Senior Manager, Digital Analytics

Skills

About the Role

You will own Gen's end-to-end web measurement infrastructure, acting as the primary technical authority on how behavioral data is collected, structured, and delivered across web properties. You'll define and govern the data layer specification, manage Tealium tag governance, oversee web instrumentation, marketing tagging, cookie and consent management, and drive the Amplitude digital analytics platform. You'll lead a small team of individual contributors, mentoring them and building their skills in data layer design, tag management, privacy, and analytics. You'll partner closely with engineering, marketing, legal, and privacy teams to ensure data flows reliably and compliantly, and you'll champion an instrumentation-first culture where tracking requirements are defined before code is written.

Requirements

• Bachelor's degree in Computer Science or a related field; Master's or Ph.D. preferred
• 10+ years of experience in digital analytics, web measurement, or marketing technology
• At least 3-5 years in a formal people management role
• Deep hands-on expertise with Tealium iQ including tag deployment, data layer configuration, load rules, extensions, and publish workflows
• Tealium AudienceStream experience is a strong plus
• Proven ownership of a data layer at enterprise scale
• Expert-level understanding of web instrumentation including JavaScript event tracking, SPA tracking patterns, data layer pushes, browser debugging, and SDK integration
• Fluency in marketing tagging ecosystems including paid search, paid social, affiliate and display pixels, conversion APIs, and server-side tagging
• Hands-on experience with Amplitude including SDK integration, taxonomy governance, and self-service analytics enablement
• Working knowledge of privacy regulations including GDPR, CCPA/CPRA, and ePrivacy
• Proficiency in JavaScript and HTML/CSS
• Strong cross-functional communication skills
• Experience with consent management platforms such as OneTrust, Cookiebot, or Tealium's native CMP preferred
• Familiarity with IAB TCF / Google Consent Mode v2 preferred
• Familiarity with server-side tagging architectures preferred
• Experience with other enterprise tag management systems such as Adobe Launch or Google Tag Manager preferred
• Exposure to session replay tools, A/B testing platforms, and customer data platforms preferred
• Experience in cybersecurity or consumer privacy-focused product environments preferred
• Familiarity with SQL and data warehouse querying such as Snowflake or BigQuery preferred

Responsibilities

• Serve as the primary internal stakeholder for the data layer specification
• Author and maintain the canonical data layer schema across web properties
• Establish naming conventions, event taxonomy, and variable standards
• Partner with engineering and product teams to review and approve data layer changes
• Own the enterprise Tealium iQ implementation end-to-end
• Lead the strategy for client-side and server-side tag deployment
• Define and enforce tag governance standards and QA validation processes
• Partner with marketing and adtech teams to onboard and configure third-party tags
• Define the instrumentation strategy for web and mobile web properties
• Collaborate with front-end engineers to implement and validate data layer pushes
• Own the QA and validation process for all instrumentation changes
• Drive a culture of instrumentation-first feature development
• Own the marketing tag ecosystem across paid search, paid social, affiliate, email, and display
• Serve as the primary liaison between marketing, legal, and engineering on tagging privacy compliance
• Manage the cookie governance framework and maintain the cookie inventory
• Own the consent management platform configuration within Tealium
• Partner with privacy and legal teams on data residency and PII redaction
• Own the Amplitude platform including contract, vendor relationship, and governance
• Define and enforce the Amplitude data governance model
• Drive Amplitude adoption across product, growth, and marketing teams
• Own the Amplitude SDK integration strategy and instrumentation quality
• Manage the integration between Tealium and Amplitude
• Lead evaluation of Amplitude feature releases and adjacent tooling
• Manage and mentor a team of 2-3 individual contributors
• Build succession plans and develop team capability
• Participate in hiring including defining role requirements and interviewing
• Contribute to the codebase on non-critical-path work