Digital Analytics & UX Lead

📍 Job Overview

Job Title: Digital Analytics & UX Lead

Company: Pennon Group

Location: Exeter, Devon, United Kingdom

Job Type: FULL_TIME

Category: Digital Analytics & User Experience Operations

Date Posted: 2026-08-31

Experience Level: 5-10 Years

Remote Status: On-site

🚀 Role Summary

• Lead the digital analytics strategy and implementation for customer-facing digital platforms, ensuring robust measurement and insightful reporting.

• Drive continuous improvement of customer journeys through data analysis, user experience (UX) insight, and experimentation.

• Champion a digital-first culture by translating complex data into actionable recommendations for diverse audiences.

• Enhance data quality and governance for digital performance reporting, building confidence in analytics outcomes.

• Collaborate with cross-functional stakeholders to influence digital decision-making and drive adoption of digital channels.

📝 Enhancement Note: This role is framed as a "Lead" position, suggesting a strong emphasis on strategic ownership, mentorship, and driving initiatives rather than solely execution. The focus on "Customer Communications function" and "digital-first culture" indicates a critical role in shaping how the company interacts with its customers online.

📈 Primary Responsibilities

• Own and evolve the digital analytics strategy across customer-facing websites and digital platforms.

• Define, maintain, and govern measurement frameworks, Key Performance Indicators (KPIs), and reporting standards to ensure consistent and accurate data interpretation.

• Lead tracking and tagging governance across all digital platforms, ensuring data integrity and compliance with privacy regulations.

• Leverage Google Analytics 4 (GA4), UX insights, and other analytics tools to identify customer journey drop-offs, friction points, and key optimization opportunities.

• Design, develop, and deliver impactful dashboards and reports using Looker Studio and Power BI to visualize performance and insights for various stakeholders.

• Translate complex analytical findings into clear, concise, and actionable recommendations for both technical and non-technical audiences.

• Support and drive experimentation and Conversion Rate Optimisation (CRO) initiatives, including audience segmentation, A/B testing, and targeting strategies.

• Partner effectively with stakeholders across the organization (e.g., Marketing, IT, Customer Service) to influence digital strategy and decision-making.

• Drive digital adoption initiatives, focusing on increasing engagement with key channels like MyAccount and eBilling.

• Contribute to the development of more personalized and adaptive customer experiences through data-driven insights.

• Strengthen data quality, governance, and overall confidence in digital performance reporting across the customer communications function.

• Continuously improve digital journeys to achieve better customer outcomes and satisfaction.

📝 Enhancement Note: The responsibilities highlight a blend of strategic planning, technical execution (tagging, governance), analytical rigor (journey mapping, CRO), and strong communication/collaboration skills. The emphasis on "owning" and "leading" indicates this role has significant autonomy.

🎓 Skills & Qualifications

Education: Degree educated or equivalent through relevant professional experience and training.

Experience: Proven experience in digital analytics, customer insight, or a similar manager-level role, with a minimum of 5-10 years of progressive experience in digital analytics and UX optimization.

Required Skills:

• Proven experience in digital analytics, customer insight, or a similar manager-level role.

• Proven experience in tracking implementation, event tagging, and analytics governance.

• Strong experience analyzing customer journeys, funnels, cohorts, and campaign performance.

• Experience supporting experimentation programs and Conversion Rate Optimisation (CRO) initiatives.

• Demonstrable expertise in communicating technical concepts to diverse audiences, both technical and non-technical.

• Strong stakeholder management and relationship-building skills with a proven ability to influence cross-functional teams.

• Deep understanding of customer behaviour and digital experience optimisation principles.

• Proficiency in data analysis and interpretation to derive actionable insights. Preferred Skills:

• Experience working with CMS platforms such as Optimizely.

• Experience with Salesforce and/or Optimizely Data Platform.

• Understanding of data flows, tracking architecture, and end-to-end customer journeys.

• Familiarity with user research methodologies and usability testing.

