Digital Analytics Manager Sr

Location: Nationwide, MI 48098

About the Role

The Sr. Manager, Digital Analytics owns Flagstar's digital measurement infrastructure and analytics capability across web, mobile app, and digital marketing channels. This senior individual contributor role operates at the intersection of marketing strategy, data engineering, and digital technology—owning the tag management and instrumentation layer, the analytics tool ecosystem, and the reporting and visualization outputs that support digital performance decisions. The role requires technical depth to partner credibly with engineering and development teams, and analytical judgment to connect instrumentation decisions to business outcomes. Performance is measured on the quality, completeness, and actionability of digital measurement across all owned channels and touchpoints.

Responsibilities

• Digital Measurement Strategy and Governance
  • Own the digital measurement strategy for Flagstar's web and mobile app properties, defining what is measured, how it is defined, and how it is governed across all digital touchpoints.
  • Partner with the Digital Experience team to meet their measurement requirements, including abandonment, completion, and adoption reporting actionable at screen and field levels.
  • Develop and maintain a measurement framework ensuring consistency in KPI definitions, event taxonomy, and reporting standards across digital channels and campaign types.
  • Establish and enforce data governance practices for digital analytics, including tagging standards, naming conventions, data layer specifications, and change management processes.
  • Define instrumentation requirements for new digital experiences, features, and campaigns before development begins, ensuring measurement is built in rather than retrofitted.
  • Partner with the Marketing Analytics team to integrate digital measurement into cross-channel attribution and campaign performance reporting.
  • Stay current on privacy regulation developments, browser and platform signal loss, and consent management requirements, translating their implications into measurement strategy adjustments.
• Tag Management, Instrumentation, and Data Collection
  • Own the tag management environment across Flagstar's digital properties, including implementation, governance, and quality assurance of all marketing and analytics tags.
  • Architect and maintain the client-side and server-side data collection infrastructure required to support digital analytics, paid media, and personalization use cases in a privacy-first environment.
  • Manage the transition from third-party cookie-dependent measurement to durable, first-party data collection approaches, including server-side tagging, consent mode, and modeled conversion strategies.
  • Define data layer specifications in partnership with web and mobile app development teams, ensuring event data is captured at the right granularity and structure.
  • Maintain tag audit and QA processes to ensure data collection accuracy across deployments, releases, and platform changes.
  • Partner with development and engineering teams as the primary analytics technical resource, translating business measurement requirements into implementable technical specifications.
• Analytics Platform Administration and Ecosystem Management
  • Own the administration, configuration, and governance of Flagstar's digital analytics platforms, including Adobe Analytics, GA4, and related tools within the Adobe Experience Platform and Google Marketing Platform ecosystems.
  • Manage vendor relationships for digital analytics and tag management platforms, including contract performance, roadmap alignment, and escalation of platform issues.
  • Evaluate and recommend enhancements to the digital analytics technology stack, including CDP integrations, identity resolution capabilities, and AI-assisted analytics tools.
  • Maintain platform health, including user access governance, data feed integrity, processing rules, and integration with downstream data environments such as Snowflake or BigQuery.
  • Assess the impact of platform changes, browser updates, and iOS/Android policy shifts on data collection and proactively develop mitigation strategies.
• Reporting, Visualization, and Insight Delivery
  • Build and maintain digital performance dashboards and reporting views that provide marketing and digital stakeholders clear, timely visibility into web and mobile app performance, campaign effectiveness, and customer journey behavior.
  • Develop reporting in BI platforms including Power BI or Tableau that connects digital behavioral data to downstream marketing and business outcomes.
  • Translate digital data into actionable insight, identifying friction points, drop-off patterns, and engagement signals that inform experience optimization and campaign decisions.
  • Partner with digital experience, channel marketing, and product teams to define reporting cadence, metric definitions, and visualization standards for their domains.
  • Support A/B and multivariate testing programs by defining measurement plans, instrumentation requirements, and results analysis frameworks.
• Cross-Functional Partnership and Enablement
  • Serve as the primary digital analytics subject matter expert for marketing, digital experience, product, and technology stakeholders.
  • Develop and deliver training, documentation, and user guides that enable digital stakeholders to self-serve on analytics platforms and interpret data accurately.
  • Partner with Compliance, Legal, and Privacy teams to ensure digital data collection practices adhere to applicable regulations including CCPA, GLBA, and emerging state privacy laws.
  • Contribute to the broader Marketing Analytics team's capability by sharing digital measurement expertise, supporting cross-channel projects, and participating in analytics infrastructure initiatives.
  • Use independent judgment and discretion to make decisions, analyze and resolve problems.
• Additional Accountabilities
  • Perform special projects and additional duties as required.
  • Consistently adhere to regulatory and compliance policies and standards linked to the job, and complete required compliance training.
  • Maintain compliance with applicable federal, state, and local laws and regulations.

