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Senior Analyst, Web and Marketing Analytics
DeVry University. Serve as a technical subject matter expert for GA4 and website measurement .
Core Competencies
Role fitCore Competencies
Use this summary to align your resume positioning with the role.
Demonstrates expertise in GA4 and GTM for web analytics, including event-based measurement and data-layer architecture. Proficient in SQL and analytical tools like Power BI, with a strong focus on optimizing website performance and conversion paths through data-driven insights.
Highest-signal resume keywords
GA4 ExpertiseGTM AdministrationSQL ProficiencyPower BI ReportingSEO Performance Analysis
ATS Keywords
Tailor your resumeApplicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard Skills
Web AnalyticsEvent-Based MeasurementData-Layer ArchitectureConversion TrackingStatistical AnalysisA/B TestingTechnical SEODigital Marketing AnalyticsReporting and VisualizationAI-Enabled Tools
Soft Skills
Excellent CommunicationProject ManagementStakeholder InfluenceAnalytical ThinkingProblem Solving
Tools & Technologies
Power BIGoogle Tag ManagerGoogle AnalyticsAdobe AnalyticsBigQueryAzureSalesforceObservePointOneTrustJira
Industry Keywords
Digital MarketingHigher EducationLead GenerationAttribution ConceptsSearch Intelligence
Tech Stack
Tools & technologiesAzureBigQueryJavaScriptOracleSQLTableau
About the role
Key responsibilities & impact- Serve as a technical subject matter expert for GA4 and website measurement
- Define measurement requirements, event specifications, validation standards, event taxonomies, data-layer specifications, form and application tracking definitions, conversion standards, and measurement documentation
- Partner with Web Development and IT on GTM administration and technical deployment
- Audit tracking accuracy and traffic quality; investigate duplicate or missing events, broken forms, bot traffic, unexpected referral patterns, and other discrepancies
- Partner with Web Development, IT, and vendors on server-side GTM, Google Tag Gateway, consent-aware tagging, privacy controls, automated tag auditing, and browser measurement changes
- Analyze organic search visibility, search intent, keyword and landing-page performance, technical SEO indicators, and competitive positioning
- Monitor AI-powered discovery, brand mentions, citations, answer presence, prompt-level visibility, and competitive share of voice
- Build reporting connecting traditional and AI-powered search visibility with website referrals, landing-page engagement, inquiry conversion, and prospective student journey outcomes
- Partner with SEO, content, and web product teams to evaluate structured data and technical optimization initiatives
- Analyze website acquisition, navigation, content engagement, form behavior, landing-page effectiveness, and conversion paths
- Develop and maintain automated website performance dashboards, reusable semantic models, and analytical views in Power BI, Looker, or Looker Studio
- Use SQL and governed data environments such as BigQuery and Azure to query, join, validate, and segment website and digital journey data
- Investigate changes in website and search performance, quantify root causes and opportunities, recommend prioritized actions, and evaluate implemented changes
- Leverage governed, reusable website data sources and reduce reliance on manual reporting processes
- Evaluate how acquisition source, messaging, navigation, content, and experience changes influence on-site behavior, conversion, and prospective student progression
- Combine behavioral analytics with qualitative inputs, testing results, and journey feedback to identify friction and prioritize experience improvements
- Apply AI-enabled tools to accelerate data exploration, SQL development, anomaly investigation, automated monitoring, and self-service analytics while validating outputs
- Support A/B testing and conversion optimization using VWO or comparable tools, including hypothesis development, instrumentation, audience segmentation, statistical interpretation, and post-test measurement
- Develop documented, reusable analytical workflows and monitoring to surface tracking defects, conversion friction, and performance opportunities
- Translate ambiguous website and search performance questions into structured investigations and communicate findings, recommendations, and results
- Coordinate concurrent instrumentation, audit, reporting, and optimization initiatives and drive adoption of shared measurement standards
Requirements
What you’ll need- Bachelor’s degree in Analytics, Statistics, Computer Science, Information Systems, Marketing, Business, or a related field
- 4–6 years of experience in web analytics, digital marketing analytics, business intelligence, or a related analytical discipline
- Substantial experience with reporting and visualization tools such as Power BI or Tableau
- Advanced hands-on experience with GA4 and GTM, including event-based measurement, data-layer architecture, form and conversion tracking, tagging QA, troubleshooting, and working knowledge of gtag.js
- Experience analyzing website performance and digital journeys using Google Analytics, Adobe Analytics, or comparable platforms
- Familiarity with marketing measurement and attribution concepts
- Experience evaluating SEO performance with Google Search Console and at least one search intelligence platform such as seoClarity, AthenaHQ, Semrush, Ahrefs, or an equivalent
- Working knowledge of AI-powered search and AIO/GEO measurement concepts, including limitations of AI visibility, citations, and referral attribution
- Proficiency in SQL (Azure, BigQuery, Oracle, etc.) and experience validating, combining, and interpreting data from multiple sources
- Demonstrated application of AI-enabled tools to analytical investigation, automation, or reporting with appropriate accuracy and privacy controls
- Ability to diagnose tracking and traffic-quality issues, apply practical statistical reasoning, present prioritized recommendations, influence stakeholders constructively, and manage concurrent technical projects independently
- Excellent communication and project management skills
- Preferred: Master’s degree in a related discipline
- Preferred: Hands-on exposure to AI search monitoring tools such as AthenaHQ or Profound
- Preferred: Working knowledge of server-side GTM, Google Tag Gateway, automated tag auditing tools such as ObservePoint, consent management platforms such as OneTrust, JavaScript, browser developer tools, and technical SEO concepts
- Preferred: Experience with Salesforce or similar CRM platforms, website-to-inquiry conversion analysis, landing-page optimization, and A/B experimentation
- Preferred: Experience using Jira or Asana for analytical or technical project management
- Preferred: Experience in higher education or another complex, high-consideration lead-generation environment
Benefits
Comp & perks- Remote or virtual work arrangement
- Opportunity to work with cross-functional Experience, Website Marketing, Analytics, Technology, SEO, Content, UX, CRM/Email, and Paid Media teams
- Use of AI-enabled tools and modern analytics platforms
- Professional exposure to website measurement, SEO/AIO/GEO analytics, experimentation, and digital experience optimization