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SHRM Lead, Digital Analytics in Alexandria, Virginia

Lead, Digital Analytics

1800 Duke St, Alexandria, VA 22314, USA

Req #810

Friday, April 26, 2024

SHRM is a member-driven catalyst for creating better workplaces where people and businesses thrive together. As the trusted authority on all things work, SHRM is the foremost expert, researcher, advocate, and thought leader on issues and innovations impacting today’s evolving workplaces.  With nearly 340,000 members in 180 countries, SHRM touches the lives of more than 362 million workers and their families globally.

The Lead, Digital Analytics is responsible for designing and leading a comprehensive web engagement and digital analysis plan and translating this information into actionable insights and recommendations for the business. Working closely with marketing and business stakeholders, this position sets the roadmap that identifies and integrates analytics tools and delivers impactful and actionable metrics that track customer usage, engagement, purchase behaviors and overall patterns. This position will deliver day-to-day performance data and reporting to help support high-impact strategic decisions.

The Lead, Digital Analytics will be responsible for analyzing data to drive strategy, optimize user experiences and improve overall business performances by transforming raw data into actionable insights for the business.


· Develop, design, produce and maintain holistic, integrated performance reports and KPI scorecards to monitor the performance of digital channels, e-commerce, and marketing campaigns utilizing different attribution methodologies. Provide recommendations based on findings.

· Oversee data extraction, analysis, and interpretation from various sources, including websites, e-commerce, social media, and internal data sources.

· Provide monthly deep dive analysis of marketing campaigns, digital channels, and e-commerce transactions. Summarize and present overall findings and key takeaways

· Use various SHRM data sources and systems to produce and maintain regular dashboards and reports on web traffic, engagement, and outcomes, including marketing conversions and e-commerce revenue. Perform ad-hoc analyses per department requests.

· Assist in data preparation for senior-level executive presentations.

· Collaborate with the marketing analytics manager to define tracking requirements and implement tags for web properties.

· Lead support for analytics tools such as Adobe Analytics, Google Analytics, Google Tag Manager, Google Data Studio, Google Optimize, etc. This includes but is not limited to providing access, creating views, creating custom reports, setting up event tracking/custom variables, setting up e-commerce funnels, and setting up goals.

· Work closely with data scientists to improve attribution capabilities and to test or report the performance of new projects.

· Provide technical support for testing scenarios and search engine optimization. Identify and close data capture gaps.

· Engage closely with brand, marketing, sales, events and other teams to ensure a data-driven approach to business strategy.

Education & Experience

  • Bachelor’s degree in Marketing, Business, Analytics, or related field

  • Six (6) years of experience in an equivalent or similar role, such as marketing analytics or business intelligence.

  • 6years’ experience with Adobe Analytics andGoogle Analytics, experience analyzing data from e-commerce and marketing automation experience.

  • Experience writing basic SQL scripts and working in a data warehouse environment with large data sets.

  • Experience with cross-channel marketing attribution and attribution models.


· Google Analytics Certification Preferred

· Tableau Desktop Specialist or Tableau Data Analyst Certification preferred

Knowledge, Skills & Abilities

  • Advanced Excel skills, including expertise in pivot tables, statistical functions, interactive charts, and macros.

  • Advanced skills in tagging and tracking web pages and features, e-commerce checkout areas, cross-domain and sub-domains, calls-to-action, and funnels.

  • Excellent analytics, quantitative, and problem-solving abilities.

  • Strong verbal and written communication skills.

  • Strong collaborator with the ability to build cross-functional relationships.

  • Experience with Tableau, advanced analytics, statistics, and modeling is a plus.

  • Experience with Adobe Analytics, Customer Journey Analytics, and Adobe Launch is preferred.

  • Experience with Optimizely, Google Optimize, and tagging is preferred.

  • Working knowledge of Search Engine Optimization (SEO) best practices and paid search; familiarity with web design principles is a plus.

  • Understanding of and an interest in both current and emerging data analytics tools.

Physical Requirements

  • Must be able to perform essential duties satisfactorily with reasonable accommodations.


The hiring range for this position is $103,000 to $120,000 per year. This range is an estimate, and the actual salary may vary based on the candidate's experience, skills, and qualifications. SHRM offers a competitive and comprehensive total rewards package. The benefits for this position include professional growth and development, health, dental, vision, well-being, health savings, flexible spending, retirement, open leave, and annual discretionary bonus and incentives.

Our employment practices are in accordance with the laws that prohibit discrimination against qualified individuals on the basis of race, religion, color, gender, age, national origin, physical or mental disability, genetic information, veteran’s status, marital status, gender identity and expression, sexual orientation, or any other status protected by applicable law.

SHRM is an equal opportunity employer (Minority/Female/Disabled/Veteran).

We do not sponsor applicants for work visas.

Other details

  • Job Family Business Intelligence

  • Job Function Differentiated Pay

  • Pay Type Salary

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  • 1800 Duke St, Alexandria, VA 22314, USA