Senior Manager, Demand Generation Analytics

The Senior Manager of Demand Generation Analytics will lead a team of web, digital advertising, and campaign data analysts to define and implement web tracking requirements, create reports and dashboards, and provide ongoing analysis and insights into website and project performance. This role also includes responsibility for paid media and campaign analysis and projects, offering data-driven recommendations for continuous improvement.

The team in Global Marketing Operations will collaborate closely with key stakeholders and business partners, including Digital Experience/Web, Product Marketing, Global Campaigns, Paid Media, Field Marketing, and IT. The ideal candidate should possess the ability to transform raw data into actionable performance insights, leveraging trend analysis across web, campaign, and paid media data.

This role requires strong leadership skills, the ability to work autonomously in a dynamic environment, and exceptional communication and prioritization skills to present strategies and recommendations effectively to mid and senior management.

Responsibilities: 

Reporting & Analysis

• Develop intuitive and scalable dashboards, reports, and analyses to track websites, campaign, and paid media performance, aiding in planning and decision-making.
• Analyze complex data sets to extract insights that improve awareness, conversion, growth, and revenue.
• Create data visualizations and presentations that provide compelling insights to stakeholders in a digestible format.
• Utilize qualitative and quantitative metrics to analyze online consumer B2B buyer behaviors and inform stakeholders.

Technical Requirements & Implementation

• Implement, manage, and maintain Google Tag Manager, Google Analytics, and other digital marketing platforms.
• Maintain detailed documentation of analytics events, variables, and custom segments to enhance reporting.
• Identify gaps in the data capture strategy and collaborate on enhancements.
• Design custom segments using historical data to refine analysis.
• Work across teams to implement tracking and tagging requirements in collaboration with technical analysts, web production, development, and marketing teams.
• Understand and leverage data from digital ad platforms, including LinkedIn, Google, and Bing.
• Apply knowledge of Marketing processes and metrics (MAP, lead routing, pipeline attribution, etc.).
• Utilize SQL and ETL for efficient data handling and analysis.

Data Governance

• Maintain detailed documentation of web analytics processes, reporting updates, and user guides.
• Monitor KPI alerts and identify sudden changes in web traffic or engagement.
• Use ETL and visualization tools such as Google Data Studio, Power BI, and Tableau to create efficient processes.
• Define and share best practices for analyzing online user behavior.
• Collaborate with stakeholders to document requirements for ongoing and ad-hoc reporting.

Requirements: 

• Passion for data-driven insights, stakeholder activation, and performance optimization.
• 7–10 years of experience in data analysis, reporting, and enterprise web analytics platforms.
• Bachelor’s degree in business, Marketing, Computer Science, or a related analytical/technical field.
• Expertise in digital marketing data sources and tools, including Adobe Analytics, GA4, Looker Studio, Google Tag Manager, BigQuery, and Tableau.
• Advanced proficiency in Excel and PowerPoint for visualization and reporting.
• Deep expert in business intelligence and data visualization software such as Tableau (custom metrics, dashboards, ad-hoc views).
• Ability to communicate complex findings clearly to non-technical audiences in a structured format.
• Strong experience in user behavior analysis, waterfall/fallout analysis, and site testing.
• Awareness of new trends and features in analytics for improved data gathering.
• Exceptional analytical, problem-solving, and attention-to-detail skills.
• Ability to work effectively under deadlines in a fast-paced environment.
• Must possess rich experience in different stakeholder management in different teams.
• A deep understanding of the B2B software industry is a plus.

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