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Digital Analyst | Stockton-On-Tees | TUI

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The Digital Analyst assists in the delivery of best-in-class digital insight across TUI’s OTA websites including but not limited to,,, and In an exciting and diverse role, this Digital Analyst will focus on driving change through digital insight for business-critical trading, digital marketing, and merchandising analytics. 

You will be joining the company at a challenging yet very exciting time, being part of the OTA function which is driving change and innovation at a significantly evolved point in our digital journey with an exciting roadmap ahead. In addition to being digitally focused TUI UK Retail Ltd. is also investing heavily in analytics, with this also being a key focus in driving the business forward. 

Retail websites is an exciting and rapidly growing area of the business where team members work together to produce innovative solutions and explore new technologies in order to move the business forward. We are always on the lookout for the brightest minds to join us in exciting roles across our Infrastructure, Web Development, Digital Marketing, and Digital Trading Teams.

Our TUI Family in the North East have a wealth of experience and the leadership team value input and collaborative ways of working. You will definitely broaden your skills with us.

Due to the COVID-19 pandemic, our ways of working are a bit different just now with most of our colleagues working from home all the time. We’re beginning to open our offices in limited ways in line with government guidelines, but colleagues may still be able to work from home a couple of days a week as looking after our colleague’s welfare is important to us. However, this role will likely begin with you being based at home, there will be lots of opportunities to connect with your colleagues via technology, and when we can get together face-to-face, we will.

How you will make an impact as a Digital Analyst

There are many ways for you to get involved :

As a Digital Analyst, you will be responsible for trading analytics, digital marketing insights, reporting, trading analytics projects, data integrity, and forecasting. 

The core of your role will be based around reporting and analysis of eCommerce trading, conversion rate optimisation & digital marketing, to ensure we are delivering the sales and product mix required. In order to deliver this, the role has responsibility for shaping standard sales reporting, whilst analysing the results to provide key insights for trading, and actionable behaviours to drive conversion performance for daily / weekly / monthly sales. This reporting and analysis must be delivered with minimal manual involvement therefore a strong understanding of the key reporting tools will be required. 

In the development of standard and ad hoc reporting, there will be a need for extensive use of Business Objects, PowerBI, Google Analytics, and Adobe Analytics, plus knowledge of Excel at an advanced level.  

This role requires clear communication to senior stakeholders in the Merchandising, Trading, and Marketing teams, with the ability to give clear concise answers and recommendations to potentially complex analysis areas through verbal, written, and visual means. 

In this role you will be responsible for creating Ad Hoc insight, helping the business to quickly understand answers to questions that could not have been easily predicted, for example, geopolitical impacts on trading performance. This analysis and insight must be accurate, delivered quickly, and with clear deliverable actions to inform the business decisions and direction. This will involve extensive use of both Business Objects and the Google Analytics Suite.  

Data integrity is a key part of this role, making sure the reporting and analysis delivered is accurate and consistent with other MI across the business. You will be expected to recommend improvements to data quality, through technology solutions or improved processes.

The role has a responsibility for projects that relate to digital trading analytics, this will involve working alongside other analytics teams within the business, such as Trading and UX, to develop insight and solutions as a holistic group. Such projects could include the business approach to discounting, how this should be developed going forward, and the relationship & impact of discount on marketing investment, as well as product placement within the site assessing performance in terms of conversion and customer experience.

Forecasting is another aspect of this role, assisting in the creation and maintenance of key targets that are consistent with overall distribution targets, and wider tour operator requirements. This role will ensure current performance is accurately measured against these targets within key reports, and as part of this, you will be responsible for interpreting the performance and identifying trends within the data that are indicative of potential areas in which the business should focus in the short, medium and long term.

In relation to analytics availability, you will be responsible for creating actionable reports and dashboards, always taking an educational/supportive approach to encourage self-service by stakeholders using Google Analytics and integrations with other visualisation packages such as PowerBI.

Finally, as a Digital Analyst, you will be responsible for coaching stakeholders to achieve greater analytical understanding and adoption of data-driven digital change. There is also the responsibility to assist with training other areas of the digital team and wider business in the use of analytics and visualisation packages to become more self-sufficient with their MI and business insight requirements.



What you will bring to TUI as a Digital Analyst

There is more than one way to the perfect fit – here are some of the ideal things :

Experience / Skills :

  • Expert in using digital analytics solutions, ideally Google Analytics and Big Query on a commercial website 
  • Experience of Business Objects is preferred 
  • Established advanced user of Microsoft Excel 
  • Expert using BI data visualisation applications, ideally PowerBI
  • Competent in the implementation of digital analytics data collection methods 
  • Track record of delivering actionable insights to benefit business performance
  • Strong understanding of SQL
  • Understanding of digital data collection techniques, limitations and security principles including GDPR

Behaviours / Approach :

  • Excellent communication and presentation skills, including the ability to communicate complex data effectively to a variety of audiences via a variety of means (visual, verbal and written) 
  • Numerate and analytical mindset with an objective focus on the commercial benefits of making changes
  • Comfortable working in a fast-paced environment and able to deliver to tight deadlines
  • Proven stakeholder management abilities with the ability to educate and influence change 
  • Strong commercial acumen 
  • Passion for data and delivering meaningful insight 
  • Strong interpersonal skills and strong team ethic
  • Passion for learning and self-development


TUI and you

  • Fantastic holiday benefits including discounts, special offers and the ability to purchase additional ‘TUI time off’
  • Excellent rates with foreign exchange
  • Health and Wellbeing support in five key areas – Financial, Health, Social, Community and Career
  • Private Medical Insurance, single cover with option to add dependants
  • Permanent Health Insurance
  • Pension scheme, life assurance and options to buy shares

TUI is the UK’s largest tour operator, our key brands include TUI, First Choice, Marella Cruises and Crystal Ski Holidays. Our airline is the country’s third largest with 62 aircraft operating to over 88 destinations in 30 countries. We have a team of more than 10,000 employees serving over 6 million customers each year.  We’re on a journey towards a more digital, connected and integrated future. But we haven’t arrived there yet.  We believe that differences drive innovation and we’re encouraging an environment where diverse talent thrives and it’s our unique colleagues that will shape the future of travel.

If you want to know more about why TUI Group is the world’s leading tourism group, and our continuing work in the diversity & inclusion space, simply visit