Digital Analytics Lead

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

Why join us? 

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 to operate outside 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 it and back yourself - Own the basics, own your role and own the results 

• Be relevant - Relevant to our people, our partners and 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 experimentation, incrementality and measurement frameworks.
• Sufficient technical depth in digital analytics to partner effectively with tracking and engineering teams.

Communication & Mindset

• Exceptional data storytelling skills.
• Strong commercial instinct and focus on business impact.
• Comfortable wearing multiple hats and operating in ambiguity.
• Confident, collaborative and influential communicator.

Along with your benefits package we also offer a wide range of perks for our colleagues:

Frasers Champion- Our employees are at the heart of our business and we ensure individuals are recognised every single month for their hard work. Frasers Champion is a peer nominated scheme where 8 winners will receive double their pay for a month where they have thought without limits, owned it or been relevant. 

Retail Reconnect – In order to build the planets most admired and compelling brand ecosystem, all employees must understand our business, product and customers. Each financial year, Head Office employees will gain insights by spending two days in one of our stores or the Warehouse. The goal is to learn how the work you do impacts our teams on the frontline, and to bring ideas back to the office which will improve how we work. 

Fearless 1200 – Fearless 1200 is our way of recognising our growth. It’s bold, ambitious, and designed to reward colleagues across the business for living our values and delivering impact. Fearless 1200 links how we perform to how we're rewarded – check out the video link below to find out more.   

Employee Welfare 

Frasers Fit – Our Everlast Gyms Team are on a mission to make our workforce the best, and fittest on the planet! We run free gym classes for employees as well as discounted memberships to our clubs. Frasers Fit is our wellbeing programme which aims to support and improve colleagues Physical, Financial & Mental wellbeing. The app is accessible for every employee and includes training, nutrition and lifestyle advice- all completely free. 

Retail Trust – We know that its not just about physical health, mental wellness is equally important which is why all of our employees get free access and support from the Retail Trust charity. This includes a 24 hour wellbeing helpline, wellness hub, counselling and financial/legal support. 

What’s next? 

Our Recruitment Team will be reviewing applications and all candidates will receive a response, whether you are successful or unsuccessful. Shortlisted applicants may be asked to confirm a few key details before being booked in for a first stage interview with the Recruiter- this will be behaviourally focussed and centred around how you align with our Culture and Values. If successful we anticipate two further interview stages with the Hiring Manager/wider team which will be more technically focussed and could include a presentation/task so we can see your skills in action.