptions and behaviours.

What You’ll Do as a Senior Analyst- Marketing Insights

In your role, you’ll collaborate with different people across a range of skillsets. Here’s a flavour of your day-to-day:  

• Collaborate across central and local Marketing teams to establish how Primark measures marketing effectiveness and customer impact within a competitive context, define clear measurement KPIs and frameworks, and integrate consumer understanding, creative testing, brand/campaign tracking, social listening and channel performance metrics into a holistic long‑term view of marketing performance.

• Deliver key outcomes in the first 12–18 months, including extending Marketing KPIs and frameworks beyond the UK into priority European markets where Strategy, Finance and Customer & Digital teams use your country‑level analyses as key references; ensure iterative learnings flow from one campaign to the next; and develop recommendations for improving marketing measurement by identifying knowledge gaps and consulting industry experts.

• Drive engaging marketing through deep customer understanding, feeding target audience insights, customer segmentation and qualitative/quantitative research into campaign planning; support early creative direction testing through qualitative feedback, syndicated testing and emerging methodologies such as synthetic personas and AI.

• Execute full-funnel marketing measurement, tracking consumer reactions pre‑, during and post‑campaign with Primark’s Brand Tracker, interpreting results within competitive context, leveraging social listening to understand organic conversation, and partnering with Strategic Finance to deliver post‑campaign evaluations using all available data including channel performance metrics.

• Define measurement models, KPIs and frameworks by supporting development of campaign evaluation models linked to brand strategy, partnering with the media agency to input and refine MMM, conducting advanced data analysis to identify leading indicators of campaign success, and staying updated on Marketing Science theory and industry thought leadership.

• Provide a unified view of campaign performance for long‑term strategy, using performance learnings to refine brand and marketing strategy, informing global vs local campaign approaches through knowledge of media landscapes and market maturity, tracking competitor marketing and its customer impact, and partnering with agencies to understand dynamics such as spend, visibility and the competitive relationship.

What You’ll Bring  

We want every person in our organisation to feel like they’re making a key contribution. Here are some of the experiences and skills you’ll need for the role:

• 5+ years in consumer insights/market research/marketing analytics (ideally retail), strong use of GWI, brand tracking, social listening, qualitative research and synthesising insights; designing and implementing measurement frameworks (MMM a strong plus); working with Strategy/Finance to translate insight into investment decisions; managing international insights; strong agency management across research, creative and media partners; trained or self‑taught in Marketing Science and theory.

• Strong data structuring, trend interpretation and robustness checking; experienced in qualitative research management with agencies; able to create clear, business‑oriented narratives from complex data; curious about customers/competitors and implications for winning in market; enjoys building and interpreting systems (frameworks, dashboards).

• Excellent storyteller who can present complex information clearly; confident working with Strategy, Finance, and senior commercial leaders; strong interpersonal and communication skills; high emotional intelligence; able to build persuasive narratives and trusted relationships across all levels of the organisation.

• Collaborative team player across multiple functions and markets; effective partnership builder with international teams and vendors; proven ability to drive business objectives through cross‑functional collaboration; able to hold agencies accountable while fostering strong relationships.

• Highly organised, detail‑oriented, able to prioritise projects and meet deadlines; strong planning and multi‑tasking skills; capable of both deep data interrogation and high‑level synthesis; operates with integrity, diplomacy, tact and professionalism; resilient, proactive and able to work independently.

• Enthusiastic about insights and understanding consumers; driven by uncovering the story behind data; excellent attention to detail; strong narrative builder; trusted, emotionally intelligent, resilient and proactive; effective relationship‑builder with a high standard of professionalism.

Does this sound like you? Great, because we can’t wait to see what you’ll bring. You’ll be supported within a team of equally capable people, celebrating who you are and aiding you reach your potential. At Primark, we’re excited about our future - and we’re excited to develop yours.

What You’ll Get 

People are at the heart of what we do here, so it’s essential we provide you with the right environment to perform at your very best.

Let’s talk lifestyle: Healthcare, pension, and potential bonus. 27 days of leave, plus bank holidays and if you want, you can buy 5 more. Because Primark is all about tailoring to you, we offer Tax Saver Tickets, fitness centre, and a subsidised cafeteria.

About Primark 

At Primark, people matter. They’re the beating heart of our business and the reason we’ve grown from our first store in Dublin in 1969 to a £9bn+ turnover business and over 80,000 colleagues and over 440 stores in 17 countries today. Our values run through everything we do. In essence, we're Caring and always strive to put people first. We're also Dynamic, bravely pushing the boundaries to stay ahead. And finally, we succeed Together.  

Our fashion isn’t one-size-fits-all and neither is our culture. Primark promotes equal employment opportunity, we strive to create an inclusive workplace where people can be themselves, access opportunities and thrive together.