Responsibilities

• Maintain and QA website and landing page tracking for all B&SC domains across GA4 and Google Tag Manager (events, conversions, and tagging), troubleshooting and fixing issues as they arise.
• Help enforce measurement standards (event naming, conversion definitions, UTM usage, documentation) to protect data integrity and ensure reporting is reliable.
• Partner with channel owners, agency partners, and IT to ensure forms and lead tracking work end-to-end, and submissions are captured accurately in the CRM
• Support implementation of the college’s attribution approach by helping define required tracking inputs (UTMs, source fields, conversion events), validating capture across key journeys, and assisting with ongoing QA once the model is in place.
• Follow privacy and compliance rules when setting up tracking, making sure we collect the appropriate data needed and do not expose or misuse personally identifiable information (PII).
• Partner with the Institutional Research & Analytics team to enhance end-to-end College analytical tools related to marketing KPI’s.
• Deliver weekly/monthly insights that explain what changed, why it changed, and the recommended next actions.
• Spot and quantify conversion friction across the journey (drop-offs, device/browser issues, page-level barriers, message-to-page mismatch) and flag the biggest opportunities.
• Translate findings into clear, executive-ready updates for marketing leadership, using simple visuals and concise takeaways.
• Support the Digital Marketing Manager in shaping the conversion rate optimization (CRO) testing plan for the website and paid media landing pages.

Requirements

• Bachelor’s degree in Marketing, Analytics, Communications, Business, or related field (or equivalent experience)
• 4–6 years of experience in digital marketing with a focus on web analytics, measurement/tagging, performance insights, and website/landing page optimization in a lead-generation environment.
• Hands-on proficiency with GA4 and GTM, including configuring events/conversions, QA, troubleshooting, and explaining data clearly.
• Working knowledge of Google Search Console and SEO fundamentals; experience supporting execution of agency recommendations and tracking impact.
• Experience building dashboards and performance views that connect activity to funnel outcomes, with clear takeaways for stakeholders.
• Familiarity with A/B testing and basic experimentation practices (hypothesis, success metrics, clean tracking, interpreting results).
• Experience using behavioral or UX insight tools (heatmaps, session replay, survey feedback, usability testing coordination) to identify friction and prioritize improvements.
• Strong analytical and Excel skills, with the ability to work with large datasets and marketing KPIs and translate findings into clear, plain-language recommendations and next steps.
• Baseline technical understanding of tracking implementation (UTMs, pixels/tags, basic HTML/CSS/JavaScript concepts) to coordinate effectively with web/IT (not a developer role).
• Understanding of data integrity and privacy expectations related to tracking and handling of personally identifiable information (PII).

Nice to Have

• GA4/GTM certifications are a plus.