Data & MarTech Analyst

About the Role

We are seeking a senior, hands-on Data & MarTech Analyst, engaged as an external consultant, to keep our marketing tracking, attribution and measurement stack accurate and continuously improving. A baseline tracking audit has already been completed. This role takes it forward through continuous and incremental assessments, hands-on remediation and a documented playbook.

You will be the single point of contact between our marketing, technology and data teams on all tracking and measurement matters, combining deep MarTech expertise with strong data analysis. The role focuses on measurement and on the technical / MarTech implementation of the changes needed. Marketing and campaign decisions remain with the marketing teams. The role works closely with the marketing teams (including Country CMOs), Finance (revenue and new-customer definitions), Legal / data protection (consent), Engineering and external vendors.

Channel scope: Paid Online Marketing is the highest priority. CRM (Email, Push, WhatsApp), offline sales and other additional sales channels (including affiliates and referral) and SEO / organic (including AEO and GEO) follow, with roughly equal priority.

What You Will Be Doing

• Tracking, Channel Mapping & Attribution Foundation: This underpins every interaction, conversion and performance assessment across all channels.
• Maintain the channel mapping and UTM / naming taxonomy (hierarchy, rules, priority ranks and owners per channel) for Paid, CRM, offline sales / additional sales channels, affiliates, SEO / organic and app, applied consistently across all markets.
• Define and maintain conversion, event and customer definitions (e.g., purchase and value, new vs. returning customer), attribution rules and windows, and deduplication logic across web, app, CRM and offline sales / additional sales channels, keeping one offline-sales definition across ad exclusion, new-customer KPIs and CRM segments.
• Keep the tracking plan, dataLayer / event specification and mapping logic aligned with data pipeline rules and business reporting, and manage the impact of mapping changes on historical data.
• Maintain the event dictionary across web, Android and iOS: consistent event names, one customer ID shared by web, app and the mobile measurement partner, local currency with ISO codes, and consent respected.
• Own the per-platform attribution windows and models, and the sources of truth (e.g., GA4, the mobile measurement partner).
• Review the channel-mapping rulebook and pipeline logic, propose fixes, and simulate mapping changes before go-live; provide a UTM generator and a custom channel group.
• Find and fix the root causes of “Direct” traffic and “(not set)” landing pages that distort organic and AI-assistant attribution (tracking, mapping and referrer rules).

Hands-on Tool Administration & Remediation:

• Configure and fix tracking directly in Google Tag Manager (web and server-side), GA4, Google Ads, Meta, TikTok and mobile measurement tools (e.g., Adjust, Firebase): tags, pixels, Conversions API, enhanced conversions, consent mode, and audiences and exclusion lists.
• Ensure the conversion signals sent to paid platforms are correct (one purchase conversion per order, with order ID and local-currency revenue), since they drive bidding.
• Where code changes are required, write clear tickets with acceptance criteria for Engineering, then QA and verify the fixes in production.
• Evaluate and recommend improvements to the MarTech stack, work effectively with external partners and vendors, and review and accept their deliverables against agreed specifications.
• Recommend and specify technical SEO, AEO and GEO improvements with the SEO and Engineering teams (e.g., rendering, structured data, AI crawler access), and verify them after release.
• Own the integration of product catalogs and feeds with ad and shopping platforms (e.g., Google Merchant Center, Meta and TikTok catalogs, AI-assistant ads and product feeds) and the feed-management tools behind them: requirements, account and market set-up, feed rules, diagnostics and disapproval monitoring, and consistent product IDs across feed, pixel events and order data.
• Administer the web / app analytics property: access, data streams, reporting currency, retention, internal traffic, key events, linkings, raw-data export and session continuity across domains.
• Administer Search Console and other webmaster tools: properties, access, sitemap submissions, and monitoring of errors and alerts.
• Audit and fix privacy and consent: no personal data in clear, hashed identifiers only, consent applied per market and passed to all platforms.
• Configure mobile measurement: privacy-framework schemas (e.g., SKAN), reattribution, event clean-up, partner mapping, deep-link standards and SDK currency.
• Plan and validate tracking migrations (e.g., server-side tagging, conversion APIs): parallel run, one-release switch, rollback and monitoring; define which orders feed the platforms' server-side APIs, with a shared event ID.
• Validate CRM and CDP event tracking (including push opens) and audience syncs to the CDP and ad platforms, with consent checks.
• Define requirements and acceptance criteria for home-grown tracking, CRM and mobile-measurement solutions, contribute hands-on to their development if we build rather than buy, and support build-vs-buy evaluations.

