BI & Digital Analytics Lead

About the role

The BI & Digital Analytics Lead will turn digital, customer, marketing and commercial data into actionable insights that drive growth, improve the customer experience and optimise business performance. You will own the end‑to‑end analytics framework for e‑commerce and digital channels, using GA4, Tableau and Looker Studio to connect behaviour with commercial outcomes.

Key responsibilities

• Analyse e‑commerce performance across the full customer journey, monitoring KPIs such as traffic, CVR, AOV, UPT, revenue per user, cart/checkout abandonment, ROAS and CAC.
• Identify funnel leakage, customer friction and commercial opportunities, and translate findings into clear business recommendations.
• Act as the GA4 subject‑matter expert, defining event tracking, data layers and measurement requirements with product and technology teams.
• Audit GA4 implementation regularly and resolve discrepancies between GA4 and transactional data.
• Design, build and maintain scalable Tableau and Looker Studio dashboards that combine behavioural, transactional and marketing data.
• Determine the optimal reporting platform for each stakeholder and automate recurring reporting to reduce manual Excel work.

Required profile

• Proven hands‑on experience with Google Analytics 4 (GA4) and a deep understanding of its events, audiences, explorations and e‑commerce reporting.
• Strong background in building and evolving dashboards in Tableau and Looker Studio for e‑commerce and digital marketing.
• Experience working with Google Tag Manager (GTM) and performing GA4 debugging/validation.
• Ability to analyse complex data sets, uncover insights and communicate actionable recommendations to senior stakeholders.

Required skills

• Google Analytics 4 (GA4)
• Google Tag Manager (GTM)
• Tableau
• Looker Studio