Lead Digital Analytics Engineer - Tag Management

About the Role

We are looking for a highly skilled Lead Digital Analytics Engineer to drive the modernization of our site analytics, tagging infrastructure, and data layer across a multi-brand ecommerce ecosystem. This role is responsible for both strategy and hands-on execution, partnering with engineering, product, and marketing to design and implement a unified, modern measurement foundation.

You will architect and deploy a consistent data layer, consolidate multiple tag management systems, lead the implementation of a new analytics platform, and establish ongoing data quality monitoring and governance. This role is ideal for someone who thrives in complex environments, enjoys untangling legacy systems, and wants to own a high-impact transformation from end to end.

What You’ll Do

Data Layer Architecture & Standardization

• Design a unified, scalable data layer schema that supports multiple brands, experiences, and business needs.

• Audit and evaluate current data layer implementations; define a clear plan to migrate to a consistent model.

• Document event naming standards, business logic, and instrumentation requirements.

• Partner with engineering to ensure accurate, performant implementation across platforms.

Tagging Infrastructure & TMS Consolidation

• Consolidate and rationalize multiple tag management systems into a single, clean, governed environment.

• Audit existing tags, triggers, variables, and scripts; remove redundancies and resolve conflicts.

• Implement tagging best practices, governance controls, and release processes to ensure long-term stability.

• Maintain the TMS as the single source of truth for analytics and marketing instrumentation.

Analytics Platform Implementation

• Lead the deployment of a new analytics platform (e.g., GA4, Adobe, Amplitude, Mixpanel, Snowplow) from requirements to validation.

• Translate business needs into technical tracking specifications and event taxonomy.

• Collaborate with our analytics agency for architecture and tool recommendations while owning internal execution.

• Validate that data collection is accurate, complete, and aligned with KPIs and reporting needs.

Data Quality, Monitoring & Governance

• Build automated QA workflows and monitoring systems using tools like ObservePoint, Tag Inspector, or custom scripts.

• Establish repeatable testing processes for new site releases and features.

• Implement alerting and dashboards to proactively detect breakage or data drift.

• Create documentation, guidelines, and governance processes that ensure long-term data integrity.

Cross-Functional Collaboration

• Partner with engineering, product, marketing, UX, and privacy teams to align on measurement strategy and instrumentation.

• Provide technical expertise and clear communication to both technical and non-technical stakeholders.

• Contribute to a culture of data quality, transparency, and consistent measurement across the organization.

Who you are

• Expertise in digital analytics & tag management — strong hands-on experience with GTM, Tealium, or Adobe Launch.

• Data layer architecture & engineering skills — ability to design and implement scalable schemas across complex ecosystems.

• Strong JavaScript & debugging skills — comfortable writing custom logic, troubleshooting issues, and validating data in DevTools.

• Analytics implementation experience — deploying, configuring, and validating GA4, Adobe Analytics, Amplitude, Mixpanel, or similar tools.

• Data quality & monitoring capabilities — familiarity with automated auditing tools and governance frameworks.

Additional Experience

• 6–10+ years in digital analytics engineering, tag management, or web data collection roles.

• Experience modernizing legacy analytics systems or consolidating multi-brand environments.

• Understanding of privacy, consent management, and data governance best practices.

• Ability to act as a strategic architect and hands-on implementer in an individual contributor role.

• Excellent communication skills and the ability to influence across teams without direct authority.

What Success Looks Like

Within 9 months, you will have:

• Delivered a unified, well-documented data layer across all sites.

• Consolidated multiple tag management systems into a single governed environment.

• Implemented a new analytics platform with accurate, validated, trusted data.

• Established ongoing monitoring and QA processes that catch issues before they impact reporting.

• Significantly reduced technical debt and improved the organization’s confidence in site analytics data.

Location: New York City (Onsite 3 days per week)
The annual base salary for this position is expected to be between $200,000 to $230,000. Base salary is one component of Gen's total compensation package, which includes 401(k) match, health insurance options, disability coverage, life insurance, and unlimited paid time off. Actual salaries will vary based on a candidate’s qualifications, experience, skills, and competencies related to the role.

Gen is proud to be an equal-opportunity employer, committed to diversity and inclusivity. We base employment decisions on merit, experience, and business needs, without considering race, color, national origin, age, religion, sex, pregnancy, genetic information, disability, medical condition, marital status, sexual orientation, gender identity or expression, military or veteran status, or other unlawful factors. Gen prohibits discrimination based on these protected characteristics and recruits talented candidates from diverse backgrounds.

We consider individuals with arrest and conviction records and do not discriminate against employees for discussing their own pay or that of other employees or applicants. Learn more about pay transparency.

To conform to U.S. export control regulations, applicant should be eligible for any required authorizations from the U.S. Government.