Web Analytics Manager

Company Name:
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The Web Analytics Manager is a member of the web team within the Brand and Communications division and will work with stakeholders across the Brand + Communications, Development and IT teams to plan and implement analytics, reporting, website tagging and testing that delivers actionable business insights and enables organization to rapidly optimize online branding and fundraising activities. The manager will be responsible for analytics planning across digital marketing channels, including email, social media and websites, and will deliver a suite of dashboards, recurring reports and ad hoc analyses to guide decision making and maximize return-on-marketing-spend. S/he will also create, execute and test all website tagging and campaign tracking. As an expert in web analytics, the manager will educate stakeholders on analytics best practices, and advocate for the importance of data driven decision making.
Analytics Planning
Collaborate with stakeholders in Brand + Communications, IT and Development to ensure analytics planning is incorporated at every point of organizations digital user experience, including acquisition, website performance, email and social media.
Develop measurement plans for digital marketing channels (email, social media, website, acquisition etc.) and marketing campaigns (brand and fundraising).
Translate data into actionable insights that inform user experience design across platforms, marketing spend, and other strategic business decisions to maximize budget and impact.
Identify and advocate for new tools, processes and methodologies to advance analytics capabilities.
Dashboards & Reporting
Maintain, update and deliver dashboards and reports for digital campaigns and channels (email, social, website, acquisition) at defined intervals. Analyze data and identify actionable business insights to guide digital activities towards organizational goals.
Create new dashboards and reports in partnership with internal clients covering revenue performance (donation rates and conversion funnel), community engagement (visit depth and duration, email performance, social media engagement) and visitor profiles (geography, technology platforms etc.).
Create and deliver ad-hoc reports or analyses for various business needs.
Collaborate with campaign leads to present final campaign performance reports and key learnings.
Organize and lead bi-weekly analytics meeting that includes KPI updates, testing results and business insights.
Testing & Optimization
Define a planning process for testing that involves key stakeholders, identifies hypotheses and prioritizes testing needs.
Develop an ambitious testing calendar, lead implementation and build a knowledge base of insights and best practices.
Present and socialize testing results and advocate for implementation of learnings that deliver improvements in both the user experience and key performance indicators.
Implementation & Delivery
Translate business requirements into tagging specifications and/or data schema.
Manage the implementation and QA of the analytics tagging.
Other duties as assigned by supervisor
Bachelor's degree, preferably in Business, Marketing, Statistics/Research or related.
4-6 years of experience with digital analytics.
An entrepreneurial spirit with the patience, ambition and perseverance to build an analytics practice from the ground up.
An expert in Google Analytics with a Google Analytics Individual Qualification certification.
Strong knowledge of website tagging best practices using Google Analytics (Google Tag Manager preferred).
Advanced knowledge of reporting tools and testing platforms, such as Quantcast, Optimizely and CrazyEgg.
Ability to analyze, interpret, develop and communicate insights from complex data structures.
Familiarity with web development principles, especially JavaScript and jQuery.
Experience with using APIs and external data sources.
Knowledge of database, content management systems and testing .
Excellent written and verbal communication skills.
Attention to detail, team focus and a positive attitude.
Ability to multitask and meet tight deadlines.

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