Principal Adobe Tag Manager & Digital Analytics Lead

Job Title

Principal Adobe Tag Manager & Digital Analytics Lead

Job Summary

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.

Key Responsibilities

Analytics & Measurement Strategy Ownership

• 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

Adobe Tag Manager Platform Leadership

• 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

Third-Party Channel Integration & Attribution

• 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

Deployment, Enhancements & Operations

• 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

Cross-Functional Collaboration

• 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

Documentation & Governance

• 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.)