• Own marketing measurement end-to-end, including defining and maintaining event taxonomy, UTMs, conversion definitions, and overall tagging/tracking hygiene via GTM (or equivalent). • Manage and optimize analytics platforms such as GA4 (and its BigQuery data), Looker Studio, Hyros, Intercom, and additional measurement tools as needed. • Implement and maintain conversion tracking across Google Ads and Meta Ads (including pixels, CAPI, deduplication, and diagnostics), and build high-quality audiences for activation and retargeting across Google, Meta, Bing, TikTok, and Twitter. • Develop and maintain the marketing analytics foundation by modeling and preparing datasets directly in a data warehouse (BigQuery or similar), and reconciling data across GA4, Hyros, ad platforms, Intercom, and payment gateways to connect spend → conversions → revenue. • Establish a single source of truth for core marketing KPIs (CAC, LTV, payback, ROI, funnel conversion rates) and analyze attribution models to evaluate channel performance across the full funnel. • Build and maintain dashboards in Tableau or Power BI for ongoing performance monitoring, delivering clear, decision-ready insights across paid channels, SEO, lifecycle signals, and funnel health. • Proactively identify anomalies, tracking breaks, and performance shifts ahead of stakeholder requests. • Lead data quality, documentation, and governance, including automated checks for tracking integrity, documenting systems and definitions, and ensuring compliance with privacy and platform policies. • Partner with stakeholders by translating data into actionable insights, clear narratives, and prioritized recommendations—communicating transparently, especially when performance or tracking issues arise.