Digital Marketing Performance & Analytics Manager

The Digital Performance & Analytics Manager leads middle- and lower-funnel activity across the Group, setting campaign frameworks and supporting OpCos in planning, executing and measuring digital performance. The role also strengthens the digital marketing ecosystem across owned channels such as websites and apps, while monitoring investment, analysing performance and ensuring reporting is accurate, timely and actionable. The scope covers paid media, websites, mobile apps, SEO/GEO and conversion performance within the communications remit, with a focus on identifying gaps, improving optimisation and strengthening measurement of return on digital investment. Key Responsibilities 01 Digital Performance Strategy & Campaigns Define frameworks, toolkits and strategies for middle- and lower-funnel performance activity. Monitor campaign objectives, timelines, media activation, investment and results across OpCos and agency partners. Track KPIs across awareness, traffic, acquisition, conversion, engagement and revenue. Assess performance against agreed objectives, budgets, benchmarks and previous periods. Identify underperformance, delivery risks and optimisation opportunities, then follow up with markets and agencies on corrective actions. Maintain visibility of planned, active and completed campaigns, including planned, committed and actual spend. 02 Digital Analytics & Funnel Performance Consolidate and analyse data from paid media, websites, mobile apps, SEO/GEO and other digital platforms. Monitor the digital customer journey from exposure and traffic generation to acquisition, conversion, retention and revenue. Analyse core indicators including reach, engagement, CTR, conversion rate, app installs, registrations, active users, CPA, CPL, CPI, ROAS and attributed revenue. Create benchmarks and best practices, compare results across markets, channels and periods, and identify drivers of strong or weak performance. Translate performance data into clear findings, practica