Digital Marketing Analytics Lead

About Verndale

Verndale is a digital experience agency dedicated to driving growth by helping businesses create meaningful human connections in an increasingly digital world. With offices in Boston, Montreal, Los Angeles, Quito, and hubs across the Americas, we partner with marketing and technology leaders to deliver personalized web, mobile, and ecommerce solutions that elevate customer experiences.

At Verndale, we thrive on collaboration and innovation, offering a full range of services that span strategy, design, development, personalization, SEO, analytics, and digital advertising. We celebrate diversity and inclusion, striving to create a climate of respect essential for both individual and company success.

If you're ready to be part of a passionate team dedicated to making an impact and driving growth, we invite you to explore a career at Verndale.

About The Role: Digital Marketing Analytics Lead

The qualified candidate will be an analytics and tag management expert tasked with becoming the trusted advisor for our clients and internal teams. The role requires a deep knowledge and understanding of all aspects of digital marketing, particularly with regard to data, web analytics, tag management, and cookie consent/consent management.

In this role, your primary work on website analytics (i.e. Google Analytics, Adobe Analytics, etc.), have the skills necessary to implement required tracking via tag management (i.e. Google Tag Manager, Tealium, ADM, etc.), and understand data collection (ie. Cookiebot, TrustArc) and consolidation practices to tell a story with data (ie. Looker Studio, PowerBI, BigQuery).

You should know how to determine if a platform is performing properly to collect user data, how to analyze the information, how to extrapolate the information, how to present the information, and how to connect all the pieces of a story for better optimization moving forward. You would also be well versed in the fundaments of online privacy and compliance and provide non-legal advice to clients including platform selection, configuration and implementation.

You will support Verndale’s marketing services team. You must be comfortable and capable of both planning digital marketing programs and executing them, as well as utilizing a variety of marketing technology tools to support and analyze those efforts. Also, you would be tasked with advocating for strategic measurement, both to our clients as an ambassador of Verndale’s website process, and to internal partners as an advocate for the client. Finally, you would play an important role in educating both internal and external stakeholders on best practices and recent developments within the ever-evolving digital analytics space.

Responsibilities

• Implement analytics tracking and configurations for Google Analytics including Google Analytics 4 (GA4) via Google Tag Manager (or other similar systems)
• Implement and configure consent management tools in association with analytics tools/tracking
• Identify client objectives, develop KPI frameworks and map suitable analytics solutions to ensure that all required performance data can be reliably tracked and reported
• Communicate analytics requirements and best practices to developers and other internal/external functions
• Produce analytics audit reports for corrective or advanced tracking and data collection architectures, via Google Analytics
• Consult with internal teams and clients to develop and execute digital marketing strategies that align with their business goals and objectives
• Educate clients on the importance of online measurement and provide best practice guidance for technical aspects of analytics
• Provide instruction on campaign tagging and additional on-site tracking
• Understand processing, cleansing, and verifying the integrity of data used for analysis
• Work with dev/engineering teams to implement and customize digital marketing platforms according to client needs
• Identify opportunities to add additional value to clients
• Support the growth of the Marketing Services team through activities including pitch decks, sales support, research, and ability to communicate service offerings
• Actively mentor colleagues and provide oversight to junior level team members (for client work/technical skills, and soft skills of agency work) while also committing to your own ongoing knowledge in the industry and staying up to date

Qualifications

• 5+ years of agency experience in web analytics (Google Analytics, Adobe, etc.), tag management (GTM, DTM, Tealium, etc.) and consent management (Required)
• Data-oriented personality (Required)
• Strong technical acumen and presentation skills required (Required)
• Excellent documentation skills and ability to communicate with both client and internal dev teams (Required)
• Dashboard development experience with tools such as Google Data Studio, Power BI, Tableau, etc. (Required)
• Interested in growth/mentorship and oversight responsibilities as part of a maturing team
• Willingness to contribute to thought leadership and department initiatives
• Experience using query languages such as SQL or R (Good to have)
• Familiarity with digital experience platforms such as Sitecore, Optimizely, Webflow, Contentstack, etc. (Good to have)
• Personalization, CRO, SEO and AB testing experience is a plus (Nice to have)
• Paid search or marketing automation experience is a plus (Nice to have)

Key skills/competency

• Web Analytics
• Google Analytics 4 (GA4)
• Google Tag Manager (GTM)
• Consent Management
• Data Storytelling
• KPI Frameworks
• Digital Marketing Strategy
• Dashboard Development
• SQL/R
• SEO/CRO/AB Testing