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Manchester City FC

Manchester City FC

Digital Analytics Manager


Role Type



Posting Date

Jan 18, 2023

Role description


The purpose of the Media Team is to build fan loyalty and growth across all territories through an understanding of our fans’ digital behaviour and needs. The role of the Digital Analytics Manager is to deliver actionable insights from our digital fan data, allowing the Media Team to make strategic decisions regarding our content and commercial activations.

The role holder must be highly analytical, personable, communicative and have a proven track record for delivering actionable insight. You will be working in a challenging and dynamic environment where your analysis will facilitate key business decisions and influence media marketing strategies. The ideal candidate will have experience in analysing fan digital consumption behaviour and translating data into insights that resonate with senior stakeholders across the business. This is a junior/mid-level role.

Role specific accountabilities:

Actionable analysis – the ability to draw out insights from digital data in terms of content
performance and audience profile. Measure audience reach and share of voice to shape content and commercial proposals. Gather and maintain insight requirements from the Content and Commercial teams, enhance automation and analyse data.
Reporting - Track and measure the impact of our content and commercial campaigns, using analytics tools and competitor analysis to support decision-making. Manage digital platform analytics tools and to develop, maintain and communicate the output of these to the Media Team. Create dashboard to track KPIs across the team. Monitor the organic and paid media performance across all content strands on owned and operated channels, Facebook, Twitter, YouTube, Instagram, Snapchat and other social media platforms the club launch. Track media revenue via partners and platforms. Work close with Ad Ops team on wider reporting of partner campaigns.
Forecasting - Provide regular forecasts for our organic and paid media content campaigns.
Use analytical tools to build forecasting models and present clear recommendations for future campaigns. Responsible for conducting statistical analysis and modelling to meet specific requirements
Management - Line manage an analyst to ensure output remains best in class. Supervise that staff member in all aspects of their work. Carry out annual PDR and objective setting.
Agency management – manage our agreements and relationships with third-party data providers.
Budgeting – Assist with departmental budget tracking and forecasting.

Role specific knowledge, skills and experience:


Strong quantitative skills; highly analytical and dashboard building expertise
An ability to present information creatively and dynamically as well as experience of, and interest in, data visualization
Highly proficient in Microsoft Office, in particular Excel (pivot, macros etc) and PowerPoint
Advanced knowledge of digital and Social analytics tools such as Google Analytics, native social insight platforms, Horizm, Crowdtangle or other.
Experience in providing insight into user behaviour and content performance, measuring and analysing metrics for digital businesses as well as solving problems and converting data into quantified actionable recommendations
Excellent project management skills including the ability to formulate, identify and communicate KPIs
Ability to analyse complex data sets quickly and make clear, commercial recommendations
Comprehensive knowledge of social media platforms, apps and other content distribution platforms.
Up-to-date knowledge and passionate about digital innovations.
Highly analytical; able to assimilate information quickly and present it clearly and concisely.
Strong presentation skills: preparation to delivery.
Excellent writing and oral communication skills to communicate effectively at various levels including: senior stakeholders, external prospects, content producers.
Strong sense of initiative and proactivity regarding opportunity identification.


Knowledge of Company’s tone of voice and brand guidelines (training will be provided).
Knowledge of the Company’s digital portfolio.
ood knowledge of football and sports industry – specifically latest media / marketing trends being adopted by clubs and leagues in region, but also globally.
Experience of financial budgeting and forecasting.

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