Requirements

• Required Qualifications
  • Undergraduate Degree (4 years or equivalent) in Marketing, Statistics, Data Science, Computer Science, Information Systems, or a related field.
  • 8+ years of hands-on experience in digital analytics, marketing analytics, or digital measurement, including direct ownership of analytics instrumentation and reporting in a complex, multi-channel digital environment.
  • Demonstrated ownership of a tag management environment, including client-side and server-side implementation, data layer governance, and QA processes.
  • Deep working knowledge of Adobe Analytics and/or GA4, including platform administration, implementation architecture, and reporting configuration.
  • Hands-on experience with tag management systems, including Adobe Launch (Adobe Tags) and/or Google Tag Manager, including server-side container configuration.
  • Working knowledge of privacy-first measurement approaches, including consent management platforms, server-side tagging, consent mode, and modeled data strategies.
  • Proficiency in SQL for data querying, audience construction, and pipeline validation.
  • Experience developing dashboards and reporting in BI platforms such as Power BI, Dynamics, or Tableau.
  • Demonstrated ability to partner with web and mobile app development teams as a technical analytics resource, translating measurement requirements into data layer and implementation specifications.
  • Working knowledge of paid digital media measurement, including search, social, programmatic, and affiliate tracking architectures.
• Preferred Qualifications
  • Advanced degree in a related field.
  • Experience with Adobe Experience Platform (AEP), Customer Journey Analytics (CJA), or equivalent CDP and cross-channel analytics environments.
  • Familiarity with cloud data platforms such as Snowflake or BigQuery and experience connecting digital analytics data to downstream data environments.
  • Experience with Python or R for data processing, analysis automation, or measurement modeling.
  • Familiarity with AI-assisted analytics tools, modeled conversion approaches, and signal loss mitigation strategies.
  • Google Analytics certification, Adobe Analytics certification, or equivalent platform credentials.
  • Financial services or other regulated industry experience with working knowledge of applicable data privacy requirements.

Skills

• Deep technical knowledge of digital analytics instrumentation, including data layer design, tag management, server-side collection, and event taxonomy governance.
• Ability to define measurement requirements before development begins and ensure implementation adheres to those specifications.
• Advanced proficiency in Adobe Analytics, GA4, and the broader Adobe Experience Platform and Google Marketing Platform ecosystems.
• Working knowledge of the evolving digital measurement landscape, including third-party cookie deprecation, iOS/Android signal loss, consent management, and modeled data approaches.
• Proficiency in SQL and working familiarity with cloud data environments; ability to translate business measurement needs into technical specifications.
• Ability to move from data to insight, distinguishing data collection issues from genuine performance signals before recommending action.
• Skill in building dashboards and reporting views that provide stakeholders clear, accurate visibility into digital performance, designed for the audience, not the data.
• Ability to operate at the intersection of marketing, technology, and analytics, building credibility with both technical and non-technical stakeholders.
• Ability to build training, documentation, and self-service resources that increase analytical literacy and platform proficiency across teams.
• Working knowledge of data privacy regulations applicable to digital marketing and analytics, including CCPA, GLBA, and emerging state privacy laws.
• Ability to manage multiple instrumentation, reporting, and platform projects simultaneously in a fast-moving digital environment.
• Strong ability to build and maintain effective relationships with stakeholders through clear communication and proactive collaboration.