Principal Digital Analyst

Principal Digital Analyst – Forge Holiday Group

Chester Head Office (Hybrid – minimum of 2 days per week in the office)

Up to £65,000 per annum

37.5 hours per week, Monday to Friday, 9am–5:30pm

We’re on the lookout for a highly skilled Principal Digital Analyst to join our Data & Analytics team at Forge Holiday Group. This is a fantastic opportunity to take ownership of the full digital analytics lifecycle, driving performance insights and strategic recommendations across some of the UK’s leading holiday brands, including Sykes Holiday Cottages, Forest Holidays, UKcaravans4hire, and Bachcare in New Zealand.

You’ll work closely with stakeholders across eCommerce, trading, product, and marketing to optimise performance, improve customer journeys, and unlock commercial value through data.

What You’ll Do:

Deliver early-warning analytics and insights that identify trading risks and opportunities

Champion data-driven thinking across trading, marketing, and product teams

Translate complex data into clear, actionable insights with measurable commercial impact

Own digital tracking configuration and data quality (via GA4, GTM, internal systems)

Collaborate with product and engineering teams to ensure robust digital data collection

Optimise tracking of deep-linking and cross-platform user journeys

Act as subject matter expert for tools like GA4, BigQuery, GTM, and Firebase

Lead the development of a digital analytics hub as part of our data mesh strategy

Create new datasets and reporting via Microsoft Fabric, working with analytics engineers

Mentor junior analysts and coach business users on data fluency

Promote a culture of curiosity, experimentation, and continuous improvement

What We’re Looking For:

Significant experience in digital/web analytics, ideally in an eCommerce environment

Hands-on expertise with GA4, GTM (or Google Tag Gateway), and cross-platform tracking

Strong skills in SQL, BigQuery, and debugging web/app data flows

Understanding of JavaScript basics and front-end architecture

Proficiency with visualisation tools like Excel, Power BI, or Tableau

Skilled in translating data into insight, action, and storytelling

Proven ability to conduct exploratory data analysis and present findings to stakeholders

Self-motivated, solutions-focused, and comfortable working with ambiguity

Excellent communication skills with both technical and non-technical audiences

Strong stakeholder management and prioritisation skills

Nice To Have:

Bachelor's degree in a numerate discipline or equivalent analytical apprenticeship

Experience with Firebase, Appsflyer, or mobile attribution tools

Familiarity with A/B testing and experimentation methodologies

Google Analytics and/or GTM certifications

Experience in agile or scrum environments and tools like JIRA

Exposure to holiday lettings, travel, or tourism industries

Experience coaching or mentoring analysts and broader business stakeholders

What We Can Offer You:

Annual bonus scheme - up to 10% of salary

33 days holiday (+ up to 5 extra days with long service)

Birthday day off

Two paid volunteering days per year

Enhanced parental leave (24 weeks maternity, 3 weeks paternity at 100% pay)

On-site gym & Chester HQ parking

Hybrid working & flexible working policy

Health cash plan, wellbeing discounts, and 24/7 mental health support

Training & development pathways to support your career goals

Exclusive discounts on holiday stays for you, family, and friends

And more...

We welcome applicants from all backgrounds, your unique perspective matters here. Need support during the application process? Just let us know.

Apply now to shape the future of digital at Forge Holiday Group and make your next move your most impactful yet.

View the full job specification here