Senior Manager, Digital Analytics

Gen Digital operates a portfolio of consumer security and privacy brands serving hundreds of millions of users worldwide. Every product decision, marketing dollar, and growth initiative depends on a single question: what is the data actually telling us? This role is the answer. The Digital Analytics & Tag Management Lead owns Gen's end-to-end web measurement infrastructure. You are the primary technical authority on how behavioral data is collected, structured, and delivered for our web properties — from the data layer specification through Tealium tag governance, web instrumentation, marketing tagging, cookie and consent management, and the Amplitude digital analytics platform. You lead a team of individual contributors and serve as the primary internal stakeholder for what the data layer should look like, ensuring it reliably powers product analytics, marketing measurement, and privacy compliance at global scale.

Responsibilities

Serve as the primary internal stakeholder for Gen's data layer; Author and maintain the canonical data layer schema across web properties; Establish naming conventions, event taxonomy, and variable standards; Partner with product engineering, product management, and data engineering to review and approve data layer changes; Own the enterprise Tealium iQ implementation end-to-end; Lead the strategy for client-side and server-side tag deployment; Define and enforce tag governance standards; Partner with marketing and adtech teams to onboard, configure, and maintain third-party vendor tags; Define the instrumentation strategy for Gen's web and mobile web properties; Collaborate with front-end engineers to implement and validate data layer pushes; Own the QA and validation process for all instrumentation changes; Drive a culture of instrumentation-first feature development; Own the marketing tag ecosystem — paid search, paid social, affiliate, email, and display; Serve as the primary liaison between marketing, legal, and engineering on tagging-related privacy compliance; Manage the cookie governance framework; Own the consent management platform (CMP) configuration within Tealium; Partner with privacy and legal teams on data residency requirements, PII redaction, and incident response; Own the Amplitude platform as Gen's primary digital analytics tool; Define and enforce the Amplitude data governance model; Drive Amplitude adoption across product managers, growth managers, and marketers; Own the Amplitude SDK integration strategy and instrumentation quality; Manage the integration between Tealium and Amplitude; Lead the evaluation of Amplitude feature releases and adjacent tooling; Manage and mentor a team of 2-3 ICs; Build succession plans and develop the team's collective capability; Participate in hiring and make hire/no-hire decisions; Contribute meaningfully to the codebase on non-critical-path work

Requirements

Bachelor’s degree in Computer Science, or a related field; 10+ years of experience in digital analytics, web measurement, or marketing technology, with at least 3–5 years in a formal people management role; Deep hands-on expertise with Tealium iQ: tag deployment, data layer configuration, load rules, extensions, and publish workflows; Proven ownership of a data layer at enterprise scale — authoring specs, governing changes, and partnering with engineering teams on implementation; Expert-level understanding of web instrumentation: JavaScript event tracking, SPA tracking patterns, data layer pushes, browser debugging, and SDK integration; Fluency in marketing tagging ecosystems: paid search (Google, Microsoft), paid social (Meta, TikTok), affiliate and display pixels, conversion APIs, and server-side tagging; Hands-on experience with Amplitude, including SDK integration, taxonomy governance, and enabling self-service analytics for non-technical stakeholders; Working knowledge of privacy regulations (GDPR, CCPA/CPRA, ePrivacy) and how they intersect with tagging, cookies, consent management, and data collection; Proficiency in JavaScript and HTML/CSS sufficient to read, write, and debug custom tag code, data layer implementations, and instrumentation scripts; Strong cross-functional communication: able to translate highly technical tagging and data layer concepts into clear requirements for engineers, privacy/legal teams, and marketing stakeholders

Nice to have

Master’s or Ph.D. preferred; Tealium AudienceStream experience is a strong plus; Experience with consent management platforms (OneTrust, Cookiebot, or Tealium's native CMP) and IAB TCF / Google Consent Mode v2; Familiarity with server-side tagging architectures and their privacy advantages over pure client-side approaches; Experience with other enterprise tag management systems (Adobe Launch, Google Tag Manager) sufficient to assess migration and interoperability scenarios; Exposure to adjacent tools in the measurement stack: session replay (FullStory, Heap), A/B testing platforms, and customer data platforms (CDPs); Experience operating in a cybersecurity or consumer privacy-focused product environment, where data minimization is a core design constraint; Familiarity with SQL and data warehouse querying (Snowflake, BigQuery) for validating upstream data quality

Benefits

flexible working options; time off; competitive pay; benefits and well-being programs