Data Analyst – Customer Growth (D2C)

We’re looking for a Data Analyst (Customer Growth) to join our D2C Marketing team. The successful individual will accelerate the growth of our D2C business by delivering data‑driven insights that enhance marketing performance, customer targeting and customer acquisition.

The Data Analyst will play a key role in improving the efficiency and effectiveness of our acquisition marketing across paid channels, helping us to acquire higher‑quality customers, improve LTV and optimise ROI. Sitting within the Customer Acquisition team, this role will provide analytical expertise to performance marketers while working closely with internal Data teams and an external analytics agency to advance our measurement capabilities, modelling and reporting infrastructure. Working within a regulated financial services environment, this role ensures that data‑driven recommendations align with compliance, risk and governance standards, including consumer duty, and support the business to deliver good outcomes for D2C customers.

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• Performance Measurement & Optimisation
  
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  • Support performance analysis across digital and offline acquisition channels (e.g. paid search, paid social, programmatic, affiliates, partnerships).
    
  • Contribute to optimisation strategies through data‑led recommendations and test results.
    
  • Track and evaluate key metrics such as cost‑per‑acquisition (CPA), conversion rate, ROI, and customer lifetime value (CLV).
    
  • Provide clear, actionable insights to improve CPA, ROI, conversion rates, new funded account growth and overall acquisition efficiency.
    
  • Support development of measurement and modelling frameworks including:
    
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    • Marketing Mix Modelling (MMM)
      
    • Multi‑Touch Attribution (MTA)
      
    • Incrementality testing
      
    • LTV and Propensity modelling
      
    
    
    
  
  
  
• Data Preparation & Reporting
  
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  • Extract, transform, and validate data from multiple sources.
    
  • Build and maintain automated dashboards and reports to monitor acquisition performance.
    
  • Own weekly performance insights reporting and monthly deep dives to inform budget and optimisation decisions.
    
  • Support data integrity by ensuring consistency, accuracy and alignment with internal standards.
    
  • Collaborate with data engineering and governance teams to maintain secure and compliant data environments.
    
  
  
  
• Insight Generation & Experimentation
  
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  • Conduct deep‑dive analysis to uncover audience behaviours, segment performance, and channel synergies.
    
  • Support the acquisition experimentation roadmap across channels, creative, messaging, landing pages and incentives.
    
  • Partner with performance marketers and Product to define test hypotheses, success metrics, and measure impact to validate scale opportunities.
    
  
  
  
• Stakeholder Collaboration
  
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  • Work closely with BI/Data Engineering to enhance data pipelines, tracking, event taxonomy and data structures for accurate customer acquisition reporting.
    
  • Collaborate with Data team and agency on tagging, tracking, cookie‑less measurement, audience enrichment and attribution improvements.
    
  • Work closely with marketing, finance and digital teams to connect acquisition data with wider business outcomes.
    
  • Translate technical findings into clear, actionable recommendations for non‑technical audiences.
    
  • Present insights through compelling visualisations and concise storytelling.
    
  
  
  

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• 2‑3 years’ experience as a Data Analyst or Marketing Analyst, ideally in financial services, fintech or another regulated sector.
  
• Familiarity with Snowflake and Google Big Query and exposure to marketing mix modelling or attribution analysis.
  
• Strong SQL skills and experience working with large datasets.
  
• Experience using data visualisation tools (e.g., Power BI, Tableau, Looker).
  
• Hands‑on experience with digital marketing data sources (Google Ads, Meta Ads, GA4, CRM systems and CDP platforms).
  
• Working knowledge of Python or R for data analysis and automation.
  
• Knowledge of paid digital media.
  
• Understanding of marketing analytics concepts (CPA, ROI, funnel analysis, attribution, CLV).
  
• Strong interest in AI and automation, with a desire to apply new technology to improve marketing performance and efficiency.
  
• Excellent communication skills, with the ability to explain complex data insights clearly.
  
• Excellent attention to detail.
  
• Project management and multi‑tasking skills.
  
• Good stakeholder management skills.
  
• Proactive self‑learner with a continuous improvement mindset.
  

AJ Bell is one of the fastest‑growing investment platform businesses in the UK, offering an award‑winning range of solutions that caters for everyone, from professional financial advisers to DIY investors. We have over 644,000 customers using our award‑winning platform, managing assets totalling more than £103.3 billion. We are listed on the Main Market of the London Stock Exchange and are now a FTSE 250 company. Headquartered in Manchester with offices in central London and Bristol, we have over 1,500 employees and have been named one of the UK’s ‘Best 100 Companies to Work For’ for six consecutive years.

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• Starting salary of £45,000 – £55,000
  
• Starting holiday entitlement of 26 days, increasing up to 31 days with length of service, and a holiday buy and sell scheme.
  
• A choice of pension schemes with matched contributions up to 7%
  
• Discretionary bonus scheme
  
• Annual free share awards scheme
  
• Buy‑As‑You‑Earn (BAYE) scheme
  
• Health Cash Plan – provided by Simply Health
  
• Discounted private healthcare scheme and dental plan
  
• Employee Assistance Programme
  
• Bike loan scheme
  
• Sick pay plus pledge
  
• Enhanced maternity, paternity and shared parental leave
  
• Loans for travel season tickets
  
• Death in service scheme
  
• Paid time off for volunteer work
  
• Charitable giving opportunities through salary sacrifice
  
• Calendar of social events, including monthly payday drinks, annual Christmas party, summer party and much more
  
• Personal development programmes built around you and your career goals, including access to personal skills workshops
  
• Monthly leadership breakfasts and lunches
  
• Casual dress code
  
• Access to a range of benefits from our sponsorship deals
  

At AJ Bell, our people are the heart of our culture. We offer a hybrid working model, where you’ll spend a minimum of 50% of your working time per month in the office. For new team members, an initial period will be full‑time in the office to help you immerse yourself in our business and build valuable relationships with your colleagues.

AJ Bell is committed to providing an environment of mutual respect, where equal employment opportunities are available to all applicants and all employees are empowered to bring their whole selves to work. We do not discriminate on the basis of race, sex, gender identity, sexual orientation, age, pregnancy, religion, physical and mental disability, marital status or any other characteristic protected by the Equality Act 2010. All decisions to hire are based on qualifications, merit and business need.