Job Description

JOB SUMMARY

Develops and manages in-depth analysis and reporting of Byram Healthcare’s digital properties and online campaigns including search engine marketing (SEM) and optimization (SEO), emails and social media, to maximize user behaviors and drive business results. This individual will be the subject matter expert on Web analytics, online user experience behaviors, data analysis and performance reporting. He/she is responsible for implementing and measuring key performance indicators (KPIs) for each digital property and product therapy (E.g., Diabetes), building dashboards, competitive benchmarking and trending, and for communicating key metrics and findings to the leadership team and business partners. This person champions the use of data to help drive strategic decisions regarding digital properties, campaigns, and our online customer experience.

RESPONSIBILITIES

• Define and develop best practice key performance indicators and metrics to drive aggressive growth through digital properties, marketing programs, and conversion rate optimization of the user experience.
• Develop dashboards and reports to measure visitor traffic patterns, conversions, campaign ROI, navigation behavior, site search, abandonment, product and category testing, site visitor feedback and surveys.
• Develop business requirements and lead the migration from Google Analytics Universal to Google Analytics 4 (GA4).
• Automate current weekly and monthly digital analytics reporting utilizing 3rd party API solutions such as Google Analytics API Connector, Google Ads API Connector, Bing’s API, etc.
• Assist in increasing website traffic and conversions through expert knowledge and insights as well as quantitative analysis of visitor behaviors, multivariate testing, and online surveys. Benchmark against industry research and competitive intelligence.
• Manage set up and tracking of web analytics using Google Tag Manager (GTM) for websites, Apps, order intake forms, paid search, 3rd party display ads, on-site promotions, on-site manufacturer media campaigns, email campaigns, paid social ads, social media channels and for SEO. Also manage install of analytics tags via source code through digital agency as needed.
• Develop standard tracking methodologies, document processes for web analytics requests, implementation procedures, delivery of reports, as well as quality assurance of data accuracy and integrity.
• Monitor site usability including abandonment points, bounce rates, issues with information architecture and taxonomy, and make recommendations for improving the online customer experience.
• Develop site performance monitoring reports identifying slow loading pages and assist in troubleshooting until resolved for byramhealthcare.com, mybyramhealthcare.com and breastpumps.byramhealthcare.com.

EDUCATION & EXPERIENCE

• Bachelor’s degree or higher in digital marketing, business analytics, statistics, computer science or related field required.
• Minimum 3 years of experience managing web analytics business performance reporting for e-commerce, lead generation and online promotions.
• Certifications in Google Analytics, Google Data Studio, Google Tag Manager or a recognized web analytics association. Basic experience with JavaScript, CSS & HTML5.
• Or any combination of relevant education and experience to meet the above requirements.

KNOWLEDGE, SKILLS, & ABILITIES

• Proven experience driving change through disciplined use of web analytics to measure online campaigns, visitor behaviors and website user experience. This includes web, mobile, App, email, PPC, display, email, social and search engine optimization.

• Ability to produce insightful and relevant quantitative analysis and reports that clearly articulate key finding to senior management.

• Experienced in developing automated dashboards that leverage 3rd party APIs to integrate data.

• Strong experience with web analytics tools and with migrating / implementing Google Analytics tags across multiple sites and mobile Apps.

• Experience analyzing and managing paid search and SEO initiatives, multivariate testing, multi-channel, and integrated marketing campaigns.

• Knowledge of and expert-level experience in:

• Ad-serving and web analytics tools and the Google Marketing Platform (Analytics, Data Studio, Search Ads/Display 360, Tag Manager, etc.)

• A/B testing tools such as Google Optimize, Visual Website Optimizer, Optimizely or similar

• Web optimization and analytics tools such as CrazyEgg, Hotjar or similar.

• Content management systems such as Sitecore, Drupal and Adobe Experience Manager

• Data visualization tools such as Google Data Studio, Tableau or IBM Cognos

• Communicates effectively and persuasively, both verbally and in writing. Manages time effectively through strong organization, multi-tasking, time management, and project management skills. Demonstrated skill and confidence in proactively building relationships both internally and externally. An entrepreneurial proactive mindset that loves data and welcomes the challenge in developing ROI reporting.

• Manages time effectively through strong organization, multi-tasking, time management, and project management skills.

• Demonstrated skill and confidence in proactively building relationships both internally and externally.

• Ability to domestically travel up to 10%

• Ability to work various shifts.

• May work extended hours on occasion