Job Title
Principal Adobe Tag Manager & Digital Analytics Lead
The Principal Adobe Tag Manager & Digital Analytics Lead owns the strategy, architecture, governance, and execution of the organization’s web tag management and analytics ecosystem.
This role serves as the primary technical authority responsible for accurate, scalable, and privacy-compliant data collection across all digital properties and inbound marketing channels.
In addition to core website tagging, this role ensures proper coordination and linkage of third-party website activity—including Paid Search, Organic Search, Paid Social, and other digital acquisition channels—into a unified analytics framework. The position is accountable for enabling end-to-end attribution, campaign performance measurement, and cross-channel insight generation.
Own the enterprise web analytics tagging strategy and roadmap
Translate business, marketing, and product measurement requirements into scalable tagging and tracking solutions
Define and govern event taxonomies, campaign tracking standards, and naming conventions
Design measurement frameworks that support attribution modeling, funnel analysis, experimentation, and performance optimization
Serve as principal owner and subject matter expert for Adobe Tag Manager (Adobe Experience Platform Tags)
Architect and maintain tags, rules, data elements, and extensions supporting analytics and marketing technologies
Design and govern the website data layer to support cross-channel analytics and attribution
Manage environments, publishing workflows, and release governance
Lead implementation and governance of tracking parameters (campaign codes, click IDs, etc.) across Paid Search, Paid Social, Display, Affiliate, and other acquisition channels
Ensure proper capture and persistence of campaign and attribution data within the data layer and analytics platforms
Coordinate with paid media, SEO, and social teams to standardize tagging practices and campaign taxonomy
Validate accurate integration of third-party pixels and conversion tracking (e.g., Google Ads, Meta, LinkedIn, etc.)
Troubleshoot discrepancies between platform-reported conversions and analytics-reported data
Support multi-touch attribution and cross-channel performance analysis
Lead all tagging deployments, enhancements, and defect remediation from intake through production release
Monitor data quality and campaign tracking accuracy across digital channels
Proactively identify gaps in attribution, tagging coverage, or performance degradation
Ensure tagging solutions meet privacy, consent, and performance requirements
Partner with Marketing (Paid Media, SEO, Social), Website, Analytics and Compliance teams
Act as the bridge between acquisition teams and analytics teams to ensure campaign measurement integrity
Provide technical oversight for third-party vendor implementations impacting analytics tracking
Review and approve tagging and pixel implementations to protect data integrity and site performance
Maintain comprehensive tagging specifications, campaign tracking documentation, and implementation guides
Establish governance processes to ensure consistent campaign tagging and tracking standards
Lead audits of digital channel tagging and attribution accuracy
Required Qualifications
5+ years of experience with Adobe Tag Manager (Adobe Launch / AEP Tags)
Strong JavaScript, HTML, and browser debugging expertise
Extensive experience implementing analytics tracking for paid and organic acquisition channels
Hands-on experience with campaign tracking parameters (click IDs, auto-tagging)
Experience reconciling third-party ad platform data with analytics platforms
Deep understanding of digital attribution and marketing performance measurement
Preferred Qualifications
Experience with Adobe Analytics and other analytics or experimentation platforms
Experience with major ad platforms (Google Ads, Meta, LinkedIn, etc.)
Familiarity with consent management platforms and privacy regulations (GDPR, CCPA)
Experience supporting enterprise-scale websites with high traffic volumes
Experience working closely with analytics and data science teams
Key Competencies
Analytics-driven technical leadership
Data accuracy and attention to detail
Strong problem-solving and debugging skills
Ability to communicate complex technical concepts to non-technical stakeholders
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