Web Analytics Manager

About the Role

Key Responsibilities

• Analyze digital performance data using Adobe Analytics to uncover insights and trends that drive business decisions.
• Create and maintain dashboards and reports to track key performance indicators for e-commerce, digital marketing, IT, and loyalty.
• Provide actionable insights to drive guest acquisition, retention, and revenue growth across digital channels.
• Support and help understand A/B and multivariate testing strategies aimed at improving user engagement, conversion rates, and overall digital experience.
• Partner with digital product owners and UX teams to deliver test ideation and areas of opportunity based on data-backed insights.
• Utilize Adobe Launch/Tags for efficient tag management across digital properties.
• Collaborate with developers to ensure accurate and consistent tracking across web and mobile platforms.
• Define and maintain data governance standards for the digital analytics ecosystem.
• Ensure data accuracy and integrity through rigorous QA processes for analytics and tracking implementations.
• Identify and resolve friction points in the digital booking journey, enhancing the experience for guests.
• Conduct funnel analysis and recommend strategies to optimize conversion paths.
• Track and analyze the performance of digital marketing campaigns, providing insights to optimize future initiatives.
• Collaborate with team members internally and externally to foster a culture of learning and continuous improvement.
• Lead stakeholder training sessions to enhance proficiency in analytics tools and methodologies.
• Keep up to date with emerging analytics technologies and methodologies to ensure the company remains at the forefront of digital analytics innovation.

Requirements

• Bachelor's degree or relevant experience, ideally in Business Analytics, Management, Statistics, Data Science, Computer Science, or Information Systems.
• At least 5+ years' experience in Digital Marketing, Web Analytics, A/B Testing, Business Intelligence, or E-Commerce.
• Proficient in Microsoft Outlook, Excel, and PowerPoint.
• Proficient in tools such as Adobe Analytics, Adobe Target, Adobe Launch/Tags (JavaScript preferred), Quantum Metric, Google Analytics, and data visualization platforms like Tableau or Power BI.
• Experience with SQL is a plus.
• Strong problem-solving skills with the ability to identify issues, develop solutions, and implement data-driven strategies.
• Technical proficiency with a solid understanding of tag management and implementation.
• A strategic and analytical mindset capable of interpreting complex data sets and translating them into insights.
• Proven ability to collaborate across teams, mentor colleagues, and communicate insights effectively to both technical and non-technical stakeholders.

Nice to Have

• Experience with JavaScript, especially in relation to tag management.
• Additional experience in SQL.
• Knowledge of emerging analytics technologies and methodologies.

Qualifications

• Bachelor's degree or relevant experience in a related field.

Benefits & Perks

• Competitive compensation and benefits, including medical, dental, and vision coverage.
• Leave and paid time-off for holidays, vacation, personal, family, volunteer, sick, jury duty, bereavement, military, and religious observance.
• Financial benefits for retirement and health savings.
• Employee recognition programs.
• Discounts at Choice hotels worldwide.