[Hiring] Senior Digital Analyst @National University

Role Description

The Senior Digital Analyst is responsible for end-to-end tracking, measurement, and reporting across digital products, UX experiences, and marketing journeys. This role ensures data accuracy and delivers actionable insights across websites, user journeys, and campaign performance.

Partnering closely with UX, Marketing, Enrollment, and Web Development teams, this role connects behavioral data (GA4, Full Story), CRM data, and journey performance to drive conversion, engagement, and lead outcomes.

Essential Functions:

• UX, Digital Product & Full-Funnel Analytics
  • Own end-to-end analysis across websites, digital products, campaigns, and user journeys.
  • Analyze user behavior, engagement, and drop-offs across all pages and experiences.
  • Deliver full-funnel visibility from campaign entry through conversion and lead/enrollment outcomes.
  • Connect campaign performance with on-site behavior and downstream results.
  • Provide insights to improve usability, conversion, and overall journey effectiveness.
• Tracking, Data Integrity & Measurement Strategy
  • Own implementation and governance of tracking and measurement frameworks.
  • Define and maintain event tracking, conversion tracking, and campaign tracking across all digital properties.
  • Ensure data accuracy, consistency, and alignment across analytics platforms, CRM systems, and reporting tools.
  • Establish KPIs, benchmarks, and scalable measurement frameworks across UX, product, and campaigns.
  • Maintain tagging standards, data structures, and documentation to support reliable reporting.
• Performance Reporting, Insights & AI Enablement
  • Drive reporting, insights generation, and performance optimization across UX, product, and campaigns.
  • Build and maintain dashboards covering UX, product, campaign, and full-funnel performance.
  • Deliver regular and ad-hoc insights with clear, actionable recommendations.
  • Support optimization and experimentation efforts through data-driven analysis.
  • Enable and support AI-driven reporting and analytics, integrating behavioral, campaign, and performance data into scalable insights frameworks.

Other duties as assigned.

Qualifications

• Bachelor’s degree in computer science, design, human-computer interaction, or a related field.
• 5–8+ years of experience in digital, web, or product analytics, with a strong focus on UX, product, and full-funnel performance.
• Strong hands-on experience with GA4, including event tracking, funnel analysis, and performance reporting.
• Experience with behavioral analytics tools (e.g., FullStory or similar) to analyze user journeys, engagement, and friction points.

Requirements

• Proven experience implementing and managing event tracking, conversion tracking, and campaign tracking across digital properties.
• Strong understanding of tagging frameworks and data layers, ensuring accurate and scalable measurement across all pages and journeys.
• Experience delivering full-funnel reporting, connecting campaign performance, on-site behavior, and downstream conversion/lead outcomes.
• Experience building and maintaining dashboards and reporting solutions (e.g., Looker Studio, Tableau, Power BI).
• Familiarity with CRM systems (e.g., Salesforce) and understanding of lead flows, attribution, and data alignment.
• Proven ability to translate complex data into clear, actionable insights and recommendations that drive optimization and performance.
• Exposure to or experience with AI-driven reporting and advanced analytics, enabling scalable insights and enhanced decision-making.
• Strong experience and performance orientation, with the ability to define KPIs, work with GA4 and behavioral analytics, and translate user data into actionable experience and product recommendations.
• Solid foundation in human-centered design and journey mapping, with the ability to guide experience improvements across complex digital ecosystems.
• Demonstrated ability to operationalize experience strategy, connecting insights to prioritized initiatives across web, CRM, enrollment, and digital product touchpoints.
• Strong cross-functional leadership and influence skills, partnering effectively with UX, Product, Enrollment, Marketing Automation, IT, and Data teams without relying on formal authority.

Benefits

• Comprehensive well-being benefits for you and your family.
• Salary range: $62,579.00 - $84,480.00, commensurate with experience.
• Remote work opportunity.
• Up to 10% travel.