Gem Dixon

Experienced hands-on digital analytics leader, owning end-to-end digital analytics strategy and delivering meaningful insight and actionable recommendations that drive business results. Skilled across the full analytics lifecycle, from discovering and translating business requirements into measurement strategies and tracking designs through to implementation, analysis, and business intelligence solutions. Proven ability to uncover opportunities through analysis and experimentation, influence roadmap decisions, and communicate complex data clearly to senior stakeholders across product, marketing, UX, engineering, and leadership teams.

Analytics Lead at VisitBritain (2022-06 – Present)

Leading digital analytics strategy across product, marketing, and commercial functions, owning measurement implementation (GCP Stack, behavioural software and CMP), experimentation strategy, and analytics governance across multiple digital platforms.

• Own digital analytics strategy across consumer and B2B platforms, leading internal analytics capability and overseeing external agency support
• Advance analytics maturity though measurement and experimentation frameworks that enable optimisation of key business KPIs (CAC, CVR etc) and strengthened decision-making
• Translate business and product challenges into measurable analytical frameworks, web tracking architecture, and scalable data models, briefing web and data engineering teams on requirements (e.g. data layer and data model) to support reporting, BI, and experimentation
• Horizon scanning for emerging developments, including identifying and developing AI search utilisation and measurement as a strategic opportunity for user-focused insight and optimisation
• Design automated, boardroom-ready dashboards that visualize KPI achievements while isolating friction points required to hit performance targets.
• Introduced automated audit / QA testing for web, saving hours per month of testing time in analytics team and beyond. This includes tags, triggers and data outputs. Also provide general governance and quality assurance, including for tags, triggers, experimentation, data outputs and ensuring consent / cookie compliance
• Translated complex KPI diagnostics into actionable, high-stakes solutions during strategic presentations to senior stakeholders.

Senior Digital Product Analyst at Jamie Oliver Group (2021-11 – 2022-06)

Led product analytics for a greenfield B2C product launch within a high-growth consumer brand, embedding measurement and experimentation into product development and optimisation.

• Used behavioural segmentation, funnel analysis, and experimentation insight to identify customer journey friction points, optimise acquisition and conversion performance, and influence product prioritisation
• Translated complex behavioural and performance data into executive-facing insight and visual storytelling that influenced product strategy and commercial decision-making

Team Analyst & Fundraising Manager at Asthma + Lung UK (2018-09 – 2021-10)

Embedded analytics and experimentation into fundraising strategy, using data-led insight to challenge assumptions, optimise performance, and improve commercial outcomes.

• Authored a product strategy paper that redirected investment priorities and reduced projected ROI timelines from seven years to two
• Introduced experimentation culture to traditionally intuition-driven team
• Led segmentation, lifetime value, and A/B testing initiatives across digital and direct marketing channels to improve acquisition, retention, and campaign effectiveness

Senior Retention Executive at British Heart Foundation (2017-07 – 2018-08)

Delivered retention strategies (e.g. churn) across cash and raffle programs, leading A/B testing for direct and digital appeals, building dashboards to track performance. Managed direct report.

Gaming Development Fundraiser at Marie Curie (2016-07 – 2017-06)

Led initiatives including propensity modelling, donor segmentation, and attrition analysis. Delivered retention strategies and digital campaigns informed by behavioural insights.

Digital Subscription Executive at Hearst Magazines (2012-04 – 2013-12)

Managed digital acquisition campaigns with systematic A/B testing (e.g. increasing email conversion and increasing ROI on PPC).

BSc in Psychology – University of York