Digital Analytics Manager

Because we strive to put people first.  
Culture, our way. 

Digital at Primark

What’s a career at Primark all about? The positive impact you’re making, the experiences you’re having and the people you’re with. You’re our inspiration. Embrace what sets you apart, own your career and develop in ways you never expected. Leave your mark. And do it your way.

Our digital teams are right at the heart of what we do. Surrounded by some of the best digital specialists in the industry, you’ll bring your own ideas to the business to shape the experience of our customers as part of a forward-thinking team.

What You’ll Do as a Digital Analytics Manager                                                                                                       

In your role, you’ll collaborate with different people across a range of skillsets. Here’s a flavour of your day-to-day:  

• Lead and grow a high‑performing analytics team
  Drive a culture of ownership, accountability, and continuous improvement; coach analysts, set clear standards, build strong ways of working, and ensure prioritisation focuses on high‑impact work while reducing low‑value tasks.
• Deliver insights that drive trading and commercial decisions
  Lead weekly trading analysis focused on performance drivers; translate data into what’s happening, why, and what to do next; influence trading, product, UX, and experimentation; optimise Click & Collect and advance customer analytics to support marketing and digital teams.
• Embed analytics within product squads to support delivery
  Build processes for analyst involvement in sprints; define measurement frameworks and tracking upfront; ensure high‑quality outputs through prioritisation and coaching; collaborate with Product, UX, and Engineering to improve delivery and remove blockers.
• Strengthen data quality, automation, and scalability
  Guide analysis of large datasets; automate recurring reporting to free time for insights; ensure data is reliable and accessible; support scalable analytics across markets; own data layer and tracking improvements; manage relationships with analytics partners and platforms.
• Lead experimentation, segmentation, and optimisation
  Promote a quantified, impact‑driven culture; lead analytics for A/B tests, prioritising and delivering high‑impact experiments; embed a test‑and‑learn mindset; maintain a strong experimentation pipeline; use segmentation and behavioural insights to drive personalisation and optimisation.
• Act as a strategic partner in a product‑led organisation
  Collaborate with the Digital Analytics & Experimentation Lead and Senior Manager to align priorities and evolve ways of working; ensure analytics is embedded in squads and positioned as a value‑driving partner; support faster, better decisions across Customer, Product, UX, and Trading; thrive in a fast‑paced environment through leadership and hands‑on impact.

What You’ll Get 

People are at the heart of what we do here, so it’s essential we provide you with the right environment to perform at your very best.  

Let’s talk lifestyle: Healthcare, pension, and potential bonus. 27 days of leave, plus bank holidays and if you want, you can buy 5 more. Because Primark is all about tailoring to you, we offer Tax Saver Tickets, fitness centre, and a subsidised cafeteria.  

What You’ll Bring 

Here at Primark, we want everyone to feel valued – so please bring your authentic self to work, of course with some other key experience and abilities for this role in particular: 

• Leadership & Product-Led Analytics Experience
  Proven experience leading and growing analytics teams in fast‑paced eCommerce or product‑led environments, operating within product‑led ways of working with analysts embedded in squads, and delivering measurable commercial impact through data.
• Customer Behaviour, Value & Experimentation Expertise
  Skilled in analysing customer behaviour and value over time (cohorts, retention, CLV) to inform commercial and product decisions; experienced in supporting A/B testing, forming strong hypotheses, and ensuring experimentation data quality and reliability.
• Tracking, Tagging & Data Quality Ownership
  Deep experience defining and implementing tracking requirements, evaluating and improving data layer structures, working with tagging frameworks (e.g., Google Tag Manager), troubleshooting tracking issues, and ensuring accurate, reliable, decision‑ready data.
• Technical Analytics Capabilities
  Strong proficiency in GA4/Firebase, SQL, digital analytics and UX tools (Contentsquare, Decibel, Quantum Metric), Tableau, and large‑scale data platforms (BigQuery, Teradata, Databricks), with additional value from experience in segmentation, personalisation, and Python.
• International, Cross‑Market & Collaborative Skills
  Experience working across multi‑market/international environments; highly collaborative, emotionally intelligent, able to build strong relationships, influence stakeholders at all levels, and communicate complex ideas clearly and persuasively.
• High‑Performance Personal Attributes
  Proactive, commercially minded, hands‑on, and delivery‑focused; strong leadership and coaching ability; thrives in fast‑paced, ambiguous environments; strong prioritisation and presentation skills; curious, passionate about analytics and customer experience, and operates with integrity, sound judgement, and professionalism.

Does this sound like you? Great, because we can’t wait to see what you’ll bring. You’ll be supported within a team of equally capable people, celebrating who you are and aiding you reach your potential. At Primark, we’re excited about our future - and we’re excited to develop yours.  

About Primark 

At Primark, people matter. They’re the beating heart of our business and the reason we’ve grown from our first store in Dublin in 1969 to a £9bn+ turnover business and over 80,000 colleagues and over 440 stores in 17 countries today. Our values run through everything we do. In essence, we're Caring and always strive to put people first. We're also Dynamic, bravely pushing the boundaries to stay ahead. And finally, we succeed Together.     

If you need any reasonable adjustments or have an accessibility request, during your recruitment journey, such as extended time or breaks between online assessments, a sign language interpreter, mobility access, or assistive technology please contact your talent acquisition specialist.  

All offers of employment are subject to background checks, including right to work, reference education and for some roles criminal, and financial checks. If you have any concerns, please reach out to our talent acquisition team to discuss. 

Our fashion isn’t one-size-fits-all and neither is our culture. Primark promotes equal employment opportunity, we strive to create an inclusive workplace where people can be themselves, access opportunities and thrive together.