Data Analyst - Contract

At Pencil, we are driving innovation in advertising technology through our state-of-the-art SaaS product, which harnesses Generative AI to redefine content creation. Our mission is to make AI the default in advertising without replacing creative people. To achieve this, we need to make sure that our technology isn’t just in the hands of big brands - we need to try to help small businesses and creative individuals too.

You will own and elevate Pencil’s customer and product analytics by turning complex datasets into clear, trusted insights that Customer Success, Account Management, and Product teams can use every day. Build structured reporting and reusable views that support QBRs, bespoke client analysis, and proactive storytelling around adoption, value, and growth opportunities. 

Advanced SQL
Strong experience writing complex SQL queries across large, messy datasets

Confident with joins, window functions, time-series analysis, cohorts, and retention queries

Able to build reliable, reusable datasets that power dashboards and reporting

Business Intelligence & Reporting
Hands-on experience building dashboards and reports for non-technical stakeholders

Ability to design clear, intuitive reporting that customer-facing teams can trust and use

Experience creating reusable views / semantic layers and defining consistent metrics

Experience with Holistics is a strong plus (Looker, Tableau, Power BI also acceptable)

Product Analytics
Experience working with product usage and behavioural data in tools such as Amplitude

Comfortable analysing funnels, retention, cohorts, workflows, and feature usage

Able to identify drop-offs, friction points, and meaningful usage patterns

Data Interpretation & Insight Generation
Ability to translate open-ended business questions into clear analytical approaches

Comfortable forming hypotheses, exploring data proactively, and surfacing insights

Strong judgement on what is “signal vs noise” in customer and usage data

Data Storytelling
Able to turn complex analysis into clear, structured narratives

Comfortable producing outputs for QBRs, internal reporting, and customer success storytelling

Strong spreadsheet skills (Excel / Google Sheets) for polished, human-friendly outputs

Make Data Usable for Customer-Facing Teams; Holistics is powerful but inaccessible for CS and AM day-to-day use. We need structured reporting, views, and outputs that translate complex datasets into clear, actionable insight that teams can confidently use with clients.

Support Client-Facing Reporting & QBRs:  Our clients increasingly request bespoke analysis for QBRs (adoption trends, usage patterns, ROI signals, forecasts). We need an analyst who can interpret these requests, shape the right data response, and support clear client communications—even if not client-facing directly.

Proactive Insight, Not Just Reporting:  Beyond reactive requests, we need someone who can proactively explore the data, identify patterns, form hypotheses, and surface insights that help CS and AM teams build stronger narratives around value, adoption, and growth opportunities.

Partner Closely with Product on Usage & Behavioural Data: The role will work closely with the Product team to interpret data from tools such as Amplitude, helping build a clearer understanding of how users engage with Pencil — including feature usage, workflows, and time spent in the platform. These insights will benefit Product by informing roadmap prioritisation, identifying friction or drop-off points, and grounding product decisions in real customer behaviour.

Bring Analytical Rigor to a Fast-Growing Business:  As Pencil evolves quickly, we need someone with a strong data analysis background who can introduce new frameworks, perspectives, and considerations—helping us mature how we think about customer data, success metrics, and storytelling at scale.

KPIs & Success Measures
Clear, repeatable client-ready reporting structures derived from Holistics

Faster, higher-quality responses to QBR and ad-hoc client data requests

Stronger insight-led narratives used by CS and AM in renewals and growth conversations

Meaningful usage and behavioural insights shared with Product from Amplitude data

Improved understanding of feature adoption, workflows, and engagement patterns

Improved internal confidence in data across customer-facing and product teams