Lead Web Analyst, Central

University of Rochester•New York, NY

49d•Remote

About The Position

As a community, the University of Rochester is defined by a deep commitment to Meliora - Ever Better. Embedded in that ideal are the values we share: equity, leadership, integrity, openness, respect, and accountability. Together, we will set the highest standards for how we treat each other to ensure our community is welcoming to all and is a place where all can thrive. GENERAL PURPOSE Leads a comprehensive web analytics and digital performance tracking program across the enterprise, including the University, URMC, and affiliates. Leads the tracking and evaluation efforts across multiple sources, including traffic from paid, organic, social, generative AI, and other referral sources. Oversees the integration of digital marketing goals with digital strategy and technical systems and environments to deliver actionable insights and recommendations to support strategic decision-making. Designs scalable, privacy-aware solutions that improve user experience and campaign performance, supports institutional web strategy, and enhances operational efficiency. Advances data governance, manages risk, and drives continuous optimization and innovation across the digital ecosystem.

Requirements

Bachelor's degree in Analytics, Digital Marketing, Computer Science, Information Systems, or related field and 7 years of experience in web analytics, data integration, or digital marketing operations, or related field required.
Or equivalent combination of education and experience.
Expert knowledge in dashboard and visualization tools, scripting languages, and cloud data platforms required.
Analytical and strategic skills, with the ability to translate complex data into trends, insights, and actionable and strategic recommendations required.
Ability to work collaboratively and communicate information across technical and non-technical teams required.

Nice To Haves

Experience in higher‑education marketing or analytics preferred.
Google Analytics, Adobe Analytics, or related analytics/data‑integration certification upon hire preferred.

Responsibilities

Develops, implements, and manages analytics and performance tracking for web and digital elements across the enterprise.
Designs processes and workflows that support reliable, scalable data flow and insights.
Implements real-time and static data across multiple channels to map user flows, inform user personas, and lead optimization tactics and projects.
Ensures that dashboards accurately reflect real‑time performance.
Utilizes a suite of tools and solutions to efficiently analyze trends and results, leveraging automation where possible.
Audits analytics and tracking implementation to identify gaps and executes improvements to meet short-term and long-term goals.
Partners with digital, marketing, and content strategists and specialists to define key performance indicators (KPIs) and ensure accurate and efficient measurement in conformance with privacy regulations, policies, and best practices.
Aligns web analytics and tracking with an enterprise-wide digital and marketing strategy.
Designs, builds, and maintains user‑friendly, interactive dashboards to support strategic decision‑making.
Leverages data to deliver insights on audience behavior, user experience (UX), and web and digital campaign performance by connecting quantitative and qualitative data from both internal and external sources and channels.
Identifies data trends and analyzes results to provide actionable insights.
Develops visualizations, summarizes findings, and presents them to key stakeholders and leadership.
Partners with leadership to drive alignment, consistency, and efficiency of dashboards and reporting across an enterprise-wide integrated team.
Collaborates with data engineers, solution architects, web developers, and privacy and security experts, and agencies/consultants to connect and maintain data pipelines and system integrations across digital experience and web platforms.
Evaluates, develops, and pilots new analytics and AI‑driven tools for deeper insights and automation.
Leads efforts to define, document, and implement consistent analytics and tracking across digital platforms in accordance with regulations, policies, standards, and guidelines.
Establishes enterprise-wide conventions for tracking, tagging, and metadata.
Collaborates with marketing and communications teams and other cross-functional units to ensure shared understanding and adoption of best practices.
Supports change management and professional development for analytics processes, tools, and governance across the enterprise.
Partners with digital, operations, and IT teams to assess the effectiveness of tools and platforms for tracking, displaying, and storing data.
Evaluates and recommends new solutions, integrations, automations, and other future-proof enhancements that increase efficiency, reduce risk, and improve performance.
Provides mentorship and technical/professional guidance to lower-level web staff.
Oversees the work of consultants and contractors.
May supervise a small staff.
Other duties as assigned.