Job Description
Established in 1981 with a single store in the Northwest of England, the JD Group is a leading omni-channel retailer of Sports Fashion, Outdoors and Gyms with our colleagues working in stores across several retail fascias in many markets around the world.
JD Sports Fashion Plc was listed on the London Stock Exchange in 1996 and has been a FTSE100 publicly quoted company since 2019 and continues to grow in the UK and internationally.
We want to be the leading global omnichannel retailer in the sports and outdoor industry. To be a part of this successful company and help us to achieve this you will have the desire to ingrain our strategic goals of being a people-led, innovative and customer-focused organisation which provides operational excellence whilst identifying new areas of growth as part of our day to day objectives.
KPI & Measurement Analyst - Marketing Effectiveness
JD Sports Group PLC is a leading international multi-channel retailer of sports, fashion, and outdoor brands. With an extensive portfolio of globally recognised brands, JD Sports has established itself as the 'King of Trainers' and a beacon for sportswear enthusiasts around the world. Our commitment to delivering exceptional customer experiences and innovative products drives our success in the competitive retail landscape.
The KPI & Measurement Analyst will play a central role in defining, governing, and measuring the KPIs that underpin JD’s customer and marketing performance. This role goes beyond traditional marketing metrics, providing the analytical foundation for understanding the entire purchase funnel, from awareness and engagement through to conversion, retention, and customer value. You will ensure KPIs are accurately defined, consistently measured, and effectively communicated across the business, enabling smarter decisions and a unified view of what success looks like.
Working closely with the Marketing Effectiveness Lead, Digital and Media teams, Customer Insight and Analytics, CRM, Retail, Product, and Finance, the KPI & Measurement Analyst ensures our measurement framework is reliable, scalable, and aligned to JD’s customer and commercial strategy.
Key Responsibilities
Full Funnel KPI Framework & Governance
Own the definition, documentation, and governance of KPIs across the entire customer journey, covering awareness, consideration, engagement, conversion, retention, and loyalty.
Ensure KPI data sources, measurement rules, and data pipelines are accurate, complete, and aligned with enterprise wide measurement standards.
Monitor data quality, validate anomalies, and escalate issues to Data Engineering or relevant teams.
Maintain transparent documentation of KPI processes, definitions, and governance frameworks to ensure consistency across markets and teams.
Customer & Marketing Performance Measurement
Conduct regular reviews of customer and marketing KPIs, identifying trends, performance drivers, and deviations from expected behaviour.
Perform diagnostic analysis to understand shifts in marketing efficiency, channel performance, customer behaviour, or funnel progression.
Support the development of performance narratives that help marketing, digital, retail, and finance teams interpret KPI movements.
Validate that KPI outputs remain aligned with marketing strategy, customer behaviour, and operational realities.
Cross Channel & Cross Business Insight Integration
Work with Media, Digital, CRM, Retail, and Brand teams to ensure KPIs accurately reflect channel performance, customer interactions, and campaign activity.
Consolidate insights from multiple measurement sources (platform analytics, attribution, MMM, product analytics, retail performance) to build a holistic view of customer and marketing effectiveness.
Support the integration of funnel KPIs into wider effectiveness frameworks, investment reviews, and optimisation cycles.
Connect marketing performance to downstream commercial outcomes such as revenue, margin, customer acquisition, and customer lifetime value.
Reporting & Visualisation
Partner with internal reporting teams to build and maintain dashboards and reporting tools that track customer and marketing KPIs across channels and markets.
Create clear, intuitive visualisations that help non technical stakeholders understand performance and customer behaviour.
Support regular reporting cycles with accurate, timely, and well structured KPI updates for marketing, digital, insight, retail, and finance teams.
Cross Functional Collaboration
Partner with Customer Analytics, Brand Tracking, Research, and CRM teams to align KPI inputs and ensure cohesive insight stories.
Work closely with Finance to ensure customer and marketing KPIs align with commercial reporting and investment planning.
Collaborate with Digital Product and Retail teams to gather funnel, onsite, app, and store performance data.
Participate in Marketing Effectiveness, Customer Insight, and cross functional performance meetings, sharing observations and contributing to continuous improvement.
The Ideal Candidate Will Have
2 to 4 years’ experience in marketing analytics, customer analytics, digital analytics, or a similar data driven role.
Strong numeracy and analytical capability, with experience working with complex datasets and multi source measurement.
Experience using Excel and BI tools such as Power BI or Tableau for data manipulation and visualisation.
Strong attention to detail and a commitment to producing accurate, reliable analysis.
A collaborative mindset and confidence working with multiple teams and stakeholders across marketing, digital, retail, and commercial functions.
A proactive approach to problem solving, data validation, and continuous improvement.
We know our colleagues work tirelessly to make JD Sports the success it is today and in turn, we offer them some amazing benefits including staff Discount On JD Group and other brands within the organisation and personal development opportunities to learn and develop at work.
Thank you for your time
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