Senior Data & Analytics Specialist

About demand

Drive: demand

Drive is an industry-leading integrated sales and marketing agency with over 400 employees, headquartered in the Greater Boston Area. demand

Drive provides B2B clients with a comprehensive suite of solutions, including world‑class digital marketing services combined with sales execution. While most companies execute sales and marketing functions in isolation, demand

Drive combines industry‑leading services in both areas, driving greater productivity and increasing our clients' revenue growth. demand

Drive believes in strong leaders and a positive work culture. We are extremely passionate about helping our clients achieve and exceed their sales and marketing goals and being the best in the industry. The Company is private‑equity sponsored and will execute an M&A strategy.

We’re looking for a Senior Data & Analytics Specialist who lives at the intersection of data, tracking architecture, and client communication. This role goes far beyond reporting — it’s about designing, implementing, and maintaining scalable measurement systems that turn complex user behavior into reliable, privacy‑aware insights.

You’ll own the full lifecycle of tracking: from data layer design and tag manager architecture, to cross‑platform conversion tracking, server‑side implementations, and stakeholder education. You’ll work closely with marketing, product, engineering, and legal/privacy teams — as well as directly with clients — to ensure data is accurate, compliant, and actionable across the entire marketing and analytics stack.

• Design and implement robust data layer architectures to support scalable, future‑proof tracking across websites and applications.
• Build and maintain event‑based tracking frameworks aligned with business goals (ecommerce, lead generation, product usage, subscriptions, etc.).
• Implement and maintain enhanced ecommerce tracking (product views, add‑to‑cart, checkout steps, purchases, refunds) using GA4 best practices.
• Architect clean, efficient Google Tag Manager (GTM) setups, prioritizing:
  • Minimal tag sprawl
  • Reusable variables and triggers
  • Maintainable naming conventions
  • Performance‑first implementations
• Confidently jump into messy, unfamiliar GTM containers and quickly troubleshoot tracking bugs without prior context, including diagnosing tag firing logic, variable issues, and data layer inconsistencies.
• Troubleshoot complex tracking issues across browsers, devices, and platforms using GTM Preview, GA Debugger, browser dev tools, and network requests.

• Implement and maintain conversion tracking across platforms, including GA4, Google Ads, Meta Pixel, and Meta Conversions API (CAPI), Linked In Insight Tag, and other tools as needed.
• Design and support server‑side tracking solutions (e.g., GTM Server‑Side and first‑party tracking approaches) to improve data accuracy, reduce signal loss from browser restrictions, and support privacy and consent requirements.
• Ensure consistent event naming, parameters, and attribution logic across all platforms.

• Integrate and manage consent management platforms (e.g., One Trust or similar) with GTM and analytics tools.
• Configure tracking to respect user consent signals (analytics, marketing, functional cookies, etc.).
• Audit and manage cookie life cycles, categorization, and firing logic.
• Collaborate with legal and compliance teams to support GDPR, CCPA, and evolving privacy regulations.
• Stay current on browser changes, privacy sandbox initiatives, and best practices for privacy‑first measurement.

• Analyze large datasets to identify trends, anomalies, and optimization opportunities.
• Translate raw data into clear, actionable insights for both technical and non‑technical stakeholders.
• Build and maintain dashboards and reporting in Looker Studio / Looker, focused on clarity, accuracy, and business relevance.
• Support reporting and analysis in additional BI tools when needed (experience beyond Looker is a plus).
• Use heat maps and session recordings…