The Digital Data Analyst will sit within the Data, Insights & Analytics team and play a key role in supporting performance across the wider Digital Marketing function. This role is responsible for transforming existing digital data into clear insights, developing effective dashboards, and enabling evidence-based decision-making for Paid, SEO, and CRO teams.
The workload will be evenly split across three areas:
Data & Dashboard Projects – designing and maintaining dashboards, supporting reporting frameworks, and providing analytical support for global initiatives.
Paid & SEO Performance Analysis – analysing paid and organic performance to identify opportunities for optimisation and growth, supporting channel teams with insight into campaign effectiveness, search visibility, and user intent.
CRO & Experimentation Insights – generating behavioural insights and delivering robust test measurement that directly informs roadmap prioritisation, including uplift calculations, friction analysis, and clear experiment reporting.
Content Performance Analytics – analysing content performance at asset level, including ROI, video analytics, engagement patterns, and user behaviour across formats. Providing insights that support content strategy, creation, and optimisation.
This role requires strong analytical ability, excellent data visualisation skills in Qlik Cloud and Looker Studio, and a solid understanding of digital marketing performance channels.
Key Responsibilities
Dashboard Development & Data Visualisation
Develop, maintain, and enhance dashboards in Qlik Cloud and Looker Studio to support teams across digital marketing.
Visualise complex datasets clearly, ensuring dashboards are intuitive and aligned to stakeholder needs.
Maintain consistency and accuracy across reporting outputs.
Digital Marketing Performance Analysis
Analyse Paid, SEO, and website performance to identify trends, opportunities, and areas for improvement.
Provide insight into campaign effectiveness, user behaviour, funnel performance, and traffic quality.
Work closely with Paid and SEO stakeholders to translate insights into practical actions.
Analyse performance across attribution pathways to provide insight that supports channel investment discussions.
Conduct regular analysis to benchmark campaign performance against industry standards and key competitors, providing insights on market share, channel presence, and missed opportunities.
Build structured, asset-level performance models to assess different content types, identifying the themes, formats, topics, and video structures that generate the strongest engagement and downstream conversion uplift.
CRO & Experimentation Insights
Conduct behavioural analysis to identify friction points and optimisation opportunities.
Measure A/B test outcomes, including uplift calculations and audience-level performance.
Produce clear, structured experiment reports with actionable recommendations.
Analyse experiment performance across segmented audiences, device types, and journeys to reveal deeper behavioural patterns.
Support experiment design by validating test readiness, ensuring clear success metrics, sufficient traffic, and accurate data collection before launch.
Support CRO squads with insight that informs experiment prioritisation based on behavioural evidence and historical performance.
Use structured experimentation templates and documentation to ensure consistent reporting and support multi-market test rollout.
Data Quality & Validation
Validate data used in dashboards and reports to ensure accuracy and reliability.
Identify unusual patterns, inconsistencies, or data gaps and work with relevant teams to investigate.
Maintain documentation on reporting definitions, metrics, and dashboards.
Support the creation and upkeep of clear taxonomies, naming conventions, and variable definitions to ensure consistent reporting across Paid, SEO, CRO, and Content teams.
Ensure alignment of reporting definitions and terminology across dashboards and experimentation outputs to support multi-market consistency.
Cross-Team Collaboration & Insight Delivery
Collaborate with Paid, SEO, CRO, engineering, product, and regional teams to support shared performance objectives.
Present insights in a clear and engaging way, ensuring recommendations are commercially actionable.
Support the adoption of data-led decision-making across the digital marketing function.
Key Competencies
Analytical Excellence: Ability to work with large datasets and derive clear, meaningful insights.
Digital Marketing Knowledge: Solid understanding of Paid, SEO, website behaviour, and customer journeys.
Data Visualisation: Strong capability in Qlik Cloud and Looker Studio, producing clear and effective dashboards.
Experiment Analysis Competency: Ability to interpret controlled experiments, assess significance, and analyse performance across segments where relevant.
Content-to-Behaviour Insight: Able to connect content performance to user engagement patterns, behavioural outcomes, and conversion indicators.
Data Storytelling: Crafts clear, compelling narratives that help stakeholders understand insights and support prioritisation and roadmap decisions.
Requirements:
Key Competencies
Analytical Excellence: Ability to work with large datasets and derive clear, meaningful insights.
Digital Marketing Knowledge: Solid understanding of Paid, SEO, website behaviour, and customer journeys.
Data Visualisation: Strong capability in Qlik Cloud and Looker Studio, producing clear and effective dashboards.
Experiment Analysis Competency: Ability to interpret controlled experiments, assess significance, and analyse performance across segments where relevant.
Content-to-Behaviour Insight: Able to connect content performance to user engagement patterns, behavioural outcomes, and conversion indicators.
Data Storytelling: Crafts clear, compelling narratives that help stakeholders understand insights and support prioritisation and roadmap decisions.
Qualifications and Skills
Education
Bachelor’s degree in Marketing, Data, Analytics, Business, Economics, or a related field (or equivalent professional experience).
Experience
3–5 years of experience in digital analytics, marketing analytics, or a related insight-focused role.
Proven experience in analysing Paid and SEO performance data.
Experience supporting CRO or experimentation programmes is advantageous.
Technical Skills
Qlik Cloud (Essential): Confident in dashboard development and visualisation best practice.
Looker Studio (Essential): Skilled in creating clear, blended data reports.
Google Analytics 4 (Essential): Strong understanding of events, conversions, Explorations, user behaviour, and attribution.
FullStory or Similar UX Analytics Tools (Essential): Experience using behavioural analytics to identify friction points, user journeys, and optimisation opportunities.
Optimizely or Similar A/B Testing Platforms (Desirable): Familiarity with experiment setup, measurement, and analysis is beneficial.
Power BI (Desirable): Useful for supporting US dashboards and cross-regional reporting.
Familiarity with Google Ads, Search Console, and SEO tools.
Ability to analyse A/B test performance and calculate uplift.
Strong proficiency in Excel/Google Sheets for diagnostic analysis.
Basic SQL is desirable but not essential.
Benefits:
- Competitive salary
- Hybrid working
- Rentokil Initial Reward Scheme
- 23 days holiday, plus 8 bank holidays
- Employee Assistance Programme
- Death in service benefit
- Healthcare
- Free parking
At Rentokil Initial, our customers and colleagues represent diverse backgrounds and experiences. We take pride in being an equal opportunity employer, actively encouraging applications from individuals from all walks of life. Our belief is that everyone irrespective of age, gender, gender identity, gender expression, ethnicity, sexual orientation, disabilities, religion, or beliefs, has the potential to thrive and contribute.
We embrace the differences that make each of our colleagues unique, fostering an inclusive environment where everyone can be their authentic selves and feel a sense of belonging. To ensure that your journey with us is accessible if you have any individual requirements we invite you to communicate any specific needs or preferences you may have during any stage of the recruitment process. Our team is available to support you; feel free to reach out to (joanna.sharpe@rentokil-initial.com) if you need anything
Be Yourself in Your Application! At Rentokil Initial, we value innovation, but we want to see the real you! While AI can help with structure and grammar, make sure your application shows your true passion and understanding of the role. A personal touch will help you stand out.
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