Senior Web Analytics Specialist

Job DescriptionPosition Title Senior Digital Analytics Specialist Department Insights & Data GroupReports to Functional Lead, Digital Analytics Location MadridSummaryThe Senior Digital Analytics Specialist plays a key role in architecting, developing, and optimising the organisation’s digital analytics ecosystem. This is a highly technical, hands‑on position requiring strong JavaScript expertise, advanced tag management skills, and the ability to design end‑to‑end analytics solutions across multiple brands and platforms. The role acts as the technical authority for tracking architecture, event frameworks, implementation strategy, and troubleshooting of complex issues. Working closely with BI, Marketing, Product, SEO, and Engineering teams, the Senior Specialist ensures accurate, scalable, and privacy‑compliant data collection.Key responsibilitiesDigital Analytics Architecture & Solution DesignDesign high‑level (HLD) and low‑level (LLD) solutions for tracking, attribution, and analytics use cases.Translate business requirements into scalable, technically sound tracking architectures.Define event taxonomies, data layer structures, and documentation for cross‑team use.Create implementation plans, manage tracking projects end‑to‑end, and ensure timely delivery.Tag Management (GTM, Server‑Side GTM, Matomo Tag Manager)Lead implementation and governance of tag management systems across multiple websites.Drive the evaluation and adoption of server‑side tagging (on‑premise) or Matomo Tag Manager, including PoCs and feasibility assessments.Develop custom JavaScript‑based tags, triggers, and templates where UI‑native solutions are insufficient.Troubleshoot and resolve complex tagging issues, including race conditions, data mismatches, and attribution problems.Maintain version control, perform periodic audits, and introduce automation where feasible.Matomo (Web Analytics Platform)Configure and maintain tracking setups, custom reports, event structures, funnels, and KPIs.Define and standardise cross‑site measurement frameworks within Matomo.Implement advanced/custom tracking through Matomo Tag Manager where required.Collaborate with BI teams to ensure proper data extraction for Trino/Iceberg and reporting downstream.Cookie Information (Consent Management Platform)Ensure compliance of all tags and tracking behaviours with global privacy regulations.Maintain consent‑driven tag behaviour and maintain correct categorisation of marketing, analytics, and functional tags.Collaborate with Legal/Compliance to ensure best practice cookie governance.Cross‑Platform Digital AnalyticsOwn and manage the end‑to‑end digital tracking lifecycle, from requirements to deployment.Support affiliate tracking, attribution setup, and marketing pixel strategies.Collaborate with Engineering during CMS (WordPress) or infrastructure changes to ensure zero data loss.Contribute to A/B testing and experimentation needs by integrating tracking for variants and experiences.Technical Leadership & MentorshipAct as the technical subject‑matter expert on digital analytics for the organisation.Provide guidance, mentoring, and knowledge‑sharing to the analytics team and stakeholders.Lead root‑cause investigations of data discrepancies and provide clear solutions.Continuously evaluate and introduce modern tracking frameworks, privacy approaches, and industry changes.RequirementsStrong JavaScript expertise, with the ability to write, debug, and optimise custom scripts for tags, tracking, and data collection.Extensive experience in Digital Analytics, Tag Management, or Web Analytics roles.Advanced experience with Google Tag Manager (client‑side) and familiarity with server‑side GTM or other server‑side tagging frameworks.Experience with Matomo or willingness to work extensively with Matomo Tag Manager, including building custom solutions due to limited out‑of‑the‑box capabilities.Strong understanding of data layers, event modelling, cookie behaviour, attribution, tracking methodologies, and marketing pixels.Experience producing HLDs, LLDs, technical specifications, and implementation documentation.Ability to communicate complex technical topics to non‑technical teams.Strong analytical mindset with excellent problem‑solving and troubleshooting skills.Experience working with consent management platforms (CMPs), ideally Cookie Information.Ability to plan and manage tracking projects independently from concept to deployment.Nice to haveExposure to A/B testing platforms and experimentation design.Experience working in WordPress environments or multi‑brand website ecosystems.Understanding of GDPR/CCPA compliance in the context of analytics.The above list of duties is not exclusive or exhaustive and the post holder will be required to undertake tasks that are reasonably expected within the scope and grading of the post.#J-18808-Ljbffr