Mike Hatfield
Senior Data Insights Analyst @OLIVER | The Brandtech Group
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WORK HISTORY
Senior Data Insights Analyst @OLIVER | The Brandtech Group
London, GB
Embedded within the Social Centre of Excellence Team at Unilever Homecare, driving social performance transformation through insight across European markets.• Profiled audiences & subcultures using Meltwater & GWI to uncover behavioral & cultural insights.• Conducted a comprehensive audit of social listening queries for brands & competitors, creating bespoke geo-filters to improve accuracy & maximise data recall.• Designed and implemented a cross-market KPI framework for organic social performance, standardising measurement across platforms and linking content activity to business KPIs.• Partnered with the Social Lead to coordinate multi-market monthly reporting via Sprinklr & Meltwater, aligning deliverables with local market objectives & transformation goals.• Leveraged AI by building, implementing, & sharing bespoke agents to enhance insight generation & reporting efficiency.• Built & maintained strong stakeholder relationships through regular performance reviews and strategic insight sessions across markets.• Mentored colleagues on data tools, insight generation, & storytelling to strengthen analytical capability across the team.
EDUCATION
The University of Manchester
Bachelor of Arts (BA), French & Russian Studies
SKILLS
ABOUT MIKE HATFIELD
With a track record of delivering actionable insights for global entertainment markets, my role as Senior Audience Insight Analyst at Warner Bros. Discovery centers on maximizing the reach and engagement of diverse audiences in the UK and Russian territories. My expertise in social media analytics and stakeholder relations has been crucial in project managing deliverables that drive strategic decisions across multiple business units.I have fostered strong client relationships by consistently meeting their needs for detailed campaign analyses and reporting, and I have played a pivotal role in mentoring colleagues, ensuring they excel in best practice methodologies. The array of skills I\'ve honed, including proficiency in NetBase Enterprise and Crimson Hexagon, complements my certification in Tableau, positioning me as a specialist in crafting narratives that resonate with international stakeholders.
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