Tapestry Digital Analyst

Tapestry; Greater London; Hybrid; GBP 45,000 - 55,000; Full time

Job summary

A global fashion firm is seeking a Digital Analyst to join their Ecommerce team. This role involves analysing user behaviour and optimising digital platforms for brands like Coach and Kate Spade New York. The ideal candidate will have a strong background in digital analytics, with proficiency in tools such as Google Analytics and SQL. This position offers hybrid working conditions and a variety of perks aimed at supporting employee well-being and professional development.

Benefits

Hybrid working model

Paid volunteering day

Learning & Development opportunities

Annual incentive plan

Private healthcare

Qualifications

• 3+ years of experience in digital analytics or a related role.
• Educational background in marketing, business, data science, or a related discipline.
• Proficient in Google Analytics and data visualisation tools.

Responsibilities

• Analyse user behaviour and optimise digital performance.
• Deliver weekly and monthly reports with actionable insights.
• Collaborate with Marketing, Product, and UX teams to define KPIs.

Skills

Digital Analytics

Data Analysis

A/B Testing

Cross-Functional Collaboration

SEO Knowledge

Education

Bachelor's degree in marketing or data science

Tools

Google Analytics

Adobe Analytics

Tableau

SQL

Python

Job description

We believe that difference sparks brilliance, so we welcome people and ideas from everywhere to join us in stretching what's possible. At Tapestry, being true to yourself is core to who we are. When each of us brings our individuality to our collective ambition, our creativity is unleashed. This global house of brands – Coach and Kate Spade New York – was built by unconventional entrepreneurs and unexpected solutions, so when we say we believe in dreams, we mean we believe in making them happen. We’re always on a journey to becoming our best, but you can count on this: here, your voice is valued, your ambitions are supported, and your work is recognized.

Primary Purpose

The Digital Analyst will join the Tapestry Europe Ecommerce team and play a pivotal role in driving strategic decisions across digital platforms for Coach and Kate Spade New York. In this role, you will analyse user behaviour, optimise digital performance and deliver actionable insights that enhance the customer experience and maximise business outcomes.

The successful individual will leverage their proficiency in Digital Analytics to:

Performance Monitoring & Analysis

• Track daily, weekly and monthly traffic, bounce rates, session durations, and conversion rates
• Monitor cost per acquisition (CPA), and customer lifetime value (CLV)
• Benchmark performance against industry standards or historical data

Reporting & Dashboard Development

• Deliver weekly, monthly and quarterly reports with actionable insights and include visualisations, trend analysis, and performance against KPIs
• Work with the North America reporting team to ensure breadth of reports across Tableau and troubleshoot data issues

Trend Identification & Optimization

• Conduct funnel analysis to identify drop‑off points and optimise conversion paths
• Use segmentation to uncover behavioural patterns by audience type
• Highlight top‑performing content and recommend under‑performing areas for improvement
Cross‑Functional Collaboration
• Work with Marketing, Product, and UX teams to define SMART KPIs (e.g., increase conversion rate)
• Create measurement plans that align with business goals and campaign objectives
• Ensure KPIs are tracked consistently across platforms

Experimentation & Testing

• Design and execute A/B and multivariate tests with clear hypotheses
• Measure statistical significance and uplift in key metrics (e.g., bounce rate, add to cart, checkout completion rates)
• Document learnings and integrate them into future strategies

Data‑Driven Recommendations

• Recommend UX improvements based on heatmaps, session recordings, and user flow analysis
• Identify SEO opportunities using organic traffic trends, keyword trends and landing page analysis

Data Integrity & Governance

• Conduct regular audits of analytics implementations (e.g., GA4 tags, Snowflake pipelines)
• Validate data consistency across platforms and resolve discrepancies
• Maintain documentation for tracking setups and data governance

Continuous Learning & Innovation

• Attend webinars, certifications, or conferences quarterly
• Share monthly updates on new tools, features, or methodologies with the team
• Evaluate and pilot emerging technologies (e.g., predictive analytics, AI‑driven insights)

The accomplished individual will possess:

