eCommerce Analyst, Visit London

4 weeks ago

London, United Kingdom London and Partners Full time
DescriptionVisit London is the official visitor guide to London. Visit London serves information and inspiration, along with convenient ticket booking, to millions of domestic and international users who engage with our brand across our website, app, email and social channels. 

The Visit London growth team is commercial team responsible for delivering  income and profit. We derive income through a diverse range of channels and programmes including B2C eCommerce ticket sales, sponsorship and advertising. The profit we generate is reinvested in supporting London & Partners mission of creating economic growth for London that is resilient, sustainable and inclusive.  Purpose of roleAs our eCommerce Analyst, you will interrogate a wide range of data sources to identify and communicate actionable insights. 

Key Tasks
  • Utilise historic and current data, from a range of sources, to pinpoint opportunities to drive user acquisition, increase conversion and grow income, particularly from sales of high value products to high value audiences. 
  • Communicate your action-oriented insights to the Head of Growth, Visit London, and the managers across the Visit London growth team and specify what they and their teams ought to prioritise in the interests of maximising the commercial upside.
  • Build credibility by demonstrating the positive impact of your insights and recommendations in contributing to the achievement of our financial objectives and key results. 
  • Create and maintain a roadmap of scheduled, pro-active areas of analysis, along with a calendar for conducting and completing insight requests submitted by the Head of Growth, Visit London, managers and colleagues.  
  • Identify other sources of valuable data that can supplement your work and add richer insight.
  • Manage data agencies should we require them. 
  • Provide extensive analysis and insight using quantitative and qualitative analysis tools to analyse and understand visitor traffic sources, user behaviour, flow and conversion drivers.
  • Maintain and enhance our monthly dashboard to demonstrate performance against key acquisition and conversion metrics. Work with Managers to articulate the key insights, identify the underlying reasons for the performance and agree a resolution plan. 
  • Design and build data models that inform our acquisition, testing and conversion priorities. 
  • Work cross-functionality to support the wider needs of the business and the team. This will include providing ad hoc GA4 reports for the team and for upskilling the team on how to automate this own reporting information. 
  • Work closely with the SEO Manager to identify, prioritise, define measures of success, and test new acquisition channels.  
  • Using historic sales data, provide input to the Head of Growth, Visit London, and the Finance Business Partner on annual income forecasts and quarterly reforecasts and income phasing. 
  • Effectively communicate statistical analysis, results, and implications to technical and non-technical audiences
  • Specifying the Visit London growth team’s reporting metrics and ensuring our requirements are met as part of a broader Business/Management Information project.


You’ll have/bringEssential
  • Proven experience of using data and insights to generate step-changing business decisions to increase income 
  • Customer first and data led with significant experience of ecommerce analysis and best practice across a variety of channels
  • Subject matter expertise across the Google marketing tools including: Analytics, Looker Studio, Google Tag Manager, Google Ad Manager, and Firebase.
  • Ability to generate insights from advanced analysis techniques such as data segmentation, funnel analysis and creating custom and automated reports and technical set-up
  • Designing, running and analysing tests and experiments. 
  • Highly numerate with a good understanding of statistical principles and using regular expressions and forecasting
  • Data aggregation and visualisation experience to automate reporting in Google Looker Studio and Big Query. 
  • Proven experience designing and implementing custom tracking frameworks using Google Tag ManagerAdvanced knowledge of Excel and Google Sheets. 
  • Excellent written and oral skills to communicate data and complex ideas to influence stakeholders at different levels and with range of knowledge.
  • Committed to continuous learning and evolving with industry best practice 
  • Experience or knowledge of using SQL to combine data sources 
  • Working knowledge of UX principles
 Desirable
  • Working in an eCommerce or digital marketing environment. 
  • Prior knowledge of travel, tourism and leisure would be helpful. 
  • Previous experience of Supermetrics or similar. 
  • Experience working in an agile marketing/Growth team environment 
  • Experience of CRM systems.

You’ll Get
  • To join a fast paced, flexible and inclusive social enterprise
  • Hybrid working environment
  • 30 days’ holiday in addition to UK public holidays 
  • Excellent employer pension contribution and private medical health insurance
Disclaimer: due to the high volume of applications we receive, we reserve the right to close a vacancy earlier than the advertised date. This is to ensure our teams can manage application levels while maintaining a positive candidate experience. Once a vacancy has closed, we are unable to consider further applications, so please submit your application as soon as possible to avoid disappointment.   London's diversity is its biggest asset. At London & Partners, we aim to ensure our workforce reflects the diversity of the city that we promote. We encourage applications from people of any age, gender, ethnicity, sexual orientation or assignment, faith or disability. We also appreciate that many people require flexibility in their working patterns and encourage you to talk to us at interview about any flexibility you may need, be it full-time, job-share, or part-time.    We encourage applications from all sections of the community. 
London & Partners is the business growth and destination agency for London – it is our mission to create economic growth that is resilient, sustainable and inclusive.

Our work shines a global spotlight on London; we support the Mayor of London's priorities by promoting London internationally as a leading world city.

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