Digital Marketing Analytics Manager
Populus Financial Group, Irving, TX, United States
The Digital Marketing Analytics Manager will lead data strategy for the digital marketing team and growing portfolio of brands. This is a highly visible role for a subject matter expert who thrives at the intersection of data, technology, and organizational enablement.
The Digital Marketing Analytics Manager drives data-informed strategy by leveraging expertise in Google Analytics (GA4), Google Tag Manager (GTM), and Branch.io to optimize campaign performance and user behavior. This role combines technical analysis and strategic communication skills to deliver actionable recommendations to diverse stakeholders.
Reporting to the Director of Digital Marketing, the Digital Marketing Analytics Manager will play a critical role in analyzing, optimizing, and expanding digital marketing investments to drive business growth while serving as the marketing organization’s digital analytics evangelist.
Major Responsibilities
Develop and execute a comprehensive digital marketing analytics strategy to drive data-driven decision-making across all marketing initiatives.
Lead implementation and governance of Google Tag Manager, serving as the organization’s GTM subject matter expert, to ensure comprehensive tracking of marketing performance, user behavior, and conversion events across all digital platforms.
Apply expert-level proficiency in Google Analytics (GA4) and Branch.io to analyze campaign performance, surface insights and generate actionable recommendations that directly influence marketing strategy.
Collaborate closely with the broader marketing team and the rest of the organization to define KPIs, align data governance standards, and ensure tracking implementation supports shared business goals. This person acts as the connector between technical and marketing functions.
Utilize data visualization and reporting tools to create insightful and actionable reports, dashboards, and presentations that communicate performance trends, opportunities, and recommendations to stakeholders.
Conduct in-depth analysis of marketing campaigns, customer journeys, and user segmentation to identify opportunities for optimization, A/B testing, and personalization.
Provide strategic recommendations to improve marketing effectiveness and optimize digital marketing spending.
Stay ahead of industry trends, emerging AI capabilities, and best practices in digital analytics and continuously evaluate new tools and technologies and recommend their adoption to keep our analytics strategy at the leading edge.
Champion data education and literacy across the Marketing, BI, and IT teams — leading training sessions, creating accessible resources, and evangelizing analytics to support organizational data fluency and insight-led decision-making.
Strong analytical skills with the ability to interpret data, identify patterns, and generate actionable insights.
Strategic thinker capable of connecting data-driven insights to organizational goals and outcomes.
Strong communication skills with the ability to translate complex information into clear, actionable insights for diverse audiences.
AI fluency with the ability to apply AI tools within analytics workflows and translate emerging capabilities into practical business value.
Proactive and self-motivated with a demonstrated ability to manage multiple projects simultaneously, meet deadlines in a fast-paced environment, and inspire cross-functional teams through data education and evangelism.
Minimum Qualifications
Bachelor's degree in marketing, business analytics, statistics, or a related field required, master's degree preferred.
Proven experience as a Digital Marketing Analytics Manager or similar role, with a track record of successfully implementing digital analytics strategies and delivering actionable insights required.
Expert proficiency in Google Analytics 4 (GA4) and Google Tag Manager (GTM) required.
Google Analytics Certification is strongly preferred.
Experience with Branch.io or similar MMP preferred.
Solid understanding of digital marketing concepts including performance marketing, conversion tracking, attribution modeling, and user segmentation required. Working knowledge of how AI and machine learning are transforming marketing analytics practices preferred.
Excellent communication skills with the ability to present data-driven insights and recommendations to both technical and non-technical stakeholders required.
Populus Financial Group is an equal opportunity employer and complies with all applicable federal, state, and local fair employment practices laws. In compliance with applicable law, Populus Financial Group does not discriminate against any applicant or employee on the basis of race, color, religion, creed, sex, sexual orientation, gender (including gender nonconformity and status as a transgender or transsexual individual), national origin or ancestry, ethnicity, age, physical or mental disability, citizenship, past, current, or prospective service in the uniformed services, genetic information, pregnancy status, or any other protected classification. This policy applies to all terms and conditions of employment, including, but not limited to, hiring, training, promotions, discipline, compensation, benefits, and termination of employment.
