Head of Digital Analytics

About Us

At Admiral, people come first – and we’re proud to have been named a Great Place to Work for over 25 years, including recognition as a Great Place to Work for Women and for Wellbeing.

We believe in creating a culture where everyone can truly Be You – where every colleague feels respected, valued, and empowered to be themselves. Our commitment to diversity, equity, and inclusion is at the heart of everything we do.

We trust our people to work in the way that works best for them. Our hybrid approach provides colleagues with flexibility and control over how, when, and where they work, including the option for varied hours, where possible.

Our offices remain the heart of Admiral life. They’re designed to bring people together, encourage collaboration, and offer the space you need – whether that’s for focused work, team sessions, or company-wide events.

If you need any adjustments or support at any point in the Admiral recruitment process, just let us know – we’re here to help.

(This is a hybrid role, and it requires travel to our Cardiff office regularly)

About the Role

This is a rare opportunity to create and shape something entirely new.

We’re hiring our first-ever Head of Digital Analytics—a strategic and hands-on leader who will build the function from the ground up and define how Admiral uses digital data to drive customer experience, performance, and business transformation.

You’ll be joining at a pivotal moment as we scale our digital capabilities and put data at the heart of every decision. Working across Digital, Marketing, and Product, you’ll lead the design and delivery of a future-focused analytics strategy that enables smarter experimentation, real-time optimisation, and impactful storytelling that resonates at every level of the business.

From implementing scalable tagging and data models to simplifying our tooling landscape and embedding analytics into journeys that matter most to our customers, this role offers the chance to make a lasting mark—not only on our data maturity but on the way we work.

If you’re excited by the challenge of building something with long-term impact, and creating a culture of innovation, learning and influence along the way, we’d love to hear from you.

The essential skills we need

Function Design & Strategic Leadership

• Can define and deliver a long-term digital analytics strategy aligned with business and customer priorities.
• Demonstrates ability to set up new functions, secure funding, and establish digital analytics as a core capability within a complex organisation.
• Able to build business cases and influence executive sponsorship for new initiatives.

Technical Excellence in Tagging, Tooling, and Data Infrastructure

• Designs robust, scalable tagging strategies and data models that support future-proof analytics capabilities.
• Proficient in tools such as Adobe Analytics, Adobe Launch, GTM, GA4, BigQuery, and Looker, with ability to select and rationalise tooling effectively.
• Connects infrastructure decisions to long-term customer experience and operational goals.

Data Storytelling & Change Influence

• Translates digital data into compelling, insight-driven narratives that inspire action across different levels of the business.
• Uses data storytelling to drive business change, not just inform—tailoring outputs to suit executive, product, and marketing audiences.
• Brings strong visualisation and communication skills that turn complex analysis into confident, relevant decision support.

Real-Time Analytics and Digital Optimisation

• Uses real-time analytics and experimentation to rapidly test, iterate and optimise end-to-end digital journeys.
• Champions a test-and-learn approach and applies insight to measurable improvements in customer outcomes.

Team Creation and People Leadership

• Builds high-performing teams from the ground up, including recruitment, role definition, and culture shaping.
• Develops others through coaching, feedback and clear expectations.
• Fosters a culture of curiosity, innovation, and continuous learning.

Stakeholder Engagement and Organisational Influence

• Educates, influences, and gains buy-in from diverse stakeholders across Digital, Marketing, Product and Exec teams.
• Adapts language and delivery to build understanding of digital analytics among both technical and non-technical audiences.
• Demonstrates confidence in navigating matrixed environments and advocating for long-term value over short-term metrics.

Change Leadership and Organisational Alignment

• Leads through ambiguity and complexity, bringing structure and clarity to greenfield initiatives.
• Connects cultural alignment with operational change, ensuring new ways of working integrate into Admiral’s collaborative and people-first culture.
• Promotes inclusive, transparent leadership while delivering measurable transformation.

Admiral: Where You Can 

We take pride in being a diverse and inclusive business. It's a place where you can Be You, and show up as you are. We’re committed to fostering a people-first culture where everyone is accepted, supported, and empowered to be brilliant. You can, Grow And Progress at a pace and direction that suits you, Make A Difference for our customers and each other, and Share in Our Future with all colleagues eligible for up to £3,600 of free shares each year after one year of service. 

Everyone receives 33 days holiday (including bank holidays) when they join us, increasing the longer you stay with us, up to a maximum of 38 days (including bank holidays). You also have the option to buy or sell up to an additional five days of annual leave. 

We’re proud of our people-first culture. In fact, we've been recognised as a Great Place to Work for Women, a Great Place to Work for Wellbeing, and an overall Great Place to Work for over 25 years! We’re fully committed to making sure your progression is not slowed or halted by barriers related to race, gender, age, sexuality or any of the protected characteristics. 

Our fantastic benefits make sure our colleagues have a great work-life balance; You can view some of our other key benefits here. 

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