E-Commerce Analyst

• Understand the commercial strategy, trading levers, and operational context (e.g., campaigns, assortment changes, pricing, onsite changes).
• Connect commercial activity to onsite/app performance and customer outcomes.
• Sanity-check data using business understanding (identify when metrics “don’t look right”, flag likely issues, and validate with sources).
• Identify trends, patterns, and opportunities for optimization across the whole customer journey, including product merchandising, pricing strategies and customer acquisition
• Turn data into insights by clearly articulating The “why” (drivers and root causes), The “so what” (implications) & The “what next” (recommended actions / next analyses)
• Own GA4 event management in partnership with Data/Engineering (requirements, governance, and ongoing improvements).
• Define and maintain event naming/parameter conventions and key behavioural metric definitions (in alignment with central analytics standards).
• Validate tracking after releases/changes and proactively monitor for breaks or anomalies.
• Extract and transform raw data into stakeholder-friendly formats for teams not proficient in SQL.
• Maintaining BAU reporting and dashboards as appropriate
• Preparing insights to support weekly Trade reporting and monthly business review (MBR) reporting
• Deep dives to help answer broader strategic questions and cross functional initiatives 
• Proactively surfacing valuable insights and recommendations that will improve customer experience and drive commercial benefit
• Elevating the understanding across the business of how customer behaviour onsite and in App drives commercial performance 
• Partner with Product and Trade teams to support execution and measurement of A/B tests across website and App to improve key metrics such as conversion rates, click-through rates, and customer engagement
• Ensure data accuracy and integrity in eCommerce reporting and analytics processes
• Explore and pilot AI use cases that improve analytics productivity and stakeholder outcomes.
• Train wider teams on practical AI usage (e.g., insight generation workflows, summarisation, QA support, automation ideas).
• Identify workflow improvements where AI helps uncover patterns at scale that are not feasible manually, and share learnings with relevant teams.

About you:

• Proven experience as an eCommerce Analyst, Digital Marketing Analyst, or similar role in an eCommerce environment.
• Strong analytical skills with proficiency in data analysis tools and techniques. Intermediate-to-strong SQL skills (able to select and manipulate big customer datasets to get insights without supervision).
• Familiarity with Google Analytics, ideally exposure to and understanding of GA4.
  
• Solid understanding of digital marketing strategies, SEO principles, and online advertising.
• Strong communication and presentation skills, with the ability to translate complex data into actionable insights.
• Detail-oriented with strong organizational and time management skills.
• Ability to work independently and collaboratively in a fast-paced environment
• Ability to translate data into digestible insights to support strategic decision making.
• Strong Excel skills (INDEX/MATCH, VLOOKUP, SUMIF, conditional formatting, charting). 
• Analytical thinker - seek to understand ‘why’ 
• Commercial acumen - ability to understand how key metrics impact the business to draw appropriate insights for decision making