Analytics Lead

📋 Description

• Take ownership of the complete tracking architecture for all client accounts, which includes Google Tag Manager, GA4, CDPs (Segment, RudderStack, Teleaum, etc.), Meta Pixel + CAPI, Google Ads Enhanced Conversions, TikTok Events API, and additional ad network data pipelines, ensuring you are sufficiently knowledgeable to assist clients directly with implementation.

• Establish tagging standards, naming conventions, and data layer specifications for onboarding new clients.

• Review and authorize all pixel/tag implementations carried out by the junior tracking specialist prior to going live.

• Oversee tracking quality assurance processes: identify misfires, validate conversion events, and maintain data integrity across various environments (development, staging, production).

• Manage server-side tracking setups and consent-mode configurations as privacy regulations evolve.

• Develop measurement plans for each client: identify key performance indicators that truly matter, determine the most suitable attribution approach for their sales funnel, and create a testing roadmap for the upcoming 6–12 months.

• Design and conduct incrementality tests — including geo-based holdouts, PSA holdout tests, and conversion lift studies — and convert findings into media budget recommendations.

• Analyze and scrutinize platform-reported metrics (Meta Ads Manager, Google Ads, etc.); question results that do not withstand rigorous examination.

• Lead or collaborate on Marketing Mix Modeling (MMM) projects — either by defining vendor-run models or creating simplified versions in-house.

• Manage the cross-channel attribution model: assess last-click, data-driven, and time-decay approaches based on client context and document your reasoning.

• Create and sustain executive-level dashboards (Looker Studio, Looker, Power BI, or equivalent) that extend beyond superficial metrics to demonstrate incremental business impact.

• Establish a consistent reporting schedule: weekly performance updates, monthly in-depth analyses, and quarterly measurement reviews with clients.

• Compose clear and insightful narrative reports — not merely charts — that link data to the decisions clients must make.

• Supervise one junior Analytics/Tracking Specialist: prioritize their tasks, review their outputs, and provide a clear career development path.

• Develop the analytics practice playbook: including onboarding templates, tracking specifications, measurement plan frameworks, and guides for experiment design.

• Keep abreast of changes in the ad platform measurement landscape — including platform pixel updates, consent/privacy developments, and new incrementality solutions from Meta, Google, and TikTok — and adjust internal practices accordingly.

⛳️ Requirements

• 4–7 years of experience in marketing analytics, measurement, or marketing science within a performance agency or a rapid-growth in-house team.

• Practical expertise in GTM: you have created complex container setups independently, rather than just documenting them for a developer.

• Genuine experience in incrementality testing — you have designed and executed a geo holdout or conversion lift test and presented the findings to a skeptical client.

• Strong understanding of the complete ad network measurement stack: Meta CAPI, Google Enhanced Conversions, GA4 event model, server-side tagging, and the impact of privacy regulations on these aspects.

• Proficient in SQL — capable of writing your own queries to extract and validate raw data without needing assistance from a data engineer.

• Skilled in conveying complex findings to non-technical stakeholders without oversimplifying or compromising accuracy.

• Confident in being the final authority on "is our tracking trustworthy?" for multiple clients simultaneously.

🏝️ Benefits

• Diversity, Equity, and Inclusion: Pearmill is a diverse organization with team members from various backgrounds and experiences. We are a globally-distributed team committed to building a company that reflects the world we inhabit. We strongly encourage candidates from underrepresented groups to apply.