📝 Enhancement Note: The requirement for "manager-level role" experience, coupled with the "5-10 years" estimated experience, suggests this is a mid-to-senior level position. The emphasis on both technical analytics skills (GA4, GTM) and soft skills (stakeholder management, communication) is crucial for success.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Demonstrations of successfully implemented digital analytics strategies that led to measurable improvements in customer engagement or conversion rates.

• Case studies showcasing how data insights were used to identify and resolve customer journey friction points or optimize online experiences.

• Examples of robust tracking and tagging implementations, highlighting governance processes and data quality assurance.

• Evidence of designing and delivering impactful dashboards and reports that informed key business decisions.

• Documentation of participation in or leadership of A/B testing and CRO initiatives, including methodologies and outcomes. Process Documentation:

• Workflow examples demonstrating how customer data is collected, analyzed, and translated into actionable recommendations.

• Process flows for implementing and governing tracking tags and analytics configurations across digital platforms.

• Methodologies for defining and monitoring KPIs, ensuring alignment with business objectives and customer experience goals.

• Examples of cross-functional collaboration processes used to integrate analytics insights into digital product development and marketing strategies.

📝 Enhancement Note: For a "Lead" role, a portfolio demonstrating strategic impact and process ownership is vital. Candidates should be prepared to articulate the "why" and "how" behind their analytics and UX optimization efforts, focusing on measurable business outcomes and robust process implementation.

💵 Compensation & Benefits

Salary Range: £45,000 - £50,000 per annum.

Benefits:

• Competitive Salary: Reflecting skills and experience.

• Bonus Scheme: Performance-based rewards.

• Pension Scheme: To support future financial planning.

• Healthcare Benefits: Including access to employee assistance programs.

• Professional Development: Opportunities for training and career growth.

• Employee Discounts: On a range of products and services.

• Generous Annual Leave: Standard holiday entitlement for work-life balance.

Working Hours: Standard full-time hours (approximately 40 hours per week), with participation in a mandatory standby rota required.

📝 Enhancement Note: The salary range of £45,000 - £50,000 for Exeter, UK, for a Lead role with 5-10 years of experience, aligns with mid-level to senior analyst and specialist positions in the region. The mandatory standby rota is a key detail for work-life balance considerations.

🎯 Team & Company Context

🏢 Company Culture

Industry: Utilities (Water Sector). Pennon Group is a prominent UK water sector leader, focused on providing essential services while pursuing environmental goals like carbon footprint reduction and habitat restoration.

Company Size: Pennon Group is a large organization, indicated by its presence on career platforms and its broad operational scope, suggesting ample resources and established processes but also potential for navigating corporate structures.

Founded: While the founding date of Pennon Group is not explicitly stated in the provided text, its long-standing presence in the UK water sector implies a stable and established corporate environment. South West Water, a key part of Pennon, has a history dating back to the 19th century.

Team Structure:

• The Digital Analytics & UX Lead will likely be part of the Customer Communications function, potentially within a broader Digital, Marketing, or IT department.

• The role involves close collaboration with various internal teams, including marketing, IT development, product management, and potentially customer service.

• The reporting structure is implied to be at a lead or management level, with direct responsibility for analytics strategy and influencing digital decision-making. Methodology:

• Data-driven decision-making is a core tenet, with an emphasis on using GA4, UX insights, and experimentation to guide strategy.

• Continuous improvement and optimization of customer journeys are key operational methodologies.

• A digital-first approach is encouraged, aiming to enhance customer engagement and efficiency through online channels.

• Data governance and quality assurance are critical for ensuring the reliability of insights.

Company Website: https://careers.pennon-group.co.uk

📝 Enhancement Note: As a utility company, Pennon Group operates in a regulated industry with a strong public service mandate. This often translates to a culture that values stability, reliability, and long-term impact, balanced with a growing need for digital innovation and customer-centricity.

📈 Career & Growth Analysis

Operations Career Level: This is a Lead position, indicating a significant level of responsibility and autonomy. It sits above individual contributor roles and below senior management, focusing on strategic direction and execution within digital analytics and UX. The role is expected to influence departmental strategy and potentially mentor junior team members.

