Web Analytics Manager

2 weeks ago

New York, United States AS Beauty Group Full time

ASBeauty is seeking an analytical, results-oriented Site Analytics Manager to provide and enable insights across our Site, focusing on web analytics, tagging, and testing. You will leverage Google Analytics and other tools.

In this role, you will be the go to person for website measurement, A/B testing, tagging, and optimization. You will partner across the team to prioritize measurement capabilities, develop and maintain dashboards for various initiatives, and serve as subject matter expert on website optimization. Additionally, you will be digging into site data, with your finger on the pulse of what is happening on site, calling out trends and identifying what is/is not working.


The right candidate will be a well-versed analytics professional with previous experience in web analytics and/or A/B testing. They should exhibit a high level of proficiency when speaking to website measurement, and have the ability to articulate data and insights to cross-functional stakeholders. This individual will be able to balance their subject matter expertise with strong communication skills when providing analytics and testing support for partner teams. Their experience should include familiarity with marketing analytics, cross-channel measurement, and A/B testing concepts.


We are a data-driven organization, we love to test & learn. We are looking for someone who is similarly data-driven and curious. This is a highly valued and visible role.


RESPONSIBILITIES

Google Analytics & Google Tag Manager Expertise:

  • Oversee the configuration, maintenance, and optimization of Google Analytics and Google Tag Manager for all digital properties.
  • Partner with channel leads to ensure proper tagging to optimize analysis of performance.
  • Pro at managing and implementing tags, triggers, and variables within Google Tag Manager for accurate data collection.
  • Ensure accurate tracking of key performance indicators (KPIs) and events across our websites and applications.
  • Maintain visibility to how the site is performing.

BAU (Business as Usual) Analytics:

  • Own website measurement, GA4 configuration and optimization, Shopify data analysis, and A/B testing strategy.
  • Partner across teams to prioritize measurement capabilities, develop and maintain data-driven dashboards for various initiatives, and act as the subject matter expert on website optimization.
  • Become the finger on the pulse of our website, analyzing trends, identifying what's working and what's not, and proactively communicating insights.
  • Strong understanding of user behavior analysis and its role in optimizing the digital customer journey.

Data Analysis and Reporting:

  • Develop, maintain, and improve dashboards and reports to quickly track performance, identify issues, and provide insights and recommendations.
  • Utilize web analytics tools to gather and analyze data related to website traffic, user behavior, conversion rates, and sales performance.
  • Create insightful and visually appealing reports using Tableau, Looker DataStudio, or similar BI tool.
  • Deep dive into trends and results; Analyze data to identify trends, anomalies, and opportunities, and present actionable recommendations to improve business outcomes.

Collaboration:

  • Collaborate with the merchandising and web teams to identify areas for Conversion Rate Optimization, providing data-driven recommendations to increase conversion rates and user engagement.
  • Work with all teams to ensure a cohesive and data-driven approach to digital strategies.

Stay Current on Industry Trends:

  • Stay up-to-date with the latest trends, tools, and best practices in the analytics field, and recommend new technologies or approaches as appropriate.

 

QUALIFICATIONS

  • Bachelor's degree in a related field (e.g., Marketing, Business, Statistics, Computer Science)
  • 5+ years experience in a digital or web analytics role
  • Extensive experience and expertise in Google Analytics (UA and GA4) including the use of filters, segments, custom dimensions, custom reports and funnel visualizations.
  • Extensive experience managing tags through Google Tag Manager.
  • Strong analytical and problem-solving skills.
  • Hands-on experience with website A/B testing tools and knowledge of A/B testing methodology.
  • Strong knowledge of UTMs and query parameters.
  • Experience developing digital media tracking standards to allow for scalable campaign-level tracking of traffic, lead generation and conversion performance.
  • Ability to translate complex website data into actionable insights and recommendations for cross-functional stakeholders.
  • Ability to possess exceptional communication skills to bridge the gap between technical expertise and business needs.
  • Your curiosity fuels your desire to learn about the latest industry trends and tools.
  • Proficiency with Tableau (or similar BI tool), VWO, Nosto (or similar personalization/testing tool), and SQL is a plus.


ASB benefits include medical, dental, vision, FSA; vacation, personal and sick time; commuter benefits and 401(k) with employer match. 

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