Responsibilities

• Measurement strategy and instrumentation
• Own measurement approaches for multi-channel programs (Paid Search, Paid Social, Programmatic/Display/CTV, Retail Media) including KPIs, naming conventions, attribution considerations, and reporting requirements
• Lead analytics implementations and upgrades: event schemas, GA4 configuration, GTM and data layer requirements, conversions, cross-domain tracking, enhanced ecommerce, and QA/debugging
• Coordinate and document tagging and tracking parameter governance (UTMs, click IDs, Floodlight/CM360 concepts if applicable, platform conversion tracking, offline conversion support where relevant)
• Insights, reporting, and executive-ready storytelling
• Build and maintain dashboards and reporting frameworks (Looker Studio/Tableau or similar) that connect media delivery to onsite behavior and business outcomes
• Deliver recurring performance reporting and ad hoc deep dives, with clear findings, implications, and recommendations
• Develop analysis that connects user behavior to outcomes: funnels, pathing, cohort/retention, landing page performance, product/category insights, and conversion drivers
• Experimentation and optimization
• Partner with CRO and Experience teams to design measurement for experiments and interpret results (A/B tests, landing page tests, audience tests, incrementality-informed thinking where appropriate)