Digital Analyst
Role details
Job location
Tech stack
Job description
Overview We believe that difference sparks brilliance, so we welcome people and ideas from everywhere to join us in stretching what's possible. At Tapestry, being true to yourself is core to who we are. When each of us brings our individuality to our collective ambition, our creativity is unleashed. This global house of brands - Coach and Kate Spade New York - was built by unconventional entrepreneurs and unexpected solutions, so when we say we believe in dreams, we mean we believe in making them happen. Here, your voice is valued, your ambitions are supported, and your work is recognized.Primary Purpose: The Digital Analyst will join the Tapestry Europe Ecommerce team and play a pivotal role in driving strategic decisions across digital platforms for Coach and Kate Spade New York. In this role, you will analyse user behaviour, optimize digital performance and deliver actionable insights that enhance the customer experience and maximize business outcomes.The successful individual will leverage their proficiency in Digital Analytics to:
Responsibilities
Performance Monitoring & Analysis
Track daily, weekly and monthly traffic, bounce rates, session durations, and conversion rates
Monitor cost per acquisition (CPA), and customer lifetime value (CLV)
Benchmark performance against industry standards or historical data
Reporting & Dashboard Development
Deliver weekly, monthly and quarterly reports with actionable insights and include visualizations, trend analysis, and performance against KPIs
Work with the North America reporting team to ensure breadth of reports across Tableau and troubleshoot data issues
Trend Identification & Optimization
Conduct funnel analysis to identify drop-off points and optimize conversion paths
Use segmentation to uncover behavioural patterns by audience type
Highlight top-performing content and recommend underperforming areas for improvement
Cross-Functional Collaboration
Work with Marketing, Product, and UX teams to define SMART KPIs (e.g., increase conversion rate)
Create measurement plans that align with business goals and campaign objectives
Ensure KPIs are tracked consistently across platforms
Experimentation & Testing
Design and execute A/B and multivariate tests with clear hypotheses
Measure statistical significance and uplift in key metrics (e.g. bounce rate, add to cart, checkout completion rates)
Document learnings and integrate them into future strategies
Data-Driven Recommendations
Recommend UX improvements based on heatmaps, session recordings, and user flow analysis
Identify SEO opportunities using organic traffic trends, keyword trends and landing page analysis
Data Integrity & Governance
Conduct regular audits of analytics implementations (e.g., GA4 tags, Snowflake pipelines)
Validate data consistency across platforms and resolve discrepancies
Maintain documentation for tracking setups and data governance
Continuous Learning & Innovation
Attend webinars, certifications, or conferences quarterly
Share monthly updates on new tools, features, or methodologies with the team
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Requirements
3+ years' experience in digital analytics or a related role
Educational background or equivalent experience in marketing, business, data science, or a related discipline
Proficient in Google Analytics, Adobe Analytics, and data visualization tools (e.g., Tableau, Power BI)
Skilled in data analysis tools (SQL, Excel), ecommerce platforms (Salesforce, Shopify), and programming languages (Python)
Deep understanding of AI/ML frameworks and concepts, including neural networks, deep learning architectures (CNNs, RNNs, GANs) and related development
Hands-on experience with platforms such as Content Square to analyse customer behaviour across websites and digital touchpoints, leveraging heatmaps and session replays to identify friction points and recommend optimizations to improve the customer journey
Working knowledge of Google Tag Manager (preferred but not essential)
Ability to translate data and AI insights into actionable business strategies that drive revenue and customer satisfaction
Strong understanding of digital marketing channels and web technologies
Excellent cross-functional collaboration skills with the ability to present data-driven insights clearly and persuasively, Interpersonal Savvy : Builds rapport and constructive relationships, including with diverse stakeholders.
Benefits & conditions
Hybrid working (Tuesday, Wednesday, Thursday in-office, Monday and Friday remote)
Flex Fridays (Option to finish early on a Friday)
1 Paid Volunteering Day per year and opportunities to volunteer with global projects
Learning & Development opportunities
Internal mobility & career progression
Regular seasonal and cultural social events
Equity, Inclusion & Diversity initiatives which include employee business resource groups
Other benefits include
25 days holiday in addition to bank holidays
Multi brand discount up to 50% off Coach & Kate Spade New York
Private Healthcare with health assessment (Bupa)
Private Dental Cover
Free 24/7 support for family building, fertility, maternity & newborn care, and menopause with Maven
Eyecare vouchers
Headspace subscription
Employee Assistance Program
Employer Pension Contribution
Gym discount
Interest-free season ticket loan
Cycle to work scheme
Our Competencies for All Employees
Courage : Does not hold back anything that needs to be said; provides direct and actionable feedback; addresses concerns promptly.
Creativity : Generates new and unique ideas and connects unrelated notions.
Customer Focus : Dedicated to meeting the expectations and requirements of customers; uses customer information for improvements.
Dealing with Ambiguity : Handles change and risk; can act without the total picture.
Drive for Results : Consistently exceeds goals; bottom-line oriented.
