The role

The Web/eCommerce Data Analyst is responsible for the technical implementation of all campaign tracking and for the continuous optimization of the website and eCommerce conversion funnel. They ensure data accuracy, identify purchase barriers, and implement on-site improvements to maximize the effectiveness of digital media, email, and social campaigns.

Key Responsabilities

1. Conversion Tracking and Data Integrity

• Implement and manage all conversion tracking (e.g., purchases, form fills, sign-ups) across the website using a Tag Management System.
• Validate the accuracy of eCommerce tracking (revenue, product views, add-to-carts) and conversion goals in the Web Analytics Platform.
• Collaborate with the Marketing Analyst to ensure UTM parameter governance is consistent and properly links campaign traffic to on-site actions.
• Monitor site health and performance metrics to ensure site speed and functionality do not create data or conversion barriers.

2. Conversion Rate Optimization (CRO)

• Analyze user behavior data (e.g., session recordings, heatmaps, funnel reports) to identify bottlenecks, friction points, and opportunities for conversion improvement on key landing pages and the checkout process.
• Develop and run A/B and multivariate tests on headlines, calls to action (CTAs), landing page layouts, and product pages to improve conversion rates.
• Manage on-site personalization and dynamic content delivery based on referral source or user segment.

3. Performance Reporting and Analysis

• Provide regular, in-depth analysis of on-site performance metrics, including Bounce Rate, Time on Site, Pages Per Visit, Exit Pages, and specifically, the Checkout Abandonment Rate.
• Develop and maintain dashboards focused on the relationship between channel traffic and on-site conversion success.
• Translate complex data into clear, actionable recommendations for the Campaign Manager, Digital Specialists, and Web Development team.

4. Training

• Prepare, organize, and run training for both Global and Local marketers to 1. Explain how to use the dashboards 2. Explain how to read the reports and translate them into actionable insights 3. Discuss actions based on insights and define next steps.
• Create reference guides to support different types of analytics consumers (basic, advanced, technical).

Required skills and qualifications

Technical Expertise

• High proficiency in Web Analytics and Tagging: Google tools (Google Analytics, Google Tag Manager), Adobe Analytics, Piwik Pro.
• Familiarity with SQL or similar data querying languages.
• Expertise in validating and troubleshooting conversion pixels and eCommerce data layers.

Analytical & Process

• Proven ability to conduct detailed conversion funnel analysis and interpret qualitative user behavior data (e.g., from heatmaps or session replay tools).
• Strong analytical and problem-solving skills with a passion for data accuracy and process improvement.
• Detail-oriented and highly organized with excellent project management skills.
• Proven ability to translate business requirements into technical specifications and vice versa.

Web/eCommerce Knowledge

• Strong understanding of eCommerce platforms and the typical customer journey from landing page to purchase.

Business acumen

• Demonstrates curiosity and interest in gaining an excellent understanding of the business needs across various markets, and how this translates into the digital marketing channels, including their strategies and tactics.

Communication

• Excellent ability to communicate data-driven insights to both technical and non-technical stakeholders.

Work Style

• Senior professional who is self-driven, independent, and proactive, with a strong ability to collaborate effectively across functions