KPI & Measurement Analyst - Marketing Effectiveness
Overview
JD Sports Group PLC is a leading international multi-channel retailer of sports, fashion, and outdoor brands. With an extensive portfolio of globally recognised brands, JD Sports has established itself as the 'King of Trainers' and a beacon for sportswear enthusiasts around the world. Our commitment to delivering exceptional customer experiences and innovative products drives our success in the competitive retail landscape.
The KPI & Measurement Analyst will play a central role in defining, governing, and measuring the KPIs that underpin JD’s customer and marketing performance. This role goes beyond traditional marketing metrics, providing the analytical foundation for understanding the entire purchase funnel, from awareness and engagement through to conversion, retention, and customer value. You will ensure KPIs are accurately defined, consistently measured, and effectively communicated across the business, enabling smarter decisions and a unified view of what success looks like.
Working closely with the Marketing Effectiveness Lead, Digital and Media teams, Customer Insight and Analytics, CRM, Retail, Product, and Finance, the KPI & Measurement Analyst ensures our measurement framework is reliable, scalable, and aligned to JD’s customer and commercial strategy.
Key Responsibilities
Full Funnel KPI Framework & Governance
* Own the definition, documentation, and governance of KPIs across the entire customer journey, covering awareness, consideration, engagement, conversion, retention, and loyalty.
* Ensure KPI data sources, measurement rules, and data pipelines are accurate, complete, and aligned with enterprise‑wide measurement standards.
* Monitor data quality, validate anomalies, and elevate issues to Data Engineering or relevant teams.
* Maintain transparent documentation of KPI processes, definitions, and governance frameworks to ensure consistency across markets and teams.
Customer & Marketing Performance Measurement
* Conduct regular reviews of customer and marketing KPIs, identifying trends, performance drivers, and deviations from expected behaviour.
* Perform diagnostic analysis to understand shifts in marketing efficiency, channel performance, customer behaviour, or funnel progression.
* Support the development of performance narratives that help marketing, digital, retail, and finance teams interpret KPI movements.
* Validate that KPI outputs remain aligned with marketing strategy, customer behaviour, and operational realities.
Cross Channel & Cross Business Insight Integration
* Work with Media, Digital, CRM, Retail, and Brand teams to ensure KPIs accurately reflect channel performance, customer interactions, and campaign activity.
* Consolidate insights from multiple measurement sources (platform analytics, attribution, MMM, product analytics, retail performance) to build a holistic view of customer and marketing effectiveness.
* Support the integration of funnel KPIs into wider effectiveness frameworks, investment reviews, and optimisation cycles.
* Connect marketing performance to downstream commercial outcomes such as revenue, margin, customer acquisition, and customer lifetime value.
Reporting & Visualisation
* Partner with internal reporting teams to build and maintain dashboards and reporting tools that track customer and marketing KPIs across channels and markets.
* Create clear, intuitive visualisations that help non‑technical stakeholders understand performance and customer behaviour.
* Support regular reporting cycles with accurate, timely, and well‑structured KPI updates for marketing, digital, insight, retail, and finance teams.
Cross Functional Collaboration
* Partner with Customer Analytics, Brand Tracking, Research, and CRM teams to align KPI inputs and ensure cohesive insight stories.
* Work closely with Finance to ensure customer and marketing KPIs align with commercial reporting and investment planning.
* Collaborate with Digital Product and Retail teams to gather funnel, onsite, app, and store performance data.
* Participate in Marketing Effectiveness, Customer Insight, and cross functional performance meetings, sharing observations and contributing to continuous improvement.
Ideal Candidate
* 2 to 4 years’ experience in marketing analytics, customer analytics, digital analytics, or a similar data driven role.
* Strong numeracy and analytical capability, with experience working with complex datasets and multi‑source measurement.
* Experience using Excel and BI tools such as Power BI or Tableau for data manipulation and visualisation.
* Strong attention to detail and a commitment to producing accurate, reliable analysis.
* A collaborative mindset and confidence working with multiple teams and stakeholders across marketing, digital, retail, and commercial functions.
* A proactive approach to problem solving, data validation, and continuous improvement.
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