Digital Analytics Lead

Tottenham Hotspur Football Club; Greater London; On-site; GBP 70,000 - 110,000; Full time

Job summary

Tottenham Hotspur Football Club is seeking a Digital Analytics Lead to own the analytics strategy across the Club’s digital products. You’ll partner with Product, Data, Marketing and external partners to drive data-driven decision making, optimise fan engagement and support commercial outcomes.

You will define KPIs, lead A/B testing, and develop advanced analytics and segmentation to forecast customer behaviour and improve supporter experiences.

Qualifications

• Experience in Product Analytics, Digital Analytics or Data Science within a digital environment.
• Advanced SQL skills with experience querying, manipulating and analysing large data sets.
• Experience working with data platforms such as Snowflake, Salesforce Data Cloud and other data warehouses.
• Experience with product analytics platforms such as MixPanel and GA4.
• Strong knowledge of Google Tag Manager, data layers, event tracking and measurement frameworks.
• Experience combining multiple data sources to generate deeper customer insights and predictive analytics.

Responsibilities

• Define and own the product analytics strategy and roadmap across the Club's digital products.
• Establish KPIs and measurement frameworks aligned with product and commercial objectives.
• Use data and insights to influence product strategy, prioritisation and optimisation.
• Proactively analyse fan behaviour and product performance to identify opportunities to improve engagement and commercial outcomes.
• Lead analysis of A/B testing, experimentation and product enhancements to measure impact.

Skills

Advanced SQL

Snowflake

Salesforce Data Cloud

MixPanel

GA4

Google Tag Manager

Event tracking

A/B Testing

Propensity modelling

Customer lifetime value

Tools

Snowflake

Dbt

Tableau

Power BI

Salesforce Data Cloud

MixPanel

GA4

Job description

Founded in 1882, Tottenham Hotspur is an iconic English football club, playing in the Premier League and Women’s Super League. From North London to the world, our fanbase spans continents, cultures, and generations. Spurs is a club that’s always dared to push boundaries, breaking new ground and rewriting history.

We are at our brightest when we’re all together. Our club, our teams, our community. We are entering a new era at Tottenham with a new club strategy, new leadership, and a focus on putting our fans at the heart of everything we do as we continue to strengthen our connection with our DNA, our home, and each other.

We’re at our brightest when we’re all together. Our Club, our teams, our community.

The Role

The Digital Analytics Lead is responsible for leading the Club's product analytics capability across all digital products. The role owns product measurement, insight generation and analytics strategy, ensuring fan behaviour and performance data are embedded into product decision making.

Working across Product, Data, Marketing and external partners, the Digital Analytics Lead will champion a data driven culture, ensuring analytics informs product strategy, prioritisation and continuous optimisation to improve both supporter experience and commercial outcomes.

Key Responsibilities

• Define and own the product analytics strategy and roadmap across the Club's digital products
• Establish KPIs and measurement frameworks aligned with product and commercial objectives
• Use data and insights to influence product strategy, prioritisation and optimisation

Product Insights & Optimisation

• Proactively analyse fan behaviour and product performance to identify opportunities to improve engagement, conversion, retention and commercial outcomes
• Combine behavioural, transactional and customer data to generate actionable insights and recommendations
• Establish a regular cadence of insight sharing with Product, Digital Marketing, Analytics and senior stakeholders
• Lead the analysis of A/B testing, experimentation and product enhancements to measure impact and inform future development

Advanced Analytics, Data & AI

• Use advanced SQL to query, manipulate and analyse large datasets across platforms such as Snowflake and Salesforce
• Work with Data Engineering teams to understand and improve data pipelines, transformations, models and data quality
• Develop advanced customer segmentation, propensity models and predictive analytics to identify trends and forecast customer behaviour
• Explore AI enabled analytics tools to accelerate data analysis and insight generation
• Identify opportunities to automate analytical workflows and improve reporting efficiency

Digital Measurement & Analytics

• Own the digital measurement framework across Web, App and other digital products
• Lead the implementation and ongoing development of Google Tag Manager, data layers, event taxonomy and analytics tracking
• Define, validate and maintain analytics requirements, ensuring accurate and reliable data collection
• Oversee Mixpanel and other product analytics tools, enabling effective analysis and self-service reporting

Product Delivery & Collaboration

• Partner with Product Managers to embed analytics throughout product discovery, delivery and optimisation
• Collaborate with Data, Digital Marketing, CRM and Technology teams to connect product analytics with wider customer and business insights
• Ensure product initiatives have clear hypotheses, success metrics and post-launch performance evaluations
• Build data literacy and encourage evidence based decision making across the Digital team

Stakeholder & Partner Management

• Manage third party analytics and technology partners, ensuring delivery against requirements, timelines and quality standards
• Communicate analytics priorities, progress, risks and recommendations to stakeholders
• Influence product and investment decisions through data driven recommendations

What You Will Bring

• Experience in Product Analytics, Digital Analytics or Data Science within a digital environment
• Advanced SQL skills with experience querying, manipulating ana analysing large data sets
• Experience working with data platforms such as Snowflake, Salesforce Data Cloud and other data warehouses
• Experience with product analytics platforms such as MixPanel and GA4
• Strong knowledge of Google Tag Manager, data layers, event tracking, event taxonomy and measurement frameworks
• Experience combining multiple data sources to generate deeper customer insights, advanced segmentation and predictive analytics
• Knowledge of experimentation, AB Testing, Propensity modelling and customer lifetime value analysis
• Proven ability to translate complex data into actionable insights that product strategy, optimisation and roadmap decisions
• Excellent stakeholder management and communication skills

Technical Knowledge

Ideally you'll have experience with some of the following:

• Product analytics platforms such as MixPanel, including event based analytics, funnel analysis, retention and cohort analysis
• Snowflake, Dbt or modern cloud data platforms, including data modelling and transformation
• Salesforce or customer data platforms
• Experimentation, A/B testing and product led growth
• Advances customer analytics, including segmentation, propensity modelling or customer lifetime value
• AI tools and AI powered analytics capabilities to accelerate data exploration, analysis and insight generation
• Data visualisation tools such as Tableau, Power BI or similar reporting platforms
• Experience working within sport, media, entertainment or subscription businesses

You don't need experience across every platform, we're looking for someone who is technically curious and excited to learn.

Personal Attributes

• Innovative Thinker: Thinks ahead, generates ideas, and challenges the status quo
• Collaborative: Values and respects others, builds relationships, and works well in team settings
• Results-Oriented: Gets things done, delivers to high standards, and takes responsibility
• Analytical Problem Solver: You enjoy understanding how things work, asking the right questions and solving problems through structured thinking
• Attention to Detail: High level of accuracy and meticulousness in all tasks
• Adaptable: Willing to support other areas outside of normal day-to-day responsibilities when needed

Safeguarding & Recruitment Statement

Safeguarding is fundamental to the success in all that we do. The Club follows a Safer Recruitment process for all roles. Successful candidates are to be reminded they would be subject to proportionate background, DBS and reference checks as required for this role.

We welcome applications from anyone regardless of age, disability, gender, race, or ethnic and national origins, religion or belief, or sexual orientation.

Reasonable Adjustments

We are committed to providing an inclusive and accessible recruitment process and will make reasonable adjustments at any stage of the application or interview process to support candidates with disabilities or specific needs. Please let us know if you require any adjustments so that we can ensure you have a fair and positive experience.

Please note that we reserve the right to close this vacancy early should we receive a high volume of applications or due to business needs, so early applications are encouraged.