The Day-To-Day Activities
Digital Measurement & Analytics Foundation
- Accountable for the end-to-end digital analytics ecosystem across web, app, and eShop platforms, ensuring alignment with business, commercial, and channel performance objectives.
- Design and govern scalable performance dashboards and reporting frameworks, enabling leadership visibility, informed decision-making, and proactive performance management.
- Establish and institutionalise a unified customer journey measurement framework, integrating owned digital platforms and critical external touchpoints to provide a holistic performance view.
- Own and standardise event tracking architecture, tagging strategy, taxonomy governance, and measurement protocols, ensuring data accuracy, consistency, and long-term scalability across digital assets.
Data-Led Insights & Optimisation
- Translate complex business priorities into structured analytics frameworks and actionable insight roadmaps, ensuring data directly informs commercial and experience decisions.
- Lead advanced analysis of digital performance, customer behaviour, and journey effectiveness, proactively identifying growth levers, performance risks, and optimisation opportunities.
- Drive data-backed optimisation strategies across conversion funnels, customer journeys, and feature performance, influencing prioritisation and measurable outcome improvements.
- Enable and govern structured experimentation frameworks (e.g., A/B testing, phased feature rollouts) by defining success metrics, evaluation methodologies, and post-implementation performance validation.
Business Reporting & Stakeholder Support
- Own executive-level monthly and ad-hoc performance reporting for Digital Experience & Marketing, ensuring clarity, insight depth, and action-oriented recommendations.
- Lead campaign and channel performance analytics, including post-campaign impact assessment, attribution insights, and ROI evaluation.
- Govern measurement readiness for new campaigns, product features, and digital initiatives, ensuring tracking architecture and success metrics are defined prior to launch.
- Act as a strategic analytics advisor to stakeholders, moving beyond reporting to provide forward-looking insights, scenario analysis, and performance improvement recommendations
Analytics Enablement & Adoption
- Drive analytics maturity and adoption within the Digital Experience & Marketing function through structured reporting standards, documentation frameworks, and enablement initiatives.
- Translate complex datasets into intuitive, decision-ready narratives, empowering faster, evidence-based business decisions.
- Champion data literacy and effective tool utilisation, strengthening the team’s capability to independently leverage analytics for performance optimisation.