Lead - Digital Analytics & Personalization

Digital Analytics & Personalization Lead

Google Analytics, Tagging Strategy & Sitecore CDP G10

10+ Years

We are looking for a G10 Digital Analytics & Personalization Lead with 10+ years of relevant experience to own analytics implementation strategy across enterprise web and mobile customer journeys. The role will engage from the earliest UX and functional-design phases to identify the events, parameters, data-layer attributes, tags, and success measures required to demonstrate expected business value.

The role combines digital analytics implementation, business analysis, tagging governance, data-quality assurance, and end-to-end personalization enablement within the Sitecore CDP ecosystem. The successful candidate will connect business objectives with actionable measurement designs and provide clear implementation specifications to Angular, Nest.js, iOS, and Android engineering teams.

Your Main Responsibilities:

• Participate in all relevant UX design and project lifecycle phases to identify the Google Analytics events, parameters, dimensions, user properties, and conversion markers required to track expected business value.
• Create and govern the digital measurement strategy for customer journeys across web and mobile applications, ensuring traceability from business objectives and UX intent to analytics implementation and reporting outcomes.
• Configure and maintain the tag strategy using Google Analytics 4 and Google Tag Manager, including event naming, parameters, triggers, variables, data-layer requirements, conversion definitions, consent dependencies, and environment controls.
• Interact with business owners, product managers, UX teams, digital analysts, and data-mining stakeholders to refine measurement requirements and adjust the tag strategy based on reporting and personalization needs.
• Prepare precise tagging specifications and transmit development guidance to Angular, Nest.js, iOS, and Android development teams.
• Review implementation designs, answer engineering questions, validate technical feasibility, and ensure consistent analytics behavior across websites, applications, platforms, and customer journeys.
• Contribute as a Data Business Analyst to the functional design of personalized digital user flows, including shopping, booking, servicing, and other customer-experience journeys.
• Own the end-to-end use of analytics for personalization in the Sitecore CDP and Personalize ecosystem, connecting observed behavior, audiences, segments, experiments, and decisioning to measurable business outcomes.
• Ensure new products, features, attributes, or commercial constructs are represented consistently across every relevant page, component, and application flow and are uploaded correctly to Google Analytics.
• Lead analytics implementation validation across development, test, UAT, and production environments using test plans, debug evidence, reconciliation, reporting checks, and stakeholder sign-off.
• Investigate analytics data-quality issues, missing or duplicate events, incorrect parameters, inconsistent channel behavior, consent-related gaps, and reporting discrepancies; drive corrective actions to closure.
• Maintain analytics standards, tagging taxonomies, measurement plans, data dictionaries, implementation specifications, test evidence, release checklists, and governance documentation.
• Provide technical leadership, mentor team members, review implementation quality, and promote reusable tagging patterns, automation, and consistent engineering practices.

Analytics Implementation & Tag Governance:

• Define scalable event-based measurement models covering page views, screen views, searches, product impressions, selections, form interactions, errors, funnel progression, checkout, purchase, servicing, and custom business events.
• Own GA4 and GTM configuration standards, including naming conventions, parameter governance, reusable variables, trigger design, workspace discipline, versioning, release controls, and rollback readiness.
• Define web data-layer and mobile analytics-contract requirements that allow consistent collection across Angular web applications, Nest.js services, iOS applications, and Android applications.
• Ensure analytics specifications include business purpose, event conditions, payload values, source systems, acceptance criteria, expected reports, personalization usage, ownership, and privacy classification.
• Coordinate release readiness and production validation for tagging changes, ensuring that analytics delivery remains synchronized with UX, application, content, campaign, and platform releases.

Sitecore CDP & Personalization:

• Define the analytics inputs needed to support Sitecore CDP audience creation, segmentation, identity resolution, behavioral profiles, experiments, experiences, and personalized decisioning.
• Partner with Sitecore, UX, product, and engineering teams to translate personalization use cases into measurable events, attributes, audiences, goals, eligibility criteria, and outcome metrics.
• Validate that relevant events and parameters are available consistently across web and app flows before personalization use cases are activated.
• Support experimentation and personalization analysis by defining success measures, control and treatment telemetry, funnel impacts, and post-implementation monitoring.
• Ensure analytics and personalization designs account for consent, privacy, data minimization, customer preferences, retention, access control, and approved data-use purposes.

About the Ideal Candidate:

• Bachelor's or Master's degree in Computer Science, Information Technology, Data Analytics, Digital Business, Engineering, or equivalent practical experience.
• 10+ years of relevant experience in digital analytics, tag management, analytics implementation, digital business analysis, customer-journey measurement, or personalization enablement.
• Strong hands-on experience with Google Analytics 4 and Google Tag Manager, including event design, custom parameters, conversions, data layers, debugging, governance, and release management.
• Experience creating detailed analytics implementation specifications for modern web and mobile applications.
• Working understanding of Angular-based web applications, Nest.js or Node.js services, iOS applications, and Android applications sufficient to guide engineering implementation and troubleshoot analytics behavior.
• Experience with Sitecore CDP and Personalize, audience segmentation, behavioral analytics, experimentation, customer-flow personalization, or comparable CDP and personalization platforms.
• Strong business-analysis skills, including workshop facilitation, requirement elicitation, process and journey analysis, acceptance criteria, impact assessment, and stakeholder alignment.
• Experience with privacy, consent, data governance, customer-data protection, and responsible use of behavioral analytics.
• Ability to lead complex cross-functional initiatives, mentor contributors, manage ambiguity, and communicate technical analytics concepts in clear business language.

Preferred Technical Exposure:

• Google Looker Studio or comparable dashboarding and visualization tools.
• BigQuery, SQL, data extraction, reconciliation, or analytics data-pipeline exposure.
• Firebase Analytics or equivalent mobile analytics implementation experience.
• Sitecore analytics, experimentation, content personalization, or digital-experience platform operations.
• Adobe Analytics, Adobe Launch, Tealium, Matomo, Contentsquare, Hotjar, Microsoft Clarity, or comparable analytics and experience tools.
• JavaScript or TypeScript, HTML, CSS, Git, CI/CD, API concepts, and browser developer tools.