Job Description
Position Overview We are seeking a Digital Performance Analyst with strong expertise in Direct-to-Consumer (DTC) analytics to measure and analyze the performance of the end-to-end digital customer journey across acquisition, conversion, and self-service experiences. This role sits within the Digital Operations team and reports to the Director of Digital Customer Experience. The analyst will play a critical role in enabling data-driven decision-making by developing scalable measurement frameworks, ensuring data accuracy, and delivering actionable insights that improve marketing performance and ecommerce outcomes. The ideal candidate brings a strong foundation in digital marketing analytics (SEO, SEM, paid media, social, and other DTC channels), hands-on experience with tagging and data layer architecture, and the ability to translate complex data into clear business recommendations. Responsibilities Performance Measurement & Insights Develop and maintain digital performance dashboards using GA4, GTM, Salesforce Marketing Cloud, and related platforms (e.g., Heap, VWO) to track traffic, funnel performance, conversion, marketing effectiveness, and digital adoption Analyze cross-channel marketing performance to identify trends, anomalies, and optimization opportunities Deliver actionable insights that support daily, weekly, and monthly decision-making across marketing and ecommerce teams Customer Journey & Funnel Analysis Analyze end-to-end customer journeys to identify drop-off points and friction across key flows (e.g., category, plan selection, checkout, My Account) Segment performance by device, channel, product, and customer type to uncover actionable insights Tagging, Data Integrity & Implementation Manage and validate tag implementation across web properties using Google Tag Manager, ensuring accurate and consistent data collection Partner with developers to define, document, and maintain data layer architecture Diagnose and resolve issues related to tag firing, tracking gaps, and hardcoded site elements impacting data quality Conduct regular audits to ensure clean, reliable, and scalable measurement frameworks Experimentation & Optimization Support A/B and multivariate testing by ensuring proper tracking, validating data integrity, and analyzing results Provide clear reporting and recommendations to inform optimization strategies Automate reporting as possible to increase efficiency Cross-Functional Collaboration Collaborate with Marketing, Product and Engineering, teams to define KPIs and tracking requirements aligned with DTC growth goals Present data-driven insights and recommendations to stakeholders, including senior leadership Support ROI analysis and attribution modeling across marketing channels Data Enablement & Innovation Automate and streamline reporting processes to improve efficiency and scalability Enable integration of call conversion data and offline signals into digital reporting to improve channel attribution and media optimization Stay current on evolving analytics technologies, privacy standards, and industry best practices Essential Functions Essential Job Function % of Time on Function Performance Measurement & Insights 40% Customer Journey & Funnel Analysis 20% Tagging, Data Integrity & Implementation 10% Experimentation & Optimization 10% Cross-Functional Collaboration 10% Data Enablement & Innovation 10% Total 100% Job Requirements Bachelor’s degree in Marketing, Business, Computer Science, Data Analytics, or a related field 5-7 years of experience in digital analytics, preferably in DTC, ecommerce, or agency environments Strong proficiency in analytics platforms, including Google Analytics 4 (GA4) and Google Tag Manager, including event tracking, data layer mapping, and debugging Experience building dashboards using tools such as Looker Studio, Power BI, or Tableau Strong understanding of digital marketing channels, attribution methodologies, and conversion tracking Experience working with data layers, custom JavaScript variables, and diagnosing tracking issues Ability to collaborate effectively with developers on tagging and implementation requirements Familiarity with CRM, CMS, ecommerce, and marketing technology ecosystems Strong analytical and problem-solving s