Senior Analyst, Web and Marketing Analytics

This is a fully remote position, open to applicants in United States.

📋 Description

• Act as a technical expert in GA4 and website measurement.

• Establish measurement requirements, event specifications, validation standards, event taxonomies, data-layer specifications, definitions for form and application tracking, conversion standards, and measurement documentation.

• Collaborate with Web Development and IT on the administration of GTM and its technical deployment.

• Conduct audits on tracking accuracy and traffic quality; investigate issues such as duplicate or missing events, broken forms, bot traffic, unexpected referral patterns, and other discrepancies.

• Work alongside Web Development, IT, and vendors on server-side GTM, Google Tag Gateway, consent-aware tagging, privacy controls, automated tag auditing, and adjustments for browser measurement.

• Evaluate organic search visibility, search intent, keyword and landing-page performance, technical SEO indicators, and competitive positioning.

• Monitor AI-driven discovery, brand mentions, citations, answer presence, prompt-level visibility, and competitive share of voice.

• Create reports that connect traditional and AI-powered search visibility with website referrals, landing-page engagement, inquiry conversion, and prospective student journey outcomes.

• Collaborate with SEO, content, and web product teams to assess structured data and technical optimization initiatives.

• Analyze website acquisition, navigation, content engagement, form behavior, landing-page effectiveness, and conversion paths.

• Develop and sustain automated website performance dashboards, reusable semantic models, and analytical views in Power BI, Looker, or Looker Studio.

• Utilize SQL and governed data environments like BigQuery and Azure to query, join, validate, and segment website and digital journey data.

• Investigate changes in website and search performance, quantify root causes and opportunities, recommend prioritized actions, and assess implemented changes.

• Leverage governed, reusable website data sources to reduce dependency on manual reporting processes.

• Assess how acquisition sources, messaging, navigation, content, and experience changes affect on-site behavior, conversion rates, and prospective student progression.

• Integrate behavioral analytics with qualitative insights, testing results, and journey feedback to identify friction points and prioritize experience enhancements.

• Employ AI-enabled tools to expedite data exploration, SQL development, anomaly detection, automated monitoring, and self-service analytics while ensuring output validation.

• Assist in A/B testing and conversion optimization using VWO or similar tools, including hypothesis formulation, instrumentation, audience segmentation, statistical analysis, and post-test evaluation.

• Create documented, reusable analytical workflows and monitoring systems to identify tracking defects, conversion barriers, and performance opportunities.

• Convert ambiguous website and search performance queries into structured investigations and communicate findings, recommendations, and results effectively.

• Manage concurrent instrumentation, audit, reporting, and optimization efforts while promoting the adoption of standardized measurement practices.

⛳️ Requirements

• Bachelor’s degree in Analytics, Statistics, Computer Science, Information Systems, Marketing, Business, or a related field.

• 4–6 years of experience in web analytics, digital marketing analytics, business intelligence, or a related analytical discipline.

• Significant experience with reporting and visualization tools such as Power BI or Tableau.

• Advanced hands-on experience with GA4 and GTM, including event-based measurement, data-layer architecture, tracking for forms and conversions, tagging quality assurance, troubleshooting, and working knowledge of gtag.js.

• Experience in analyzing website performance and digital journeys using Google Analytics, Adobe Analytics, or similar platforms.

• Familiarity with marketing measurement and attribution concepts.

• Experience in evaluating SEO performance using Google Search Console and at least one search intelligence platform such as seoClarity, AthenaHQ, Semrush, Ahrefs, or an equivalent.

• Working knowledge of AI-driven search and AIO/GEO measurement concepts, including understanding the limitations of AI visibility, citations, and referral attribution.

• Proficiency in SQL (Azure, BigQuery, Oracle, etc.) with experience in validating, combining, and interpreting data from multiple sources.

• Demonstrated application of AI-enabled tools for analytical investigation, automation, or reporting while adhering to accuracy and privacy controls.

• Capability to troubleshoot tracking and traffic-quality issues, apply practical statistical reasoning, present prioritized recommendations, influence stakeholders constructively, and independently manage concurrent technical projects.

• Excellent communication and project management skills.

• Preferred: Master’s degree in a related discipline.

• Preferred: Practical exposure to AI search monitoring tools such as AthenaHQ or Profound.

• Preferred: Familiarity with server-side GTM, Google Tag Gateway, automated tag auditing tools like ObservePoint, consent management platforms like OneTrust, JavaScript, browser developer tools, and technical SEO concepts.

• Preferred: Experience with Salesforce or similar CRM platforms, website-to-inquiry conversion analysis, landing-page optimization, and A/B experimentation.

• Preferred: Familiarity with Jira or Asana for managing analytical or technical projects.

• Preferred: Experience in higher education or other complex, high-consideration lead-generation environments.

🏝️ Benefits

• Remote or virtual work arrangement.

• Opportunity to collaborate with diverse teams including Experience, Website Marketing, Analytics, Technology, SEO, Content, UX, CRM/Email, and Paid Media.

• Access to AI-enabled tools and contemporary analytics platforms.

• Professional exposure to website measurement, SEO/AIO/GEO analytics, experimentation, and digital experience optimization.