Insight Analyst

West Ham United Stratford and New Town Ward United Kingdom Marcomms
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Company Description

At the heart and soul of London since 1895 West Ham United is a dynamic, fan-focused football Club constantly moving forward but always with an eye on the past.

Our home at the London Stadium has a capacity of 62,500 making it one of the biggest club Stadia in the country however our tickets are the lowest priced for London based clubs in the Premier League, echoing objectives to create Affordable Family Football.

In 2018, our Women's team gained a professional status for the very first time, jumping 2 divisions and competed in the Women's Super League (WSL), the premier division of women's football in England. After finishing a respectable 7th, the team enjoyed particular success in the FA Cup reaching the final of the competition, eventually being beaten by 2017 winners Manchester City.

In April 2019, we opened our brand-new Academy facility based at Chadwell Heath which will help to bring through some of the very best talents in the area, the recent emergence of First Team Players Declan Rice and Ben Johnson are a testament to the work already being done at the Academy.

On the business side, we are continuing to create a Stadium our supporters can call home, with the renaming of the Billy Bonds Stand and Claret and Blue pitch surrounding amongst the latest developments. Additionally, the Club has achieved the Disability Confident Leader status.

The Club employees a constantly growing workforce of approximately 300 core staff and 500 Foundation and events staff, and is a truly unique place to work. We welcome talented individuals who will thrive in our ambitious organisation.

In October 2023, West Ham United was awarded the Advanced level of the Premier League Equality, Diversity and Inclusion Standard, recognising the Club’s ongoing dedication and commitment to equality, diversity and inclusion (EDI). It is the second time West Ham United has received the award, which is the top accolade that can be achieved by Premier League clubs, having first been presented with the Advanced level in 2020.


The Insight Analyst will be responsible for supporting both strategic and day-to-day decisions through insight-led recommendations across the Marcomms department.

Their focus will primarily be around retail data and marketing campaigns, and they will support on broader projects such as social media/content, digital and ticket sales performance & strategy.

Key Responsibilities:

  • Assist Insight Lead as a key player in the Club’s retail data & strategy project, rigorously analysing retail buyer, product and store data, and identifying actionable insights to drive the business forward
  • Regular analysis of club marketing performance, to identify insights around best-performing content/audiences and inform future marketing plans
  • Assist with other club strategic projects including digital (web & app) strategy and measurement, ticket sales performance and season ticket renewals
  • Combine internal consumption data with external research platforms to measure and analyse fan behaviours and attitudes in priority international markets, and with priority audiences
  • Analyse Premier League research material, including TV audience data, digital data and fan research projects, to leverage findings specific to the club
  • Assist with, or manage, other ad-hoc requests and projects as required, pulling together various data sources to provide clear answers and narratives
  • Contribute to the development of the Club’s long-term Insights strategy, targeting areas for growth and working with the Insight Lead to identify external partners and platforms which will help to achieve this


  • Previous experience within a market research or data insights role
  • Experience of using data, market research and social media analysis tools such as GWI, Blinkfire and Google Analytics
  • Experience using Microsoft Excel and PowerPoint
  • A collaborative and team-orientated mentality
  • Strong organisation, time management and prioritisation skills
  • Strong interpersonal skills
  • Excellent written & oral communications, with the ability to articulate complicated data in an understandable way to internal stakeholders
  • Ability to multi-task and to work in a fast-paced and deadline-driven environment


  • Experience within the sports industry
  • Sports Management and/or Marketing-related degree
  • Knowledge of data analysis techniques (advanced Excel, SQL, Python)
  • Experience using data analysis and visualisation tools (such as Tableau, PowerBI)

Other information


1. Staff must evidence a commitment to the safety and welfare of children, young people and adults at risk regardless of their age, gender, language, religion, ethnic background or sexual identity and ensure the safety and protection of all children, young people and adults at risk taking part in any activity arranged by or in the name of the Club.

2. It is a requirement for staff to follow the Club’s Safeguarding reporting procedures to report without delay, allegations of abuse, poor practice or which is or may, impact on the welfare of a child, young person or adult at risk. After contacting and taking guidance from the Safeguarding Team, staff must use the Club’s Child Protection Online Management System (CPOMS) to record the concern within 24 hours unless directed to do otherwise.

Equal Opportunities:

1. To ensure that all departments are provided within an anti-discriminatory framework and take account of such issues as race, gender, sexuality, disability, religion and age.

2. To carry out work in a manner which promotes equitable of opportunity for all the Club’s stakeholders.