Analytics Manager - Customer (Acquisition & Retention)
Location: DMGT HQ - High Street Kensington, London
Position: Permanent
About the Role
We’re looking for an Analytics Manager - Customer to lead analytics across acquisition and retention, helping us grow and optimise our subscriber base.
This role sits within the Central Analytics team and works closely with Customer, CRM, Product and Audience teams. You’ll go beyond reporting to uncover what drives acquisition, conversion, retention, and value, translating data into clear, actionable recommendations that shape business strategy.
You will own the Customer analytics pillar end-to-end, helping to managing a team of analysts and ensuring that insight is delivered consistently, at pace, and with strong commercial impact.
Main Responsibilities
Customer Lifecycle Analysis & Insight
- Lead analysis across the full customer lifecycle, from acquisition through to retention and lifetime value.
- Go beyond “what happened” to understand why performance changes across acquisition channels, conversion funnels, and retention behaviour.
- Identify key drivers of growth, churn, and customer value, and translate these into clear opportunities for the business.
- Build and maintain robust frameworks to track customer performance and ensure a consistent view of key metrics.
- Proactively monitor performance to surface risks and opportunities early.
Acquisition & Growth Analytics
- Analyse acquisition performance across channels, identifying opportunities to improve efficiency and conversion.
- Partner with Marketing and Growth teams to optimise spend, targeting, and funnel performance.
- Support forecasting and scenario modelling to inform subscriber growth strategy.
- Develop a deep understanding of how different channels contribute to long-term customer value, not just short-term acquisition.
Retention & Customer Value
- Analyse retention, churn, and engagement to identify what drives long-term subscriber value.
- Develop frameworks to understand customer behaviour over time and inform lifecycle strategies.
- Work closely with CRM and Product teams to optimise retention initiatives and improve customer outcomes.
- Identify opportunities to increase lifetime value through better engagement, targeting, and product experience.
Segmentation & Cohort Analysis
- Develop and maintain customer segmentation models to better understand audience behaviour.
- 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.
Experimentation & Impact Measurement
- 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, not just reported outputs.
- Partner with Product and Engineering to ensure experiments are correctly implemented and tracked.
Team Leadership & Delivery
- 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 rigour and clarity across all outputs.
Stakeholder Partnership
- 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.
Develop Data Culture
- 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.
Person Specification
- Proven experience in customer, subscription, or marketing analytics within a digital business
- Strong hands-on experience using SQL (e.g. BigQuery) to analyse large-scale behavioural 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 analysing 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 visualisation tools (e.g. Power BI, Tableau, Looker)
- Excellent stakeholder management and communication skills
Desirable
- Experience in media, publishing, or a digital subscription business
- Familiarity with CRM and lifecycle marketing
- Experience with predictive modelling, forecasting, or statistical analysis (Python or R)
- Experience with marketing attribution or marketing mix modelling
- Familiarity with cloud data environments (e.g. Google Cloud, Azure)
Package Description
Our benefits package increases the longer you’ve been with us. Here’s what to expect:
- 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, and access to our Employee Assistance Programme
- Onsite gym, subsidised canteen and onsite nurse and GP clinics
Plus much more...
About Us
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.
*GA Sept 2024 **March 2024 - Feb 2025 inclusive
Our Commitment
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.