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Marketing Analytics Manager

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Marketing Analytics Manager


Leads analytics projects, guides analytics teams, and advises management on analytics processes and the interpretation of metrics. Oversees all phases of digital analysis to formulate strategy, discover opportunities, define requirements, and assess designs of qualitative and quantitative methods. Directs the definition of success metrics and data sources, data integration, channels, customer targets, optimization, and ROI. Manages and mentors junior staff and their allocation to projects.



  • Determine ongoing analytic needs by building relationships with stakeholders to incorporate tracking on all digital assets; Gather, define, and communicate analytics priorities by forming consensus across stakeholder groups; Drive requirements gathering for analytic requests from stakeholders

  • Establish measures of success (e.g., KPIs, metrics, ROI analysis) by gathering stakeholder feedback to measure progress against business goals

  • Lead the execution of complex analyses and deliver deep cross-channel insights about digital marketing initiatives

  • Provide actionable recommendations based on reported results, benchmarks, discovered patterns, trends, and all necessary context

  • Communicate data, analysis, and results to convey recommendations to different audiences

  • Own the data sources, automation and delivery of dashboards and reports to answer digital business, digital marketing, and site operation questions

  • Manage quality assurance testing process to verify data is collected and rendered as expected

  • Keep up to date on, evaluate, and make recommendations for new analytics technologies through research to develop and support evolving digital analytics business needs

  • Provide training on data context and meaning to business audiences to educate users on how to use data

  • Manage a database to maintain institutional memory so that analyses are not repeated without due cause and so that analysis recommendations are consistent and not contradictory between projects

  • Train and mentor junior analysts to identify interest areas and outline path to become an expert in Digital Analytics

  • Guide analysts through the measurement strategy process to gather business requirements and construct appropriate KPIs


Skills & Experience:

  • Bachelor’s degree required

  • 5+ years experience in digital analytics or similar role; people management experience preferred

  • Strong understanding of digital marketing strategies and tactics and the tools required to measure them (e.g. organic search, paid media, email marketing, content marketing, social, etc…)

  • Knowledge of how SEO/SEM concepts are important in tracking web analytics and tagging

  • Proficient in Web analytics tools (e.g. Google Analytics, Adobe Analytics - aka Omniture SiteCatalyst, Google Tag Manager), Optimization tools (e.g. Optimizely, Maxymiser, SEOprofiler, SEMRush), Excel (e.g. VLOOKUP, pivot tables, advanced formulas), data visualization (e.g. Tableau, TIBCO Spotfire), Powerpoint

  • Programming and analytical skills with an advanced analytics tool (e.g. SAS, R, Python) and SQL experience preferred

  • Strong interpersonal skills and ability to work cross-functionally with teams across the organization and vendors at all levels

  • Strong oral/written communication and presentation skills, including the ability to explain technical concepts to non-technical audiences

  • Detail oriented with strong project management and time management skills

  • Quality assurance skills - ability to write a test plan to measure analytics, optimization and tagging success

  • Working knowledge of HTML is a plus

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