Senior Data Analyst

About us 

At Halfords, our mission is to inspire and support a lifetime of motoring and cycling. As a specialist retailer, we lead the market through customer-driven innovation and a distinct product range. We are dedicated to providing our customers with an integrated, unique, and convenient service experience - from e-bike and electric vehicle servicing to on-demand solutions. Our commitment is to foster customer loyalty by offering compelling reasons to keep coming back to our stores & garages, ensuring a lifetime of motoring and cycling enjoyment. 

The teams at our Redditch Support Centre work with every other area of our business, putting them at the heart of the action and playing a key role in our success and growth. Everyone brings their individual knowledge and experience to work every day, working as one team to keep things moving smoothly. 

If you’re willing to get stuck in, you’ll love it here too. So put yourself at the heart of a dynamic, fast-paced working environment where expertise and focus take people far.    Halfords operate a hybrid working policy, with this position being office based for 2 days per week at our Support Centre in Redditch.  

The role 

As a Senior Data Analyst, you'll take on a role that sits across both operational and digital analytics, giving you genuine breadth across the Halfords Group. This is an exciting opportunity to work with both our core commercial data and GA4 digital data, building dashboards, running deep dive SQL analysis, and producing insights that feed directly into strategic and tactical decisions across all areas of the business. You'll be joining a collaborative team in a fast-paced environment where your analysis will shape how the business thinks and acts. 

Day to day, you'll be taking briefs from senior stakeholders, writing the code to get data into shape, building and maintaining Power BI dashboards, and presenting findings back to audiences ranging from colleagues through to director and C-suite level. One day you might be analysing the launch of a new product range to understand who's buying and why. The next you'll be digging into customer journeys and purchase funnel behaviour to explain what's driving a trend and what the business should do about it. The ability to tell a clear story with data, put yourself in the customer's shoes, and know when to push back on an unrealistic deadline is just as important here as the technical ability to produce the analysis. 

There's also a significant data platform migration underway, giving you early exposure to that process and the chance to help shape the new data architecture alongside external consultants. If you're a commercially curious analyst who can bridge the gap between transactional and digital data, communicate confidently with senior stakeholders, and thrive in an environment that moves quickly and demands quality, this is a great opportunity to add real value and get stuck into some interesting projects. 

Key responsibilities 

• Own the end-to-end delivery of analysis projects, working with stakeholders across trading, ecommerce, strategy, finance, and operations from colleague through to director level 

• Write advanced SQL to extract, manipulate, and structure data from both transactional and digital sources, including GA4 event-level data in a database environment 

• Build, maintain, and continuously improve Power BI dashboards that give the business clear, timely visibility of commercial and customer performance 

• Translate business challenges into clear analytical briefs, presenting findings in a way that tells a coherent story and leads to actionable commercial outcomes 

• Analyse customer behaviours, purchase funnels, sales channel performance, and new product launches, combining data from multiple sources to build a rounded picture 

• Work closely with Data Science, Market Research, and other Analytics colleagues to integrate insight into broader customer understanding 

• Contribute to the ongoing customer database migration project, working alongside third-party consultants and helping to shape the new data platform architecture 

 

About you 

• Advanced SQL skills are essential, with proven experience extracting and manipulating large datasets to support both regular reporting and deep dive analysis 

• Strong Power BI skills, with the ability to write the underlying code to get data into shape and build dashboards that are clear, accurate, and commercially useful. (Alternatively Tableau or Qlik are transferable dashboard skills). 

• Experience working with GA4 in a database environment, with a solid understanding of digital customer journeys and purchase funnel analysis 

• Proven analytics experience within a UK retail or digital commerce environment, supported by a degree or equivalent in a science or quantitative subject 

• A confident communicator and presenter who can distil complex analysis into clear, compelling narratives for non-technical stakeholders at senior level 

• Self-driven and comfortable working autonomously, able to manage multiple concurrent briefs, prioritise effectively, and push back constructively when demand outstrips capacity 

• Python experience and familiarity with Databricks or Salesforce platforms are a strong advantage, as is experience of segmentation, classification, or other data science techniques 

 

Reward & benefits  

• A fair and competitive salary evaluated against market data, company car provided, annual discretionary bonus scheme, pension, life assurance, 25 days annual leave plus bank holidays and enhanced family leave. 

• Commitment and dedication to your ongoing personal and professional development. We help you to own and grow your potential so you can be at your best in your current role and to support your future career aspirations. 

• You will have access to a wealth of employee discounts across the Halfords suite of products and services.  

• Wellbeing and inclusion are at the heart of our colleague experience. We offer resources and ongoing support to enhance your wellbeing at work and active Colleague Networks supporting inclusion initiatives across Halfords. 

 

Not sure you meet all the criteria? We'd encourage you to take the wheel and apply anyway! At Halfords we are committed to creating an inclusive workplace for our colleagues. We're an equal opportunities employer and proud to welcome applications from all backgrounds and embrace diversity within our one Halfords Family. 

Halfords operate a hybrid working policy, with this position being office based for 2 days per week at our Support Centre in Redditch.