Continuous Monitoring & Incremental Assessments:

• Run recurring health checks: tag firing, conversions vs. orders reconciliation, UTM compliance, unassigned / “(not set)” traffic and consent impact, plus tracking QA before and after every major release, before every peak (e.g., Black Friday, anniversary) and at every new-market rollout.
• Run incremental assessments by platform, channel and market, building on the completed baseline audit: extend it to all markets, close untested steps, drive the remediation backlog through to closure, and own open decisions and the decision log.
• Set up automated monitoring and alerts on tracking-quality KPIs (e.g., conversion drops, cost spikes, broken events, shifts in unassigned traffic), in coordination with the BI team.
• Analyse search and AI crawler traffic from logs and CDN reports, identify wrongful blocks, and recommend the allow / block policy for Security and Engineering to apply.
• Monitor indexation (indexed-but-blocked pages, 404 and soft-404, redirect errors, sitemap quality), and raise prioritized findings with impact for Engineering.
• Monitor page experience (Core Web Vitals field data) by market and template, report trends, and flag regressions after releases.
• Validate structured data per market after each release.

Analytics, Insights & Reporting:

• Build analytics and quick reports (SQL on the GA4 BigQuery export and order data, and the BI / reporting tools in place) that reconcile platform, GA4, mobile measurement and internal figures, by channel, market, device and customer type.
• Identify trends, anomalies and measurement gaps, and turn them into actionable insights and recommendations on the technical / MarTech changes needed (tracking, mapping, tools and data flows).
• Support cross-channel and customer journey analysis, including attribution overlaps between Paid, CRM and offline sales.
• Build and maintain the install-to-purchase (app) and landing-to-purchase (web) funnels by country, platform and acquisition channel, and the marketing data model behind core KPIs.
• Publish the gaps between platform-reported figures (GA4, the mobile measurement partner, Google Ads, Meta) and order-system (OMS) orders and revenue, and between platform spend and BI cost data across paid and influencer channels, and drive the fixes.
• Instrument holdouts, control groups and test exposure on paid and CRM journeys, so incrementality tests can be designed and read by the marketing and data teams.
• Measure organic and AI-search performance: reconcile Search Console, GA4 and internal dashboards, classify AI-assistant referral traffic (e.g., ChatGPT, Perplexity, Gemini, Copilot), track AI visibility and citations with AI-visibility tools and the Search Console generative-AI report (flagging that tool figures are modelled, not measured), and report branded vs. non-branded performance.
• Design SEO experiments (before/after tests with control markets), accounting for seasonality (e.g., Black Friday) and overlapping changes, and read the results.
• Maintain an SEO impact tracker: each change with its baseline, KPI, before/after result and priority, and report the impact.
• Turn KPIs and customer personas (e.g., B2C, B2B, offline sales) into measurement requirements, including search, margin and payment-method data.

Liaison, Requirements & Documentation:

• Act as the single point of contact and key liaison between Marketing, Technology, Data and external partners, translating measurement needs into precise requirements.
• Maintain living documentation: tracking plan, channel mapping dictionary, event taxonomy, audit playbook, known caveats per data source and a change log.
• Train marketing and market teams on tracking standards, act as the escalation point for tracking incidents, and keep up with platform changes (privacy, consent, attribution) that affect our stack.
• Contribute measurement requirements to the customer data platform (CDP), work with Legal / data protection on market-by-market consent requirements, and align definitions with Finance.
• Enforce tag governance: naming and versioning conventions, an owner per tool, change annotations and a weekly ticket review.

Deliverables

• Assessments: continuous and incremental assessments across platforms, channels and markets, with findings and prioritized recommendations.
• Hands-on remediation: fixes implemented in the tools and verified in production, with remediation tickets closed with evidence.
• Documented playbook: assessment method, tracking plan, channel mapping dictionary, change log and training material.
• Analytics & insights: reports and insights on tracking quality and performance, with proposed technical / MarTech changes.
• Tracking-quality scorecard: a monthly scorecard against the success measures below.
• Organic and AI-search enablement: a prioritized technical backlog for SEO, AEO and GEO, with improvements tracked against baseline.

