As Principal Digital Analyst you will be responsible for the full lifecycle of digital analytics, auditing data collection (Google Analytics, Firebase, internal sources), monitoring performance, and delivering insights that support our eCommerce trading strategy. You'll work closely with trading, product, marketing, and development teams to optimise customer journeys, conversion funnels, and overall trading performance.

Based in our multi-disciplinary data and analytics team, you'll also mentor junior analysts and serve as a trusted advisor to the business on questions about data. This role is ideal for a technically strong, impact-driven analyst who thrives in a collaborative environment and is ready to shape the future of digital at Forge.

Your Responsibilities:

Deliver early warning analytics to quickly identify issues and opportunities for trading teams
Act as a vocal, data-driven member of the trade team raising opportunities grounded in data
Translate complex data into clear, actionable insights that drive commercial value
Communicate effectively with both technical and non-technical audiences
Own the configuration and quality of digital tracking (e.g. via Google Tag Manager or internal data systems)
Ensure robust, reliable data collection in collaboration with product and tech teams
Act as the subject matter expert for GA4, GTM, BigQuery, Firebase, and other tracking/reporting tools
Optimise tracking of deep-links and cross-platform interactions
Lead the creation of a digital/product-focused data hub as part of our hybrid data mesh strategy
Establish greenfield datasets and reporting in Microsoft Fabric, supported by analytics engineers and platform teams.
Share knowledge and promote data maturity across the team
Mentor junior analysts and support stakeholder upskilling in data literacy

We are looking for those who can share in our company goals, values and ethos, who can grow alongside us and whose skills can aid our ongoing success!

Essential Experience:

Extensive experience in web / digital analytics roles, ideally in an eCommerce environment (GA4, GTM or Google Tag Gateway)
Strong in web/app analytics, including deep-linking and cross-platform tracking
Proficient in SQL, BigQuery, and debugging tools
Understanding of digital architecture, including JavaScript basics and front-end data flows
Proficiency in visualisation tools (Excel, Tableau or Power BI)
Practitioner of concepts like Data > Insight > Action and storytelling with data
Track record conducting exploratory data analysis, from formulating hypotheses to presenting findings
Proactive, self-motivated, and solutions-focused
Able to manage work within set deadlines and effectively communicate progress
Ability to understand stakeholder needs and negotiate priorities and alternatives
Excellent communication skills
Able to translate technical concepts into business language

Nice to have:

Bachelor's degree in a numerate discipline (e.g., Mathematics, Statistics, Computer Science, Economics, Engineering) or an equivalent analytical apprenticeship
Familiarity with Firebase, Appsflyer, or other app analytics and attribution tools
Experience supporting A/B testing and experimentation frameworks
Certifications in Google Analytics or GTM
Experience in an agile/scrum development environment
Experience using JIRA
Experience coaching data fluency to broader business colleagues
Commercial awareness, ideally within the holiday lettings or travel and tourism sector

The Forge Holiday Group encompasses Sykes Holiday Cottages, Forest Holidays, UKcaravans4hire and Bachcare in New Zealand. We unite under four core company values that serve as the foundation of everything we do: Being One Team, Owning It, Communicating Honestly. Learning, Growing, and Innovating. These values ensure we remain true to our original ethos and ensure we stay true to our Customers, Owners and Colleagues alike.

Salary: Up to £65,000 per annum
Work Days & Hours: Monday to Friday, 9am to 5:30pm, 37.5 hours per week
Working Policy: Flexible hybrid-working policy, with a minimum of two days a week from our Chester head office
Team: Data and Analytics
Reports to: Business Partner, Annual STIP Company-wide Bonus Scheme offering up to an additional 10% of your salary through our performance-based bonus program
33 days of annual leave including bank holidays, plus up to 5 extra days with long service
A day off to celebrate your Birthday
Two paid Volunteering Days off annually
One of only 1000 BCORP-certified companies in the UK
Enhanced Parental leave (24 weeks maternity, 3 weeks paternity at 100% pay)
Exclusive discounts on stays for you, family and friends
Discounts and offers with a focus on your overall wellbeing
Health Cash Plan
Training & Development programs to set you up for success
24/7 mental health support and initiatives
Access to the gym at our Chester HQ
Chester HQ has on-site parking and is close to Chester train station
Employee Savings Scheme transferring directly from your salar
Long Service Awards
Hybrid working for selected roles

Diversity and Inclusion: We encourage and welcome our people to bring their authentic and best selves to work every day. We know the power that comes from different ideas, backgrounds and perspectives. We recognise the role diversity plays in achieving our goals as a business. We actively welcome applications from as wide a range of backgrounds as possible. If you need any particular support or accommodations as part of your application process, please get in touch - our recruitment team are happy to help