Digital Analyst

British Airways Holidays Ltd; Crawley; On-site; GBP 55,000 - 75,000; Full time

Job summary

British Airways Holidays Ltd is seeking a digital analytics lead to own the insight agenda and influence product, UX and commercial decisions. You’ll explore customer journeys, connect analytics to business outcomes and drive actionable recommendations across the holiday journey.

You’ll partner with product, UX, marketing and analytics teams to translate data into strategy, with a focus on improving digital performance and customer experience.

Qualifications

• Experience analysing digital journeys across websites or apps.
• Strong understanding of funnels, conversion and customer behaviour.
• Proficiency with analytics platforms (Google Analytics, Adobe Analytics) and SQL is a plus.

Responsibilities

• Own the digital insight agenda; turn questions into actionable recommendations.
• Analyse customer journeys across digital channels and identify drop-offs.
• Collaborate with product, UX, marketing and commercial teams to drive improvements.
• Tell data stories to senior stakeholders with clear, actionable conclusions.

Skills

Digital analytics

Google Analytics

Adobe Analytics

SQL

Stakeholder management

Storytelling

Tools

GA360/GA4

Adobe Analytics

Job description

Who we are

We’re IAG Loyalty - one organisation with two ambitious, growing divisions across Loyalty and Holidays. Each has its own goals, strategy and team, but together we’re united by a shared vision to create a more rewarding world of travel and experiences. Our Holidays division representing British Airways Holidays, brings together trusted brands, connecting customers to thousands of destinations worldwide through seamless, end-to-end travel experiences. Our Loyalty division is home to Avios, the global loyalty currency, enabling millions of members to collect and spend rewards across travel, retail and financial services. We’re on an exciting journey of growth and transformation – we’re going places.

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

We’re 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 to 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.

And in return? A one-of-a-kind culture where a love of travel connects us all. A business that’s going places, and careers that are, too. If that sounds like the kind of place you’d like to be, find out more and join our team! Together we’re creating a more rewarding world of travel and experiences. This is our vision, it gives us direction in where we’re heading and our values show us how we’ll get there. Our values outline how we show up when we’re firing on all cylinders. From our Contact Centre to Madrid and Head Office colleagues, they outline the expectations we have for each other and what it means to work in our Club.