Success Measures

Success is judged on whether tracking and measurement data can be trusted for decisions. Targets are agreed once baselines are measured.

• Purchase conversions: exactly one purchase conversion sent per order to Google Ads and Meta, with order ID and local-currency revenue, in all markets.
• Platform vs. order-system gap: platform-reported (GA4, Google Ads, Meta, the mobile measurement partner) vs. OMS orders and revenue measured weekly by market, and within an agreed tolerance (e.g., ±5%).
• New-customer flag: matches OMS in all markets, with offline-sales orders excluded from new-customer KPIs.
• UTM and channel mapping: 100% of new campaigns (Google Ads, Meta, CRM, affiliates) carry compliant UTMs, and unassigned / “(not set)” traffic stays below an agreed threshold, with spikes investigated.
• Remediation and detection: critical audit findings resolved and verified in production, with test evidence; tracking breaks detected within one business day, with resolution time reported.
• QA coverage: every major release, peak and new-market launch covered by pre- and post-release tracking QA.
• Funnels: install-to-purchase and landing-to-purchase funnels available by country, platform and channel in all 8 markets, refreshed daily.
• Offline-sales attribution: fewer offline-sales orders misattributed to Google Ads, and a better ad-exclusion match rate, against targets agreed with Marketing.
• Organic and AI search: one reconciled organic view (Search Console vs. GA4, branded vs. non-branded) published, with AI-assistant referral traffic classified, and a prioritized technical backlog for SEO, AEO and GEO delivered, with improvements tracked against baseline (e.g., indexed pages, structured-data coverage, AI-search referrals).
• Documentation: tracking plan, mapping dictionary, event taxonomy and playbook kept current, with every change logged with its effective date.
• Data export and privacy: raw-data export running without gaps, and no personal data in clear in any tag, event or request.

What We Are Looking For

Must have

• Senior, proven hands-on experience (6-8+ years) in MarTech, digital analytics or tracking implementation, ideally in multi-market e-commerce or app-first businesses.
• Advanced proficiency with Google Tag Manager (web and server-side) and dataLayer design, and deep, hands-on expertise with GA4.
• Advanced SQL (e.g., GA4 BigQuery export, order and transaction data), including reconciling platform data (GA4, Google Ads, Meta, mobile measurement) with order-system data, and a demonstrated ability to turn deep data analysis into actionable insights and clear technical requirements.
• Hands-on command of Google Ads and Meta conversion tracking: pixels, Conversions API, enhanced conversions, attribution settings and deduplication.
• Hands-on experience with a mobile measurement partner (e.g., Adjust, AppsFlyer or Branch) and Firebase, including privacy frameworks (SKAN / ATT) and deduplication against ad platforms.
• Strong experience defining and managing UTM parameters, channel hierarchy mappings and conversion definitions for multi-channel, multi-market campaigns.
• Hands-on experience enabling and improving SEO, AEO and GEO from a technical standpoint: crawlability and indexation, structured data, product feed quality, and measurement of AI-search visibility (AI referral traffic, citations).
• Experience running tracking audits and driving remediation to closure, including test plans and QA for tags and events.
• Ability to write precise tickets and requirements for engineering teams, and to challenge external agencies and auditors on substance.
• Structured, documentation-driven mindset, with excellent communication and collaboration skills across marketing, tech and data teams.
• Independent and objective: reports the true number even when it contradicts a team’s or a platform’s figures, and explains measurement in plain terms to non-specialists (Country CMOs, Finance, management).
• Fluent English (French or Arabic a plus).

Strong preference

• CRM / CDP tracking (e.g., MoEngage), affiliate and referral tracking, and offline sales / additional sales channel attribution.
• SEO tooling: Search Console, crawl and log analysers, CrUX / PageSpeed, and Semrush-type tools.
• BI / dashboarding tools for reporting (any tool); TikTok conversion tracking; Consent Mode and CMP; product feeds and catalog tools (Google Merchant Center, Meta and TikTok catalogs, feed-management tools).
• Python (or R) for analysis, and experiment design basics (control groups, sample size).
• Experience designing or contributing to in-house tracking or data-collection solutions (APIs, event pipelines, data modelling).