Web Analytics and Optimization Specialist

National Wildlife Federation•RESTON, VA

45d•$65,000 - $75,000•Hybrid

About The Position

The National Wildlife Federation (NWF) is seeking a Web Analytics & Optimization Specialist to join their 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 website success, and provide technical recommendations to improve SEO/AEO/GEO. This position blends 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.

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, overseeing requests, coordinating upgrades, troubleshooting, and ensuring data accuracy.
Ensure data syncs accurately across online platforms by working across teams.
Work closely with a vendor to handle complex upgrade projects.
Report on website analytics to provide insights on user behavior and site performance in Looker/Data Studio, GA4, Plausible and Tableau.
Work closely with stakeholders to develop and use key metrics to make actionable recommendations.
Provide multi-channel reporting to show a full picture of how supporters interact digitally across platforms.
Develop reporting that communicates website traffic, acquisition, engagement, conversion, campaign performance, and revenue.
Automate recurring digital reporting wherever possible.
Ensure reporting definitions and KPIs are consistent across teams and platforms.
Support website and online platforms by assisting with regular tasks such as list imports or data hygiene processes.
Advise NWF on the SEO/AEO/GEO landscape.
Collaborate with Web Development to establish SEO best practices and aid in successful web launches.
Analyze website and campaign performance to identify trends and areas requiring attention.
Evaluate supporter journeys, traffic sources, landing page performance, engagement, conversions, and campaign effectiveness.
Translate analytics into actionable recommendations for communications, digital, marketing, fundraising, and technical teams.
Partner with technical teams to connect 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.
Follow best practices related to privacy measures and evolving requirements for cookies, consent management, and data collection.
Stay up-to-date on latest product releases and updates related to GA4, GTM, Looker/Data Studio, browser privacy, etc.
Inform stakeholders of potential downstream impacts for reporting and analytics.

Benefits

Flexible scheduling
Vacation that starts off at three weeks accrual based on a full-time schedule
Unlimited wellbeing time (this time can be used for physical, spiritual, emotional, cultural, religious or financial wellbeing for yourself, a partner, or family member – including pets)
11 holidays
Paid winter break between December 25 to January 1
Up to 16 weeks of fully paid Family and Medical Leave
Low-cost health, dental, and vision insurance options
Outpatient mental health is 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