The Web Analytics Implementation Manager will be responsible for overseeing the end-to-end strategy and execution of digital data tracking and analytics implementations across all digital channels. This role combines hands-on technical expertise with strategic oversight, ensuring that tracking, data collection, and analytics infrastructure are aligned with the company’s data maturity goals and future-proofed for a cookieless world.
The ideal candidate will bring deep expertise in Google Tag Manager (GTM), server-side GTM (sGTM), data layer architecture, and Google Cloud tools (BigQuery, Looker Studio). They will mentor junior team members, collaborate with cross-functional teams, and lead the adoption of privacy-first tracking solutions to ensure compliance with global data regulations, including GDPR, CCPA, and cookie policies. They will also work closely with external agency partners to align on technical strategy and execution.
Key Responsibilities
The Digital Analytics & Tracking Manager will be responsible for ensuring that tracking systems are robust, scalable, and aligned with the company’s broader data strategies. They will work closely with the Head of Data Analytics and Insights, Technical Web Analyst, and other key stakeholders (including GIS and regional marketing leads) to ensure efficient data collection and insight generation.
1. Digital Analytics and Tracking Strategy:
1. Lead the design and deployment of a data layer strategy, ensuring consistency and quality across all digital channels.
2. Own and manage the architecture that enables data collection for analytics purposes, ensuring that data is of high quality and supports marketing performance measurement across campaigns.
3. Suggest changes to processes where data quality issues arise, ensuring strong data integrity across all platforms particularly in relation to marketing performance indicators.
4. Oversee the transition to server-side GTM (sGTM) to improve privacy compliance and ensure resilience in a cookieless world while enabling more effective measurement of marketing activities.
5. Collaborate with marketing teams to ensure UTM tracking and tag management implementations align with digital marketing goals and reporting frameworks.
6. Ensure that marketing and tracking implementations do not negatively impact wider site performance, such as page load times and overall site speed.
2. Governance and Documentation:
1. Establish governance frameworks for tracking and data collection, ensuring alignment with data privacy regulations (e.g., GDPR, CCPA) and consistency across all platforms.
2. Create and maintain comprehensive documentation for GTM, data layers, server-side tracking solutions, and the specific implementations necessary for accurate marketing attribution.
3. Develop privacy and security governance documents to ensure that tracking implementations follow best practices for data protection, security, and compliance.
3. Mentorship and Leadership:
1. Provide guidance and mentorship to the Technical Web Analyst on best practices for tracking implementations.
2. Serve as the lead technical contact for tracking deployments, working with developers to ensure correct setup.
3. Provide guidance to developers on tracking implementations carried out through the CMS, including writing developer guides for data layer implementation.
Requirements:
* 5+ years of experience with Google Tag Manager (GTM), Google Analytics 4 (GA4) and marketing tag management in a large, preferably global organisation.
* Proven track record of implementing and managing complex tracking systems for the measurement of digital marketing performance.
* Strong expertise in GA4 implementation, including setting up data layers, configuring marketing tags, and debugging tracking issues to ensure proper marketing attribution.
* Experience with SQL, particularly within Google BigQuery, to query large datasets for marketing performance analysis.
* Deep understanding of digital marketing metrics, campaign tracking, and performance analysis across SEO, PPC, and other digital channels.
* Proficiency in integrating analytics systems with Google Cloud tools (BigQuery, Looker Studio, Cloud Functions) to support wider business and marketing performance reporting.
* Strong problem-solving skills and the ability to troubleshoot tracking and data collection issues.
Benefits:
* Competitive salary and bonus scheme
* Hybrid working
* Rentokil Initial Reward Scheme
* 23 days holiday, plus 8 bank holidays
* Employee Assistance Programme
* Death in service benefit
* Healthcare
* Free parking
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