Senior Digital Analyst

Admiral Business sit within the Admiral Group, and are the experts in business insurance, offering SME insurance for tradespeople, professionals, and couriers. They build products and services that put their customers’ first, combining agility with reliability to deliver innovative products and superior customer experience to the under-served SME market across the UK.

We are looking for a Senior Digital Analyst to lead advanced digital measurement, insight generation, and experimentation across our digital ecosystem. This role is critical in shaping how we understand user behaviour, performance, and growth, working closely with stakeholders across marketing, product, technology, and leadership.

You will own complex analytics implementations, translate early signals into actionable insight, and help the business make confident, data‑driven decisions.

• Own and optimise GA implementations, ensuring robust, scalable, and privacy‑compliant tracking
• Design, implement, and maintain Google Tag Manager (GTM) setups, including custom events, data layers, and consent‑aware tagging
• Ensure data quality, validation, and documentation across all digital platforms

• Lead experimentation and testing frameworks (A/B and multivariate), from hypothesis creation through to results interpretation (Launch Darkly, Optimizely, Amplitude)
• Interpret early results and directional signals, balancing statistical rigour with commercial pragmatism
• Partner with product and marketing teams to embed experimentation into decision‑making

• Develop and maintain attribution models across digital channels
• Evaluate performance beyond last‑click, incorporating incrementality and cross‑channel behaviour
• Communicate attribution insights clearly to senior stakeholders

• Analyse SEO performance, including technical, content, and behavioural signals
• Partner with SEO and content teams to measure impact and identify growth opportunities
• Track organic user journeys and outcomes using GA and complementary tooling
• Build and maintain dashboards in Tableau, translating complex data into clear, actionable insights
• Deliver consistent reporting while also supporting deep‑dive analysis for strategic initiatives

• Act as a trusted analytics partner to senior stakeholders across the business
• Translate complex analytical findings into clear recommendations for non‑technical audiences
• Influence roadmap decisions through insight, not just reporting
• Mentor junior analysts and help raise overall analytics maturity
• Extensive experience with GA, GTM, and Google’s analytics ecosystem
• Proven experience in experimentation design and analysis
• Solid knowledge of SEO analytics and organic performance measurement
• Hands‑on experience with attribution modelling
• Advanced dashboarding and data storytelling skills using Tableau
• Ability to work with ambiguity and extract value from early or incomplete data
• Excellent stakeholder management and communication skills
• Experience with server‑side tagging or measurement resilience strategies
• Familiarity with marketing platforms (Google tooling such as GCP, Google Ads, Search Console)
• Experience influencing senior leadership in complex organisations

We take pride in being a diverse and inclusive business. It's a place where you can Be You, and show up as you are. We’re committed to fostering a people‑first culture where everyone is accepted, supported, and empowered to be brilliant. You can, Grow And Progress at a pace and direction that suits you, Make A Difference for our customers and each other, and Share in Our Future with all colleagues eligible for up to £, of free shares each year after one year of service.

Everyone receives days holiday (including bank holidays) when they join us, increasing the longer you stay with us, up to a maximum of days (including bank holidays). You also have the option to buy or sell up to an additional five days of annual leave.

We’re proud of our people‑first culture. In fact, we've been recognised as a…