Digital Experience & Analytics Strategist

Organisation Overview
Scenic Luxury Cruises and Tours is a leader in luxury travel experiences, delivering exceptional journeys by land and sea to discerning guests. With a heritage of innovation, craftsmanship, and service excellence, Scenic has established itself as a benchmark in the cruise and touring industry. Our commitment to quality, sustainability, and guest satisfaction defines everything we do, inspiring unforgettable experiences across the world's most remarkable destinations.
Note: This position follows a work model based at our Porto office. It is not a remote role.

Position Purpose
The Digital Experience & Analytics Strategist is our internal owner of measurement quality and optimisation across the Scenic and Emerald websites and apps. This role provides the expertise to guide and align technical implementation, ensure our data is accurate and trustworthy, and turn insight into decisions, while supporting day-to-day content operations in our CMS.

This role focuses on:

• supporting website content operations and global page creation
• acting as the internal expert who steers analytics and tracking
• reviewing and validating measurement quality across both brands
• driving conversion rate optimisation through structured testing
• turning data into actionable insights
• ensuring cross-brand consistency and measurement governance

Key Responsibilities

1) Digital Analytics & Measurement (Website & App – Scenic & Emerald)

• Act as the internal point of expertise on GA4 and Google Tag Manager (GTM), able to hold technical conversations at the same level as implementation teams, review setups, and ensure they meet our needs.
• Understand how event tracking, conversion tracking, and the data layer are configured so you can validate accuracy, spot gaps, and recommend adjustments.
• Have working knowledge of pixels, Conversions API (CAPI), Enhanced Conversions, and consent mode, enough to assess whether they are correctly set up and to suggest improvements.
• Review tracking against key guest journeys (enquiries, brochure requests, callbacks, bookings) and flag discrepancies or misfiring tags for resolution.
• Support alignment on Advanced Consent Mode and EU privacy compliance, ensuring our measurement approach stays clean and compliant.

2) Conversion Rate Optimisation (CRO) & Experimentation

• Support the CRO roadmap by helping shape, prioritise, and monitor A/B and experience tests aimed at improving page performance, clarity, clicks, and conversion.
• Analyse funnel drop-off, friction points, and on-page behaviour to build test hypotheses and identify opportunities.
• Work with experimentation and behavioural tools (e.g. A/B testing platforms, heatmaps and session recording such as Hotjar / Contentsquare) to gather evidence.
• Ensure tests are correctly set up and read accurately before recommendations are made.

3) Content & Digital Experience Operations (CMS – Strapi)

• Create and publish website content in Strapi, building global and hybrid pages from briefs while ensuring correct structure, standards, and cross-brand consistency.
• Support the global pages workflow alongside the wider team, ensuring nothing falls through the cracks.
• Trigger and support localisation workflows across our markets.

4) Dashboards, Reporting & Insights

• Use existing dashboards as the primary source of truth, interpreting them to surface trends, opportunities, and issues.
• Build lightweight internal views or ad-hoc reports when needed to support specific decisions.
• Deliver regular insights on engagement, key journeys, test outcomes, and digital experience trends, always connecting data to a clear recommendation.
• Support monthly market and channel reviews with reliable, contextualised data.

5) Governance, Process & Cross-Brand Alignment

• Ensure Scenic and Emerald follow aligned measurement and tracking standards across web and app.
• Maintain clear internal documentation (tracking plans, naming conventions, QA checklists) that supports scale and consistency.
• Coordinate with internal teams and technical partners to keep implementations clean, prioritised, and well-managed.

Qualifications

• Degree in Marketing, Communication, Data, Digital, Multimedia, or similar.
• 3–5 years of experience in digital analytics, measurement, CRO, or a closely related digital role (mid-level).
• Solid working knowledge of GA4 and Google Tag Manager (mandatory), enough to review setups and discuss implementation confidently with technical teams.
• Understanding of measurement concepts such as pixels, Conversions API (CAPI), Enhanced Conversions, and consent mode.
• Comfortable reading and interpreting dashboards/reporting tools (e.g. Looker Studio or similar).
• Familiarity with CMS platforms (Strapi or similar) and A/B testing / behavioural tools is a strong advantage.
• Fluency in English (mandatory).

Skills and Competencies

• Strong analytical mindset, able to interpret data and translate it into clear insights and recommendations.
• Confident working with technical teams: able to ask the right questions, review the work, and push for improvements.
• High attention to detail in tracking QA and content operations.
• Solid understanding of digital experience, UX fundamentals, and user journeys.
• Good communication and stakeholder management skills.
• Ability to operate in a fast-moving, multi-brand, multi-market environment.

Personal Attributes

• Curious and data-driven, with a genuine interest in measurement and optimisation.
• Ownership, accountability, and pride in delivering reliable, high-quality work.
• Proactive, organised, and collaborative.
• Comfortable working across teams.
• Appetite for continuous learning.

Focus Capabilities
These are the capabilities considered most important for the effective performance of the role, with a brief explanation of what each covers.

• Think and Solve Problems: identifies tracking issues and optimisation opportunities and proposes solutions.
• Deliver Results: ensures reliable data and consistent quality across digital touchpoints.
• Communicate Effectively: turns technical detail into clear, actionable insight for non-technical audiences.
• Plan and Prioritise: manages multiple tracking, testing, and reporting tasks to meet deadlines.
• Work Collaboratively: shares knowledge and contributes to a cohesive, cross-functional team culture.

Gross annual salary range: €36,000 – €40,200, commensurate with experience.
 

Join us in shaping how our guests engage with our brands across digital channels. If turning data into better digital experiences for two leading luxury travel brands inspires you, we'd love to hear from you!

Note: This position follows a work model based at our Porto office. It is not a remote role.