Senior YouTube Analyst

Job Summary

The Senior Analyst, YouTube UK & EMEA provides data-driven insights and in-depth analysis of owned YouTube accounts, providing recommendations for improving content performance, increasing subscribers and optimising channels, informing The Walt Disney Company’s (TWDC) YouTube strategy for the UK and 32 EMEA markets.

With a laser-focus on YouTube, the core objective of the Senior Analyst is to conduct data analysis and draw insights that will enable the UK & EMEA YouTube team to improve the performance of the channels they operate and the content they are delivering. This involves conducting analysis both pro-actively and to-brief across all TWDC EMEA YouTube accounts, assessing their effectiveness at reaching target audiences with different content types, creative formats, playlisting strategies, scheduling, audience relevance and measuring resonance etc.

In addition to supporting the in-house YouTube team, the Senior Analyst is the key point of contact for YouTube reporting and data analysis across all lines of business and EMEA markets. This includes day-to-day data sharing of KPIs and benchmarks, providing insights for external partners and XLOB presentations, deep-level analysis of IP resonance, identifying growth opportunities, and measuring campaign effectiveness. The Senior Analyst will work across organic and paid activity, providing budget recommendations and demonstrating how different formats can be used to maximise efficiency and enhance content performance.

The Senior Analyst is adept at communicating complicated analyses and presenting data in a comprehensible format for those less familiar with YouTube. This includes the ability to inform and share information with stakeholders at all levels as well as advising them on the best way to assess and communicate performance themselves and equipping them with the confidence and knowledge to do so.

A core function of this role is the ability to intelligently use a variety of data analysis methods to provide actionable recommendations that the UK & EMEA YouTube Supervisors and EMEA channel managers can implement to demonstrate a tangible impact. At a content level this position will conduct ongoing reviews of the performance of different content types, creative formats, IP, presenter talent and creator activity, advising teams on how to maximise the impact of content in order to reach set objectives. Identifying IP and talent that particularly resonates with target audiences as well.

The Senior Analyst will use a raft of tools and platforms to access and assess data and trends from Disney’s owned accounts as well as review other successful YouTube channels and creator accounts to provide insight and inspiration for potential content and creative ideas. This role will serve as the super-user for the suite of third-party content-analysis tools that are used across EMEA, managing both the relationships with the individual vendors and leading the implementation of training and set-up for new users, as well as advising on best practice / new features on an ongoing basis.

The UK & EMEA YouTube team will work particularly closely with the Disney Consumer Products (DCP) and Brand Franchise Management teams (BFM) to ensure that their key priorities achieve the maximum reach amongst relevant audiences on YouTube. This involves collaborating with teams across the UK and EMEA to advise on how to optimise content roll-out, timings and local market nuances to assist the team in setting content strategies with KPIs and benchmarks that are bespoke to each project and region.

In addition to YouTube, the Senior Analyst will advise on the effectiveness and measurement of influencer and creator activity and stepping in to offer insights on other areas of social media and social listening from time to time as required to support the wider team.

The Cross Company Social Media team has a test and learn approach and this role is expected to adopt this way of working, maintaining an up to date knowledge of new and evolving formats and trends whilst working with YouTube to trial alpha and beta tests and assessing their effectiveness and ensuring every piece of content is measured for impact.

This is an office-based role. 4 days working in the Hammersmith, London office with 1 day working from home (Monday or Friday).

The Opportunity & Responsibilities:

• Create PCAs, dashboards and regular reports that enable teams to share updates and success on YouTube
• Support in all areas of YouTube insights measuring effectiveness in channel management, campaign deliveries, brand and campaign tracking, creative testing, and positioning
• Support creative testing of marketing assets across static, audio, and visual
• Oversee measurement of ongoing marketing testing/experimentation and contextualising results
• Collaborate with local market teams within EMEA to ensure local nuances are represented and share best practice and guidance where applicable
• Liaise with global research team for ongoing development of global initiatives and represent the EMEA perspective to ensure insights support the business at both a global and EMEA level
• Support the team in ad hoc strategic projects including developing agency briefs, commissioning, and creating compelling debrief materials
• Point-person for YouTube insights across UK LOBs & EMEA markets offering guidance, best practice advice, support and advocating for their needs across all accounts
• Encourage innovation by inspiring teams with shared examples of success and best-in-class content from across the business
• Provide regular platform and performance updates that enable teams and stakeholders to keep up-to-date with current best practices and to deliver positive results
• Accountable for providing benchmarks, growth KPIs and performance metrics
• Accountable for sharing regular reports and insights into the performance of content and channels
• Keeps abreast of the evolving digital landscape and shares knowledge and guidance to further develop the YouTube expertise of the broader team
• Provides valuable input into PCAs to enhance campaigns
• Use data-driven insights to inform and recommend new opportunities and ways of working that will improve and grow the TWDC YouTube offering

The Experience We Require From You:

• Proven experience of analytical techniques, specifically focussed on YouTube or a similar content platform

• Knowledge and strong experience of YouTube CMS and other YouTube analysis tools

• Experience presenting strategic insights to senior level stakeholders

• Capable of creating a narrative with actionable recommendations from research data and insights

• Interested in all aspects of social media and digital marketing (content, platforms, creators, etc)
• Ability to adapt quickly, and manage stakeholder needs across a complex matrix organisation and with third party providers
• Resourceful and pro-active – can resolve conflict & look for solutions and information in creative ways
• Adaptable and flexible (with working hours, travel, getting things done) – a problem solver
• Experience of working with Content Management Systems (native and third party)
• Experience of working with both paid and organic Marketing / Social Media / YouTube campaigns
• Experience of reporting and data analysis - being data and process-driven
• Results oriented – focused on meeting and exceeding established KPIs
• Advanced skills in Excel, strong PowerPoint proficiency
• Strong interest in streaming landscape and marketing strategies

Additional Information

This is a UK-based role, but will require coordination and communication with colleagues across EMEA and US offices, requiring flexibility to accommodate out of hours meetings in these time zones.

The Perks:

• 25 days annual leave
• Private medical insurance & dental care
• Free Park Entry: You will have the opportunity to enter any of our parks with your family and friends for free
• Disney Discounts: you are entitled to discounts on designated Disney products, resort F&B and ticketing
• Disney+ subscription
• Excellent parental and guardian leave
• Employee Resource Groups – WOMEN @ Disney, Disney DIVERSITY, Disney PRIDE, our new disability & neurodiversity focused group - ENABLED, and our Mental Health & Wellbeing Group, TRUST.

The Walt Disney Company is an Equal Opportunity Employer. We strive to be a diverse workforce that is representative of our audiences, and where all can thrive and belong. Disney is committed to forming a team that includes and respects a variety of voices, identities, backgrounds, experiences and perspectives.

We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. Please contact us to request accommodation.