Web Analytics and Optimization Specialist

NWF•Reston, VA

7d•Hybrid

About The Position

The National Wildlife Federation (NWF) is seeking a Web Analytics & Optimization Specialist to join the Data and Technology Department. This role will serve as the product owner for NWF’s website analytics platforms, including Google Analytics 4 (GA4), Google Tag Manager, and Plausible. The specialist will analyze and report on web data to understand user behavior, identify key metrics for success, and provide technical recommendations to improve SEO/AEO/GEO. This position combines technical analytics with business analysis, linking digital interactions to engagement, conversion, and revenue goals. The ideal candidate is proactive, detail-oriented, and an effective communicator. This role reports to the Associate Director, Data Strategy within the Data & Systems team.

Requirements

3+ years managing Google Analytics 4 (GA4) implementations and administrative settings.
3+ years working in Google Tag Manager.
3+ years working in Google Looker/Data Studio.
3+ years experience working with complex, large data sets.
Strong analytical and problem-solving skills.
Ability to manage multiple priorities while maintaining a positive outlook.
Excellent communication skills, comfortable sharing technical concepts in a way everyone can understand.
Excellent organizational skills with strong attention to detail and accuracy.
Superior critical thinking skills, creatively troubleshooting and thinking through implications beyond what is immediately apparent.
Flexibility, determination, and a sense of humor.
A passion for continuous improvement and learning new technologies.
Must be a U.S. citizen or have valid work authorization to work in the U.S.

Nice To Haves

Experience with Tableau or similar reporting platform.
Experience with Airtable, Crazyegg, WooRank, Plausible or similar tools.
Experience with cookie consent management tools.
Familiarity with Sitecore or WordPress data.

Responsibilities

Act as the product owner for Google Analytics 4 (GA4), Google Tag Manager, and Plausible, including day-to-day upkeep, managing requests, coordinating upgrades, troubleshooting, and ensuring data accuracy.
Ensure data synchronization across online platforms by working across teams.
Collaborate with a vendor to manage complex upgrade projects.
Report on website analytics to provide insights on user behavior and site performance using Looker/Data Studio, GA4, Plausible, and Tableau.
Develop and utilize key metrics with stakeholders to make actionable recommendations.
Provide multi-channel reporting to illustrate supporter interaction across digital platforms.
Develop reporting on website traffic, acquisition, engagement, conversion, campaign performance, and revenue.
Automate recurring digital reporting where possible.
Ensure consistency in reporting definitions and KPIs across teams and platforms.
Assist with regular tasks such as list imports and data hygiene processes for website and online platforms.
Advise NWF on the evolving landscape of SEO/AEO/GEO.
Collaborate with Web Development to establish SEO best practices and support successful web launches.
Analyze website and campaign performance to identify trends and areas needing attention.
Evaluate supporter journeys, traffic sources, landing page performance, engagement, conversions, and campaign effectiveness.
Translate analytics findings into actionable recommendations for communications, digital, marketing, fundraising, and technical teams.
Partner with technical teams to integrate web analytics data with broader supporter data in systems like eCRM (Engaging Networks) and CRM (Microsoft Dynamics).
Help establish consistent definitions for digital metrics across systems.
Document analytics configurations, event definitions, tracking methods, and reporting logic.
Adhere to best practices for privacy measures, including cookie consent management and data collection.
Stay updated on the latest product releases and updates for GA4, GTM, Looker/Data Studio, and browser privacy changes.
Inform stakeholders about potential downstream impacts on reporting and analytics.

Benefits

Flexible scheduling
Unlimited wellbeing time off (for physical, spiritual, emotional, cultural, religious, or financial wellbeing for self, partner, or family, including pets)
11 paid holidays
Paid winter break (December 25 to January 1)
Up to 16 weeks of fully paid Family and Medical Leave
Low-cost health, dental, and vision insurance options (all outpatient mental health covered at in-network rates)
Therapist available at no cost
Pet insurance and discount perk program
Annual wellbeing allowance
Retirement plan with immediate match and vesting
Annual year-end retirement contribution
Tuition Reimbursement
Adoption and Surrogacy assistance
Pet adoption stipend
Student Loan management