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Web Analytics Manager

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Based in San Francisco, the Web Analytics Manager is a critical member of the Digital Marketing team responsible for driving new visitor acquisition and engagement across digital properties and platforms for all lines of business. The Web Analytics Manager will serve as the Digital Marketing team’s resident expert on web analytics and SEO best practices, tools, reporting, and analysis and will create and deliver regular performance reporting and recommendations to inform online, mobile, content and campaign strategies. The position will be responsible for creating executive dashboards and reports for leadership and to help drive decision-making. In addition, this position will collaborate regularly with the Market Strategy team and external agencies to analyze and provide insights, leveraging media tracking tools and other assigned reporting platforms.

Job Duties & Responsibilities
• In partnership with digital marketing leadership, business unit stakeholders, external agencies, market strategy, assist with configuration and analysis of WebTrends (or other assigned web/mobile reporting tools) from initial setup to on-going implementation throughout a digital marketing campaign or website initiative
• Manage, organize and present web analytics data, establishing key metrics and KPIs and developing and delivering both regular and ad-hoc reports and dashboards for leadership and to help drive decision-making
• Provide insights and recommendations leveraging web analytics and SEO tools on digital content and campaigns
• Provide insights and recommendations leveraging media reporting and channel-attribution tools
• Conduct audits of content to ensure tracking tags are functioning and feeding respective reports
• Develop recommendations to improve funnel conversion and customer engagement including creation of a testing plan and post-test analysis with internal sponsors and stakeholders
• Colaborate with Digital Content Manager and Digital Campaign Analysts on creation of digital content and campaign calendar
• Monitor and analyze effectiveness of new features, web site changes, marketing campaigns and outbound programs
• Measure online/mobile performance and effectiveness to optimize purchase funnel

Critical Skills
• A minimum of 5 years of experience including work with web analytics and SEO tools (i.e. WebTrends, Google Analytics, BrightEdge)
• Hands on experience using tag management solutions like Google Tag Manager, Tealium etc.
• Experience collecting and analyzing data, making recommendations for improvements, changes, new initiatives.
• Experience with an A/B and multivariate testing tool ( software tool)
• Omniture experience preferred.
• Strong analytical skills. The incumbent must be able to analyze information at both a macro level and a more detailed level and make strategic recommendations regarding digital product positioning. The ability to analyze web data and financial information to perform cost/benefit analysis is important.
• Strong skill in creating effective performance dashboards and regularly reporting on key metrics to leadership (exec mgt director or VP, tell the story)

Additional Knowledge & Skills
• Strong decision-making skills and the willingness to take initiative and responsibility for decisions. The incumbent is responsible for providing recommendations that will affect paid media strategies and budgeted projects to improve the user experience and conversion funnel and thus should demonstrate strong business acumen and ability to make sound decisions with minimal guidance
• Strong written and verbal communication skills. The incumbent must be able to present technical and non-technical information to both senior management and peers in a clear, concise manner.
• Strong project management and interpersonal skills. The incumbent must lead multi-functional teams in order to implement program initiatives. The ability to work with others to produce results is crucial.
• Strong organizational skills and the ability to effectively manage multiple projects at one time.

Education
BS or BA degree in marketing or related field or equivalent.

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