Reporting Structure: The Digital Analytics & UX Lead will likely report into a Head of Digital, Head of Marketing, or a similar senior leader within the Customer Communications function. This position requires effective collaboration and influence with peers and stakeholders across various departments.

Operations Impact: The role has a direct impact on customer experience, digital adoption rates, and operational efficiency. By optimizing online journeys and driving digital channel usage (like MyAccount and eBilling), the role contributes to cost savings, improved customer satisfaction, and increased revenue indirectly through better customer engagement and retention.

Growth Opportunities:

• Skill Advancement: Deepen expertise in advanced analytics, CRO, UX research, and data visualization tools. Opportunities to lead larger-scale optimization projects.

• Leadership Development: Potential to move into a Digital Strategy Manager, Head of Digital Analytics, or a similar leadership role, managing larger teams or broader functions.

• Cross-Functional Exposure: Gain broader business understanding by collaborating with various departments, potentially leading to roles in product management or digital transformation initiatives.

• Industry Specialization: Become a subject matter expert in digital analytics and UX within the utilities sector, a valuable niche.

📝 Enhancement Note: The "Lead" title, combined with the focus on strategy and influencing decisions, suggests a career path that can lead to broader management responsibilities or specialized senior individual contributor roles in digital transformation.

🌐 Work Environment

Office Type: The role is designated as "On-site," indicating a primary work location within one of Pennon Group's offices, likely in Exeter. This suggests a traditional office environment with opportunities for in-person collaboration.

Office Location(s): Exeter, Devon, United Kingdom. This location is known for its scenic beauty and a growing professional services sector.

Workspace Context:

• The workspace is expected to be collaborative, with opportunities to interact with colleagues within the Customer Communications function and other departments.

• Access to standard office technology, including computers, communication tools, and potentially specialized analytics software and hardware.

• The environment likely supports a focus on data analysis and strategic planning, with resources available for reporting and dashboard creation.

Work Schedule: Standard full-time hours are expected, with the added requirement of participating in a mandatory standby rota. This implies flexibility may be needed outside of standard hours on a rotational basis to address critical digital issues.

📝 Enhancement Note: On-site roles often foster stronger team cohesion and facilitate spontaneous collaboration, which can be beneficial for complex problem-solving in analytics and UX. The standby rota is a significant factor for candidates to consider regarding work-life balance.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your CV and application to assess suitability against the core requirements, focusing on digital analytics experience, GA4/GTM proficiency, and CRO exposure.

• Hiring Manager Interview: A discussion to delve deeper into your experience, leadership style, understanding of customer journeys, and how you've driven improvements through data. Prepare to discuss specific examples of analytics strategy and UX optimization.

• Technical/Panel Interview: This stage might involve a practical assessment or case study focused on analyzing a website scenario, identifying issues, and proposing solutions using analytics data. You may also be asked to present a portfolio piece or discuss your approach to data governance and tracking implementation.

• Final Interview: Potentially with a senior leader to assess cultural fit, strategic alignment with Pennon Group's values, and overall leadership potential.

Portfolio Review Tips:

• Quantify Impact: For each project, clearly state the problem, your approach (analytics, UX, CRO), the tools used, and most importantly, the quantifiable results (e.g., % increase in conversion, % reduction in drop-off, % improvement in customer satisfaction).

• Showcase Process: Detail your methodology for data analysis, tracking implementation, and stakeholder communication. Highlight how you ensure data quality and governance.

• Demonstrate Tool Proficiency: Include examples of dashboards created in Looker Studio/Power BI and explain how they provided actionable insights. Show evidence of GA4 and GTM implementation where possible.

• Tailor to the Role: Emphasize projects related to customer journey optimization, digital adoption, and experience improvement, aligning with the responsibilities of this Lead role.

• Prepare to Present: Be ready to walk through 1-2 key projects in detail, explaining your thought process, challenges faced, and lessons learned.

Challenge Preparation:

• Scenario-Based Questions: Anticipate questions like: "How would you diagnose a sudden drop in website conversion rate?" or "What KPIs would you track to measure the success of a new eBilling feature?"

