Principal Digital Analyst – Forge Holiday Group Chester Head Office (Hybrid – minimum of 2 days per week in the office) Up to £65,000 per annum 37.5 hours per week, Monday to Friday, 9am–5:30pm We’re on the lookout for a highly skilled Principal Digital Analyst to join our Data & Analytics team at Forge Holiday Group. This is a fantastic opportunity to take ownership of the full digital analytics lifecycle, driving performance insights and strategic recommendations across some of the UK’s leading holiday brands, including Sykes Holiday Cottages, Forest Holidays, UKcaravans4hire, and Bachcare in New Zealand. You’ll work closely with stakeholders across eCommerce, trading, product, and marketing to optimise performance, improve customer journeys, and unlock commercial value through data. What You’ll Do: Deliver early-warning analytics and insights that identify trading risks and opportunities Champion data-driven thinking across trading, marketing, and product teams Translate complex data into clear, actionable insights with measurable commercial impact Own digital tracking configuration and data quality (via GA4, GTM, internal systems) Collaborate with product and engineering teams to ensure robust digital data collection Optimise tracking of deep-linking and cross-platform user journeys Act as subject matter expert for tools like GA4, BigQuery, GTM, and Firebase Lead the development of a digital analytics hub as part of our data mesh strategy Create new datasets and reporting via Microsoft Fabric, working with analytics engineers Mentor junior analysts and coach business users on data fluency Promote a culture of curiosity, experimentation, and continuous improvement What We’re Looking For: Significant experience in digital/web analytics, ideally in an eCommerce environment Hands-on expertise with GA4, GTM (or Google Tag Gateway), and cross-platform tracking Strong skills in SQL, BigQuery, and debugging web/app data flows Understanding of JavaScript basics and front-end architecture Proficiency with visualisation tools like Excel, Power BI, or Tableau Skilled in translating data into insight, action, and storytelling Proven ability to conduct exploratory data analysis and present findings to stakeholders Self-motivated, solutions-focused, and comfortable working with ambiguity Excellent communication skills with both technical and non-technical audiences Strong stakeholder management and prioritisation skills Nice To Have: Bachelor's degree in a numerate discipline or equivalent analytical apprenticeship Experience with Firebase, Appsflyer, or mobile attribution tools Familiarity with A/B testing and experimentation methodologies Google Analytics and/or GTM certifications Experience in agile or scrum environments and tools like JIRA Exposure to holiday lettings, travel, or tourism industries Experience coaching or mentoring analysts and broader business stakeholders What We Can Offer You: Annual bonus scheme - up to 10% of salary 33 days holiday ( up to 5 extra days with long service) Birthday day off Two paid volunteering days per year Enhanced parental leave (24 weeks maternity, 3 weeks paternity at 100% pay) On-site gym & Chester HQ parking Hybrid working & flexible working policy Health cash plan, wellbeing discounts, and 24/7 mental health support Training & development pathways to support your career goals Exclusive discounts on holiday stays for you, family, and friends And more We welcome applicants from all backgrounds, your unique perspective matters here. Need support during the application process? Just let us know. Apply now to shape the future of digital at Forge Holiday Group and make your next move your most impactful yet. View the full job specification here