Google Tag Manager

Join us at Merlin Entertainments as we transform the future of digital guest experiences across our iconic global attractions. We are looking for a Google Tagging Manager specialist to ensure that the correct tags are implemented across our website, digital platforms and channels. This is a hybrid role with 1 day a week required in our London Arbor Blackfriars office.

This role ensures that relevant information from other systems (such as analytics, marketing, and e-commerce platforms) is tagged accurately, captured, and properly routed to track user behaviour, conversions, and other key metrics. The Tag Manager will work closely with technical, marketing, analytics teams and third-party agencies to implement and manage tagging strategies that enhance data tracking, reporting, and optimisation across the business.

About the Role

This is a high-impact position within the Digital & Data division, responsible for designing secure, scalable, and high-performing microservices architectures that support Merlin’s mission to transform the digital guest experience across its world-renowned attractions. You’ll work at the intersection of architecture, security, DevOps, and cloud, guiding the development of resilient systems while embedding best-in-class security practices throughout.

Key Accountabilities:

• Tag Implementation & Management
  • Manage the implementation, configuration, and optimisation of tags on Merlin Entertainments global website and digital platforms.
  • Ensure all tags are correctly placed, ensuring that all necessary data from various systems is captured and transmitted accurately.
  • Work with web developers, marketers, and data analysts to ensure seamless integration of tracking codes and tags with analytics and marketing systems including cookie management.
• Tag Auditing & Quality Assurance
  • Regularly audit and monitor the performance of tags to ensure that data is being captured accurately and in real-time.
  • Conduct thorough testing and debugging to resolve issues related to tag firing, data tracking, and integration with external platforms.
  • Ensure tags do not affect website performance or user experience, working to maintain a seamless digital environment.
• Analytics Integration & Reporting
  • Ensure that tags are correctly integrated with digital analytics platforms (Google Analytics, Google Tag Manager, One Trust, etc.) and other systems (CRM, Salesforce, etc.).
  • Monitor data flow and work to resolve any discrepancies in data collection or reporting across systems.
  • Assist with the development of dashboards and reports by ensuring accurate tagging and data capture.
• Cross-Functional Collaboration
  • Work closely with digital marketing, analytics, and development teams to define tagging requirements and ensure data accuracy across all touchpoints.
  • Collaborate with marketing teams and 3rd party agencies to ensure the tagging of campaigns, conversion tracking, and user behaviour is aligned with business goals and objectives.
  • Serve as a key point of contact for any issues or adjustments needed with digital tagging.
• Best Practice & Compliance
  • Keep up to date with industry trends, tools, and best practices including data protection and cookie management, proposing new ways to enhance reporting and tracking capability through tagging.

Experience and Qualifications

• Solid experience using Google Tag Manager.
• 2-3 years of experience in digital analytics or a related field, with a solid understanding of web analytics, digital marketing campaigns, and conversion tracking.
• Proficiency with analytics platforms such as Google Analytics, and experience with data visualisation tools like Tableau or Power BI, is highly desirable.
• Strong attention to detail, an analytical mindset, and the ability to generate actionable insights from data are essential.
• A degree in a relevant field (e.g., Marketing, Computer Science, Data Science) is preferred, and familiarity with SEO, paid media campaigns, and website analytics is a plus.
• Proactive team player with a passion for digital marketing and data-driven decision-making.

Interview Process:

• Recruiter Call
• Hiring Manager Intro
• 1-2 stage Panel Interview

Our recruitment process typically takes around 4-5 weeks, but we’re always happy to work around your availability. You’ll have the opportunity to be supported by our external recruitment partner at different stages along the way.

Benefits:

We’re growing fast and alongside a fun and friendly environment, we offer a fabulous package and amazing prospects. Benefits include Pension, Life Assurance, discretionary company bonus, 28 days’ holiday and, of course, a Merlin Magic Pass which gives you and your friends and family free admission to all of our attractions worldwide, as well as 25% discount in our retail shops and restaurants and 40% discount on LEGO.

At Merlin Entertainments, we’re committed to creating a workplace where everyone feels valued and supported. Diversity and inclusion are central to how we work — we celebrate individuality and strive to build an environment where everyone can thrive.

We’re proud to be an equal opportunities employer, welcoming applications from all backgrounds and identities, including age, ethnicity, gender, disability, neurodiversity, sexual orientation, family or parental status, religion, and veteran status.

Feel free to send your CV to dennis@formularecruitment.co.uk for a confidential call.