Digital Analyst

IAG Loyalty; Crawley; Hybrid; GBP 42,000 - 65,000; Full time

Job summary

IAG Loyalty in Crawley, United Kingdom, is seeking an experienced Digital Analyst to shape how data and insight drive digital experiences for our holiday customers. This standalone role offers ownership beyond traditional reporting, enabling you to influence what we analyze and how we act on it.

You will partner with product, UX, marketing and commercial teams to translate findings into action, support experimentation, and connect data across customer journeys to guide senior decisions.

Qualifications

• Experience analysing digital journeys, funnels and conversion.
• Ability to turn data into insights that inform product and commercial decisions.
• Strong stakeholder storytelling and ability to communicate with non-technical audiences.

Responsibilities

• Own the digital insight agenda and determine where analysis has the biggest impact.
• Understand the customer journey across digital channels and identify engagement/drop-off points.
• Partner with product, UX, marketing and commercial teams to turn insights into action and run experiments.

Skills

Digital analytics

Funnel analysis

Stakeholder communication

Data interpretation

SQL knowledge

Tools

Google Analytics

Adobe Analytics

Job description

Who we are

We’reIAG Loyalty - one organisation with two ambitious, growing divisions across Loyalty and Holidays. Each has its own goals,strategyand team, but togetherwe’reunited by a shared vision to create a more rewarding world of travel and experiences.

The opportunity

We’re looking for someone to help shape how data and insight drive better digital experiences for our holiday customers.

This is a chance to step into a standalone digital analytics role with genuine ownership and influence. You won’t be joining an established analytics machine where the questions have already been decided and your job is simply to produce the reports. Instead, you’ll have the opportunity to shape how digital analytics is done, decide what the business should be asking and turn data into insight that changes what we do.

You’ll have the freedom to explore customer behaviour across the digital journey, uncover opportunities, challenge thinking and work directly with teams across product, UX, marketing and commercial. Your recommendations will help shape the evolution of our digital experience and influence decisions at senior levels.

For an experienced analyst, this is an opportunity to move beyond reporting and become the person the business turns to for digital insight.

What you’ll be doing

Own the digital insight agenda

You’ll take ownership of a rolling programme of digital insight, working with stakeholders to understand the questions behind the questions and identify where analysis can have the biggest impact. You’ll decide what’s worth investigating, shape the approach and turn your findings into recommendations the business can act on.

Understand the customer journey

You’ll get under the skin of how our customers interact with our digital channels. From entry and content through search, holiday discovery, pricing and booking. You’ll identify where customers are engaging, where they’re dropping out and, most importantly, why. You’ll connect digital behaviour with customer and commercial outcomes to build a richer picture of performance.

Influence what happens next

Your work won’t sit in a dashboard. You’ll partner with product, UX, marketing and commercial teams to turn insight into action. You’ll support experimentation and A/B testing, evaluate what works and use evidence to influence website development, customer experience and trading decisions.

Connect the data

You’ll bring together digital analytics with customer, marketing, loyalty and commercial data to understand the bigger picture. You’ll work with data and technology teams to understand our data landscape, improve measurement and find new opportunities to answer important business questions.

Tell the story

You’ll be confident taking complex analysis and making it simple, compelling and relevant. Whether you’re presenting to a product team or sharing recommendations with senior leadership, you’ll make sure people understand not just what the data says, but what we should do about it.

What we need from you

We’re looking for someone who already knows their way around digital analytics and is ready for more ownership, more influence and more opportunity to make a difference.

You’ll bring strong hands‑on experience analysing digital journeys, websites or apps, with a solid understanding of funnels, conversion, customer behaviour and digital performance. You’ll have experience with Google Analytics, with Adobe Analytics or another comparable platform also highly relevant.

More importantly, you’ll be someone who naturally goes beyond the numbers. You’ll be comfortable starting with an ambiguous business question, figuring out what data you need, investigating the problem and forming a clear point of view. You won’t wait to be handed a list of reports, you’ll be curious about what the business should understand next.

You’ll also bring strong stakeholder and storytelling skills. You’ll be comfortable challenging assumptions, influencing decisions and communicating with non‑technical audiences, from product and UX teams through to senior commercial stakeholders.

SQL experience would be useful, but it’s not essential. What matters most is your analytical judgement, curiosity and ability to turn insight into action.

Why make this your next move?

If you’re an experienced Digital Analyst looking for a role where you can have real ownership rather than simply inheriting an existing reporting suite, this is an opportunity to make your mark.

You’ll be the go‑to person for digital insight, with the space to establish new ways of working and shape the questions the business asks. You’ll have access to rich customer, digital and commercial data and the opportunity to connect those worlds in ways that create genuinely useful insight.

You’ll also have a visible seat at the table. Your work will influence product and UX development, marketing activity and commercial decision‑making, giving you the opportunity to see your analysis move from question → insight → recommendation → change.

And because this is a standalone role, you’ll have the autonomy to build something. You’ll be joining at a point where digital capability is evolving, so rather than stepping into a role where everything is already established, you can help define what great digital analytics looks like for the business.

If you’re ready for a role where you can own the agenda, influence senior stakeholders and see the impact of your insight, we’d love to hear from you.

Diversity and Inclusion

Our vision is to create a more rewarding world of travel and experiences. Delivering that requires diverse thinking and inclusive leadership.

We are committed to building a workplace where people feel they belong and are valued for their perspective. Inclusion drives better decisions, stronger performance and more innovative outcomes.

We actively encourage applications from people with different experiences and backgrounds, and are committed to ensuring our recruitment process is fair, inclusive and accessible.