Web Analytics Manager

At AQA, we’re committed to advancing education and we’re committed to our people. As the largest provider of academic qualifications in the UK, we mark over 10 million exam papers each year and it’sour people who make this happen.

Web Analytics Manager

Contract type: Fixed Term (12 Months)

Location: Guildford or London

Salary: £42,000 - £45,500

Working arrangements: Hybrid, with a minimum of 2 days per week in the office

Shape how AQA measures and improves every digital customer journey.

As Web Analytics Manager, you'll lead the development, implementation and optimisation of AQA's web analytics capability, ensuring robust tracking, trusted digital data and data-driven decision making across our digital platforms. Working with stakeholders across the organisation, you'll act as the subject matter expert for web analytics, owning the quality, governance and implementation of analytics across AQA's digital estate while helping deliver a successful Customer Data Platform strategy.

If you're someone who can confidently design tracking frameworks, implement complex analytics solutions and turn data into better business decisions, this is an opportunity to have a significant impact.

Purpose of the role

As our Web Analytics Manager, you'll be responsible for ensuring AQA has accurate, reliable and trusted digital data that supports decision-making across the organisation. This is a hands-on specialist role, combining technical implementation with ownership of AQA’s web analytics standard and capability. You'll lead the implementation, optimisation and governance of our digital measurement framework, owning GA4 and GTM tracking across our websites and digital platforms.

From designing event tracking strategies and data layer requirements to resolving data quality issues and improving customer journey measurement, you'll ensure we have the insight needed to understand customer behaviour and continuously improve their digital experience. Working closely with marketing, digital, customer experience, product and technology teams, you'll translate business requirements into effective tracking solutions and actionable insight. You'll play a key role in supporting AQA's Customer Data Platform (CDP) ambitions, establishing strong data governance and ensuring tracking implementations meet the high standards expected within a regulated environment.

Key responsibilities

• Owning the end-to-end implementation and management of web analytics using Google Analytics 4 (GA4) and Google Tag Manager (GTM).
• Translating business objectives and customer journeys into measurement plans, KPIs, event taxonomies, and scalable tracking frameworks.
• Defining, managing and governing data layer specifications to ensure accurate, consistent and reliable data collection.
• Working with developers and technical teams to implement tracking requirements across websites, platforms and integrations.
• Developing robust quality assurance and validation approaches for tracking implementations, including testing tags, events, consent behaviour and data layer outputs before and after release.
• Ensuring analytics and tagging implementations operate appropriately alongside consent management and privacy requirements, working with relevant teams to maintain compliant data collection.
• Establishing analytics governance standards, conducting audits and maintaining high levels of data quality and compliance.
• Acting as the analytics implementation expert, translating business requirements into effective measurement solutions and influencing stakeholders at all levels.
• Supporting reporting, dashboard development and customer journey measurement to drive continuous improvement and business performance.

What’s in it for you

• A platform to influence education nationally and represent AQA at key events
• Career development and professional growth in a leading education charity
• Hybrid working and flexibility to support work-life balance
• Comprehensive benefits including Bupa Health Insurance, Health Care Cash Plan, Life Assurance and an Electric Vehicle Leasing scheme, generous combined pension contributions up to 18.5% and 25 days annual leave plus bank holidays and extra closure days at Christmas
• An inclusive culture that welcomes new perspectives, values collaboration and encourages innovative thinking to improve how we support teachers and students

You’ll thrive in this role if you have:

• Strong stakeholder management and communication skills, with the ability to translate technical concepts into clear, actionable recommendations for both technical and non-technical audiences.
• Experience working within consultancy, agency or complex matrix environments, successfully managing competing stakeholder priorities while delivering high-quality outcomes.
• Relevant certifications such as Google Analytics Certification, Google Tag Manager Certification, Google Digital Marketing & E-commerce Certificate or equivalent analytics qualifications.
• Significant hands-on experience with Google Analytics 4 (GA4) and Google Tag Manager (GTM), including implementing event tracking, conversion measurement, tagging strategies and data layer frameworks.
• A track record of delivering complex analytics and tracking implementations, resolving data quality issues and establishing robust measurement and governance standards.
• Experience working with Customer Data Platforms (CDPs), CRM systems and wider marketing technology ecosystems to support customer journey measurement, audience segmentation and insight-driven decision making.
• A strong understanding of digital analytics, data governance, compliance and change control, ideally gained within a regulated or highly controlled environment.
• Good technical knowledge of web technologies, including experience working alongside developers and an understanding of areas such as JavaScript, APIs, data layers or backend systems.

