BI & Digital Analytics Lead

ABYAT; Riyadh; On-site; SAR 280,000 - 520,000; Full time

Job summary

ABYAT is seeking an experienced Digital Analytics Lead to transform data from GA4, Tableau and Looker Studio into actionable business insights. You will own the analytics framework, connect customer behavior with commercial performance, and drive growth across e‑commerce and marketing initiatives.

You will collaborate with Product, UX and Technology to define event tracking, data layers and measurement requirements while ensuring dashboards are executive‑ready and scalable.

Qualifications

• 5+ years of experience in Digital Analytics, BI, e‑commerce or Marketing Analytics.
• Advanced hands‑on expertise in GA4 is essential.
• Strong experience building dashboards in Tableau and Looker Studio.
• Deep knowledge of GA4 e‑commerce, events, funnels and attribution.
• Strong SQL skills and experience querying large datasets.
• Experience with GTM and digital measurement frameworks is desirable.
• Commercial mindset with ability to translate data into actionable recommendations.
• Excellent communication and stakeholder management for senior leadership.

Responsibilities

• Own analysis of e‑commerce and digital performance across the full customer journey.
• Use GA4, Tableau and Looker Studio to analyze customer behavior and marketing effectiveness.
• Build and analyze customer funnels across landing pages, PDPs, cart and checkout.
• Identify funnel leakage and opportunities; translate findings into recommendations.
• Develop dashboards covering e‑commerce, marketing, merchandising and customer performance.
• Collaborate with Product, UX, Marketing and Tech to define tracking and data requirements.
• Audit GA4 implementation and troubleshoot discrepancies between GA4 and transactional data.

Skills

GA4

Tableau

Looker Studio

SQL

CRO

A/B testing

Data storytelling

Tools

Tableau

Looker Studio

GTM

BigQuery

Python

R

Job description

This role will be responsible for transforming digital, customer, marketing and commercial data into actionable insights that drive growth, improve customer experience and optimize business performance.

The ideal candidate will have strong hands‑on expertise in Google Analytics 4 (GA4), Tableau and Looker Studio, with the ability to connect customer behavior with commercial performance and translate complex data into clear business actions.

Location: Open to remote candidates based in the GCC

Key Responsibilities

Digital & E-commerce Analytics:

• Own analysis of e-commerce and digital performance across the complete customer journey.
• Use GA4, Tableau and Looker Studio to analyze customer behavior, commercial performance and marketing effectiveness.
• Analyze key KPIs including traffic, CVR, AOV, UPT, revenue per user, cart abandonment, checkout abandonment, ROAS and CAC.
• Build and analyze customer funnels across landing pages, PLP, PDP, cart, checkout and purchase.
• Identify funnel leakage, customer friction and commercial opportunities and translate findings into actionable recommendations.
• Analyze performance by market, device, channel, category, product, campaign and customer segment.
• Move beyond reporting what happened to explain why it happened and what actions should be taken.

GA4 & Digital Measurement

• Act as the team's GA4 subject‑matter expert, owning the digital measurement and analytics framework.
• Use GA4 for customer journey, acquisition, engagement, conversion and e‑commerce analysis.
• Demonstrate advanced knowledge of GA4 events, parameters, key events, audiences, explorations, funnels and e‑commerce reporting.
• Understand and validate e‑commerce tracking including view_item, add_to_cart, begin_checkout and purchase.
• Build custom explorations and funnel analyses to identify opportunities across the customer journey.
• Work closely with Product and Technology teams to define event tracking, data layers and measurement requirements for new features and customer journeys.
• Regularly audit GA4 implementation and investigate discrepancies between GA4 and transactional/business data.
• Experience with Google Tag Manager (GTM) and GA4 debugging/validation is highly desirable.
• Own the development and evolution of Tableau and Looker Studio dashboards across Omni‑Commerce.
• Build scalable, intuitive and executive‑ready dashboards covering e‑commerce, marketing, merchandising and customer performance.
• Combine GA4 behavioral data with transactional, marketing and commercial data to provide a holistic view of business performance.
• Develop advanced Tableau dashboards using calculated fields, parameters, filters and interactive visualizations.
• Build and maintain Looker Studio dashboards, particularly for GA4, digital marketing, acquisition and customer journey reporting.
• Determine the appropriate reporting platform–Tableau or Looker Studio–based on the business requirement, data source and audience.
• Automate recurring reporting and reduce reliance on manual Excel‑based analysis.
• Optimize dashboards for performance, usability and scalability.
• Establish consistent KPI definitions and reporting standards across Omni‑Commerce.
• Ensure dashboards reconcile with source systems and proactively investigate data‑quality issues.

Marketing & Commercial Analytics

• Analyze marketing effectiveness across channels including ROAS, CAC, CVR, revenue, customer acquisition and LTV.
• Partner with Digital Marketing teams to understand campaign, channel and audience performance.
• Analyze attribution, new vs. returning customers, branded vs. non-branded performance and cross-channel customer journeys.
• Identify opportunities to optimize marketing investment and improve acquisition efficiency.
• Analyze performance across categories, products, promotions and markets.
• Partner with Merchandising, Marketing, Product, UX and Technology teams to identify growth opportunities.

CRO & Customer Insights

• Identify opportunities to improve conversion rate and customer experience through behavioral and funnel analysis.
• Support A/B testing and experimentation, including hypothesis development, measurement frameworks and results analysis.
• Develop customer segmentation, cohort and retention analyses.
• Translate data and customer behavior into clear recommendations for Product, UX, Marketing and Merchandising teams.

Required Skills & Experience

• 5+ years of experience in Digital Analytics, Business Intelligence, E-commerce Analytics, Marketing Analytics or a related field.
• Advanced hands‑on expertise in Google Analytics 4 (GA4) is essential.
• Strong hands‑on expertise in both Tableau and Looker Studio is essential.
• Proven experience building and managing business, e‑commerce and marketing dashboards using Tableau and Looker Studio.
• Advanced understanding of GA4 e-commerce tracking, events, parameters, funnels, explorations, audiences and attribution.
• Strong understanding of e‑commerce customer journeys and digital analytics.
• Strong SQL skills and experience querying and manipulating large datasets.
• Experience with Google Tag Manager (GTM) and digital measurement frameworks.
• Strong understanding of CVR, AOV, UPT, ROAS, CAC, LTV, retention and funnel performance.
• Experience analyzing marketing performance across Google, Meta and other digital channels.
• Experience with BigQuery, Python or R is an advantage.
• Experience with CRO, experimentation and A/B testing is highly desirable.
• Strong commercial mindset with the ability to translate complex data into clear, actionable recommendations.
• Strong communication and stakeholder‑management skills, including presenting insights to senior leadership.