DTC Growth and Performance Analyst

Designation: DTC Growth and Performance AnalystLocation: Dubai, UAEAbout SUMWON STUDIOSSumwon Studios is one of the fastest-growing fashion groups globally, building and scaling culturally driven brands across fashion, digital commerce and media. Our portfolio includes MISSGUIDED, SUMWON, BALR, Baby Phat, Playboy, AiiRZ, KiZN, and KSTM.Operating at the intersection of fashion, technology and culture, we are building a modern global retail platform driven by speed, creativity, data and customer obsession.The RoleWe are looking for an AI-first, commercially minded and highly analytical DTC Growth and Performance Analyst to become the intelligence engine behind our DTC / webshops businesses.This role sits across the entire commercial funnel from marketing acquisition through onsite experience, merchandising, pricing and customer behaviour, identifying opportunities to accelerate profitable growth through data, experimentation and AI.Rather than driving a single function, you will be connecting analytics across marketing, CRM, trading, and pricing to understand what is driving business performance, where customers are dropping off and which initiatives will generate the highest commercial impact.You will bring forth and leverage modern AI tools alongside analytics platforms to automate analysis, uncover insights, accelerate decision making and build scalable reporting. Success in this role comes from asking the right commercial questions, finding answers quickly and translating them into measurable business outcomes.You will work closely with leaders across Digital Trade, Marketing, Pricing, and Finance to improve key commercial KPIs including traffic quality, customer cohorts, conversion, average order value, profitability, LTV/ retention, etc.Key responsibilities:End-to-End Commercial Performance & AnalyticsAnalyse performance across the complete customer journey, from marketing acquisition through conversion.Build commercial narratives by connecting marketing performance, onsite behaviour, pricing, merchandising and operational data.Identify the highest-impact growth opportunities through quantitative analysis rather than intuition.Monitor funnel performance across acquisition, engagement, product discovery, checkout and repeat purchase.Produce actionable recommendations that improve traffic quality, conversion, AOV, profitability and customer lifetime value.Partner with Marketing to evaluate channel quality, campaign effectiveness, CAC, ROAS and incrementality.Partner with Trading and Merchandising to optimise product visibility, assortment, navigation and customer journeys.Partner with Pricing to identify elasticity, promotional effectiveness and margin opportunities.Prioritise experiments and feature improvements based on commercial impact.Translate complex datasets into simple executive recommendations.AI-Driven Analytics & AutomationUse AI tools to automate repetitive analysis and reporting.Build AI-assisted workflows that reduce manual reporting and accelerate insight generation.Leverage LLMs and AI analytics platforms to identify trends, anomalies and commercial opportunities.Develop prompts, automations and AI-powered dashboards that improve decision-making speed.Evaluate and introduce new AI tools that improve productivity across Digital Trade and Marketing.Use AI to generate hypotheses, prioritise experiments and surface customer insights from structured and unstructured datasets.Champion an AI-first culture across the commercial organisation.Commercial Experimentation and ReportingDesign and evaluate experiments across marketing, pricing, merchandising, promotions, customer journeys and onsite experience.Define success metrics before experiments launch.Measure statistical impact and recommend scaling or stopping initiatives.Maintain a central experimentation roadmap and knowledge base.Build executive dashboards covering the full DTC business.Monitor leading indicators rather than simply reporting historical performance.Ensure stakeholders have access to real-time commercial insights.What You'll Bring2–4 years of experience in Analytics, Commercial Strategy, Growth, eCommerce, Consulting or Digital Performance.Strong commercial thinking.Advanced Excel and SQL skills.Experience with GA4, Looker, SQL.Experience using AI tools (ChatGPT, Claude, etc.) as well as agents as part of daily analytical workflows.Strong understanding of eCommerce metrics including conversion, AOV, ITO, LTV, retention and profitability.Comfortable working with large datasets and ambiguous business problems.Excellent communication skills with the ability to simplify complex analysis into actionable recommendations.Highly organised with exceptional attention to detail.Passion for experimentation, continuous learning and AI-enabled ways of working.What we'll bring25 days of annual leave, increasing to 30 after your first year30% employee discount across all SUMWON STUDIOS brandsOngoing learning and development opportunitiesCompany social eventsThe coolest colleagues you can findWhy Join Us? SUMWON STUDIOS is redefining fast fashion with a forward-thinking approach. Join a creative and ambitious team, and help us build a brand t