Ecommerce Data Analytics Lead

About the Role

ABYAT is seeking an Ecommerce Data Analytics Lead to join their team in Riyadh, Saudi Arabia. This full-time role is responsible for transforming digital, customer, marketing, and commercial data into actionable insights. The objective is to drive growth, enhance customer experience, and optimize business performance across the company's operations.

Key Responsibilities

• Own the analysis of e-commerce and digital performance throughout the customer journey.
• Utilize GA4, Tableau, and Looker Studio to analyze customer behavior, commercial performance, and marketing effectiveness.
• Analyze key performance indicators including traffic, CVR, AOV, UPT, revenue per user, cart abandonment, checkout abandonment, ROAS, and CAC.
• Build and analyze customer funnels across landing pages, PLP, PDP, cart, checkout, and purchase.
• Identify funnel leakage, customer friction, and commercial opportunities, translating findings into actionable recommendations.
• Analyze performance by market, device, channel, category, product, campaign, and customer segment.
• Explain the reasons behind performance trends and recommend appropriate actions.

GA4 and Digital Measurement

• Act as the GA4 subject-matter expert, managing the digital measurement and analytics framework.
• Apply GA4 for customer journey, acquisition, engagement, conversion, and e-commerce analysis.
• Demonstrate advanced knowledge of GA4 events, parameters, key events, audiences, explorations, funnels, and e-commerce reporting.
• Understand and validate e-commerce tracking, including view_item, add_to_cart, begin_checkout, and purchase.
• Build custom explorations and funnel analyses to identify opportunities across the customer journey.
• Collaborate with Product and Technology teams to define event tracking, data layers, and measurement requirements for new features.
• Regularly audit GA4 implementation and investigate discrepancies between GA4 and transactional/business data.

Dashboard Development and Reporting

• Lead the development and evolution of Tableau and Looker Studio dashboards across Omni-Commerce.
• Build scalable, intuitive, and executive-ready dashboards covering e-commerce, marketing, merchandising, and customer performance.
• Combine GA4 behavioral data with transactional, marketing, and commercial data for a holistic view of business performance.
• Develop advanced Tableau dashboards using calculated fields, parameters, filters, and interactive visualizations.
• Build and maintain Looker Studio dashboards for GA4, digital marketing, acquisition, and customer journey reporting.
• Determine the appropriate reporting platform (Tableau or Looker Studio) based on business requirements.
• Automate recurring reporting and reduce reliance on manual Excel-based analysis.
• Optimize dashboards for performance, usability, and scalability, ensuring consistent KPI definitions.
• Ensure dashboards reconcile with source systems and proactively investigate data-quality issues.

Marketing and Commercial Analytics

• Analyze marketing effectiveness across channels, including ROAS, CAC, CVR, revenue, customer acquisition, and LTV.
• Partner with Digital Marketing teams to understand campaign, channel, and audience performance.
• Analyze attribution, new vs. returning customers, branded vs. non-branded performance, and cross-channel customer journeys.
• Identify opportunities to optimize marketing investment and improve acquisition efficiency.
• Analyze performance across categories, products, promotions, and markets.
• Collaborate with Merchandising, Marketing, Product, UX, and Technology teams to identify growth opportunities.

Qualifications and Experience

The ideal candidate will have strong hands-on expertise in Google Analytics 4 (GA4), Tableau, and Looker Studio. This role requires the ability to connect customer behavior with commercial performance and translate complex data into clear business actions. A minimum of 5-10 years of relevant experience is required for this position.