Digital Analytics Manager (eCommerce, CRM, & CRO)

Responsibilities

• Build/Improve Google Analytics Site Setup
• Audit current Google Analytics/GA4 set up to find gaps, inconsistencies, and improvement opportunities
• Define and maintain site measurement strategy: event taxonomy, naming conventions, key events, custom dimensions, conversion logic, funnels
• Translate business questions into clear tracking requirements
• QA new and existing analytics implementations to ensure all aspects are accurate and usable
• Establish documentation and governance so setup is scalable and understandable
• Build and maintain daily, weekly, and monthly reporting for eCommerce, CRM, and CRO teams
• Create dashboards that show what change, why it changes, what it means, and what should be done next
• Identify anomalies, trend shifts, inflection points, and emerging opportunities
• Surface opportunities to scale positive momentum across audiences, campaigns, offers, content, or site experiences
• Develop practical measurement framework across eCommerce, CRM, and CRO initiatives
• Quantify impact across campaigns, customer segments, digital experiences, content, offers, and site changes
• Design and execute life analyses, including A/B tests, holdouts, pre/post analyses, and quasi-experimental approaches when needed
• Translate measurement findings into repeatable decisions frameworks for future campaigns, tests, personalization efforts, and site changes
• Use AI to Accelerate Analytics and Insight Generation
• Identify practical ways to use AI to improve speed, quality, and scalability of analytics work
• Use AI-enabled workflows to accelerate data exploration, anomaly detection, QA, documentation, and reporting
• Explore AI-assisted approaches for monitoring site behavior, campaign performance, customer journeys, and funnel changes
• Establish responsible standards for using AI in analytics
• Go Deep on Data
• Write advanced SQL to query, join, transform, and validate digital, customer campaign, and transaction datasets
• Connect Google Analytics to other relevant data sources to support a fuller view of customer behavior and business performance
• Use tools such as GA4, Tableau, FullStory, Dynamic Yield, and internal data sources to analyze behavior and performance
• Partner and Elevate
• Work closely with eCommerce, CRM, CRO/Experimentation, Product, Marketing Technology, Data, and Engineering teams
• Translate technical measurement concepts into clear, actionable recommendations
• Establish standards for GA4 measurement, dashboarding, experimentation readouts, and insight generation
• Mentor team members on analytics best practices, reporting interpretation, and measurement quality
• Create repeatable templates and frameworks that improve the quality and speed of decision-making

Requirements

• Minimum of 6-8+ years of experience in digital, product, growth, eCommerce, CRO or marketing analytics
• Extensive hands-on experience with Google Analytics/GA4, including site measurement, event design, conversion setup, audience configuration, QA, and more
• Experience implementing GA4 across an organization highly preferred
• Experience defining analytics instrumentation requirements for websites, including data layers, tagging logic, and measurement documentation
• Advanced SQL skills including complex joins, CTEs, window functions, aggregation logic, and large dataset analysis
• Experience analyzing high-scale customer behavior across traffic, engagement, conversion, funnel movement, etc.
• Background in travel, hospitality, retail, subscription businesses, eCommerce, or consumer apps preferred
• Preferred Background:
• Experience in travel, hospitality, retail, subscription businesses, eCommerce, or consumer apps preferred
• Experience with FullStory, Contentsquare, Quantum Metric, or similar behavioral analytics platforms
• Experience with Dynamic Yield, Optimizely, Adobe Target, Salesforce Marketing Cloud, or similar personalization, experimentation, or CRM platforms
• Experience using AI, ML, or automation to support analytics workflow, segmentation, performance monitoring, or reporting