Web and Marketing Analytics Lead

Job Terms:
Start date:
Posted By:
PJ Kitchen

Job Description:

We are looking for a Web & Analytics Lead to join our Energy Industry client's digital marketing team on a 6+ month temporary assignment. This person will provide analysis and derive actionable insights from our client's web and marketing analytics data to help improve customer satisfaction and optimize marketing and digital performance, in support of our client's goals. 

Required skills & experience:

Business Acumen: The Web and Marketing Analytics Lead must possess the business acumen required to: 

  • Translate business requirements and goals into marketing and web KPIs
  • Lead the development and adoption of actionable marketing dashboards 
  • Communicate the impact of marketing and digital efforts to the enterprise 

Analytical Skills: The successful candidate for the Web and Marketing Analytics Lead must also possess the analytical skills required to: 

  • Identify key insights with supporting data for the Company’s marketing and digital initiatives 
  • Design experiments using industry leading testing tools including Adobe Target
  • Perform advanced analysis of marketing and digital efforts 
  • Identify and develop rule-based attribution models
  • Perform customer journey analysis


Data Analysis and Reporting 

  • Web and marketing data analysis to identify key insights with supporting data for the Company’s marketing and digital initiatives, including conversion funnels, audience segmentation, marketing channels, etc.).
  • Determine baseline performance for relevant KPIs related to capabilities, features, and functionality  
  • Use data to identify trends, conduct root cause analysis and propose optimization opportunities 
  • Track results against agreed KPIs and communicate results regularly  
  • Responsible for post-launch performance reporting and dashboard development
  • Integrate results with ongoing efforts around business case and value realization
  • Identify digital opportunities and problems and communicate them to the relevant Process Owners
  • Help to define digital measurement approach and processes for a multi-channel customer experience, including attribution strategy

Tagging Strategy 

The Web and Marketing Analytics Lead will in a supportive capacity with agency partners and other members of the team to define and communicate the tagging strategy. Additionally, the Analytics Lead will:

  • Support the team and agency partners in the transition from Adobe DTM to Adobe Launch 
  • Support the team and agency partners in the implementation and updating of 3rd party tags 
  • Support the team and agency partners to ensure all new pages and functionality are tagged appropriately
  • Support the team and agency partners to work with key stakeholders to ensure tagging strategy execution across all relevant digital properties and to share insights and optimization opportunities


  • 5+ years of relevant analytics experience including experience using web analytics tools like Adobe Analytics, Google Analytics 
  • 5+ years of experience measuring the performance of marketing campaigns 
  • Strong understanding of direct marketing theories and processes and marketing concepts
  • Experience using PowerBI or other data visualization tools
  • Strong Microsoft Excel (including pivot tables, graphics) and PowerPoint skills 
  • Strong verbal and written communication skills with the ability to communicate methods and results to a non-technical audience
  • Experience working with and mentoring an analytics team within a corporate marketing environment
  • Bachelor’s Degree with strong academic performance in a quantitative field, such as Mathematics, Statistics, Engineering or Economics.

Preferable skills:

Knowledge and experience with infrastructure and tools required for data collection, management, and visualization including:

  • SQL
  • Python 
  • Experience with text analytics

Client Description:

Corporate - Energy Industry