Digital Analytics Lead Job at Sports Direct (Shirebrook)

Digital Analytics Lead

Sports Direct

Location:
United Kingdom , Shirebrook

Category:
IT - Administration

Contract Type:
Not provided

Salary:

Not provided

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Job Description:

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.

Job Responsibility:

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

Requirements:

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
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
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

What we offer:

Frasers Champion peer nominated scheme where 8 winners will receive double their pay for a month
Retail Reconnect program spending two days in store or warehouse
Fearless 1200 recognition and reward programme
Frasers Fit wellbeing programme including free gym classes, discounted memberships, and app with training, nutrition and lifestyle advice
Free access and support from the Retail Trust charity including a 24 hour wellbeing helpline, wellness hub, counselling and financial/legal support

Additional Information:

Job Posted:
February 13, 2026

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