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Join us at Merlin Entertainments as we transform the future of digital guest experiences across our iconic global attractions.

We are looking for a Digital Analyst to support our Data team in analysing digital performance across our websites, mobile apps, and marketing campaigns using advanced Tableau and Power BI visualisations.

This a Hybrid role with one day a week required onsite at our Arbor Blackfriars Office.

This role centres on interpreting user behaviour data and creating compelling Tableau dashboards and Power BI reports to provide actionable insights that optimise digital experiences, drive growth, and enhance conversion rates.

Working closely with cross-functional teams, you'll deliver data-driven recommendations through sophisticated Tableau and Power BI visualisations, supporting strategic decision-making within our Digital and Data department.

Key Responsibilities:

• Analyse key performance metrics using Tableau and Power BI to create interactive dashboards tracking websites, apps, and campaign performance
• Build Tableau visualisations to identify trends and insights impacting digital performance and user engagement
• Develop Power BI reports monitoring traffic, user behaviour, and conversion data for strategy optimisation
• Create compelling Tableau and Power BI presentations delivering regular insights to stakeholders

Advanced Reporting & Dashboard Development:

• Design and maintain sophisticated Tableau dashboards tracking digital KPIs and performance metrics
• Build Power BI reports ensuring data accuracy and consistency across all stakeholder communications
• Create ad-hoc Tableau visualisations for specific digital initiatives and campaign analysis
• Develop user-friendly Power BI dashboards making complex data accessible to non-technical stakeholders
• Collaborate with marketing teams using Tableau analytics to assess campaign effectiveness across paid, organic, and social channels
• Create Power BI reports analysing ROI and performance metrics for campaign optimisation
• Build Tableau visualisations providing data-driven recommendations for campaign adjustments
• Develop Power BI dashboards measuring campaign success and identifying improvement opportunities

User Experience Insights & A/B Testing:

• Analyse customer journeys using Tableau customer analytics to identify UX improvement opportunities
• Create Power BI reports tracking A/B testing results and conversion optimisation experiments
• Build Tableau visualisations supporting UX team integration of data-driven design recommendations
• Develop Power BI dashboards monitoring user interface performance and workflow effectiveness

Data Governance & Analytics Enhancement:

• Ensure Tableau and Power BI data sources maintain accuracy and comply with privacy regulations
• Monitor analytics integrity using Power BI data quality dashboards
• Collaborate with IT teams implementing Tableau and Power BI tracking integrations
• Continuously identify opportunities enhancing Tableau and Power BI analytics capabilities

Experience & Qualifications:

• Experience in digital analytics with strong Tableau and Power BI proficiency
• Advanced skills in Tableau dashboard creation and Power BI report development
• Familiarity with web analytics platforms and integration with Tableau/Power BI
• A/B testing experience with Tableau statistical analysis capabilities
• Degree in Digital Marketing, Business Analytics, or Data Science

Preferred:

• Tableau Desktop certification or Power BI certification
• Experience with Tableau Server/Online and Power BI Service
• Knowledge of SEO, SEM strategies with Tableau marketing analytics
• Proven ability to create executive-level Power BI presentations

Key Skills:

• Expert-level Tableau and Power BI proficiency for complex data visualisation
• Strong analytical skills interpreting digital data through advanced Tableau and Power BI features
• Excellent communication presenting Tableau insights and Power BI reports to diverse audiences
• Cross-functional collaboration using Tableau and Power BI for data-driven improvements
• High attention to detail ensuring Tableau and Power BI reporting accuracy

At Merlin Entertainments, we’re committed to creating a workplace where everyone feels valued and supported. Diversity and inclusion are central to how we work — we celebrate individuality and strive to build an environment where everyone can thrive.

We’re proud to be an equal opportunities employer, welcoming applications from all backgrounds and identities, including age, ethnicity, gender, disability, neurodiversity, sexual orientation, family or parental status, religion, and veteran status.