Define and deliver the digital marketing analytics strategy, aligning it with business goals and key performance indicators
Own and manage marketing analytics platforms and tools (e.g. GA360, GTM, Google Cloud, Adobe CJA, Looker), ensuring they are maintained, accessible, and effectively used
Lead the collection, analysis, and interpretation of digital data to generate insights that inform decision making across acquisition, UX, CX, and engagement
Develop measurement frameworks and KPI structures, translating them into consistent tracking specifications across markets
Translate complex analytical outputs into clear reports and visualisations for both technical and non-technical stakeholders
Collaborate with internal teams and agency partners to align analytics work with wider business objectives and operating models
Identify opportunities through data to improve performance, understand customer behaviour, and enhance digital experiences
Lead knowledge sharing and training to enable marketing teams to better self-serve and use data effectively
Ensure strong data governance practices, maintaining accuracy, consistency, and compliance with internal policies and regulations (including GDPR)
Manage budgets for the Digital Marketing Analytics CoE and lead a direct report

Experience in digital marketing analytics, including hands-on use of analytics, visualisation, and tag management tools
Proven ability to develop and implement data-driven marketing strategies across B2B and B2C environments
Experience translating data into meaningful insights that support commercial decision making
Strong project management capability, delivering analytics initiatives from planning through to execution
Experience working across cross-functional teams and managing stakeholder relationships
Bachelor’s degree in business administration, marketing, or a related field

Head of Digital Marketing Analytics

Key skills