BI & Digital Analytics Lead

Job Overview

This position is responsible for converting digital, marketing, customer, and commercial data into practical insights that foster growth, enhance customer experience, and optimize business results. The individual will possess hands-on proficiency in Google Analytics 4 (GA4), Tableau, and Looker Studio, with a focus on linking customer behavior to commercial outcomes and simplifying complex data to guide business strategies.

Key Responsibilities

• Manage analysis of e-commerce and digital performance throughout the customer journey.
• Utilize GA4, Tableau, and Looker Studio to assess customer behavior, commercial results, and marketing efficacy.
• Evaluate important KPIs such as traffic, conversion rate (CVR), average order value (AOV), units per transaction (UPT), revenue per user, cart and checkout abandonment rates, return on ad spend (ROAS), and customer acquisition cost (CAC).
• Create and assess customer funnels covering landing pages, product listing pages, product detail pages, carts, checkout, and purchase stages.
• Detect points of funnel dropout, customer obstacles, and commercial prospects, translating these into actionable suggestions.
• Assess performance segmented by markets, devices, channels, categories, products, campaigns, and customer groups.
• Provide explanations for data trends and recommend actionable steps beyond just reporting past events.
• Serve as the GA4 subject matter expert, overseeing digital measurement and analytics frameworks.
• Perform GA4 analyses on customer journeys, acquisition, engagement, conversion, and e-commerce metrics.
• Demonstrate advanced knowledge of GA4 events, parameters, key event tracking, audience definitions, explorations, funnels, and e-commerce reporting.
• Ensure accurate e-commerce tracking validation including view_item, add_to_cart, begin_checkout, and purchase events.
• Develop tailored explorations and funnel analyses to spot opportunities in the customer journey.
• Collaborate with Product and Technology teams to define event tracking, data layers, and measurement needs for new features and journeys.
• Regularly review and audit GA4 implementation, investigating differences between GA4 data and business transactions.
• Preferably have experience with Google Tag Manager (GTM) and skills in GA4 debugging and validation.
• Lead the creation and continuous improvement of Tableau and Looker Studio dashboards for Omni-Commerce.
• Design scalable, user-friendly executive dashboards covering e-commerce, marketing, merchandising, and customer metrics.
• Integrate GA4 behavioral data with transactional, marketing, and commercial data for comprehensive business insights.
• Develop advanced Tableau dashboards using calculated fields, parameters, filters, and interactive visuals.
• Maintain Looker Studio dashboards focusing on GA4 data, digital marketing, acquisition, and customer journey reporting.
• Select the appropriate dashboard platform (Tableau or Looker Studio) based on business needs, data sources, and audience.
• Automate repetitive reports to minimize manual Excel work.
• Enhance dashboard performance, usability, and scalability.
• Standardize KPI definitions and reporting practices across Omni-Commerce teams.
• Ensure dashboards reconcile with source data and proactively resolve quality issues.
• Analyze marketing channel effectiveness through ROAS, CAC, CVR, revenue, acquisition, and lifetime value (LTV).
• Collaborate with Digital Marketing to evaluate campaigns, channels, and audience behavior.
• Study attribution models, customer types (new vs. returning), branded vs. non-branded performance, and cross-channel journeys.
• Identify ways to improve marketing ROI and acquisition efficiency.
• Evaluate category, product, promotion, and market performance.
• Work with Merchandising, Marketing, Product, UX, and Technology teams to uncover growth opportunities.
• Spot opportunities to boost conversion rates and customer experience through behavior and funnel analyses.
• Support A/B testing and experimentation by formulating hypotheses, establishing measurement criteria, and analyzing outcomes.
• Develop customer segmentation, cohort analyses, and retention metrics.
• Convert data and customer insights into straightforward recommendations for Product, UX, Marketing, and Merchandising departments.

Required Qualifications and Experience

• Over five years of experience in Digital Analytics, Business Intelligence, E-commerce Analytics, Marketing Analytics, or related areas.
• Expert hands-on proficiency with Google Analytics 4 (GA4).
• Strong working experience with both Tableau and Looker Studio platforms.
• Proven track record in constructing and managing business, e-commerce, and marketing dashboards using Tableau and Looker Studio.
• Advanced knowledge of GA4 e-commerce tracking methods, events, parameters, funnel analysis, explorations, audience definitions, and attribution models.
• Deep understanding of e-commerce customer journeys and digital analytics principles.
• Competence in SQL for querying and manipulating large datasets.
• Experience working with Google Tag Manager (GTM) and digital measurement frameworks.
• Comprehension of key metrics such as CVR, AOV, UPT, ROAS, CAC, LTV, retention, and funnel performance.
• Analytical experience evaluating marketing effectiveness across Google, Meta, and other digital platforms.
• Familiarity with BigQuery, Python, or R is considered advantageous.
• Experience with conversion rate optimization (CRO), experimentation, and A/B testing is highly preferred.
• Commercially astute with strong ability to transform complex data into actionable business insights.
• Excellent communication and stakeholder engagement skills, including delivering presentations to senior leadership.

Additional Information

The position is open to remote applicants residing in the GCC region.