Digital Analyst - FTC

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Tapestry

London, LND, GB

We believe that difference sparks brilliance, so we welcome people and ideas from everywhere to join us in stretching what’s possible.

At Tapestry, being true to yourself is core to who we are. When each of us brings our individuality to our collective ambition, our creativity is unleashed. This global house of brands – Coach and Kate Spade New York – was built by unconventional entrepreneurs and unexpected solutions, so when we say we believe in dreams, we mean we believe in making them happen.

We’re always on a journey to becoming our best, but you can count on this:
Here, your voice is valued, your ambitions are supported, and your work is recognized.

Primary

Purpose:


The Digital Analyst will join the Tapestry Europe Ecommerce team and play a pivotal role in driving strategic decisions across digital platforms for Coach and Kate Spade New York. In this role, you will analyse user behaviour, optimize digital performance and deliver actionable insights that enhance the customer experience and maximize business outcomes.

The successful individual will leverage their proficiency in Digital Analytics to:

Performance Monitoring & Analysis

• Track daily, weekly and monthly traffic, bounce rates, session durations, and conversion rates
• Monitor cost per acquisition (CPA), and customer lifetime value (CLV)
• Benchmark performance against industry standards or historical data
• Deliver weekly, monthly and quarterly reports with actionable insights and include visualizations, trend analysis, and performance against KPIs
• Work with the North America reporting team to ensure breadth of reports across Tableau and troubleshoot data issues

Trend Identification & Optimization

• Conduct funnel analysis to identify drop-off points and optimize conversion paths
• Use segmentation to uncover behavioural patterns by audience type
• Highlight top-performing content and recommend underperforming areas for improvement

Cross-Functional Collaboration

• Work with Marketing, Product, and UX teams to define SMART KPIs (e.g., increase conversion rate)
• Create measurement plans that align with business goals and campaign objectives
• Ensure KPIs are tracked consistently across platforms
• Design and execute A/B and multivariate tests with clear hypotheses
• Measure statistical significance and uplift in key metrics (e.g. bounce rate/add to cart/checkout completion rates)
• Document learnings and integrate them into future strategies

Data-Driven Recommendations

• Recommend UX improvements based on heatmaps, session recordings, and user flow analysis
• Identify SEO opportunities using organic traffic trends, keyword trends and landing page analysis

Data Integrity & Governance

• Conduct regular audits of analytics implementations (e.g., GA4 tags, Snowflake pipelines)
• Validate data consistency across platforms and resolve discrepancies
• Maintain documentation for tracking setups and data governance
• Share monthly updates on new tools, features, or methodologies with the team
• Evaluate and pilot emerging technologies (e.g., predictive analytics, AI-driven insights)

The accomplished individual will possess:

• 3+ years’ experience in digital analytics or a related role
• Educational background or equivalent experience in marketing, business, data science, or a related discipline
• Proficient in Google Analytics, Adobe Analytics, and data visualization tools (e.g., Tableau, Power BI)
• Skilled in data analysis tools (SQL, Excel), ecommerce platforms (Salesforce, Shopify), and programming languages (Python)
• Deep understanding of AI/ML frameworks and concepts, including neural networks, deep learning architectures (CNNs, RNNs, GANs) and related development
• Hands-on experience with platforms such as Content Square to analyse customer behaviour across websites and digital touchpoints, leveraging heatmaps and session replays to identify friction points and recommend optimizations to improve the customer journey
• Working knowledge of Google Tag Manager (preferred but not essential)
• Ability to translate data and AI insights into actionable business strategies that drive revenue and customer satisfaction
• Strong…