Digital Analytics Lead

At Frasers Groupwe’re rethinking retail. Through digital innovation and unique store experiences,we’reserving our consumers with the world’s best sports, premium and luxury brands globally. As a leader in the industry,we’reelevating the retail experience for our consumers through our collection of established brands, including Sports Direct, FLANNELS, USC, Frasers, and GAME.

Our vision - we are building the worlds most admired and compelling brand ecosystem

Our purpose– we are elevating the lives of the many with access to the world’s best brands and experiences

At Frasers Group, we fear less and do more. Our people are forward thinkers who are driven tooperateoutside of their comfort zone to change the future of retail, embracing challenges along the way. The potential to elevate your career is massive, the experience unrivalled. To be able to make the most of it you need to live and breathe our values:

• Think without limits
  - Think, think fast, think fearlessly
• Own itand back yourself
  - Own the basics, own yourroleand own the results
• Be relevant-Relevantto our people, ourpartnersand the planet

Are you ready to join the Fearless?

The Digital Analytics Lead is a senior, high-impact role within the Customer Analytics function, reporting into the Group Head of Analytics. The role sits at the heart of how we understand customers, performance and efficiency across our digital ecosystem — spanning Marketing, Retail Media, Product & Web, Trading and Customer Insight.

You will own the digital and customer analytics strategy and roadmap, defining clear sources of truth, rebuilding confidence in data at C-suite level, and empowering teams to make better, faster decisions through trusted datasets and high-impact insight.

This is a hands-on leadership role. While you will lead and scale a team, you will also stay close to the work — shaping analysis, sense-checking outputs, and personally leading complex or high-impact pieces of insight. You will balance leadership with hands-on delivery in a fast-moving e-commerce environment, with significant scope to shape and mature both the digital analytics capability and the wider Customer team.

Scope & Areas of Ownership

• Digital Product & Web Analytics (journeys, funnels, behaviour, optimisation, personalisation)
• Marketing performance and efficiency
• Retail Media effectiveness, programme and brand success
• Customer analytics & insight (including segmentation, lifecycle and customer health)

Key Responsibilities

• Own and deliver the digital and customer analytics roadmap, aligned to departmental OKRs.
• Define clear sources of truth, rebuilding trust and confidence in data.
• Influence senior stakeholders and leadership through clear narratives and strong data storytelling.
• Work closely with implementation and data engineering teams to ensure analytics outputs are reliable and decision-ready.
• Lead the development of scalable, intuitive self-serve reporting that enables teams to confidently answer their own questions.
• Embed customer segmentation into reporting and insight to accelerate the personalisation strategy and shifting the business to a customer-first mindset.
• Partner closely with experimentation teams to ensure learnings translate into action and measurable impact, fostering a test-and-learn culture.
• Lead, coach and develop a team of 4 analysts, with responsibility for scaling the team over time.
• Act as a trusted advisor, influencing direction and constructively challenging thinking with evidence.

Experience

• 5+ years’ experience in digital and/or customer analytics within an e-commerce environment.
• Experience working across Marketing, Product and Customer analytics domains.
• Experience operating in product-led, agile or ‘product ways of working’ environments.
• Proven success influencing senior stakeholders and operating at leadership level.

Technical & Analytical Skills

• Strong SQL skills and comfort working directly with large, complex datasets.
• Strong data visualisation skills (e.g. Power BI, Tableau or similar), with a focus on usability and clarity.
• Comfortable reconciling and explaining differences across multiple data sources.
• Solid understanding of…