• 3+ years' experience in digital analytics or a related role
• Educational background or equivalent experience in marketing, business, data science, or a related discipline
• Proficient in Google Analytics, Adobe Analytics, and data visualisation tools (e.g., Tableau, Power BI)
• Skilled in data analysis tools (SQL, Excel), ecommerce platforms (Salesforce, Shopify), and programming languages (Python)
• Deep understanding of AI/ML frameworks and concepts, including neural networks, deep learning architectures (CNNs, RNNs, GANs) and related development
• Hands‑on experience with platforms such as Content Square to analyse customer behaviour across websites and digital touchpoints, leveraging heatmaps and session replays to identify friction points and recommend optimisations to improve the customer journey
• Working knowledge of Google Tag Manager (preferred but not essential)
• Ability to translate data and AI insights into actionable business strategies that drive revenue and customer satisfaction
• Strong understanding of digital marketing channels and web technologies
• Excellent cross‑functional collaboration skills with the ability to present data‑driven insights clearly and persuasively

Please be advised that we are unable to provide visa sponsorship for this position. As such, you will only be considered if you already possess the right to work in the UK.

What Tapestry can offer you

• Hybrid working (Tuesday, Wednesday, Thursday in‑office, Monday and Friday remote)
• Flex Fridays (Option to finish early on a Friday)
• 1 Paid Volunteering Day per year and opportunities to volunteer with global projects
• Learning & Development opportunities
• Internal mobility & career progression
• Regular seasonal and cultural social events
• Equity, Inclusion & Diversity initiatives which include employee business resource groups

Other benefits include

• 25 days holiday in addition to bank holidays
• Annual Incentive Plan (company performance bonus)
• Multi‑brand discount up to 50% off Coach & Kate Spade New York
• Private Healthcare with health assessment (Bupa)
• Private Dental Cover
• Free 24/7 support for family building, fertility, maternity & newborn care, and menopause with Maven
• Eyecare vouchers
• Headspace subscription
• Employee Assistance Program
• Employer Pension Contribution
• Gym discount
• Interest‑free season ticket loan
• Cycle to work scheme

Our Competencies for All Employees

• Courage: Doesn’t hold back anything that needs to be said; provides current, direct, complete, and "actionable" positive and corrective feedback to others; lets people know where they stand; faces up to people problems on any person or situation (not including direct reports) quickly and directly; is not afraid to take negative action when necessary.
• Creativity: Comes up with a lot of new and unique ideas; easily makes connections among previously unrelated notions; tends to be seen as original and value‑added in brainstorming settings.
• Customer Focus: Is dedicated to meeting the expectations and requirements of internal and external customers; gets first‑hand customer information and uses it for improvements in products and services; acts with customers in mind; establishes and maintains effective relationships with customers and gains their trust and respect.
• Dealing with Ambiguity: Can effectively cope with change; can shift gears comfortably; can decide and act without having the total picture; isn’t upset when things are up in the air; doesn’t have to finish things before moving on; can comfortably handle risk and uncertainty.
• Drive for Results: Can be counted on to exceed goals successfully; is constantly and consistently one of the top performers; very bottom‑line oriented; steadfastly pushes self and others for results.
• Interpersonal Savvy: Relates well to all kinds of people, up, down, and sideways, inside and outside the organization; builds appropriate rapport; builds constructive and effective relationships; uses diplomacy and tact; can diffuse even high‑tension situations comfortably.
• Learning on the Fly: Learns quickly when facing new problems; a relentless and versatile learner; open to change; analyzes both successes and failures for clues to improvement; experiments and will try anything to find solutions; enjoys the challenge of unfamiliar tasks; quickly grasps the essence and the underlying structure of anything.

Tapestry, Inc. is an equal opportunity and affirmative action employer and we pride ourselves on hiring and developing the best people. All employment decisions (including recruitment, hiring, promotion, compensation, transfer, training, discipline and termination) are based on the applicant's or employee's qualifications as they relate to the requirements of the position under consideration. These decisions are made without regard to age, sex, sexual orientation, gender identity, genetic characteristics, race, color, creed, religion, ethnicity, national origin, alienage, citizenship, disability, marital status, military status, pregnancy, or any other legally‑recognized protected basis prohibited by applicable law. Visit Tapestry, Inc. at http://www.tapestry.com/