Web Analytics Manager

Position Summary:

The Senior Manager of Web Analytics plays a critical role in optimizing digital performance by leading the reporting and analysis of website traffic, user behavior, and conversion. This role requires a deep understanding of web analytics, statistical methods, and data visualization techniques to derive actionable insights that drive business decisions. The ideal candidate will have a strong analytical mindset, exceptional communication skills, and a proven track record of leveraging data to improve online customer experiences and drive revenue growth.

Responsibilities:

1. Create and implement strategic guidance for analyzing and interpreting website traffic, user flow, and conversion data.
2. Deliver timely, accurate, insightful reporting on user interactions, behavior flows, and website metrics.
3. Develop and define key (website) performance indicators (KPIs) and work with leadership to establish benchmarks for website performance, user engagement, and conversion rates.
4. Optimize website metrics dashboards to monitor traffic, behavior, and conversion funnel performance.
5. Conduct in-depth analysis of complex website data using diverse data sources to identify trends, patterns, and opportunities for optimization. This will include the ability to build SQL queries to deep dive into the data to build analysis, user funnels and journeys.
6. Collaborate with cross-functional teams, including marketing, product, and IT, to identify opportunities to improve website functionality and user experience.
7. Provide insights and recommendations to senior management based on data analysis, including A/B testing, segmentation analysis, and cohort analysis.
8. Stay current with industry trends and best practices in web analytics and recommend new tools and techniques to enhance analytical capabilities.
9. Lead the implementation and integration of web analytics tools and technologies, ensuring accurate data collection and reporting.
10. Explore and integrate new data sources to enhance the organization's ability to make data-driven decisions, optimizing business performance.
11. Routinely audit data sources for variances/data gaps. For issues uncovered, investigate to determine the root cause and action plan to remediate.

Qualifications:

1. Bachelor's or master's degree in business, marketing, statistics, mathematics, computer science, or a related field.
2. 5 years of experience in web analytics, digital marketing, or a related field, with a minimum of 2 years in a management or leadership role.
3. Expertise in web analytics tools such as Google Analytics, Adobe Analytics, or similar platforms.
4. Must be able to demonstrate strong proficiency in using SQL to retrieve data from databases.
5. Strong proficiency in data analysis and visualization tools such as Excel, Tableau, Power BI or Qlik.
6. Excellent communication and presentation skills, with the ability to distill complex data into actionable insights for non-technical stakeholders.
7. Understanding of optimization techniques, including A/B testing, multivariate testing, and personalization.
8. Ability to thrive in a fast-paced, dynamic environment and manage multiple projects simultaneously.
9. Strong leadership and team management skills, with the ability to motivate and develop team members to achieve their full potential.