Digital Analytics & Insights Manager

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The Manager, Digital Analytics & Insights is responsible for delivering actionable insights that improve the performance of the Dignity Memorial website. Supporting North America's largest funeral home and cemetery provider, with more than 1,600 locations and a digital ecosystem of 50+ million webpages, this role transforms customer and website data into strategic recommendations that enhance search visibility, improve website usability, optimize customer experiences, and increase qualified leads.

This role goes beyond reporting to proactively identify opportunities and barriers throughout the customer journey—from families researching funeral and cemetery pre-planning services to those seeking immediate-need services or searching for a loved one's obituary. By analyzing customer behavior, website performance, and digital marketing channels, this leader uncovers insights that improve how customers discover, navigate, and engage with the Dignity Memorial website.

As the Digital Marketing team's analytics leader, this individual leverages GA4 and other digital measurement tools to identify customer pain points, monitor search engine and AI search trends, evaluate marketing performance, and recommend data-driven improvements that deliver measurable business results. The ideal candidate is naturally curious, highly analytical, and passionate about turning complex data into meaningful actions that improve the customer experience and drive business growth.

JOB RESPONSIBILITIES 

Generate Actionable Insights

• Analyze website performance and customer behavior to identify opportunities that increase traffic, engagement, and lead generation.
• Deliver actionable insights that inform business strategy, website UX decisions, marketing investments and customer acquisition efforts.
• Lead recurring business reviews that highlight key trends, drivers of performance, and recommended actions.
• Conduct ad hoc analyses to support executive decision-making and strategic initiatives.

Lead Digital Measurement & Reporting

• Own the digital website measurement strategy using Google Analytics 4 (GA4) and ongoing optimizations.
• Develop executive dashboards and KPI reporting that provide meaningful business insights.
• Ensure data accuracy, governance, and consistent measurement across all digital initiatives.
• Continuously improve reporting processes to increase efficiency, consistency, and usability.

Channel Marketing Analytics

• Measure and analyze the performance of digital marketing channels, including Organic Search (SEO), Paid Search, Google Business Profile, Email, Social Media, Referral, Direct, and emerging AI-driven traffic sources.
• Develop channel-level insights that evaluate traffic quality, customer engagement, lead generation, conversion rates, and return on marketing investment.
• Partner with Digital Marketing teams to identify opportunities to improve acquisition strategies, optimize marketing spend, and maximize lead generation across channels.
• Evaluate attribution models and customer journeys to understand how channels work together to influence conversion.
• Identify emerging trends, shifts in channel performance, and competitive changes, providing proactive recommendations that improve overall marketing effectiveness.

Optimize Customer Experience

• Analyze customer journeys to identify friction points, abandonment, and barriers to conversion.
• Recommend improvements to website navigation, content, forms, scheduling experiences, and conversion funnels that improve usability and increase qualified leads.

Monitor Search & AI Performance

• Partner with SEO to monitor trends affecting Google Search and emerging AI-powered search experiences.
• Identify technical issues, indexing challenges, content gaps, and changes in customer search behavior that may impact website visibility and traffic.

Drive Continuous Optimization

• Own the digital analytics backlog
• Partner with Product, UX, Engineering, Paid Media, and SEO teams to measure experiments, evaluate new initiatives, and prioritize improvements based on data and expected business impact.
• Foster a culture of continuous testing, learning, and optimization across the digital organization.
• Continuously evaluate emerging measurement capabilities and recommend improvements.
• This is not intended to be an all-inclusive list of the essential functions or duties related to this job

MINIMUM REQUIREMENTS

Education

• Bachelor's degree in Analytics, Marketing, Business, Statistics, Computer Science, or a related field.

Experience

• 5+ years of experience in digital analytics, web analytics, or marketing analytics.
• Experience building executive dashboards using Power BI, Looker Studio, Tableau, or similar visualization tools.
• Experience working with large, enterprise websites and translating complex data into strategic business recommendations.

Knowledge, Skills and Abilities

• Advanced expertise with Google Analytics 4 (GA4) and Google Tag Manager.
• Strong understanding of customer journey analysis, conversion optimization, SEO measurement, and digital marketing analytics.
• Excellent communication, storytelling, and presentation skills.

WORK CONDITIONS                                                                  

Work Environment

• Work indoors during all seasons and weather conditions
• Comply with Corporate dress code policy

Work Postures

• Sitting continuously for many hours per day, up to 6 hours per day
• Climbing stairs to access buildings frequently

Physical Demands

• Physical effort requiring manual dexterity is required, includes paperwork, calculators, computers and phone usage

Work Hours

• Working beyond “standard” hours as the need arises

Postal Code: 77019

Category (Portal Searching): Marketing and Advertising

Job Location: US-TX - Houston