Digital Marketing Analytics Manager

Populus Financial Group•Irving, TX

About The Position

Populus is an amazing company where our employees stay because they love their teams and the growth opportunities. Additionally, we offer a competitive 401K match, a generous paid time off package, and Health Benefits. Our mission is to provide a broad range of quality financial products and services delivered with best-in-class customer service. We work and lead with integrity, and we celebrate employees who exemplify our values. Come join our team! The Digital Marketing Analytics Manager will lead data strategy for the digital marketing team and growing portfolio of brands. This is a highly visible role for a subject matter expert who thrives at the intersection of data, technology, and organizational enablement. The Digital Marketing Analytics Manager drives data-informed strategy by leveraging expertise in Google Analytics (GA4), Google Tag Manager (GTM), and Branch.io to optimize campaign performance and user behavior. This role combines technical analysis and strategic communication skills to deliver actionable recommendations to diverse stakeholders. Reporting to the Director of Digital Marketing, the Digital Marketing Analytics Manager will play a critical role in analyzing, optimizing, and expanding digital marketing investments to drive business growth while serving as the marketing organization’s digital analytics evangelist.

Requirements

Strong analytical skills with the ability to interpret data, identify patterns, and generate actionable insights.
Strategic thinker capable of connecting data-driven insights to organizational goals and outcomes.
Strong communication skills with the ability to translate complex information into clear, actionable insights for diverse audiences.
AI fluency with the ability to apply AI tools within analytics workflows and translate emerging capabilities into practical business value.
Proactive and self-motivated with a demonstrated ability to manage multiple projects simultaneously, meet deadlines in a fast-paced environment, and inspire cross-functional teams through data education and evangelism.

Responsibilities

Develop and execute a comprehensive digital marketing analytics strategy to drive data-driven decision-making across all marketing initiatives.
Lead implementation and governance of Google Tag Manager, serving as the organization’s GTM subject matter expert, to ensure comprehensive tracking of marketing performance, user behavior, and conversion events across all digital platforms.
Apply expert-level proficiency in Google Analytics (GA4) and Branch.io to analyze campaign performance, surface insights and generate actionable recommendations that directly influence marketing strategy.
Collaborate closely with the broader marketing team and the rest of the organization to define KPIs, align data governance standards, and ensure tracking implementation supports shared business goals. This person acts as the connector between technical and marketing functions.
Utilize data visualization and reporting tools to create insightful and actionable reports, dashboards, and presentations that communicate performance trends, opportunities, and recommendations to stakeholders.
Conduct in-depth analysis of marketing campaigns, customer journeys, and user segmentation to identify opportunities for optimization, A/B testing, and personalization.
Provide strategic recommendations to improve marketing effectiveness and optimize digital marketing spending.
Stay ahead of industry trends, emerging AI capabilities, and best practices in digital analytics and continuously evaluate new tools and technologies and recommend their adoption to keep our analytics strategy at the leading edge.
Champion data education and literacy across the Marketing, BI, and IT teams — leading training sessions, creating accessible resources, and evangelizing analytics to support organizational data fluency and insight-led decision-making.