The Digital Analytics Manager is responsible for managing and optimizing the digital analytics infrastructure, driving actionable insights through data collection, reporting, and analysis. The ideal candidate has deep expertise in tools like Google Analytics (GA) and Google Tag Manager (GTM) and possesses a strong understanding of the digital marketing ecosystem. This role will work closely with marketing, marketing operations, revenue operations, and technology teams to ensure data accuracy and provide insights to improve the overall digital performance of the business. This is an individual contributor role.
Job Responsibilities Google Analytics & GTM Management: Lead the implementation, configuration, and management of Google Analytics (GA4 preferred) and Google Tag Manager (GTM). Ensure proper tracking of website activities, including traffic, conversion paths, user behavior, and campaign performance. Manage tags, triggers, and variables in GTM to capture the right data points for analysis. Set up custom tracking, goals, funnels, and segments in GA to monitor key performance indicators (KPIs). Data Analysis & Insights: Analyze website traffic, campaign performance, and user behavior to provide actionable insights. Create detailed reports and dashboards using Google Looker Studio (or similar tools) to visualize performance trends. Collaborate with marketing teams to refine strategies based on data insights and drive conversions. Formulate and execute A/B tests, multivariate testing, and optimization analysis to recommend improvements. Reporting & Visualization: Create weekly, monthly, and ad-hoc reports to track digital marketing performance. Partner with Marketing Analytics to provide advanced analysis of channel performance, attribution, customer journey, and ROI. Build and maintain dashboards for stakeholders to monitor KPIs. Data Integrity & Tag Governance: Ensure the integrity and accuracy of data collected from multiple digital sources. Conduct regular audits and troubleshoot any discrepancies in analytics tracking. Work with development teams to ensure proper data layer implementation and tag deployment. Maintain a governance structure around tag management, tracking standards, and data layer protocols. Cross-Functional Collaboration: Collaborate with marketing, UX, SEO, paid media, and development teams to optimize digital efforts. Provide technical guidance on analytics tools and tracking strategies. Communicate data findings and recommendations to stakeholders across the organization. Qualifications/Experience Technical Expertise: Bachelor's degree in Marketing, Business, Data Science, or a related field. 6+ years of experience in digital analytics, specifically with Google Analytics and Google Tag Manager. Google Analytics and GTM certifications are a plus. Strong understanding of GA4, Universal Analytics, and event-based tracking. Proficiency in managing tags, triggers, and variables within GTM. Experience with tracking complex conversion paths, e-commerce, or lead generation funnels. Familiarity with additional tools like Google Data Studio, Tableau, Power BI, or similar data visualization platforms. Familiarity with Salesforce.com products (Sales Cloud, Marketing Cloud, Data Cloud) are a plus. Knowledge of HTML, JavaScript, and CSS for tag troubleshooting and implementation. Analytical Skills: Strong data analysis skills with experience in segmentation, cohort analysis, and attribution modeling. Advanced knowledge of key digital marketing channels (SEO, PPC, display, social media). Experience in testing and optimization methodologies (A/B testing, multivariate testing). Soft Skills: Excellent communication skills and the ability to explain technical concepts to non-technical stakeholders. Strong project management skills with the ability to handle multiple projects simultaneously. Highly detail-oriented with a passion for data accuracy and problem-solving.
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