Digital Performance Analyst

Position Overview:

We are seeking a Digital Performance Analyst with strong expertise in Direct-to-Consumer (DTC) analytics to measure and analyze the performance of the end-to-end digital customer journey across acquisition, conversion, and self-service experiences.

This role sits within the Digital Operations team and reports to the Director of Digital Customer Experience. The analyst will play a critical role in enabling data-driven decision-making by developing scalable measurement frameworks, ensuring data accuracy, and delivering actionable insights that improve marketing performance and ecommerce outcomes.

The ideal candidate brings a strong foundation in digital marketing analytics (SEO, SEM, paid media, social, and other DTC channels), hands-on experience with tagging and data layer architecture, and the ability to translate complex data into clear business recommendations.

Responsibilities:

Performance Measurement & Insights

• Develop and maintain digital performance dashboards using GA4, GTM, Salesforce Marketing Cloud, and related platforms (e.g., Heap, VWO) to track traffic, funnel performance, conversion, marketing effectiveness, and digital adoption
• Analyze cross-channel marketing performance to identify trends, anomalies, and optimization opportunities
• Deliver actionable insights that support daily, weekly, and monthly decision-making across marketing and ecommerce teams

Customer Journey & Funnel Analysis

• Analyze end-to-end customer journeys to identify drop-off points and friction across key flows (e.g., category, plan selection, checkout, My Account)
• Segment performance by device, channel, product, and customer type to uncover actionable insights

Tagging, Data Integrity & Implementation

• Manage and validate tag implementation across web properties using Google Tag Manager, ensuring accurate and consistent data collection
• Partner with developers to define, document, and maintain data layer architecture
• Diagnose and resolve issues related to tag firing, tracking gaps, and hardcoded site elements impacting data quality
• Conduct regular audits to ensure clean, reliable, and scalable measurement frameworks

Experimentation & Optimization

• Support A/B and multivariate testing by ensuring proper tracking, validating data integrity, and analyzing results
• Provide clear reporting and recommendations to inform optimization strategies
• Automate reporting as possible to increase efficiency

Cross-Functional Collaboration

• Collaborate with Marketing, Product and Engineering, teams to define KPIs and tracking requirements aligned with DTC growth goals
• Present data-driven insights and recommendations to stakeholders, including senior leadership
• Support ROI analysis and attribution modeling across marketing channels

Data Enablement & Innovation

• Automate and streamline reporting processes to improve efficiency and scalability
• Enable integration of call conversion data and offline signals into digital reporting to improve channel attribution and media optimization
• Stay current on evolving analytics technologies, privacy standards, and industry best practices

Essential Functions:

Essential Job Function

% of Time on Function

Performance Measurement & Insights

40%

Customer Journey & Funnel Analysis

20%

Tagging, Data Integrity & Implementation

10%

Experimentation & Optimization

10%

Cross-Functional Collaboration

10%

Data Enablement & Innovation

10%

Total

100%

Job Requirements:

• Bachelor's degree in Marketing, Business, Computer Science, Data Analytics, or a related field
• 5-7 years of experience in digital analytics, preferably in DTC, ecommerce, or agency environments
• Strong proficiency in analytics platforms, including Google Analytics 4 (GA4) and Google Tag Manager, including event tracking, data layer mapping, and debugging
• Experience building dashboards using tools such as Looker Studio, Power BI, or Tableau
• Strong understanding of digital marketing channels, attribution methodologies, and conversion tracking
• Experience working with data layers, custom JavaScript variables, and diagnosing tracking issues
• Ability to collaborate effectively with developers on tagging and implementation requirements
• Familiarity with CRM, CMS, ecommerce, and marketing technology ecosystems
• Strong analytical and problem-solving skills, with the ability to translate data into actionable insights
• Excellent communication skills, with the ability to present complex findings to both technical and non-technical audiences
• High attention to detail and commitment to data accuracy and governance
• Proactive, curious, and continuously learning in a fast-evolving digital landscape
• Strong work ethic and willingness to take ownership
• Ability to work independently

Salary Range (Norwalk): $76,453.50 to $101,938.00

Annual Bonus Potential: 5%

The wage range for this role takes into account the wide range of factors that are considered in making compensation decisions, including but not limited to seniority, merit, geographic location where the work is performed, education, experience, travel requirements for the job, and/or other business and organizational needs.

#LI-ONSITE

#HUSA

Minimum Physical Requirements:

The physical demands described represent those that must be met by an employee to successfully perform the essential functions of this position. Reasonable accommodations may be made to enable individuals with disabilities to perform the functions of the position for which they work. While performing the duties of this position, the employee is regularly required to listen, talk and hear. The employee frequently is required to use hands or fingers, handle or feel objects, tools, or controls while executing tasks like working on a computer or talking on the telephone. The employee is occasionally required to stand; walk; sit; and reach with hands and arms. The employee must occasionally lift and/or move up to 15 pounds. Specific vision abilities required by this position include close vision, distance vision, and the ability to adjust focus. The noise level in the work environment is usually moderate to low.

This job description is intended to provide guidelines for job expectations and the employees ability to perform the position described. It is not intended to be construed as an exhaustive list of all functions, responsibilities, skills, and abilities. Additional functions and requirements may be assigned by supervisors as deemed appropriate.

HomeServe USA is an equal opportunity employer.