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Digital Analytics Strategy Lead

1 month ago

Crawley, West Sussex, United Kingdom Rentokil Initial Full time

As a Digital Analytics Strategy Lead at Rentokil Initial, you will play a pivotal role in overseeing the end-to-end strategy and execution of digital data tracking and analytics implementations across all digital channels. With hands-on technical expertise and strategic oversight, you will ensure that tracking, data collection, and analytics infrastructure are aligned with the company's data maturity goals and future-proofed for a cookieless world.

You will bring deep expertise in Google Tag Manager (GTM), server-side GTM (sGTM), data layer architecture, and Google Cloud tools (BigQuery, Looker Studio). As a mentor to junior team members, you will collaborate with cross-functional teams and lead the adoption of privacy-first tracking solutions to ensure compliance with global data regulations, including GDPR, CCPA, and cookie policies.

Key Responsibilities
  • Digital Analytics and Tracking Strategy:
    • 1. Data Layer Architecture: Lead the design and deployment of a data layer strategy, ensuring consistency and quality across all digital channels.
    • 2. Tracking System Management: Own and manage the architecture that enables data collection for analytics purposes, ensuring that data is of high quality and supports marketing performance measurement across campaigns.
    • 3. Process Improvement: Suggest changes to processes where data quality issues arise, ensuring strong data integrity across all platforms particularly in relation to marketing performance indicators.
    • 4. Transition to Server-Side GTM: Oversee the transition to server-side GTM (sGTM) to improve privacy compliance and ensure resilience in a cookieless world while enabling more effective measurement of marketing activities.
    • 5. UTM Tracking and Tag Management: Collaborate with marketing teams to ensure UTM tracking and tag management implementations align with digital marketing goals and reporting frameworks.
    • 6. Performance Optimization: Ensure that marketing and tracking implementations do not negatively impact wider site performance, such as page load times and overall site speed.
Governance and Documentation:
  • Establish governance frameworks for tracking and data collection, ensuring alignment with data privacy regulations (e.g., GDPR, CCPA) and consistency across all platforms.
  • Create and maintain comprehensive documentation for GTM, data layers, server-side tracking solutions, and the specific implementations necessary for accurate marketing attribution.
  • Develop privacy and security governance documents to ensure that tracking implementations follow best practices for data protection, security, and compliance.
Mentorship and Leadership:
  • Provide guidance and mentorship to the Technical Web Analyst on best practices for tracking implementations.
  • Serve as the lead technical contact for tracking deployments, working with developers to ensure correct setup.
  • Provide guidance to developers on tracking implementations carried out through the CMS, including writing developer guides for data layer implementation.
Requirements:

We are seeking an experienced professional with:

  • At least 5+ years of experience with Google Tag Manager (GTM), Google Analytics 4 (GA4), and marketing tag management in a large, preferably global organisation.
  • A proven track record of implementing and managing complex tracking systems for the measurement of digital marketing performance.
  • Strong expertise in GA4 implementation, including setting up data layers, configuring marketing tags, and debugging tracking issues to ensure proper marketing attribution.
  • Experience with SQL, particularly within Google BigQuery, to query large datasets for marketing performance analysis.
  • A deep understanding of digital marketing metrics, campaign tracking, and performance analysis across SEO, PPC, and other digital channels.
  • Proficiency in integrating analytics systems with Google Cloud tools (BigQuery, Looker Studio, Cloud Functions) to support wider business and marketing performance reporting.
  • Strong problem-solving skills and the ability to troubleshoot tracking and data collection issues.
Benefits:
  • Competitive salary (£80,000 - £120,000 per annum)
  • Hybrid working
  • Rentokil Initial Reward Scheme
  • 23 days holiday, plus 8 bank holidays
  • Employee Assistance Programme
  • Death in service benefit
  • Healthcare
  • Free parking