Freelance Lead Digital analytics (NL)

We are looking for a Freelance Lead Digital analytics to help shape the way users interact with our mobile app and website. Your role will be to identify opportunities for improvement, establish reliable performance measurement and bring teams together to turn findings into measurable results.

Working at the intersection of technology, product and customer experience, you will help the organisation understand what drives digital engagement—and how to improve it.

Job description

You will focus on the entire digital journey: attracting users, helping them get started, encouraging continued engagement and building long-term loyalty.

Your work will combine three priorities:

• Create trusted measurement: establish the tracking, frameworks and reporting needed to assess digital performance and its business impact.
• Understand user behaviour: combine behavioural data with user feedback to identify friction, unmet needs and growth opportunities.
• Make improvement happen: align the right teams around clear priorities and support them in delivering and evaluating changes.

Alongside delivery, you will help colleagues develop the skills and confidence to use insights independently.

Your responsibilities

• Set up and guide digital analyses, both quantitative and qualitative, using in-app tools, event tracking and other methods.
• Develop measurement plans linked to KPIs and OKRs.
• Help integrate data and analytics across various systems, including data intelligence tools, customer platforms and CRM systems.
• Optimise user flows across activation, retention, conversion and acquisition.
• Act as a link between UX, Product Owners, Business Analysts and Marketing.
• Support data-driven initiatives.
• Encourage evidence-based decision-making at both strategic and operational levels.

Your skills

• You have at least 5 years of experience in digital analytics, conversion rate optimisation (CRO) or data-driven marketing.
• You have strong stakeholder management skills and experience working with multidisciplinary teams.
• You combine strategic thinking with a hands-on approach and a clear focus on results.
• You have strong analytical skills, can assess data and situations clearly, and are confident in taking a position.
• You have an affinity for digital growth, UX and agile ways of working.
• You have experience with mobile apps and are comfortable working in web environments.
• You are familiar with tools and practices including, but not limited to:
• GA4 and GTM (client-side or server-side), Firebase, and defining event schemas in tracking specifications.
• Hotjar and similar tools, interviews, usability testing and heuristic evaluation.
• Optimizely, VWO or feature flag frameworks.
• Customer Data Platforms (CDPs) and BI tools such as Power BI, Tableau and Looker.
• Governance of optimisation processes.
• You have an excellent command of Dutch and communicate fluently in English. Knowledge of French is an asset.