Were hiring a Senior Digital Analyst to lead measurement and decision support across our digital business. This role is the go-to when conversions shift unexpectedly, when evaluating the impact of site changes, or when holding marketing channels accountable for real business outcomes. This is not a data engineering roleit is an ownership role. You will be responsible for ensuring the accuracy and integrity of analytics data, delivering dashboards and narratives that inform leadership decisions, and building cross-functional relationships that turn insights into action.
Essential Duties and Responsibilities include, but are not limited to:
Decision Support and Insights
- Build and maintain core e-commerce KPI dashboards, including conversion rate, revenue per visit, AOV, funnel drop-off rates, site search performance, and campaign rollups.
- Deliver a weekly performance narrativea concise written summary with clear recommendationsshared with the VP of Digital Product and key stakeholders.
- Analyze site updates, A/B tests, and UX experiments; guide metric selection and hypothesis development prior to launch, and own the final analysis.
- Partner with Marketing to define campaign success metrics in advance and provide post-campaign analysis tied to business outcomes, not vanity metrics.
- Incorporate seasonal trends and competitive context to frame performance insights within a broader narrative.
Anomaly Detection and Data Quality
- Design and manage monitoring alerts for traffic, conversion, and revenue anomalies; define thresholds and take ownership of the system.
- Develop a repeatable root-cause analysis framework to differentiate between tracking issues, behavioral changes, marketing mix shifts, and factors like inventory, pricing, or promotions.
- Proactively investigate unusual patterns without waiting for stakeholder escalation.
- Identify and escalate tagging or data integrity issues to Engineering with clear, actionable context.
Measurement & Instrumentation
- Conduct regular audits of GA4 implementation, including event taxonomy, conversion setup, and data layer accuracy; identify gaps and inconsistencies.
- Translate audit findings into developer-ready specifications that clearly define issues, expected behavior, and required fixes.
- Execute tagging QA after major Engineering releases to prevent data integrity issues
- Validate conversion tracking after site updates and prioritize fixes based on reporting impact.
- When GTM access is available, implement straightforward updates directly (tags, triggers, GA4 configurations), and escalate data layer changes to Engineering with detailed documentation.
Dashboard & Reporting
- Own Tableau as the primary reporting platform; build dashboards that are accessible and actionable for executives and stakeholders.
- Use SQL for ad-hoc analysis, data validation, and data enrichment (joins, aggregations, filters), not pipeline engineering
- Define and document KPIs to maintain a consistent source of truth across Product, Marketing, and Leadership.
- Deliver insights in clear, plain language with actionable recommendationsraw data alone is not sufficient.
Qualifications
- Bachelors degree in Data Analytics, Statistics, Business Analytics, Information Systems, Marketing Analytics, or a related field
- Expert-level proficiency in Google Analytics 4, including event-based models, explorations, segmentation, conversion setup, and implementation quality assessme.
- Strong SQL skills for validation, analysis, and cross-source data work (joins, aggregations, filters, CTEs).
- Hands-on experience building executive-level dashboards in Tableau.
- Proven ability in e-commerce funnel analysis, multi-channel performance evaluation, and structured root-cause analysis.
- Self-directed with a strong perspective on how data should drive decisions; confident challenging conclusions not supported by data.
Experience and Certifications
- Minimum of 5 years in digital, web, or marketing analytics; e-commerce or direct-to-consumer experience preferred.
- Relevant e-commerce or marketing certifications are a plus.
Technical and Professional Skills
- Strong communication skills with the ability to translate complex analysis into executive-ready insights without relying on jargon
- Ability to create clear, developer-ready measurement requirements and QA analytics implementations against data layer specificationsno need to code, but must clearly define correct tracking and gaps.
Nice to Have
- Hands-on experience with Google Tag Manager, including tags, triggers, custom variables, Preview mode, and GA4 DebugView; able to implement GA4 changes independently.
- Familiarity with GA4 BigQuery exports for advanced analysis.
- Experience supporting A/B testing and UX experiments, including metric design, sample sizing, and result interpretation.
- Exposure to Adobe Analytics as a secondary platform.
- Understanding of attribution modeling concepts and their real-world limitations in e-commerce.
- Experience with site search analytics and on-site merchandising performance measurement.
