Position Title
Manager, Digital Analytics & Insights
Reporting To
Head, Digital
Position Summary
This role is responsible for architecting and spearheading the group-wide digital data strategy to ensure a unified, high-integrity monitoring framework across all key products, including mobile apps and online booking flows. This role will be required to establish robust data governance and tracking standards that transform raw digital interactions into actionable insights, driving continuous optimization of the customer experience and commercial performance. The selected candidate will act as the central analytical engine of the organization, empowering stakeholders across all markets with the precise data-driven intelligence needed to make informed strategic decisions and maximize digital Return on Investment (ROI).
Key Accountabilities
Digital Data Strategy, Planning & Governance
- Define and lead the group-wide digital analytics strategy and data roadmap
- Establish data tracking frameworks and measurement plans across all digital products and entities
- Own end-to-end data lifecycle management:
- Data collection (tracking, tagging, instrumentation)
- Data validation and quality assurance
- Data standardization across markets and platforms
- Data governance and compliance
- Partner with engineering and product teams to ensure accurate implementation of tracking (e.g., tags, events, data layers)
- Develop and enforce consistent KPIs, definitions, and taxonomy across all entities
- Ensure compliance with data privacy regulations and internal policies
Analytics, Monitoring & Performance Management
- Lead continuous monitoring of digital performance across:
- Website and mobile platforms
- Online booking funnels
- Payment and checkout flows
- Online check-in and post-booking journeys
- Build and manage real-time dashboards and automated reporting for business and leadership teams
- Identify anomalies, performance issues, and opportunities through proactive data monitoring
- Establish alerting systems for critical metrics (e.g., conversion drops, payment failures)
- Drive a test-and-learn culture through structured experimentation and performance tracking
Customer Insights & Advanced Analytics
- Translate complex datasets into clear, actionable insights and strategic recommendations
- Conduct deep-dive analyses on:
- Booking behavior and funnel performance
- Payment success/failure patterns
- Customer segmentation and lifecycle behavior
- Cross-channel engagement
- Leverage advanced analytics techniques (e.g., cohort analysis, predictive insights where applicable)
- Act as the central insights hub for all digital products across the group
Customer Journey Management & Optimization
- Map, measure, and optimize end-to-end customer journeys across all digital touchpoints
- Use data to identify friction points in booking, payment, and check-in experiences
- Drive cross-functional initiatives to improve journey efficiency, consistency, and personalization
- Ensure alignment of journey improvements across multiple airline entities