Diversity and inclusion

At AQA, we're committed to creating a workplace where everyone feels they belong and can do their best work. We value the different perspectives, experiences and backgrounds our people bring, knowing they strengthen our culture, decision-making and impact. We foster an inclusive environment where everyone is treated with respect, has access to opportunities to grow and contribute, and feels able to be themselves. We welcome applications from people of all backgrounds and lived experiences.

Lead the analytics that drive smarter decisions, stronger customer journeys and meaningful impact across education.

Application process

To apply, please submit your CV and a cover letter outlining your suitability for the role.

• Application deadline: Thursday 26th November 2026 23:59
• Short application questionnaire
• Interview Process:
• First stage: Teams Interviews taking place on 7th of December 2026
• Second stage: Face to Face with a Practical Task to complete. Interviews will take place between 17th and 18th of December 2026 in either Guildford or London.

Successful candidates will be unable to maintain an Associate role with AQA or any other exam board.

Recruitment Agencies

We have a preferred supplier list (PSL) in place.

Unsolicited CVs will be treated as a gift. We will not be subject to or liable under your terms and conditions for agency fees.

Full Job Description

Summary

Purpose: The purpose of the Web Analytics Manager role is to ensure AQA has accurate, reliable and well-governed web analytics in place to support customer-focused decision making. This role is critical in enabling the successful implementation of our Customer Data Platform.Landscape: The Web Analytics Manager role sits within the Web Operations Team, part of the Marketing and Brand department within the Commercial Directorate. This directorate includes Marketing, Sales and Customer Services, all focused on putting our customers first. The website is critical to exam series delivery, especially during the summer period, requiring hands-on support during key results days from the whole team.

Though not a line management role, the Web Analytics Manager collaborates with a wide range of stakeholders-including Heads of Department, UX experts, developers, and tech suppliers-to support strategic and tactical initiatives. Regular engagement across all levels and locations is essential, with travel primarily to Manchester, Guildford, and London if needed.

Activities

Analytics Implementation and Tracking

Own the end-to-end implementation and management of web analytics tracking using Google Tag Manager and Google Analytics (GA4).

Define and maintain a scalable event tracking strategy aligned to business goals and key user journeys.

Develop and manage data layer specifications to enable robust and consistent data capture.

Implement conversion tracking across key user interactions, including forms, content engagement, and navigation flows.

undefined

Integration and Platform Enablement

Support the integration of web analytics data into wider systems, including CRM and customer data platforms.

Work with development teams to define and implement tracking requirements within the website and associated platforms.

Maintain and optimise tagging and tracking setups across multiple platforms and tools.

undefined

Data Quality and Governance

Establish and maintain standards for analytics implementation, including naming conventions, documentation and governance processes.

Conduct regular audits and quality assurance testing to ensure tracking accuracy and reliability.

Monitor, troubleshoot and resolve issues with tracking and data collection.

Ensure compliance with data protection, consent management and governance requirements.

Stakeholder Collaboration

Work with product, marketing and business stakeholders to translate requirements into effective tracking and measurement solutions.

Provide guidance, documentation and training to ensure consistent tracking practices across teams.

Act as the subject matter expert for analytics implementation and tracking.

undefined

Reporting and Insight Support

Support the development of dashboards and reporting outputs to enable stakeholders to understand user behaviour and performance.

Ensure tracking frameworks support meaningful analysis of customer journeys and key performance indicators.

Contribute to the continuous improvement of analytics and measurement capability.

undefined

To be successful in this role, you will need to demonstrate the following:

Essential

Significant experience working in digital analytics, with a strong focus on tracking implementation.

Experience integrating analytics data with CRM or Customer Data Platforms.

Proven hands-on experience with Google Tag Manager and Google Analytics (GA4).

Strong understanding of event tracking, tagging strategies and data layer design.

Experience working alongside development teams to implement technical tracking requirements.

Ability to debug and validate tracking implementations effectively.

Strong attention to detail and commitment to data quality and accuracy.

Desirable

Knowledge of JavaScript, HTML and API-based integrations.

Experience with data visualisation and reporting tools such as Power BI or Looker Studio.

Familiarity with consent management platforms and data governance practices.