Who we are

Founded in 2017 by start-up entrepreneurs Adrien Roose, Karim Slaoui and Tanguy Goretti, Cowboy is headquartered in Brussels, Belgium. The world’s most connected electric bike for urban riders continues to transform the bike and mobility industries — from point of sale to point of service. Its mission is to build a better bike, create a better self and leave a better world. In 2022 Cowboy became the first e-bike maker to achieve B-corp status. Cowboy now has customers in more than 2,500 towns and cities across Europe.

Cowboy is the winner of the Eurobike 2017, the Red Dot Bicycle Design Award 2018, the Red Dot ‘Best of the Best' award for product design in 2019, 2021 and 2024, one of TIME Magazine's "Best Inventions" of 2022, and the Wallpaper* Smart Space Award for Most Revolutionary Personal Transport in 2023. In 2024, its new model, Cross, picked up its first accolade, being named Best E-Bike by GQ Magazine.

Cowboy has the backing of tier 1 institutional investors (including Exor Seeds, the early stage investment arm of Exor, Isomer Capital, Future Positive Capital and Index Ventures).

The role

As the Ecommerce Growth Analyst at Cowboy, you will be an integral part of the team driving the brand’s growth through data insights and performance analysis. Your role is critical in helping us understand customer behaviors, optimizing the digital customer journey, and shaping strategies that accelerate Cowboy’s mission to make e-bikes the most popular vehicle in every home.

You’ll collaborate closely with our Creative, Marketing, and Ecommerce teams, using data to unlock growth opportunities and improve performance across key areas like CRM, paid advertising, conversion rate optimization (CRO), and customer experience. At Cowboy, we thrive on innovation and creativity, and your analytical mindset will help fuel our next phase of growth. This is a chance to not just be part of the journey, but to directly shape it through your insights and strategic thinking.

You’ll take ownership of our ecommerce dashboards, providing regular reports and deep-dive analyses to uncover trends and gaps in performance. Your insights will inform decisions across marketing, sales, and product teams, helping optimize campaigns, conversion rates, and customer acquisition strategies.

Beyond analysis, you’ll have a hands-on role in refining our CRM and email marketing workflows, building and automating personalized communications that drive engagement and retention. Working cross-functionally, you’ll support the execution of paid ad campaigns, CRO initiatives, and growth experiments, using data to fine-tune performance and customer experience at every touchpoint.

This role is an exciting opportunity for someone with a passion for data-driven decision-making who is eager to shape the future of ecommerce at Cowboy.

What You'll Be Doing

Business Intelligence & Data Analytics:

• Use your analytical skills to drive growth across key ecommerce pillars, including CRM, paid ads, product performance and conversion optimisation
• Own and evolve the ecommerce performance dashboards, providing daily, weekly, and monthly reports on key metrics such as traffic, conversion rates, customer acquisition, and sales performance.
• Conduct deep-dive data analysis to identify trends, customer behaviors, and performance gaps, translating insights into actionable strategies that inform marketing, sales, and product decisions.
• Develop and refine attribution models to measure the effectiveness of marketing channels (Google, Meta, etc.), helping the team allocate resources and budget more efficiently.
• Build and maintain cohort analyses to better understand customer behavior over time, using insights to shape retention strategies, improve lifetime value (LTV), and reduce churn.
• Collaborate with the ecommerce and BI team to automate reporting processes, ensuring that key stakeholders have access to fast, reliable data insights at all times.
• Use tools like Looker, Tableau, and Google Analytics to visualise data and present insights clearly to non-technical stakeholders, enabling data-driven decision-making across the business.

