Sr Manager Commerce & Product Analytics

At Fanatical, part of Fandom—the world’s largest fan platform reaching 350 million monthly users—we deliver premium gaming experiences through data-informed strategy, personalised commerce, and innovative product design. As our Sr Manager of Commerce & Product Analytics, you’ll lead a high-impact team responsible for driving insights across our ecommerce platform, product experiences, and marketing funnel. In this expanded leadership role, you’ll own the analytics strategy across the full customer journey—from acquisition and engagement to monetisation and retention—while also supporting product roadmap development through rigorous analysis and experimentation.

You’ll partner cross-functionally with Product, Marketing, Commercial, Engineering, Merchandising, and Finance to deliver insights that shape business outcomes and unlock new growth opportunities. You will take full ownership of end-to-end relational data flows across the organization, integrating both SQL and non-SQL data sources into a unified schema. Your work will ensure data is accessible and actionable for stakeholders, enabling informed and strategic business decisions. This is a highly visible, strategic position requiring strong stakeholder management, a deep understanding of digital commerce and product analytics, and the ability to translate complex data into compelling narratives that guide executive decisions. You will empower your team to deliver scalable solutions while also contributing hands-on to high-priority initiatives that advance our business goals.

You Will...

• Promote a hypothesis-driven culture through robust experimentation and test design throughout Fanatical in close coordination with product and tech.
• Define and lead Fanatical’s analytics strategy in alignment with product, tech, marketing, and business goals.
• Champion data adoption across Fanatical to ensure that relevant dashboards and data insights are available across the business to inform decision making.
• Co-own strategic and financial planning cycles with Product and FP&A leadership, including driving business forecasting and long-range planning.
• Build, mentor, and scale a high-performing analytics team (2–5 analysts), fostering development through coaching and feedback.
• Own the end-to-end product analytics function—craft instrumentation strategies, define success metrics, and deliver insights that shape product direction.
• Develop, manage, and continuously enhance the Fanatical Data Catalogue to empower the business with self-serve access to available data.
• Act as the lead analytics partner to Product Management, using data to guide feature prioritisation, user experience improvements, user-flow efficiency, and roadmap decisions.
• Build KPI frameworks to assess feature adoption, user-flow efficiency, and retention; uncover behavioural insights that inform product, pricing, and personalisation strategies.
• Develop advanced models (e.g., LTV, attribution, churn) that link customer behaviour to business outcomes and drive performance optimisation across the user journey.
• Work with Commercial leads to provide competitive data platforms to enable stronger decision-making and more informed merchandising across Fanatical.
• Champion a culture of data-driven experimentation, leading A/B test design, analysis, and iteration.
• Strengthen experimentation frameworks and partner with cross-functional teams to operationalise testing across product and pricing strategies.
• Deliver executive-level product dashboards (feature health, adoption, cohort drop-off); empower teams with scalable, self-serve analytics tools.
• Track key metrics across adoption, engagement, and cohort performance to ensure clarity and alignment on goals.
• Oversee event tracking, data integrity, and tooling infrastructure in partnership with Engineering.
• Evaluate and implement analytics platforms (e.g., Amplitude, Mixpanel, Snowflake) and train teams on best practices to scale product and commerce insights.

What Success Looks Like

• Owner of the Data Catalogue: Establish, maintain, and enhance Fanatical’s business data catalogue, empowering stakeholders with reliable data access and fostering a culture of informed, data-driven decision-making.
• Deliver Actionable Insights: Produce clear, data-backed recommendations that inform Fanatical decisions to drive revenue.
• Owning the product-analytics function end-to-end: craft instrumentation strategy, define success metrics, and deliver actionable insights that shape feature prioritisation, operations, and merchandising for Fanatical.
• Drive Executional Excellence: Consistently deliver high-quality analyses, forecasts, executive-level dashboards, and tools that drive strategic needs.
• Foster Cross-Functional Collaboration: Build trust and strong working relationships with business partners by being proactive, responsive, reliable, and solutions-oriented.
• Co-own business forecasting and long-range planning.
• Shape the annual product-analytics roadmap (instrumentation, metrics, tooling): Define metrics for measuring platform performance capabilities and success.
• Develop Team Capabilities: Coach and support team members to grow their technical and business acumen, while fostering a culture of continuous improvement.
• Champion data-first decision making: Ensure that the full business has access to relevant, accurate and trusted dashboards for their areas of responsibility to promote a culture of data-driven decision making.
• Expand Strategic Thinking: Proactively identify opportunities for deeper analysis and elevate the team's impact by aligning work with broader business goals.

You Have...

• 7+ years in digital analytics, including 5+ years partnering with Product teams, and 4+ years in e-commerce; proven impact of driving insights across product usage, customer behaviour, and performance; experience with segmentation, retention, revenue drivers, LTV, and funnel modelling.
• 4+ years managing analytics professionals, with demonstrated success in team development.
• Deep expertise in A/B and multivariate testing, and experimentation governance.
• Advanced SQL required; working knowledge of Python, CRM systems, event instrumentation, and BI tools.
• Deep understanding of product lifecycle analytics across feature adoption, engagement, experience with pricing strategy, elasticity testing, and bundling.
• Led development of scalable, self-serve dashboards and unified KPIs across varied business models; implemented org-wide product analytics environments.
• Clear, persuasive communication skills that build trust and alignment with stakeholders.

Bonus Points...

• Tool experience with: analytics platforms (Amplitude), BI tools (Tableau, ReDash, Snowplow, Snowflake), CRM tools (Iterable); product-analytics tooling (e.g., Mixpanel, Heap).
• A strong passion for gaming and familiarity with trends in the gaming industry.

Fandom is proud to be an equal opportunities employer. Employees and contractors, as well as prospective employees and contractors, will all be treated equally and fairly. Fandom is committed to ensuring no less favourable treatment is experienced by any current or prospective employee because of any of the protected characteristics under the UK Equality Act 2010 or equivalent local equality legislation.