Ecommerce & Digital Marketing Analyst - - London

Hurtigruten Expeditions; London; On-site; GBP 40,000 - 60,000; Full time

Job summary

A leading company in travel and adventures seeks an Ecommerce & Digital Marketing Analyst to drive insights through data analytics. This role involves evaluating website performance and campaign effectiveness, as well as collaborating across teams to optimize user experiences. Ideal candidates will have significant experience in ecommerce analytics and be proficient in key tools like Google Analytics 4 and Hotjar.

Qualifications

• Minimum of 5 years' experience in ecommerce and digital marketing analytics.
• Expertise in GA4, Hotjar, Microsoft Clarity, and Infinity Call Tracker.
• Exceptional communication skills for presenting complex data.

Responsibilities

• Analyse sales-driving campaign performance and provide insights.
• Evaluate traffic sources and recommend onsite experience improvements.
• Collaborate across teams for data-driven decision making.

Skills

Data analysis

Digital marketing

Communication

Ecommerce strategy

Performance optimization

Tools

Google Analytics 4

Hotjar

Microsoft Clarity

Infinity Call Tracker

Microsoft Excel

Job description

Role Overview:

As the Ecommerce & Digital Marketing Analyst, you will play a pivotal role in evaluating website performance and campaign effectiveness to generate actionable insights that enhance commercial success. Leveraging tools such as Google Analytics 4, Hotjar, Microsoft Clarity, and Infinity Call Tracker, you will help identify how to drive efficiencies in how we attract, engage, and convert traffic—ensuring Ecommerce and Marketing teams remain data-led in their decision-making.

This role requires a blend of analytical rigour, commercial acumen, strategic thinking, and strong communication skills. You’ll regularly present insights and recommendations to senior commercial stakeholders with clarity and confidence.

Key Responsibilities:

Commercial Reporting & Business Insights:

• Analyse the performance of sales-driving campaigns, delivering weekly insights to ensure senior stakeholders have the necessary insights to make informed decisions.
• Evaluate and report on the alignment between traffic source intent and onsite experience, making recommendations to improve relevance and outcomes.
• Provide deep dives into onsite behaviour of traffic, by source, analysing their online journeys to uncover opportunities to optimise towards greater performance on site and to drive efficiencies across the media mix.
• Present data in visually compelling formats to quickly highlight insights, and deliver clear presentations that communicate findings, strategies, and data-driven recommendations.
• Partner with the Ecommerce merchandising lead to uncover actionable insights on product performance and trends, helping to inform merchandising strategy, support sales growth, and align with broader commercial objectives.

Website Optimisation:

• Develop and maintain a roadmap for user journey analysis, uncovering friction points and optimisation opportunities by audience segment and channel source.
• Prioritise findings based on scale and commercial impact to support strategic decision-making and effective resource allocation.
• Collaborate with Ecommerce team members to shape the A/B testing roadmap, analyse test data, and drive optimisations that inform future campaign, content and user journey initiatives.
• Support Ecommerce team members in planning business initiatives across the website, providing data to inform content strategies and enhancements aligned with business objectives.

Day to Day Operations:

• Daily health check on core web metrics including sessions, engagement and bounce.
• Identify key success metrics across audience segments, ensuring an outcomes-based approach to measuring performance.
• Collaborate with the Ecommerce team, local marketing leads, and agencies to align on KPIs and establish mutual targets for each audience segment.
• Stay updated on Ecommerce reporting tools, trends, and best practices, ensuring we remain aligned with industry advancements.

Collaboration & Stakeholder Management:

• Act as the central analytics contact across Ecommerce and Marketing, bridging the two functions with shared performance insights and data-driven alignment.
• Support local marketing teams with custom reporting needs while ensuring consistency within global analytics frameworks.
• Collaborate with team members across SEO, content, merchandising, and campaigns to support decision making.

Skills & Qualifications:

• Minimum of 5 years’ experience in ecommerce and digital marketing analytics, ideally in a global or multi-market context.
• Expertise in using tools such as GA4, Hotjar, Microsoft Clarity, and Infinity Call Tracker.
• Advanced proficiency in Microsoft Excel for data manipulation and reporting
• Exceptional verbal and written communication skills, with the ability to present complex data to senior stakeholders in a clear and accessible way.
• Demonstrable ability to interpret traffic performance through the lens of media strategy, audience behaviour, and commercial goals.
• Solid understanding of digital marketing channels (e.g., paid search, Pmax, Demand Gen, Paid social, display, organic), including how each drives user intent and behaviour on site.
• Commercially minded with the ability to quantify impact and influence strategy through data.
• Strong sense of ownership, accountability, and commitment to meeting deadlines.