We are looking for a Senior Data Analyst with deep expertise in Google Analytics 4 (GA4) to lead digital and fan-focused analytics initiatives across the organisation. This role will play a critical part in understanding user behaviour across web and app platforms, driving data-informed decision-making, and improving digital performance through advanced measurement, reporting, and insight.

You will work closely with digital, marketing, product, and commercial teams, acting as the subject-matter expert for GA4 and wider digital analytics.

Key Responsibilities

Act as the GA4 lead, owning implementation, configuration, and ongoing optimisation

Design and maintain GA4 event tracking, parameters, conversions, and user properties

Ensure accurate and compliant data collection across websites, apps, and digital platforms

Analyse user journeys, engagement, acquisition, and conversion performance using GA4

Build and maintain dashboards and reports using GA4, BigQuery, and data visualisation tools

Translate GA4 data into clear insights and recommendations for non-technical stakeholders

Work closely with developers and tag management teams to implement tracking via Google Tag Manager

Support attribution modelling, funnel analysis, cohort analysis, and experimentation

Combine GA4 data with other data sources to create a holistic view of digital performance

Define and promote best practices for digital measurement and analytics governance

Mentor junior analysts and support analytics capability development

Skills & Experience

Significant experience in a senior data or digital analytics role

Advanced hands-on experience with Google Analytics 4 (GA4)

Strong understanding of GA4’s event-based data model and reporting capabilities

Experience using Google Tag Manager for tracking implementation

Strong SQL skills, ideally with experience querying GA4 data in BigQuery

Experience building dashboards using tools such as Power BI, Tableau, or Looker

Proficiency in Python or R for data analysis is desirable

Strong understanding of digital KPIs, conversion tracking, and user behaviour analysis

Excellent communication skills, with the ability to influence stakeholders using data

Experience in sport, media, entertainment, or consumer-facing digital environments is desirable

What We Offer

Opportunity to lead GA4 and digital analytics strategy in a high-profile organisation

A fast-paced, data-driven working environment

Competitive salary and benefits package

Hybrid working and ongoing professional development opportunities