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About the Role

We are seeking an Analytics Manager – Customer to lead analytics for acquisition and retention, focusing on growing and optimizing our subscriber base. This role is part of the Central Analytics team, collaborating closely with Customer, CRM, Product, and Audience teams. You will go beyond reporting to understand the drivers of acquisition, conversion, retention, and value, translating data into actionable recommendations to shape business strategy. You will own the Customer analytics pillar end-to-end, manage a team of analysts, and ensure consistent, timely delivery of insights with commercial impact.

Responsibilities

Lead analysis across the full customer lifecycle, from acquisition through to retention and lifetime value.
Understand the reasons behind performance changes across acquisition channels, conversion funnels, and retention behavior.
Identify key drivers of growth, churn, and customer value, and translate these into business opportunities.
Build and maintain frameworks to track customer performance and ensure a consistent view of key metrics.
Proactively monitor performance to identify risks and opportunities early.
Analyze acquisition performance across channels, identifying opportunities to improve efficiency and conversion.
Partner with Marketing and Growth teams to optimize spend, targeting, and funnel performance.
Support forecasting and scenario modeling to inform subscriber growth strategy.
Develop a deep understanding of how different channels contribute to long-term customer value.
Analyze retention, churn, and engagement to identify drivers of long-term subscriber value.
Develop frameworks to understand customer behavior over time and inform lifecycle strategies.
Work closely with CRM and Product teams to optimize retention initiatives and improve customer outcomes.
Identify opportunities to increase lifetime value through better engagement, targeting, and product experience.
Develop and maintain customer segmentation models to better understand audience behavior.
Conduct cohort analysis to track performance over time and identify patterns in acquisition and retention.
Identify high-value customer journeys and opportunities to improve performance across the lifecycle.
Translate customer insight into clear strategies for Product, Marketing, and Editorial teams.
Define and support A/B testing across acquisition and retention initiatives.
Develop clear hypotheses, success metrics, and evaluation frameworks to measure meaningful impact.
Ensure results are translated into decisions and next steps.
Partner with Product and Engineering to ensure experiments are correctly implemented and tracked.
Help to manage and develop a team of analysts across acquisition and retention.
Set priorities, structure workloads, and ensure high-quality, timely delivery of insight.
Coach analysts to strengthen both technical capability and commercial thinking.
Ensure a high standard of analytical rigor and clarity across all outputs.
Work closely with Customer, CRM, Product, Editorial, and Commercial teams to support decision-making.
Translate complex data into clear, actionable recommendations for senior stakeholders.
Influence strategy through strong analytical storytelling and commercial framing.
Build strong relationships across the business to ensure analytics is embedded in decision-making.
Promote a data-driven culture by making insight accessible, actionable, and widely understood.
Encourage best practice in analytics across the customer pillar.
Drive continuous improvement in how data is used to inform business decisions.

Requirements

Proven experience in customer, subscription, or marketing analytics within a digital business.
Strong hands-on experience using SQL (e.g. BigQuery) to analyze large-scale behavioral datasets.
Experience leading or mentoring analysts, with the ability to manage and develop a team.
Strong experience across both acquisition and retention analytics.
Demonstrated experience designing and analyzing A/B tests or experiments.
Strong understanding of customer lifecycle, churn, and lifetime value.
Excellent ability to interpret data, identify drivers of performance, and communicate insights clearly.
Strong commercial acumen and ability to connect analysis to business outcomes.
Experience working with data visualization tools (e.g. Power BI, Tableau, Looker).
Excellent stakeholder management and communication skills.
Experience in media, publishing, or a digital subscription business (Desirable).
Familiarity with CRM and lifecycle marketing (Desirable).
Experience with predictive modeling, forecasting, or statistical analysis (Python or R) (Desirable).
Experience with marketing attribution or marketing mix modeling (Desirable).
Familiarity with cloud data environments (e.g. Google Cloud, Azure) (Desirable).

Skills

SQL
BigQuery
Customer Analytics
Subscription Analytics
Marketing Analytics
Acquisition Analytics
Retention Analytics
A/B Testing
Experimentation
Customer Lifecycle Analysis
Churn Analysis
Lifetime Value Analysis
Data Interpretation
Data Visualization
Power BI
Tableau
Looker
Stakeholder Management
Communication
Commercial Acumen
Predictive Modeling
Forecasting
Statistical Analysis
Python
R
Marketing Attribution
Marketing Mix Modeling
Cloud Data Environments
Google Cloud
Azure
CRM
Lifecycle Marketing

Location

DMGT HQ - High Street Kensington, London

Work Type

Permanent
Onsite

Experience Level

Manager
Lead

Benefits

25 days’ holiday (increasing by 1 per year up to a total of 30)
Pension plan and life cover
Discounts on online shopping, dining cards and vouchers
Access to Employee Assistance Programme
Onsite gym
Subsidised canteen
Onsite nurse and GP clinics

About the Company

dmg media maintains an unwavering commitment to uncovering the stories that matter most.
Its brands Daily Mail, The Mail on Sunday, Metro, The i Paper, MailOnline, and Mail+ reach more than 9 million people daily in the UK.
Globally, dmg media’s brands reach 160 million unique browsers every month across its domains and apps.
Its global newsroom of journalists, formidable story-getting power, and breadth of content formats, delivers highly engaging, trusted content to loyal and new audiences, 24 hours a day, seven days a week.
The Mail brand reaches three in five Brits every month and is officially the best-read, most recognised, most engaged newsbrand in the country.
It is the largest news publisher on TikTok with over 28 million total followers and nearly 45 billion views in the past year.

Equal Opportunity

We are committed to increasing diversity and maintaining an inclusive workplace culture.
We welcome applications from all qualified candidates regardless of their ethnicity, race, gender, religious beliefs, sexual orientation, age, marital status, or disability.
We are Disability Confident Committed.
Please let us know if you require any recruitment documentation in other formats or if you require reasonable adjustments to be made during the recruitment process.
Please be assured that any such information will be held separately to your recruitment application and will not be considered as part of the selection process.