Senior Data Analyst (B2B) in Birmingham

Location: Remote with visits to our Sheffield HQ a minimum of 6 times a year.

Twinkl is on an exciting journey to redefine how we serve our global teaching community through data. We're building a world-class data function to power the next generation of our data platform, with modern tools and practices at our core. Introducing new tools and concepts and elevating the business to a higher standard of Data Literacy.

As a Senior Data Analyst, you will play a fundamental role in supporting an area's strategy through data-driven insights. You will collaborate closely with the B2B or Content team to understand their objectives, analyse user behaviour, and identify opportunities for improvement. Your expertise in data analytics and insight delivery will enable you to uncover user frictions, hidden patterns, measure performance and make meaningful recommendations.

What will you be doing?

• Build strong relationships with our internal B2B and cross-functional teams to understand business objectives and translate them into actionable analytical focus areas.
• Deliver deep insights and clear recommendations that shape the area strategy and drive innovation, growth, and customer value.
• Identify and monitor key performance indicators (KPIs), developing strategies to improve them through data-driven experimentation and optimisation.
• Working with our B2B team on analysing sales funnel metrics.
• Partner with Product Managers and Business Area Leads to conceptualise, prioritise, test, and launch new products and features based on data insights.
• Analyse A/B and multivariate tests to measure the impact of new features, content, and campaigns on user acquisition, engagement, and retention.
• Support digital analytics tracking by gathering requirements, raising implementation requests, and performing debugging and QA.
• Support Area leads with using data to improve processes.
• Collaborate with Data Engineering teams to ensure data quality, define data requirements, and improve data collection processes.
• Independently troubleshoot tracking issues and escalate complex problems to technical specialists when needed.
• Stay current with developments in GCP, analytics tools, and trends in digital product and subscription businesses.

What do we need from you?

• Has extensive experience in a data or analytics role, ideally within an eCommerce or subscription-based business.
• Has B2B experience with sales funnel metrics.
• Demonstrates a proven track record of analysing user behaviour by querying raw data from analytics platforms (e.g. GA4, Adobe Analytics) and delivering insights that drive measurable business outcomes in a fast-paced environment.
• Proficient in SQL and BigQuery, with experience using data visualisation tools (we use Looker Studio and Tableau); Python is a plus but not essential.
• Deep understanding of key eCommerce and subscription metrics such as Sessions, Bounce Rate, Conversion Rate, Retention, Churn, LTV, and ARPU.
• Strategic thinker with a strong grasp of experimentation principles, including A/B testing and experimental design methodologies.
• Experience with DBT is advantageous.
• Excellent prioritisation and time management skills; comfortable working to deadlines and managing multiple tasks.
• Confident communicator who can present complex data and insights clearly to a range of stakeholders, including the Executive Team.

What’s in it for you?

• A friendly, welcoming and supportive culture. We believe work should be fun and always put people before process.
• Flexible working with fully remote and hybrid working options - early bird or night owl? No problem - our flexible working policy helps you work the hours that suit you best.
• 33 days annual leave per year, pro rata. You decide which public holidays to recognise. After 2 years of employment, your annual leave entitlement will accrue year on year up to 38 days annual leave.
• An additional day of annual leave, a Me Day, to take time for yourself.
• Charity day to volunteer and support a registered charity of your choice.
• Westfield Health (including Health Club discount and Westfield Rewards discount and cashback).
• Learning and Development opportunities, with opportunities for internal mobility across various departments / areas of the business.
• 4 x annual salary death in service life assurance.
• Enhanced pension after long service.
• Enhanced parental and adoption leave after long service.
• Quarterly awards designed to reward and recognise our wonderful Twinkl employees.
• Seasonal events for all UK employees so you can catch up with your new colleagues in person.
• Twinkl Subscription.

At Twinkl, we encourage diversity, and our doors are open to everyone. We're committed to creating an inclusive workplace for all. If you need any adjustments during the application process to showcase your abilities, please let us know. We're here to support you on your journey.