BI & Digital Analytics Lead

This role will be responsible for transforming digital, customer, marketing and commercial data into actionable insights that drive growth, improve customer experience and optimize business performance.

The ideal candidate will have strong hands‑on expertise in Google Analytics 4 (GA4), Tableau and Looker Studio, with the ability to connect customer behavior with commercial performance and translate complex data into clear business actions.

• Own analysis of e-commerce and digital performance across the complete customer journey.
• Use GA4, Tableau and Looker Studio to analyze customer behavior, commercial performance and marketing effectiveness.
• Analyze key KPIs including traffic, CVR, AOV, UPT, revenue per user, cart abandonment, checkout abandonment, ROAS and CAC.
• Build and analyze customer funnels across landing pages, PLP, PDP, cart, checkout and purchase.
• Identify funnel leakage, customer friction and commercial opportunities and translate findings into actionable recommendations.
• Analyze performance by market, device, channel, category, product, campaign and customer segment.
• Move beyond reporting what happened to explain why it happened and what actions should be taken.

• Act as the team's GA4 subject‑matter expert, owning the digital measurement and analytics framework.
• Use GA4 for customer journey, acquisition, engagement, conversion and e‑commerce analysis.
• Demonstrate advanced knowledge of GA4 events, parameters, key events, audiences, explorations, funnels and e‑commerce reporting.
• Understand and validate e‑commerce tracking including , _cart,  and purchase.
• Build custom explorations and funnel analyses to identify opportunities across the customer journey.
• Work closely with Product and Technology teams to define event tracking, data layers and measurement requirements for new features and customer journeys.
• Regularly audit GA4 implementation and investigate discrepancies between GA4 and transactional/business data.
• Experience with Google Tag Manager (GTM) and GA4 debugging/validation is highly desirable.
• Own the development and evolution of Tableau and Looker Studio dashboards across Omni‑Commerce.
• Build scalable, intuitive and executive‑ready dashboards covering e‑commerce, marketing, merchandising and customer performance.
• Combine GA4 behavioral data with transactional, marketing and commercial data to provide a holistic view of business performance.
• Develop advanced Tableau dashboards using calculated fields, parameters, filters and interactive visualizations.
• Build and maintain Looker Studio dashboards, particularly for GA4, digital marketing, acquisition and customer journey reporting.
• Determine the appropriate reporting platform–Tableau or Looker Studio–based on the business requirement, data source and audience.
• Automate recurring reporting and reduce reliance on manual Excel‑based analysis.
• Optimize dashboards for performance, usability and scalability.
• Establish consistent KPI definitions and reporting standards across Omni‑Commerce.
• Ensure dashboards reconcile with source systems and proactively investigate data‑quality issues.

• Analyze marketing effectiveness across channels including ROAS, CAC, CVR, revenue, customer acquisition and LTV.
• Partner with Digital Marketing teams to understand campaign, channel and audience performance.
• Analyze attribution, new vs. returning customers, branded vs. non-branded performance and cross-channel customer journeys.
• Identify opportunities to optimize marketing investment and improve acquisition efficiency.
• Analyze performance across categories, products, promotions and markets.
• Partner with…