Digital Marketing Analytics Lead Specialist

Garrison Hughes is looking for a full-time Digital Marketing Analytics Lead Specialist to work exclusively with our client at UPMC. As a Digital Marketing Analytics Lead Specialist, you will work on integrating digital marketing analytics into decision-making processes within UPMC’s Corporate Marketing group. This includes developing, implementing, and refining a digital marketing analytics strategy that focuses on discovering key insights for online improvements. The Digital Marketing Analytics Lead Specialist will report to the Senior Manager Digital Marketing Analytics.


  • Work with the Manager of Digital Marketing Analytics to define the Digital Marketing Analytics Strategy and Omni-Channel Digital Analytics Strategy and manage implementation and evolution
  • Provide digital marketing analytics expertise and best practices to inform strategy development and overall business decisions
  • Manage the day-to-day core insights/trends of the digital marketing programs to help guide website and/or campaign optimization efforts
  • Create proactive insights reports focused on turning data into actionable information that drives results
  • Organize and present web analytics data using Adobe Analytics, Domo, Google Analytics, and appropriate statistical analysis programs
  • Provide dashboards, reporting, analyses, and actionable optimization recommendations
  • Track and report performance on all web marketing activities and keep senior management apprised of status and accomplishments
  • Work closely with Web Team and Development Team in estimation, planning activities, and QA
  • Work with UPMC digital strategy to support ongoing client needs, including development of custom profiles and reporting and troubleshooting analytics tracking issues
  • Provide ad hoc reports and analysis to quantify the impact of online marketing campaigns, content, tools
  • Complete ROI analysis for online marketing vehicles, campaigns, and content. Identify areas of opportunity to further improve campaign outcomes for UPMC initiatives. Provide insights and recommendations, based on web data, to support continuous improvement of these programs
  • Collaborate with external data partners, agencies, and vendors to assist with data collection, reporting, and tagging implementations on the site
  • Contribute to landing page optimization based on actionable data from analysis and testing
  • Provide industry data and trends to marketing management
  • Provide training on analytics basics to members of the digital team
  • Continue to hone knowledge (research) of market and industry and share knowledge with Web Team and clients

Educational/Knowledge Requirements:

  • Familiarity with Google Analytics and experience in creating standard and ad hoc reporting
  • 1-2 years in an analytical role in digital/social media or business intelligence preferred
  • Knowledge of social media analytics tools (Facebook insights, Twitter, Pinterest, Instagram, etc.)
  • Knowledge of SEO, SEM, and PPC strategies and measurement
  • Familiarity with Sitecore content management systems a plus
  • Basic understanding of advanced tracking techniques such as event tracking and cross-domain tracking
  • Knowledge of creating custom tracking URLs using UTM tagging parameters
  • Knowledge of Google tag management tools
  • Ability to read and interpret HTML and JavaScript
  • Understanding of marketing, media, user experience (UX), and customer segmentation principles, best practices and analytical approaches
  • Knowledge and ability to apply digital marketing analytics results to the practical considerations of day-to-day marketing and operational business challenges
  • Proven experience with analyzing and identifying the strengths and weaknesses of options and exercising critical thinking and problem-solving skills
  • Ability to identify the need for alerts to inform business and IT users of website problems
  • Attention to detail and proven ability to multitask and handle a high-pressure environment with significant timeline constraints
  • Excellent written, verbal, and data visualization skills with experience creating professional, client-facing documents
  • Ability to work independently and within a cross-functional team
  • Perform in accordance with system-wide competencies/behaviors
  • Perform other duties as assigned