Marketing Analytics Manager

Graduate Management Admission Council (GMAC™) is a mission‑driven organization with a vision to be the global leader in ensuring every talented person can benefit from the best business education for them. The organization’s priority is to heighten its impact in promoting graduate management education and attracting a qualified and diverse candidate pool from around the world.

The Marketing Analytics Manager supports the connection between marketing strategy and technical data enablement. This role is responsible for maintaining and supporting marketing data infrastructure and governance (including Google Tag Manager, GA4, and GSC) while translating key performance data into actionable insights that inform global marketing decision‑making and priorities. The role combines hands‑on technical execution with analytical storytelling—ensuring data collection is sound, dashboards are clear and meaningful, and that teams can act on reliable insight to improve campaign performance and audience engagement.

Key Responsibilities

• Manage the configuration, governance, and ongoing optimisation of marketing tracking across digital channels (web, email, paid, organic, and social).
• Manage Google Tag Manager (GTM) containers, QA process, and tag deployment in partnership with the Digital Experience and Marketing Operations team.
• Monitor and maintain data accuracy and consistency across GA4, HubSpot, and other marketing analytics systems.
• Develop and maintain dashboards and recurring reports used by global marketing stakeholders; contribute to standardised reporting approaches where appropriate.
• Analyse campaign and channel performance to identify trends, opportunities, and efficiency gains.
• Partner with Brand Marketing, Product Marketing, and Marketing Operations teams to align on and track KPIs connected to strategic marketing priorities.
• Manage and maintain data governance standards, including tag naming conventions, tracking protocols, and documentation.
• Educate and upskill colleagues on interpreting data, ensuring insights are accessible and actionable for non‑analysts.
• Provide analysis to support marketing budget planning and forecasting, including ROI and attribution analysis and insight.
• Contribute to the ongoing improvement of analytics tools, processes, and integration methods.
• Other responsibilities and duties, as assigned.

Minimum Requirements

• Bachelor’s degree from accredited university in related field; or equivalent combination of education, skills, and experience.
• 3 years’ experience in a marketing analytics or digital data management role, ideally within a multi‑country or cross‑functional marketing environment.
• Proven experience in developing reporting that informs best practice delivery and performance of digital marketing.
• Hands‑on expertise with Google Analytics 4 and Google Tag Manager, including advanced tracking and event setup, and UTM governance.
• Strong proficiency in HubSpot reporting, Looker Studio (or similar BI tools), and data visualisation techniques.
• Demonstrated ability to translate marketing data into insights that inform campaign strategy and performance optimisation.
• Knowledge of digital marketing channels and common measurement frameworks (SEO, SEM, Display, Social, Email).
• Understanding of traditional marketing funnels and attribution modelling techniques.
• Strong verbal and written communication skills, with the ability to work effectively with both technical and non‑technical stakeholders.
• Experience documenting processes which deliver data quality and integrity.
• Analytical mindset with a practical hands‑on approach focused on strategic business impact.
• Ability to contribute positively to change initiatives, adapt effectively to evolving priorities, and maintain effectiveness in a dynamic environment.
• Strong project management skills and understanding how to manage the priorities of multiple stakeholders in a complex environment.
• Exceptional organizational, project planning, and time management skills.
• Ability to work independently with minimal supervision and in a team setting, and across external and internal stakeholder groups.
• Comfort with multi‑tasking.
• Ability to work in office and remotely according to GMAC’s hybrid work environment.

Desired Skills/Experience

• Experience working in a non‑profit organization.
• Familiarity with SQL or other data querying methods.
• Understanding of privacy regulations (GDPR, CCPA) and consent management systems.
• Experience with CRM data integration or marketing automation analytics (HubSpot preferred).

As a global organization, we understand and appreciate the benefits of myriad cultural perspectives. GMAC is wholly committed to recruiting, developing, and retaining a diverse group of talented people, and providing equal employment opportunities to all employees and applicants without regard to the basis of actual or perceived race, creed, color, religion, national origin, ancestry, age, disability, sex (including pregnancy, childbirth, and related medical conditions), marital status, veteran status, sexual orientation, gender identity, genetic information or any other characteristic protected by applicable federal, state or local laws.