• Data Interpretation: Be prepared to interpret sample data or charts and explain your findings and recommendations.

• CRO Strategy: Discuss your approach to A/B testing, including hypothesis generation, test design, and analysis of results.

• Stakeholder Communication: Practice explaining complex analytical concepts and their business implications clearly and concisely.

📝 Enhancement Note: The emphasis on a "Lead" role means interviewers will look for strategic thinking, problem-solving capabilities, and the ability to influence. A well-structured portfolio that clearly demonstrates impact and process is crucial.

🛠 Tools & Technology Stack

Primary Tools:

• Google Analytics 4 (GA4): Advanced experience required for website analytics, user behavior tracking, and conversion analysis.

• Google Tag Manager (GTM): Essential for implementing and managing tracking tags, events, and data layers across digital platforms.

• Looker Studio (formerly Data Studio): For creating dynamic, interactive dashboards and reports for performance visualization and stakeholder communication.

• Power BI: Another key tool for data visualization, dashboard creation, and business intelligence reporting.

• Optimizely (CMS platform): Experience working with this CMS is preferred, likely for content management and A/B testing capabilities.

Analytics & Reporting:

• Digital analytics and insight platforms (general proficiency beyond GA4).

• Tools for customer journey mapping and analysis.

• Reporting frameworks for tracking performance against KPIs. CRM & Automation:

• Salesforce: Experience with Salesforce CRM would be advantageous, suggesting integration possibilities or data sharing needs.

• Optimizely Data Platform: Experience with this platform is also considered advantageous, potentially for more advanced customer data management and personalization.

• Familiarity with data flows, tracking architecture, and integration principles between different systems.

📝 Enhancement Note: Proficiency in Google Analytics 4 and Google Tag Manager is non-negotiable for this role. The requirement for Looker Studio and Power BI indicates a strong focus on data visualization and reporting for business stakeholders.

👥 Team Culture & Values

Operations Values:

• Be Rock Solid: Emphasizes reliability, trust, and dependability, crucial for a utility company and for data integrity. Operations professionals are expected to be the go-to for accurate insights.

• Be You: Encourages individuality and authenticity, fostering an inclusive environment where diverse perspectives are valued in problem-solving and strategy development.

• Be the Future: Promotes embracing change, driving progress, and owning challenges. This aligns with the role's focus on digital transformation, innovation, and continuous improvement in customer experience.

• Data-Driven Approach: A strong emphasis on using data, analytics, and insights to inform all digital strategies and operational decisions.

• Customer-Centricity: A core value is to achieve better customer outcomes through continuous improvement of digital journeys.

Collaboration Style:

• Cross-functional Integration: The role requires close collaboration with marketing, IT, and other departments to ensure analytics insights are integrated into broader digital strategies and product development.

• Data-Driven Dialogue: Fostering a culture where discussions are informed by data, leading to more objective decision-making and problem-solving.

• Continuous Improvement: A collaborative spirit focused on iterative enhancements to digital platforms and customer experiences based on ongoing analysis and feedback.

• Knowledge Sharing: Encouraging the sharing of insights and best practices across teams to elevate the overall digital performance of the organization.

📝 Enhancement Note: The company's stated values ("Rock Solid," "Be You," "Be the Future") are directly applicable to how an operations professional should approach their work: delivering reliable insights, bringing unique problem-solving skills, and proactively driving digital innovation.

⚡ Challenges & Growth Opportunities

Challenges:

• Data Integration & Governance: Ensuring consistent data quality and governance across multiple digital platforms and integrating data from various sources can be complex.

• Translating Insights to Action: Effectively communicating complex data insights to non-technical stakeholders and ensuring those insights lead to tangible changes in digital strategy and execution.

• Balancing Standby Rota with Work-Life Balance: Managing the demands of a mandatory standby rota while maintaining personal well-being and efficient work practices.

• Driving Cultural Change: Championing a digital-first, data-driven culture within a large, established organization that may have traditional operational processes.

