Analytics Lead

About the Role

Key Responsibilities

• Articulate a vision, define processes, establish standards, create frameworks, and ensure best practices in designing, developing, and delivering full-funnel analytic solutions (awareness consideration conversion retention).
• Build, manage, and mentor a team with relevant skills and experiences to deliver end-to-end analytic solutions including data integration and management, data visualization and reporting, analysis and recommendations.
• Demonstrate subject matter expertise to internal and external audiences through venues such as agency blogs, training seminars, industry events, publications, podcasts, etc.
• Collaborate with cross-discipline agency and client teams to deliver analytic solutions that contribute to actionable insights and performance optimizations.
• Identify opportunities for organic growth with existing clients and demonstrate capabilities in new business pitches.
• Oversee and direct all core analytics-related processes and deliverables including scoping/estimating, measurement strategy and planning, tagging specifications, UTM and trafficking naming conventions, multi-source data integration and management, dashboard development, performance data QA, cross-channel reporting and analysis, and data-based insights and recommendations.

Requirements

• Prior agency experience and direct involvement in measurement, analysis, and optimization of multi-channel marketing campaigns across various brands and industries.
• Strong client-facing presence with ability to communicate complex analytic solutions and data-based insights to technical and non-technical stakeholders.
• A consultative approach to understanding business and marketing challenges, applying critical thinking, and delivering actionable analyses.
• Familiarity with media/campaign tagging, event schemas, ad trafficking, UTM conventions, marketing data taxonomy, attribution models, brand lift studies, MMM, and MTA approaches.
• Experience with experimental design and statistical methodologies including correlation analysis, regression, classification models, predictive analysis, and forecasting.
• Knowledge of digital marketing and data technologies such as DMPs, DSPs, site tagging, pixel tracking.
• Familiarity with media and marketing KPIs including CPM, CPC, CPE, CPL, CPA, ROAS, CAC, and LTV.
• Passion for monitoring marketing trends, emerging technologies, and fostering innovation through pilots or proof-of-concept projects.

Nice to Have

• Experience with paid media platforms such as Google Ads, Meta, LinkedIn, DCM, DV360, YouTube, TikTok, Google Search Console.
• Proficiency with web analytics tools like GA4, Adobe Analytics.
• Knowledge of tag management systems such as GTM, Adobe Launch, AEP.
• Data visualization tools including Looker Studio, Tableau, PowerBI, Domo.
• Data integration platforms like Funnel.io, Supermetrics, Fivetran, TapClicks.
• Data warehousing solutions such as BigQuery, Snowflake, Databricks.
• CRM and marketing automation tools like Hubspot, Salesforce, Marketo, Klaviyo.
• Experience with A/B testing tools such as Optimizely, VWO, Adobe Target.
• eCommerce platforms including Shopify, BigCommerce.