Strong, hands-on experience working with raw data, including writing complex SQL queries, building or supporting data pipelines (e.g., Fivetran, Stitch, dbt), and querying data warehouses and cloud platforms such as GCP, BigQuery, Snowflake, or Databricks to power analysis beyond dashboards. Deep expertise with Google Analytics 4 and Google Tag Manager, along with broader experience with enterprise analytics and tag management platforms including Google Marketing Platform, Tealium iQ, Adobe Launch, or equivalent.