Lead Analytics Implementation Specialist

Trainline; City Of London; Hybrid; GBP 80,000 - 100,000; Full time

Job summary

A leading travel technology company in London is seeking a Senior Analytics Implementation Specialist to manage analytics tags and drive product and marketing analytics. You'll utilize your expertise in Google Tag Manager, Google Analytics, and server-side tracking to optimize data quality and performance. The role offers a hybrid work model and exceptional benefits, including private healthcare and career growth opportunities in a diverse environment.

Benefits

Private healthcare

Dental insurance

Generous work from abroad policy

28-day Work from Abroad policy

2-for-1 share purchase plans

Qualifications

• Expert-level proficiency in Google Tag Manager (GTM), including custom templates.
• Advanced knowledge of Google Analytics 4 (GA4) configuration and event modelling.
• Strong understanding of first-party data strategies, cookie management, and consent modes.

Responsibilities

• Own the tagging & tracking strategy across web, mobile, and app platforms.
• Monitor and optimise tag performance and site/app impact.
• Lead and deliver key cross-functional measurement initiatives and projects.

Skills

Google Tag Manager (GTM)

Google Analytics 4 (GA4)

Server-side GTM containers

BigQuery

SQL

Debugging

first-party data strategies

Tag governance

communication skills

Tools

Google Analytics

Tag Assistant

Chrome DevTools

Charles Proxy

Job description

About us

We are champions of rail, inspired to build a greener, more sustainable future of travel. Trainline enables millions of travellers to find and book the best value tickets across carriers, fares, and journey options through our highly rated mobile app, website, and B2B partner channels.

Great journeys start with Trainline 🚄

Now Europe’s number 1 downloaded rail app, with over 125 million monthly visits and £5.9 billion in annual ticket sales, we collaborate with 270+ rail and coach companies in over 40 countries. We want to create a world where travel is as simple, seamless, eco-friendly and affordable as it should be.

Today, we're a FTSE 250 company driven by our incredible team of over 1,000 Trainliners from 50+ nationalities, based across London, Paris, Barcelona, Milan, Edinburgh and Madrid. With our focus on growth in the UK and Europe, now is the perfect time to join us on this high-speed journey.

A truly data-driven organisation, Trainline relies on data at all levels of the organisation, so maintaining a high quality of data is paramount to continue our growth. Having undergone a transformation of our web analytics setup in 2019, building a clean foundation from the ground-up, we seek an experienced Senior Analytics Implementation Specialist to manage our suite of tags across our entire estate and drive the development of our product and marketing analytics.

The Lead Analytics Implementation Specialist will work with the marketing and product teams to deliver end‑to‑end tagging; from gathering requirements, managing schemas, implementing tags and testing to ensure data capture is accurate and third parties tools are populating properly. You'll be working with the marketing and product teams to ensure their data needs are met and that they are effectively leveraging our data layer. You’ll be joining an existing team but also be taking a proactive role and owning some of our ongoing projects like the development of GA4 and GTM Server Side across App and Web.

What will you be working on? 🤔

• Own the tagging & tracking strategy across web, mobile, and app platforms (client‑side and server‑side).
• Own the Google Analytics / user analytics ecosystem, ensuring correct setup, access governance, integration, and continuous evolution.
• Monitor and optimise tag performance and site/app impact (load time, latency, resource usage).
• Continuously assess and enforce data quality, identifying and investigating tag/data discrepancies.
• Maintain and evolve tagging governance: documentation, naming conventions, version control, standards.
• Define and update data layer schemas and tracking specifications for handoff to engineering.
• Lead and deliver key cross‑functional measurement initiatives and projects (e.g. GA4 migration, server‑side GTM rollout).
• Stay current with industry trends and implement best‑practice tagging / tracking innovations.

We would love to hear from you if you have... 🔍

• Expert‑level proficiency in Google Tag Manager (GTM) (web & server‑side), including custom templates, data layer design, and tag governance.
• Advanced knowledge of Google Analytics 4 (GA4) configuration, event modelling, and custom dimensions/metrics for robust tracking strategies.
• Hands‑on experience deploying and maintaining server‑side GTM containers (e.g., on App Engine, Cloud Run), including pixel routing (Meta, TikTok, etc.).
• Designs and implements scalable, privacy‑compliant tracking architectures aligned with business goals and regulatory standards (e.g., GDPR, CCPA).
• Strong communication skills (verbal and written) and collaborates closely with marketing, product, and engineering teams to translate business questions into precise measurement frameworks.
• Strong understanding of first‑party data strategies, cookie management, and consent mode implementation (including Consent Mode v2).
• Leads complex debugging efforts across client‑side and server‑side implementations using tools like Tag Assistant, DebugView, Chrome DevTools, and Charles Proxy.
• Skilled in BigQuery and SQL for validating data pipelines, building QA tools, and analysing data collection accuracy.
• Establishes and enforces tag governance, QA processes, and documentation standards across digital analytics implementations.
• Provides technical leadership and mentorship to analytics specialists and developers; acts as the primary escalation point for implementation challenges.
• Works cross‑functionally to define data layer specifications, event taxonomies, and durable tracking plans across web/app properties.
• Familiar with enhanced conversions, eCommerce tracking (GA4 items array), and marketing platform integrations (Google Ads, Meta, LinkedIn).

More information:

Enjoy fantastic perks like private healthcare & dental insurance, a generous work from abroad policy, 2‑for‑1 share purchase plans, an EV Scheme to further reduce carbon emissions, extra festive time off, and excellent family‑friendly benefits.

We prioritise career growth with clear career paths, transparent pay bands, personal learning budgets, and regular learning days. Jump on board and supercharge your career from day one!

We're operate a hybrid model to work and ask that Trainliners work from the office a minimum of 60% of their time over a 12‑week period. We also have a 28‑day Work from Abroad policy.

Our values represent the things that matter most to us and what we live and breathe everyday, in everything we do:

• 💭 Think Big – We're building the future of rail
• ✔️ Own It – We focus on every customer, partner and journey
• 🤝 Travel Together – We're one team
• ♻️ Do Good – We make a positive impact

We know that having a diverse team makes us better and helps us succeed. And we mean all forms of diversity – gender, ethnicity, sexuality, disability, nationality and diversity of thought. That's why we're committed to creating inclusive places to work, where everyone belongs and differences are valued and celebrated.

Interested in finding out more about what it's like to work at Trainline? Why not check us out on LinkedIn, Instagram and Glassdoor!