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The Digital Marketing Analytics Manager drives data-informed strategy by leveraging expertise in Google Analytics (GA4), Google Tag Manager (GTM), and Branch.io to optimize campaign performance and user behavior. This role combines technical analysis and strategic communication skills to deliver actionable recommendations to diverse stakeholders.
Reporting to the Director of Digital Marketing, the Digital Marketing Analytics Manager will play a critical role in analyzing, optimizing, and expanding digital marketing investments to drive business growth while serving as the marketing organization’s digital analytics evangelist.
Major Responsibilities
Develop and execute a comprehensive digital marketing analytics strategy to drive data-driven decision-making across all marketing initiatives.
Lead implementation and governance of Google Tag Manager, serving as the organization’s GTM subject matter expert, to ensure comprehensive tracking of marketing performance, user behavior, and conversion events across all digital platforms.
Apply expert-level proficiency in Google Analytics (GA4) and Branch.io to analyze campaign performance, surface insights and generate actionable recommendations that directly influence marketing strategy.
Collaborate closely with the broader marketing team and the rest of the organization to define KPIs, align data governance standards, and ensure tracking implementation supports shared business goals. This person acts as the connector between technical and marketing functions.
Utilize data visualization and reporting tools to create insightful and actionable reports, dashboards, and presentations that communicate performance trends, opportunities, and recommendations to stakeholders.
Conduct in-depth analysis of marketing campaigns, customer journeys, and user segmentation to identify opportunities for optimization, A/B testing, and personalization.
Provide strategic recommendations to improve marketing effectiveness and optimize digital marketing spending.
Stay ahead of industry trends, emerging AI capabilities, and best practices in digital analytics and continuously evaluate new tools and technologies and recommend their adoption to keep our analytics strategy at the leading edge.
Champion data education and literacy across the Marketing, BI, and IT teams — leading training sessions, creating accessible resources, and evangelizing analytics to support organizational data fluency and insight-led decision-making.
Strong analytical skills with the ability to interpret data, identify patterns, and generate actionable insights.
Strategic thinker capable of connecting data-driven insights to organizational goals and outcomes.
Strong communication skills with the ability to translate complex information into clear, actionable insights for diverse audiences.
AI fluency with the ability to apply AI tools within analytics workflows and translate emerging capabilities into practical business value.
Proactive and self-motivated with a demonstrated ability to manage multiple projects simultaneously, meet deadlines in a fast-paced environment, and inspire cross-functional teams through data education and evangelism.
Minimum Qualifications
Bachelor's degree in marketing, business analytics, statistics, or a related field required, master's degree preferred.
Proven experience as a Digital Marketing Analytics Manager or similar role, with a track record of successfully implementing digital analytics strategies and delivering actionable insights required.
Expert proficiency in Google Analytics 4 (GA4) and Google Tag Manager (GTM) required.
Google Analytics Certification is strongly preferred.
Experience with Branch.io or similar MMP preferred.
Solid understanding of digital marketing concepts including performance marketing, conversion tracking, attribution modeling, and user segmentation required. Working knowledge of how AI and machine learning are transforming marketing analytics practices preferred.
Excellent communication skills with the ability to present data-driven insights and recommendations to both technical and non-technical stakeholders required.
Populus Financial Group is an equal opportunity employer and complies with all applicable federal, state, and local fair employment practices laws. In compliance with applicable law, Populus Financial Group does not discriminate against any applicant or employee on the basis of race, color, religion, creed, sex, sexual orientation, gender (including gender nonconformity and status as a transgender or transsexual individual), national origin or ancestry, ethnicity, age, physical or mental disability, citizenship, past, current, or prospective service in the uniformed services, genetic information, pregnancy status, or any other protected classification. This policy applies to all terms and conditions of employment, including, but not limited to, hiring, training, promotions, discipline, compensation, benefits, and termination of employment.
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