The Web Analytics Specialist will drive the digital measurement strategy, implementing technologies such as GA4 and GTM, managing analytics roadmaps, and collaborating with teams to ensure accurate data tracking and analysis for marketing campaigns and website performance.
Our Team
The Web Analytics Specialist sits within Data, a team of Analysts, Engineers and Data Scientists. Your day-to-day will be working closely with a collaborative group of cross-functional digital experts across Paid Marketing, Engineering, CRO and Product.
What we're offering you:
- Flexible hours and summer hours
- Competitive holiday benefits (25 days a year paid holiday, plus 8 bank holidays)
- Work from anywhere for 2 weeks a year
- Life Assurance to protect your loved ones
- Benefits allowance for health, dental, and vision coverage
- Defined Contribution Pension and Salary Sacrifice Scheme
- Be Well: Our award-winning wellbeing and mental health programme to support all MVFers and their families
- Family Forward support for our MVF parents and their mini-mes
- Free breakfast when in the office
The Role
As the Web Analytics Specialist, you will play a crucial role in shaping and executing the digital measurement strategy for MVF. You will be the driving force behind the design and implementation of web analytics technologies like Google Analytics 360 (GA360) and Google Tag Manager (GTM), working closely with multiple teams to ensure that business goals are met through data-driven insights. You will also lead the Web Analytics Roadmap, engaging with stakeholders to prioritise high-impact initiatives and ensuring that the company has the tools it needs to measure the success of its websites and campaigns.
Responsibilities:
- Lead the design and implementation of web analytics technologies such as Google Analytics 4 (GA4) and Google Tag Manager (GTM) based on business needs.
- Manage the relationship and priorities with the Google Marketing Platform Partner.
- Oversee the Web Analytics Roadmap and collaborate with stakeholders to prioritize initiatives that will have the highest impact.
- Manage the full GA4 pipeline, ensuring that teams at MVF have the necessary tools to measure the success of website and campaign performance. This includes:
- Meeting and maintaining close relationships with CRO and marketing teams to understand their data needs.
- Designing and architecting the data layer across our portfolio of sites and widgets, such as Chameleon, to expose required data.
- Configuring GA tracking in GTM to capture necessary data and ensuring key events and interactions are tracked throughout the user journey.
- Managing GA raw data in BigQuery, connected to Snowflake
- Educating teams on how to use GA interface and GA Looker explores and dashboards, highlighting the potential of GA data.
- Collaborate closely with marketing teams to ensure marketing tags and scripts in GTM are configured correctly, efficiently, and in compliance with GDPR and cookie regulations.
- Maintain relationships with Google and Merkle to ensure the implementation of new Web Analytics technologies and best practices.
- Educate senior management, on the potential of Web Analytics technologies.
- Enable MVF to track returning customers to our sites and identify their behaviour; collaborate with CRM and Lifelong Customer Engagement teams to surface this data in our CRM tool (Iterable) and the CDP (Lytics).
- Continuously maintain and develop GA4 and GTM, adapting to evolving business needs over time.
What Success Looks Like:
Successful Implementation & Governance of Web Analytics Technologies:
- GA4, GTM, and the CDP are implemented well, ensuring accurate tracking of key business metrics.
- GA4 and GTM configurations are maintained, updated, and future-proofed against evolving business needs.
- The data layer is well-structured, scalable, and optimised across all MVF sites.
- Key data layer events are monitored and any issues are immediately flagged to the relevant tech team(s).
- Marketing tags and scripts are accurately configured, optimised, and compliant with GDPR and cookie regulations.
Collaboration & Cross-Team Enablement:
- The Web Analytics Roadmap is well-defined, with clear prioritisation of high-impact initiatives.
- Strong relationships with CRO, marketing, engineering, and product teams ensure alignment on data needs and priorities.
- Teams are trained to confidently navigate GA interfaces and web analytics Looker dashboards.
- Senior stakeholders are educated on the power and potential of web analytics, driving company-wide adoption.
Our Ideal MVFer:
- Strong expertise in web analytics technologies, particularly Google Analytics 4 (GA4) and Google Tag Manager (GTM).
- Proven experience in managing relationships with external partners.
- Expertise configuring and maintaining data layers and tracking across multiple websites and platforms.
- Strong communication skills, with the ability to educate and influence teams on the value and use of web analytics data.
- A deep understanding of GDPR and cookie compliance practices.
- Good business acumen and strong communication skills
Top Skills
Google Analytics
Google Tag Manager
MVF London, England Office
1A Shepherdess Walk, London, United Kingdom, N17QE
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