Digital Analytics Manager

Because we strive to put people first.  
Culture, our way. 

Digital at Primark

As a Digital Analytics Manager at Primark, you’ll play a key role in helping shape how we use data to improve customer experience and drive commercial performance across our digital channels. Reporting to the Digital Analytics and Experimentation Lead, you will work across Digital and Digitech, providing insight to support the Digital roadmap and strategy. You will play a key role in delivering against the analytics strategy, translating direction into high-quality execution and team output. You will lead a team of analysts, helping to further develop the operating model, culture and skills to move beyond reporting into actionable insight, clear recommendations, and measurable impact. You will work closely with the Analytics & Experimentation Lead to align on priorities and strategic direction. This role suits someone who thrives in a fast-paced environment and is motivated by delivering meaningful results through both leadership and hands-on contribution. 

What You’ll Do as a Digital Analytics Manager          

In your role, you’ll collaborate with different people across a range of skillsets. Here’s a flavour of your day-to-

day:  

Team Leadership & Performance

   • Lead and develop a high-performing team, fostering end-to-end ownership, pace, and

accountability, and driving continuous improvement by evolving from reporting into proactive,

insight-led delivery

Insight, Trading & Commercial Impact

• Lead weekly trading analysis to understand performance drivers, translate data into clear insights

with clear next steps, deliver actionable recommendations across trading, product, experimentation

and UX, drive Click & Collect optimisation by improving adoption and customer journeys, and

collaborate to build datasets, analytics and skills that evolve the customer analytics mindset and

enhance experiences for our most valuable customers.

Product Integration & Delivery

• Build and maintain processes that embed analysts effectively within product squads, define clear

measurement frameworks and tracking requirements, enable high‑quality delivery through

prioritisation and coaching, collaborate with Product, UX and Engineering to improve ways of

working and remove blockers, and build strong cross‑team relationships to position analytics as a

value‑driving partner

Data, Automation & Scalability

• Guide the team in working with large, complex datasets to uncover meaningful insights, drive

automation of recurring reporting, ensure data is accessible and reliable for fast decision‑making,

support scalable analytics across international markets, own and improve data layer and tracking

implementations with hands‑on troubleshooting, and build strong relationships with digital analytics

partners to ensure high‑quality delivery and effective tool usage aligned to business priorities.

Experimentation, Segmentation & Optimisation

• Lead the analytics contribution to the experimentation programme, supporting prioritisation and

delivery of high-impact tests aligned to commercial outcomes

• Leverage customer segmentation and behavioural insights to identify opportunities for

personalisation and optimisation in both web and app

What You’ll Get 

People are at the heart of what we do here, so it’s essential we provide you with the right environment to perform at your very best.  

Let’s talk lifestyle: Healthcare, pension, and potential bonus. 27 days of leave, plus bank holidays and if you want, you can buy 5 more. Because Primark is all about tailoring to you, we offer Tax Saver Tickets, fitness centre, and a subsidised cafeteria.  

What You’ll Bring  

Here at Primark, we want everyone to feel valued – so please bring your authentic self to work, of course with some other key experience and abilities for this role in particular: 

• Proven experience leading and growing an analytics team in a fast-paced, eCommerce or product-led environment; experience working within product-led ways of working with analysts embedded in squads; track record of delivering commercial impact through data.
• Experience analysing customer behaviour and value over time, including cohort analysis, retention, and customer lifetime value, to inform commercial and product decisions.
• Experience defining and implementing tracking requirements, including evaluating data layer structures, working with tagging frameworks, and ensuring data is accurate, reliable and fit for decision-making; strong experience with tagging and tracking frameworks (e.g. Google Tag Manager), with the ability to evaluate and improve data layer implementations, troubleshoot tracking issues, and ensure data is robust, accurate and fit for decision-making.
• Experience supporting A/B testing, including translating insights into test hypotheses and ensuring data quality to enable reliable experimentation; experience with digital analytics and UX tools (e.g. Contentsquare, Decibel, Quantum Metric); experience with data visualisation tools (e.g. Tableau).
• Strong technical experience, including GA4 and/or Firebase (for app analytics), SQL (working with large-scale data environments), and large-scale data platforms (e.g. BigQuery, Teradata, Databricks); nice-to-have experience with customer segmentation and personalisation frameworks, Python or similar tools for advanced analysis or experimentation, and working in multi-market / international environments.
• Personal attributes: Highly proactive with a strong sense of ownership and accountability and a focus on delivering measurable outcomes; commercially minded with an understanding of performance and business impact; thrives in a fast-paced, evolving environment while bringing structure and clarity; hands-on and delivery-focused, able to prioritise and maintain high standards; strong leadership capability with experience coaching, developing, and supporting others to achieve high performance.

Does this sound like you? Great, because we can’t wait to see what you’ll bring. You’ll be supported within a team of equally capable people, celebrating who you are and aiding you reach your potential. At Primark, we’re excited about our future - and we’re excited to develop yours.  

About Primark 

At Primark, people matter. They’re the beating heart of our business and the reason we’ve grown from our first store in Dublin in 1969 to a £9bn+ turnover business and over 80,000 colleagues and over 440 stores in 17 countries today. Our values run through everything we do. In essence, we're Caring and always strive to put people first. We're also Dynamic, bravely pushing the boundaries to stay ahead. And finally, we succeed Together.     

If you need any reasonable adjustments or have an accessibility request, during your recruitment journey, such as extended time or breaks between online assessments, a sign language interpreter, mobility access, or assistive technology please contact your talent acquisition specialist.  

All offers of employment are subject to background checks, including right to work, reference education and for some roles criminal, and financial checks. If you have any concerns, please reach out to our talent acquisition team to discuss. 

Our fashion isn’t one-size-fits-all and neither is our culture. Primark promotes equal employment opportunity, we strive to create an inclusive workplace where people can be themselves, access opportunities and thrive together.