Senior Digital Analyst

Náplň práce, právomoci a zodpovednosti:
As a Senior Digital Analyst, you will be a key member of the Global Digital Analytics team, analyzing digital data to identify opportunities and recommend improvements to digital business performance.

The role involves creating reports and dashboards on key metrics, evaluating online campaign performance, and providing actionable insights, as well as conducting ad-hoc analyses to uncover trends.

Managing web analytics tools to ensure accurate tracking and seamless integration with marketing platforms is a key responsibility. The Senior Digital Analyst also defines technical specifications for analytics platforms, collaborates with development teams, educates internal teams on best practices, and mentors colleagues on data best practices.

A core responsibility is integrating business and web analytics data to generate insights that inform strategic decisions, evaluate online initiatives, identify trends, and provide actionable recommendations for improvements.

##In this role you will:##
- Analyze web analytics and other quantitative and qualitative data to identify opportunities and recommend improvements to website performance
- Gather and document reporting requirements, then design and create reports and dashboards focusing on traffic, conversion, sales, and other online customer behavior metrics
- Identify automation needs, design and automate reports to reduce repetitive manual workload and enhance efficiency
- Drive evaluation of online activities and campaigns and provide insights and actionable recommendations for improvement
- Conduct ad-hoc analyses on key trends and provide recommendations based on findings. Collaborate with the digital marketing and sales teams to gather requirements for reporting
- Oversee the setup and maintenance of web analytics tools and marketing platforms, ensuring seamless connections. Manage user access and account structures as needed
- Design and maintain scripts and dashboards to monitor website performance, detect anomalies, and alert on critical changes or issues to enable timely intervention
- Identify and gather business requirements and translate them into actionable tracking requirements
- Manage tracking tags in a tag management tool, ensuring all relevant marketing and advertising platforms capture accurate data
- Define technical specifications for web analytics and tag management platforms, communicate requirements to development teams, and verify implementation accuracy before launch
- Lead educational initiatives for internal teams and regions on web analytics, data interpretation, and tracking best practices to support informed decision-making
- Generate and utilize quantitative and qualitative research data, translating into actionable recommendations on website optimization or A/B testing ideas
- Process large datasets, create custom data structures, metrics and data blends to extract actionable insights using advanced data processing tools and techniques
- Integrate diverse data sources to enable a comprehensive understanding and optimal utilization of available data in steering the business direction. Be responsible for the accurate utilization and comprehension of sales data integrated with web analytics data
- Analyze business intelligence data, interpret findings, and deliver actionable recommendations to support business growth
- Provide strategic recommendations based on a holistic understanding of integrated business and web analytics insights
- Plan and coordinate team tasks per managerial directive, be responsible for the performance of the tasks entrusted to it in accordance with established procedures and processes and prioritize tasks of colleagues in order to meet established objectives and achieve required results
- Continuously develop knowledge and skills and keep up-to-date with new trends and information in the field of expertise

##Required experience and skills:##
- At least 7 years of experience in a similar role
- Proficiency in English at B2 level or higher
- A proactive, "can-do" attitude, with a curious and analytical mindset
- Expert quantitative and qualitative analytical skills OR strong Google Tag Manager experience with technical implementation experience
- Detailed knowledge of Google Analytics or similar web analytics tool
- Detailed knowledge of tag management via Google Tag Manager or other tagging platforms
- Good knowledge of SQL or BigQuery
- Good knowledge of Google Platform products and data connection between them
- Great ability to translate business requirements into KPIs and metrics
- Solid analytical skills, capable of finding insights in diverse datasets and a solid grasp of statistics
- Strong communication skills and ability to influence stakeholders through data-driven business recommendations
- Great understanding of online marketing principles, web design, user experience, e-commerce, SEO, SEM, PPC and CRO best practices
- Technical acumen and experience with web technologies such as HTML, JavaScript
- Strong personal preference on data-driven decision making
- Proficiency in Microsoft Excel
- Ability to work independently, prioritize tasks, and adapt to changing priorities
- Service-orientated team player with expert communication skills

##Preferred Qualifications (a plus):##
- Google Analytics Individual Qualification certification or similar web analytics certification
- Certification in Google Tag Manager or other tag management platforms
- Experience with Google BigQuery or SQL certification
- Experience with BI reporting tools