• Measuring ROI of UX/CRO: Quantifying the direct business impact and ROI of analytics-driven UX improvements and A/B testing initiatives.

Learning & Development Opportunities:

• Advanced Analytics & CRO: Opportunities to gain certifications or training in cutting-edge analytics techniques, AI-driven insights, and advanced CRO methodologies.

• Data Visualization Mastery: Developing expertise in creating compelling data narratives and advanced dashboards that drive strategic decisions.

• Leadership & Mentorship: Growing into a leadership role, mentoring junior analysts, and influencing departmental strategy.

• Industry Best Practices: Staying abreast of evolving digital analytics tools, UX trends, and regulatory changes within the utilities sector.

• Cross-Departmental Projects: Participating in larger transformation projects that offer exposure to different business functions and strategic challenges.

📝 Enhancement Note: The challenges presented are common in data-driven roles within established companies. Focusing on proactive communication, strong process documentation, and leveraging company-provided development opportunities will be key for success and growth.

💡 Interview Preparation

Strategy Questions:

• "Describe your approach to developing a digital analytics strategy for a customer-facing website. What are the key components?" (Focus on KPIs, measurement frameworks, stakeholder alignment, and continuous improvement.)

• "How would you identify and prioritize opportunities for Conversion Rate Optimisation (CRO) on a website like ours?" (Discuss journey mapping, funnel analysis, A/B testing hypotheses, and data-driven prioritization.)

• "Imagine a significant drop in conversion rate on our MyAccount portal. Walk us through your diagnostic process, the tools you'd use, and how you'd communicate your findings." (Emphasize systematic analysis, data sources, hypothesis testing, and clear communication.) Company & Culture Questions:

• "Based on your research, how do you see your role contributing to Pennon Group's values of 'Be Rock Solid,' 'Be You,' and 'Be the Future'?" (Connect your skills and approach to reliability, individuality, and innovation.)

• "How would you approach building relationships and influencing stakeholders across different departments (e.g., IT, Marketing, Customer Service) to drive digital improvements?" (Highlight communication strategies, data storytelling, and collaborative problem-solving.)

• "How do you ensure data quality and governance in your analytics work, especially when dealing with multiple platforms?" (Discuss tagging governance, data validation processes, and documentation.) Portfolio Presentation Strategy:

• Structure your presentation: Problem -> Solution (Analytics/UX/CRO approach) -> Tools Used -> Results (Quantified Impact) -> Learnings.

• Focus on impact: Clearly articulate the business value and customer benefits derived from your work. Use metrics and ROI where possible.

• Explain your process: Be ready to detail how you approached a problem, not just what you did. This demonstrates strategic thinking and technical understanding.

• Tailor examples: Select portfolio pieces that best align with the responsibilities and requirements of the Digital Analytics & UX Lead role at Pennon Group.

• Be prepared for questions: Anticipate follow-up questions about your methodology, challenges, and alternative approaches.

📝 Enhancement Note: Interviewers will be looking for a candidate who can demonstrate both technical expertise and strategic thinking. Your ability to articulate your process, quantify impact, and align with company values will be critical.

📌 Application Steps

To apply for this operations position:

• Submit your application through the provided link on the Pennon Group careers website.

• Customize your CV: Highlight your experience with Google Analytics 4, Google Tag Manager, Looker Studio, Power BI, and CRO. Quantify your achievements using metrics relevant to digital analytics and UX improvements.

• Prepare your portfolio: Select 2-3 key projects that showcase your ability to drive customer journey optimization, implement tracking strategies, and deliver actionable insights. Ensure each project clearly outlines the problem, your solution, the tools used, and the measurable results.

• Research Pennon Group: Understand their mission, values (Rock Solid, Be You, Be the Future), and the importance of digital transformation within the utilities sector. This will help you tailor your responses during interviews.

• Practice your interview responses: Prepare to discuss your experience with the required tools and your approach to stakeholder management, data governance, and CRO. Rehearse presenting your portfolio case studies concisely and impactfully.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.