Analytics Manager – Customer; Acquisition & Retention

Location:

DMGT HQ - High Street Kensington, London
Position:
Permanent

About the Role

We're looking for an Analytics Manager - Customer to lead analytics across acquisition and retention, helping us grow and optimise our subscriber base.

This role sits within the Central Analytics team and works closely with Customer, CRM, Product and Audience teams. You'll go beyond reporting to uncover what drives acquisition, conversion, retention, and value, translating data into clear, actionable recommendations that shape business strategy.

You will own the Customer analytics pillar end-to-end, helping to managing a team of analysts and ensuring that insight is delivered consistently, at pace, and with strong commercial impact.

• Lead analysis across the full customer lifecycle, from acquisition through to retention and lifetime value.
• Go beyond "what happened" to understand why performance changes across acquisition channels, conversion funnels, and retention behaviour.
• Identify key drivers of growth, churn, and customer value, and translate these into clear opportunities for the business.
• Build and maintain robust frameworks to track customer performance and ensure a consistent view of key metrics.
• Proactively monitor performance to surface risks and opportunities early.

• Analyse acquisition performance across channels, identifying opportunities to improve efficiency and conversion.
• Partner with Marketing and Growth teams to optimise spend, targeting, and funnel performance.
• Support forecasting and scenario modelling to inform subscriber growth strategy.
• Develop a deep understanding of how different channels contribute to long-term customer value, not just short-term acquisition.

• Analyse retention, churn, and engagement to identify what drives long-term subscriber value.
• Develop frameworks to understand customer behaviour over time and inform lifecycle strategies.
• Work closely with CRM and Product teams to optimise retention initiatives and improve customer outcomes.
• Identify opportunities to increase lifetime value through better engagement, targeting, and product experience.
• Develop and maintain customer segmentation models to better understand audience behaviour.
• Conduct cohort analysis to track performance over time and identify patterns in acquisition and retention.
• Identify high-value customer journeys and opportunities to improve performance across the lifecycle.
• Translate customer insight into clear strategies for Product, Marketing, and Editorial teams.

• Define and support A/B testing across acquisition and retention initiatives.
• Develop clear hypotheses, success metrics, and evaluation frameworks to measure meaningful impact.
• Ensure results are translated into decisions and next steps, not just reported outputs.
• Partner with Product and Engineering to ensure experiments are correctly implemented and tracked.
• Help to manage and develop a team of analysts across acquisition and retention.
• Set priorities, structure workloads, and ensure high-quality, timely delivery of insight.
• Coach analysts to strengthen both technical capability and commercial thinking.
• Ensure a high standard of analytical rigour and clarity across all outputs.

• Work closely with Customer, CRM, Product, Editorial, and Commercial teams to support decision-making.
• Translate complex data into clear, actionable recommendations for senior stakeholders.
• Influence strategy through strong analytical storytelling and commercial framing.
• Build strong relationships across the business to ensure analytics is embedded in decision-making.

• Promote a data-driven culture by making insight accessible, actionable, and widely understood.
• Encourage best practice in analytics across the customer pillar.
• Drive continuous improvement in how data is used to inform business decisions.

• Proven experience in customer, subscription, or marketing analytics within a digital business
• Strong hands-on experience using SQL (e.g. Big Query) to analyse large-scale behavioural datasets
• Experience leading or mentoring analysts, with…