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Digital Tracking and Optimization Lead

  • Application Deadline: Dec. 16, 2022
  • London
  • Application Deadline: Dec. 16, 2022
  • London


Hurtigruten Group is the world’s leading adventure travel group, offering unique small-ship and
land-based adventures from pole to pole. We take our guests to the most spectacular areas on
the planet, offering a mix of pristine wilderness and visits to genuine local communities
Hurtigruten Group is revolutionising the travel industry’s approach to sustainability, allowing us to
offer authentic local experiences while leaving a footprint we are proud of — both in nature and
with the communities we visit.


We are now embarking on an entirely new kind of expedition; a digital product revolution to keep
us at the disruptive edge of the industry.
Our mission and passion is simple: be the global leader in inspirational adventure travel
and build world class product and engineering teams.

Product Vision:

Build the world's leading adventure travel platform that creates a world-leading experience for our
guests and enables Hurtigruten Expedition's ambitious growth targets.

Job Purpose:

The purpose of the Digital Tracking and Optimization Manager will lead performance tracking of
digital marketing platforms across the Hurtigruten organization. This role will collaborate closely
with IT, Data, Ecommerce and 3rd party marketing partners in developing frameworks and
organized approaches to website tracking and analytics optimizations, digital measurement, user
experience improvements, CRM integrations in addition to optimizing data houses and updating
current digital tracking systems. This role is crucial to the success and future growth of the
organization and will have the opportunity to learn about many marketing technologies and
integrations at a global level.

Academic And Professional Qualifications:

● Master's degree/Bachelor in IT, Business, Financial or Marketing
● Demonstrable experience with Google Analytics and Google Tag Manager both web and
apps is required
● 3+ years in performance marketing, digital marketing or combined experience in
understanding digital marketing integrations and tracking
● Ideal experience with the following: Optimizely, Google Optimize, Salesforce Marketing
Cloud, Google Analytics 4
● CMS integration experience working with Contentful
● Knowledge of HTML/JavaScript/CSS highly preferred
Additional knowledge
● Good analytical and visual thinking skills, with the ability to identify business questions,
pain points and opportunities, analyze quantitative and qualitative data.
● Ability to prioritize findings using different models, draw conclusions, and develop
actionable recommendations and experimentation/personalization roadmaps
● Experience with Qualitative and Quantitative analysis, specifically relating to UX
optimization and test case generation for A/B or multivariate testing

Work with great people

Tessa van Drie
Expedition Leader
"For ten years I’ve been motivated and supported to try different roles and grew into the role of Expedition Leader. Together with the team on board we aim to give our guests a journey a lifetime."
Kris Willassen
Head of Port and Nautical Operations
"Working in an international environment with ships and professional colleagues from all around the world is very inspiring and motivating!"

Skills & Requirements

Key Personal Attributes

● Excellent multi-tasking and organisational skills.
● Must be fluent in English
● Exemplary team collaborator, that strives to continually improve global SEO way of work

Key Responsibilities & Accountabilities

● Demonstrable experience in digital marketing, digital measurement, web analysis (inc.
including web analytics, app tracking, audience strategy, incremental revenue), Insight
generation, Conversion Rate Optimization (CRO), Personalization and Usability.
● Possessed a solid understanding of the media ecosystem particularly their interaction
with B2B & B2C ecommerce initiatives.
● Help drive performance of analytics and optimization capabilities to impact overall
business results.
● Drive data analysis, attribution strategies, working closely with marketing, advertising
agencies, CRM integration, marketing automation, ecommerce and development teams
to improve digital performance of tracking and attribution.
● Work closely with the Development, QA, UX, Design, Content and Project Management
teams to strategize, track and communicate website data to make improvements to
internal and 3rd party website tags.
● Work closely with Senior Managers and Directors to improve processes and frameworks.
● Demonstrable experience working with analytics and experience optimization solutions,
ranging from auditing, definition, setup, launch and reporting, measurement
implementations, data analysis & insights, presenting to large audiences and training.
● Experience in unearthing insights and forming optimization recommendations using heat-
mapping, form analytics and live user testing.
● Ability to clearly communicate processes, strategies and general requirements to both
internal and external stakeholders

Great Place to Work

  • Play your part

  • Inspire the Adventure

  • Make tomorrow better

About the company

The undisputed global leader in sustainable inspirational adventure travel — a catalyst for change towards a greener travel industry. Formed in 1893, Hurtigruten Group is the world’s leading adventure travel group. We have 2,400+ employees worldwide, representing more than 50 nationalities. They form part of three main business Units — Hurtigruten Expeditions, Hurtigruten Coastal Express and Hurtigruten Svalbard — which offer unique small-ship and land-based adventures from pole-to-pole.

At Hurtigruten Expeditions, we sail guests on adventures to more than 250 destinations across 30+ countries. Through the experience of exploration, we are changing people’s perspectives on what adventure travel looks like while impacting the lives of millions of people.

As a Group, we are revolutionising the travel industry’s approach to sustainability through a number of vital initiatives to protect the world we explore.

Quick overviewTOM

Single-use plastic banHurtigruten was the first major travel company to have removed single-use plastic from its entire fleet and our hotels.

Hybrid Explorer shipsHurtigruten has two hybrid-electric powered expedition cruise ships that offer a 20% reduction of fuel consumption.

Beach cleanupsHurtigruten Expedition Teams encourage guests to take part in beach clean-ups, which results in several metric tonnes of trash every year being removed.

Hurtigruten FoundationThe Foundation specialises in the conservation of endangered species, fighting against marine and plastic pollution.

Paul Canning | Contact Person

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