CRM & Marketing Automation:

• Leverage your analytical mindset to enhance and automate CRM processes, ensuring the smooth execution of email marketing campaigns and customer journey flows.
• Build, test, and optimise automated email flows based on customer data, including behavior triggers, lifecycle stages, and preferences, to create personalised, high impact communications.
• Continuously refine CRM segmentation to deliver more targeted messaging, increasing engagement, customer retention, and conversion rates.
• Implement A/B testing and other data-driven methods to optimise email templates, subject lines, and timing, ensuring ongoing improvements in email performance.
• Automate repetitive tasks within the CRM system to improve operational efficiency, including lead nurturing, retention campaigns, and re-engagement flows.
• Own and manage the integration of the CRM with other tools and platforms, ensuring data accuracy, compliance, and efficient marketing automation workflows.
• Track and report on CRM metrics, using insights to improve key performance areas such as email open rates, click-through rates, and customer conversion rates.

Conversion Rate Optimisation (CRO):

• Use data to inform and support the development of a CRO roadmap, identifying opportunities for improving user experience and increasing conversions on Cowboy.com
• Collaborate with marketing and software teams to plan and execute A/B tests, multivariate testing, and other experiments aimed at optimising email sign-ups conversion rates, user engagement, and basket value
• Analyse test results and customer data to make recommendations for improving the ecommerce journey, from landing pages to checkout processes.
• Continuously monitor key ecommerce metrics, such as bounce rate, cart abandonment rate, and time on site—using data to drive iterative improvements to the journey.

Paid Advertising & Growth Campaigns:

• Support the setup and ongoing optimisation of paid advertising campaigns across platforms like Google, Meta, and other networks, ensuring data-driven insights inform targeting, bidding, and creative decisions.
• Monitor campaign performance, analysing data to optimise CAC to adjust bids, and test new creatives and copy.
• Use data to support the marketing team in developing targeting strategies that maximise reach and engagement across existing and new networks.
• Help maintain and update attribution models, ensuring accurate tracking of campaign effectiveness across multiple touchpoints and channels.

Customer Journey Analysis & Experience Optimization:

• Analyse customer behaviour data (qual & quant) to identify friction points in the ecommerce journey, working with cross-functional teams to implement solutions that improve UX.
• Use insights from customer segmentation and cohort analyses to personalise the customer journey, tailoring messaging and features that resonate with specific user groups.
• Collaborate with marketing and software teams to optimise site navigation, checkout flows, and CTAs based on data insights, ensuring the website is fully optimised for conversions and ease of use.

Merchandising & Promotions:

• Assist in the planning and execution of online marketing and promotional campaigns, using data insights to inform the strategy.
• Support the ecommerce team in the setup and execution of promotions, flash sales, and seasonal campaigns, monitoring their performance and suggesting optimisations based on real-time data
• Identify opportunities for cross-selling, up-selling, and bundling based on customer behavior and purchasing patterns.

Requirements

Who We Are Looking For

• Someone in their first BI role looking to broaden their scope into ecommerce and growth marketing.
• Strong analytical skills, with experience in data analysis tools like Looker, Tableau, or Google Analytics, and proficiency in SQL (a plus).
• A passion for using data to drive decision-making and solve business challenges, particularly within ecommerce and digital marketing.
• Hands-on experience or strong interest in CRM systems and marketing automation, with a focus on building, optimising, and automating workflows.
• Self-starter with the ability to work independently and proactively, bringing insights to the team that will shape growth strategies.
• Attention to detail and a results-driven mindset, capable of turning complex data into clear, actionable recommendations.
• Interest in ecommerce, CRO, paid advertising, and understanding the customer journey.

Benefits

What we offer you

• Competitive compensation package
• A monthly meal allowance of £180
• A Cowboy bike to use whilst employed by Cowboy (and a nice discount for your family)
• An extended, fully paid maternity and paternity leave.
• Opportunity to become one of the key employees of a fast-growing startup with open, respectful and fun company culture
• Having a real impact on the company’s growth and evolution
• Working with people who love what they do every day

Just like our rider community in cities across Europe, diversity is a strength. No matter where you come from, or the path you're on, Cowboy is inclusive and so is our workplace. Your unique skills, passion, and perspective will help us continue to transform mobility and urban life for the better