Digital Marketing Analyst

Huckleberry Agency Ltd.; City of Edinburgh; Hybrid; GBP 32,000 - 46,000; Full time

Job summary

Huckleberry Agency Ltd. in Edinburgh is seeking a Digital Marketing Analyst to translate data into actionable insights across SEO, paid media and CRM.

You’ll analyse multi-channel activity and present strategies to improve revenue, occupancy and brand visibility for hotel and hospitality clients. Join a hybrid team collaborating with Account Managers to align activity with client objectives and seasonal targets.

Qualifications

• 2+ years in digital marketing, analytics or performance role.
• Strong knowledge of GA4, GTM, Looker Studio and Google Ads.
• Solid SEO fundamentals: keyword research & on-page optimization.
• Experience analysing Meta Ads, PPC and cross-channel performance.
• Ability to distill complex datasets into clear insights and actions.
• Comfortable shaping client strategy across paid, organic and CRM channels.
• Commercial mindset with KPI focus (revenue, occupancy, ROAS).
• Proficient with Google Sheets or Excel.
• Hospitality/travel/e-commerce experience is a bonus.
• Knowledge of booking engines and cross-domain tracking is advantageous.

Responsibilities

• SEO, GEO & Strategic Insight: conduct keyword research and on-page reviews.
• Analytics, Channel Performance: analyse GA4 data and align with client goals.
• Content, CRM & Customer Journey: support newsletters and journey optimization.
• Tracking, Measurement & Planning: assist with event tracking and forecasting.

Skills

GA4 analytics

Data-driven insights

Cross-channel optimization

Excel/Sheets

Communication

Tools

GA4

Google Tag Manager

Looker Studio

Google Ads

Siteminder

Job description

Edinburgh (Hybrid)
Full-time
Experience required: Minimum 2 years

About Huckleberry

Huckleberry is a creative, data-driven digital agency based in Edinburgh, trusted by some of the UK's most exciting hotels, luxury travel brands and hospitality businesses. We blend strategy, storytelling and performance marketing to help our clients grow direct bookings, build brand equity and stay ahead in an AI-driven search landscape.

We're growing fast, and we're looking for a Digital Marketing Analyst who's as comfortable diving into GA4 dashboards as they are presenting insights to clients. You'll join a talented team working across SEO, GEO, paid media, content, data and AI.

The Role

As a Digital Marketing Analyst, you'll play a critical role in translating data into strategic recommendations that drive our clients' commercial performance. You will analyse multi-channel activity, uncover insights that shape future direction, and support the development of marketing strategies designed to increase revenue, occupancy and brand visibility.

You'll work closely with Account Managers and the wider marketing team to ensure that all activity aligns with client objectives, commercial targets and seasonal business needs. This role is ideal for someone who enjoys solving problems, thinking strategically, and using data to influence outcomes.

Key Responsibilities

SEO, GEO & Strategic Insight

Conduct keyword research, competitor analysis and on-page performance reviews that feed into wider marketing strategy.

Deliver GEO optimisation to position clients strongly across emerging AI search platforms.

Provide strategic recommendations based on search trends, audience behaviour and market changes.

Analytics, Channel Performance & Commercial Focus

Analyse GA4 data to identify patterns, opportunities and performance issues.

Align insights with clients' commercial goals, such as occupancy targets, revenue growth and demand periods.

Set up and manage Google Ads, Microsoft Ads and Meta Ads with clear strategic intent.

Monitor performance across PPC, Meta, SEO, website and CRM channels to ensure activity contributes to KPIs

Track key commercial metrics including occupancy, bookings, revenue, ROAS, conversion rates and channel mix.

Proactively spot opportunities for campaign scaling, seasonal pushes and budget reallocation.

Content, CRM & Customer Journey Support

Create and design client newsletters using CRM platforms with a focus on driving direct revenue.

Support optimisation of the full customer journey, from acquisition to conversion and retention.

Update websites via CMS to ensure content remains current, accurate and aligned with strategic objectives.

Tracking, Measurement & Strategic Planning

Support event tracking setup across websites, booking engines and third-party platforms.

Provide CRO, UX and tracking recommendations that enhance performance.

Assist with forecasting, budgeting and monthly/quarterly planning cycles.

Work closely with Account Managers to ensure all activity ladders up to wider commercial and marketing goals.

Skills & Experience Required

Minimum 2 years' experience in a digital marketing, analytics or performance role.

Strong working knowledge of GA4, Google Tag Manager, Looker Studio, and Google Ads.

Solid understanding of SEO fundamentals, keyword research and on-page optimisation.

Experience analysing Meta Ads, PPC and cross-channel performance.

Ability to distil complex datasets into clear insights and strategic actions.

Comfortable contributing to or shaping client strategy across paid, organic and CRM channels.

Commercially minded, with an understanding of KPIs such as revenue, occupancy, ROAS and conversion rate.

Proficient with spreadsheets (Google Sheets or Excel).

Experience in hospitality, travel or e-commerce is a bonus.

Knowledge of booking engines (e.g., Siteminder) and cross-domain tracking is an advantage.

Highly organised with excellent attention to detail.