Strategy Analyst | Digital | Uganda

Strategy Analyst - Scanad Uganda

1. Job Summary

The Strategy Analyst is responsible for identifying business, consumer, and cultural opportunities that can unlock growth for brands. The role combines consumer understanding, cultural intelligence, category analysis, digital performance data, and strategic thinking to develop actionable recommendations that improve brand relevance, effectiveness, and business performance.

Working closely with the Strategy Director and teams across Creative, social media, Media, Influence, Client Service, and other partner functions, the Strategy Analyst translates business challenges into consumer insights, insights into strategic direction, and strategic direction into measurable outcomes.

The role serves as a bridge between consumers, culture, data, and creativity, ensuring that brand strategies, campaigns, and content are grounded in real audience understanding.

2. Key Responsibilities

A. Trendspotting & Cultural Analysis

• Monitor social media platforms such as TikTok, Instagram, X/Twitter, and YouTube to identify emerging trends, memes, hashtags, and viral content.
• Provide real-time insights on pop culture, internet slang, and local cultural nuances.
• Track platform updates, algorithm changes, and new features that may influence social media strategies.

B. Social Media & Audience Intelligence

• Analyze audience behavior and engagement patterns across platforms.

• Understand platform-specific dynamics and how content should be adapted for maximum impact.

• Provide insights into trends among Gen-Z and Millennial audiences.

C. Data Analytics & Reporting

• Use analytics and social listening tools such as SproutSocial, Brandwatch, and native platform analytics to evaluate campaign performance.

• Develop clear and visually compelling reports and dashboards highlighting key metrics, trends, and opportunities.

• Translate data into actionable recommendations for campaign optimization.

D. Strategic Planning & Development

• Support the development of brand, campaign, and digital strategies using consumer, cultural, and category insights.

• Contribute to Connections Plans, Quarterly Plans, campaign briefs, and strategic roadmaps.

• Translate business challenges into consumer-led recommendations for content, campaigns, experiences, and communications.

• Apply strategic frameworks and planning methodologies to ensure quality and consistency.

E. Brand, Category & Competitor Intelligence

• Monitor competitor activities, category developments, innovation launches, communications, and market trends.

• Conduct brand, category, and competitor reviews.

• Identify whitespace opportunities where brands can improve relevance, distinctiveness, and competitive advantage.

F. Campaign Effectiveness & Reporting

• Analyze campaign, content, and brand performance data.

• Contribute to monthly effectiveness reports, post-campaign reviews, and Quarterly Business Reviews.

• Develop strategic narratives connecting campaign performance, consumer behavior, and business outcomes.

• Identify optimization and continuous improvement opportunities.

G. Opportunity Identification & Thought Leadership

• Identify proactive opportunities arising from consumer behavior, cultural shifts, category developments, and digital trends.

• Develop strategic memos, opportunity papers, and thought leadership pieces.

• Contribute to institutional knowledge, strategic best practices, and market intelligence across the DigiTribe network.

H. Content & Cultural Insight

• Collaborate with creative teams to develop content ideas inspired by trends and cultural moments.

• Recommend platform-specific approaches that feel authentic to audiences.

• Provide local cultural insights and identify potential cultural sensitivities to ensure campaigns are inclusive and respectful.

3. Role Requirements

Education

A degree in one of the following fields or a related discipline:

• Marketing

• Communications

• Business Administration

• Economics

• Psychology

• Sociology

• Statistics

• Consumer Behavior

• Data Analytics

Experience

• At least 2 years of hands-on experience in analytics, strategic planning, consumer insights, social intelligence, data management, social media management, or a related field.

• Experience in an agency, media, research, or brand environment is an added advantage.

Skills & Knowledge

• Strong understanding of brand strategy, communications planning, and campaign development.

• Strong knowledge of social media platforms including TikTok, Instagram, X/Twitter, YouTube, and emerging platforms.

• Foundational knowledge of tools such as Google Analytics, Meta Business Manager, SproutSocial, or similar platforms.

• Basic proficiency in Excel, Tableau, or other reporting tools.

• Strong understanding of Gen-Z and Millennial culture, internet trends, and online communities.

• Excellent written and verbal communication skills.

Strategic Capabilities

• Ability to connect consumer behavior, culture, category dynamics, and business objectives to generate actionable recommendations.

• Experience using social listening, consumer research, digital analytics, and market intelligence.

• Ability to synthesize qualitative and quantitative information into clear presentations, stories, and recommendations.

• Experience preparing reports, campaign reviews, effectiveness assessments, or strategic planning documents is an advantage.

• Strong curiosity about brands, business, culture, and communications.

• Ability to identify consumer tensions, behavioral insights, and culturally relevant opportunities.

Personal Attributes

• Passionate about social media and pop culture with a natural curiosity about emerging trends.

• Highly organized and detail oriented.

• Able to manage multiple priorities in a fast-paced environment.

• Collaborative team player who thrives in a creative and dynamic workplace.

4. Company Profile

Scanad Uganda is the leading indigenous integrated agency in Uganda, renowned for managing an extensive portfolio of local, regional, and global clients including Airtel, dfcu Bank, Diageo (UBL), P&G, Unilever, Coca-Cola, Basco Paints, Sanlam, Upfield and many more. With over 31 years of experience in the Ugandan market, Scanad Uganda has established itself as a pivotal partner for businesses seeking growth & innovation. As part of WPP Scangroup & the wider WPP network, Scanad Uganda benefits from unparalleled resources and expertise in the advertising and marketing industry. Our history of successful collaborations with our clients has seen us win numerous accolades, with notable awards including Lories, UAA (Silverbacks) and the Uganda Marketing Excellence Awards, among others.