TfW Careers: Commercial Marketing Analyst in Pontypridd

Transport for Wales has advertised a Commercial Marketing Analyst position at Llys Cadwyn in Pontypridd. This permanent Head Office role sits within the commercial area and focuses on making marketing activity more measurable through analysis, forecasting, reporting and practical recommendations. The work connects campaign performance with passenger revenue, customer insight and the wider rail network, giving the successful applicant a clear analytical remit within a public transport organisation.

The post calls for someone with demonstrable analytical experience who can turn detailed evidence into clear material for management and other stakeholders. Its published duties span website analytics, CRM information, marketing research, customer profiling, statistical testing, dashboards and revenue forecasting. Welsh language ability is welcomed but is not essential, and the official application route includes an option to request that the recruitment process be conducted in Welsh.

Opportunity Details

Overview of the Vacancy

Location, Sector, and Role Context

This Commercial Marketing Analyst role supports the Marketing Team, the Commercial Insight Manager and the Head of Commercial Insight and Analytics. The published purpose is to analyse and forecast the effect of Transport for Wales marketing activity, helping the organisation understand the drivers of demand and revenue. The analyst will work with internal, industry, economic and open-source data, then produce outputs that answer business needs. That combination makes the role relevant to analysts who enjoy moving between data preparation, interpretation and concise recommendations rather than treating reporting as an end in itself.

Day-to-day work includes developing reports and dashboards, examining marketing-channel data, and giving decision-makers a usable view of results against targets and KPIs. The vacancy also identifies hypothesis testing, consumer behaviour and market trends as part of the analytical scope. A media-channel attribution model, return-on-investment reporting, marketing-revenue forecasting and budget variance analysis form further strands of the work. The role therefore combines recurring reporting with longer-range commercial analysis and collaboration with marketing colleagues on econometrics modelling.

The official job description places the position in the Commercial department, reporting to the Commercial Insight Manager. Its working relationships include sales and marketing colleagues, senior leaders, commercial performance groups and relevant revenue-governance groups. Some interaction may also arise with Welsh Government contacts, other rail operators and industry bodies. The post is not described as a safety-critical or key safety role, but the job description includes the organisation’s general expectations around safety, environmental responsibility, respect and continuous improvement.

About the Employer: Transport for Wales

Organization and Relevant Services

Verified Employer Overview

Transport for Wales is a not-for-profit organisation wholly owned by the Welsh Government. Its public purpose is connected to a high-quality, safe, integrated, affordable and accessible transport network for Wales. The organisation uses the short form TfW on its own public pages, which is why that name appears in the article title. As the parent company of the TfW group, it acts as the Welsh Government’s expert adviser and advocate on transport-related matters while not setting transport policy itself.

The organisation connects people and communities through train, bus, walking, wheeling and cycling. Its public information describes investment in trains and buses, station improvements, new services and easier onward travel on foot or by bike. It also provides journey-planning and ticket-purchase options. For a marketing analyst, this operating context matters because service use, customer journeys, demand and revenue can be examined across a network designed to bring different travel modes together.

Professional Setting and Role Context

Work Environment, Operations, and Facilities

Transport for Wales has overall responsibility for rail services across Wales and border regions through TfW Rail Limited, and it is increasingly involved in bus and active-travel schemes across Wales. Its public description of the T Network brings together train, bus, walking, wheeling and cycling. The organisation says its rail services reach destinations beyond Wales as well as communities within it. This analyst post is based at Llys Cadwyn, Pontypridd, placing the commercial insight work in the employer’s Head Office environment rather than in a station-based operational role.

Alongside passenger transport, Transport for Wales publishes business services that include bilingual customer-service management, marketing support and bus data services for organisations across Wales and the UK. Its careers information also describes support for people who wish to learn or improve Welsh and outlines an equality, diversity and inclusion commitment. These published features provide context for a role that uses customer data, campaign research and communication with varied stakeholders. The vacancy’s emphasis remains precise: strengthen understanding of marketing contribution and use analysis to inform commercial decisions.

Open Positions

Application Guidance

Prepare a Focused Application

CV, Evidence, Documents, and Interview Preparation

Use the application to make the connection between your analytical experience and the activities identified for this post. General preparation guidance is to select examples that show how you have taken a question about campaign, customer or commercial performance; assembled relevant evidence; chosen an appropriate analytical approach; and explained the conclusion to people who needed to act on it. A concise example with a clear decision, output and outcome will usually communicate more than a broad list of tools.

The published criteria distinguish essential experience from desirable sector and technical knowledge, so applicants can structure their evidence in the same order. Where they have handled dashboards, website analytics, CRM data, hypothesis testing, forecasting or return-on-investment analysis, they can describe the context, the data checks made and the audience for the work. Those new to rail can still address the essential criteria honestly, while showing how they would build familiarity with the Wales and Borders network, rail markets and the commercial drivers referred to in the job description.

• Map each analytical example to a stated responsibility, such as reporting, dashboard development, channel analysis or forecasting.
• Explain how you made complex results understandable for management, avoiding tool names without a business purpose.
• Prepare a short example of checking data quality, handling a variance or refining a recurring report.
• If applicable, distinguish direct marketing return-on-investment or econometrics experience from broader analytical experience.
• Research the organisation’s public transport remit so that any discussion of network, customer or revenue context is specific and accurate.
• Consider whether you wish the recruitment process to be conducted in Welsh, as the official application route asks this question at the start.

How to Apply

Submit Your Application Through the Verified Route

Apply Through the Official Transport for Wales Vacancy Page

Open the official vacancy page using the application control below, then select Apply Now on that page. The Transport for Wales route opens its application questions, beginning with a choice about whether the process should be conducted in Welsh. Complete the requested steps on the official portal and provide application material that addresses the published role responsibilities and essential criteria.