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. 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.