Web Analytics Manager

We are Generac, a leading energy technology company committed to powering a smarter world.

Over the 60 plus years of Generac’s history, we’ve been dedicated to energy innovation. From creating the home standby generator market category, to our current evolution into an energy technology solutions company, we continue to push new boundaries.

Primary Purpose

We are seeking an experienced and passionate Web Analytics Manager to lead our digital data strategy and web performance analysis. This role will be responsible for managing and interpreting our GA4 data, designing and maintaining our website tagging infrastructure, and delivering actionable insights to enhance the user experience and drive business growth. The ideal candidate is analytical, strategic, and adept at translating complex data into clear recommendations.

Data Ownership & Management:

• Serve as the primary owner and administrator for Google Analytics 4 (GA4) data.

• Oversee the collection, organization, and maintenance of website tagging and tracking systems.

• Ensure data accuracy, consistency, and integrity across all digital platforms.

Website Tagging & Implementation:

• Develop and maintain comprehensive tagging strategies to capture essential user interactions.

• Collaborate with developers and digital marketing teams to implement new tags and tracking codes.

• Audit existing tags and continuously optimize for data quality and performance.

Data Analysis & Reporting:

• Analyze website performance metrics to identify trends, patterns, and opportunities for improvement.

• Create regular dashboards and detailed performance reports tailored to various stakeholders (e.g., marketing, product, executive teams).

• Monitor key performance indicators (KPIs) and business-critical metrics to drive strategic decision-making.

Consumer Insights & Behavior Analysis:

• Conduct in-depth analysis of how consumers interact with the website to uncover behavioral trends.

• Translate data findings into actionable insights that inform content strategy, UX/UI improvements, and conversion optimization.

• Develop and communicate clear, data-driven recommendations to enhance the online customer experience.

• Estimate the ROI of proposed actions and build business cases for the value of such actions.

Testing & Experimentation:

• Oversee the planning, execution, and analysis of A/B tests and multivariate experiments.

• Collaborate with UX, product, and marketing teams to design experiments that validate hypotheses and improve site performance.

• Track test outcomes and provide strategic recommendations based on findings.

Collaboration & Strategy:

• Work closely with cross-functional teams to ensure alignment between business goals and digital analytics.

• Stay updated on industry trends and best practices in web analytics, data privacy, and digital marketing.

• Drive the strategic use of analytics within the organization by identifying emerging opportunities and potential risks.

Process Improvement & Documentation:

• Create and maintain thorough documentation of tracking implementations, measurement protocols, and reporting procedures.

• Develop training materials and host workshops to empower internal teams to leverage data effectively.

• Continuously refine analytics processes and tools to maximize efficiency and impact.

Education

• Bachelor’s degree in Marketing, Data Science, Information Systems, or a related field. An advanced degree or relevant certifications (e.g., Google Analytics, Digital Analytics Professional) is a plus.

Work Experience

• 3-5+ years in digital analytics or related roles, with a proven track record in managing web analytics platforms (preferably GA4).

• Experience with website tagging, tracking implementations, and working with various tag management systems such as Google Tag Manager, Amplitude, Heap, etc..

• Hands-on experience with data visualization and reporting tools (e.g., Google Data Studio, Tableau).

Knowledge / Skills / Abilities

• Proficient in data analysis and interpretation.

• Familiarity with SQL, JavaScript, or similar programming languages is beneficial.

• Strong understanding of web technologies (HTML, CSS, etc.) and digital marketing channels.

• Demonstrated ability to extract, analyze, and report on large data sets in a fast-paced environment.

• Excellent problem-solving skills and keen attention to detail.

• Ability to communicate complex data findings to non-technical stakeholders effectively.

• Self-starter with the ability to work independently and as part of a cross-functional team.

• Strong organizational skills with the ability to manage multiple projects concurrently.

• Adaptability to evolving technology and emerging best practices in digital analytics.

Physical Demands: While performing the duties of this job, the employee is regularly required to talk and hear; and use hands to manipulate objects or controls. The employee is regularly required to stand and walk.  On occasion the incumbent may be required to stoop, bend or reach above the shoulders. The employee must occasionally lift up to 25 - 50 pounds. Specific conditions of this job are typical of frequent and continuous computer-based work requiring periods of sitting, close vision and ability to adjust focus. Occasional travel.

“We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, national origin, disability status, protected veteran status, or any other characteristic protected by law.”