Anna Zaikina

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Data Consultant

Sep 2025 - Current (1 year 2 months)

Head of Data and Insights

DMS

Nov 2017 - Sep 2025 (7 years 11 months)

Led the analytics function to transform complex social media data into actionable insights that informed strategic decisions, brand growth, and performance excellence across global campaigns. - Directed a team of social media analysts, fostering collaboration, professional growth, and data-driven innovation. - Designed and implemented comprehensive social media measurement frameworks that tracked KPIs, uncovered trends, and delivered executive-level reporting for clients and stakeholders. - Partnered with social and digital marketing leads to optimise strategies, ensuring content and campaigns aligned with audience behaviours and emerging trends. - Maintained strong vendor relationships to uphold data integrity and ensure measurement qualit

Senior Social Media Analyst

Digitas UK

May 2016 - Nov 2017 (1 year 7 months)

Responsibilities included conducting social media content performance measurement, which involved establishing KPIs and benchmarks for both on-going and campaign-level performance. The role also involved running comparative analyses of social media content performance across various local markets and comparing it to the central brand strategy. Furthermore, the job entailed reporting on social listening insights using various tools i.e, Pulsar, Meltwater to aid in digital marketing proposals, which included developing brand personae, gaining an understanding of the competitive landscape, analysing sentiment and themes, and researching influential voices. Show less

Senior Social Media Analyst

HM Revenue & Customs

Apr 2015 - Mar 2016 (1 year)

Responsibilities included evaluating the performance of organic and paid campaigns, as well as conducting an audit of owned channels using various tools such as Hootsuite, Facebook Insights, Twitter Analytics, YouTube Analytics, LinkedIn Analytics, and Google Analytics. I set up delivery schedules and presentation formats from scratch, and collaborated with team members to ensure timely report completion. I organised regular meetings with stakeholders to obtain feedback and improve the value of social media measurement. I planned and executed training programmes for organisation members, as well as presented at conferences and industry events, such as the "Digital Analysts in UK Government Services" conference, to showcase best practices in

Social Media Analyst

SAPIENTNITRO

Jan 2015 - Mar 2015 (3 months)

Social media listening to support digital marketing strategy for pitches and social media campaign evaluation for HTC, British Airways, LG and Sky. Tools: Brandwatch (former Crimson Hexagon), Emplifi (former Socialbakers).

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Social Media Analyst

Dec 2014

Owned social media channel auditing and listening for Jack Daniel's to inform the brand's social media strategy for the following year. Tool: Pulsar, Emplifi (former Socialbakers).

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Social Media Analyst

Bloom Worldwide

Sep 2014 - Oct 2014 (2 months)

Delivering social media insight on the success of the Lexus NX launch campaign based on conversation volume, sentiment analysis, share of voice against competitors, thematic breakdown, followed by strategic recommendations. Tool: Synthesio.

Social Media Analyst

Brandwatch

Jun 2014 - Aug 2015 (1 year 3 months)

Query creation, sentiment tagging, peak analysis and identifying influencers for a wide variety of brands including Tommy Hilfiger, Haier, P&G, Swarovski and Heineken.

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Social Media Analyst

Sep 2013

Social media monitoring for coverage and perception of an Jaguar F-TYPE test drive event. Tool: Meltwater (former Sysomos).

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Social Media Analyst

Aug 2013 - Dec 2015 (2 years 5 months)

Reporting on pre and post-release perception of film marketing assets (i.e. teasers, posters etc.) on social media based on sentiment analysis, positive and negative conversation drivers and share of voice in relation to competitor titles. Tool: Meltwater (former Sysomos).

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International Account Executive

Mar 2011 - Aug 2013 (2 years 6 months)

Responsibilities included managing and executing PR campaigns across multiple markets. Actively contributed to brainstorming sessions and internal meetings, and oversaw the outsourcing, training, and coordination of freelancers across Europe. I was also responsible for creating publicity campaign briefs and final reports for client delivery, as well as conducting research on best practices for client pitches.

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Anna Zaikina

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