Marketing Analytics & Growth Insights Specialist (GA4, GTM, CRM, User Behaviour)

Job Overview We are looking for a highly analytical, data-driven marketing professional who can own end-to-end marketing analytics, user behaviour analysis, and growth insights. This role is focused on understanding what is working, what is not, and why — across paid ads, organic search, website behaviour, webinars, email campaigns, and CRM data — and converting that data into clear, actionable insights. This is not a generic digital marketing role. It is an analytics + insights + optimization role. Key Responsibilities 1. Marketing Analytics & Performance Analysis Own performance analysis across: Paid media (Meta, Google Ads) Organic search Website traffic Email campaigns Webinars and gated content Analyse lead quality and conversion quality, not just traffic or leads Track complete user journeys from: First interaction → engagement → conversion Identify: Best-performing channels Underperforming campaigns Funnel drop-offs and leakage points 2. Tracking, Tagging & Attribution Set up, manage, and audit: Google Analytics 4 (GA4) Google Tag Manager (GTM) Meta events & custom conversions Ensure: Clean UTM tracking Event-level tracking (registrations, attendance, replays, form submissions, purchases) Accurate attribution without overwriting data Work closely with developers to validate tracking on websites and landing pages 3. User Behaviour & Experience Analysis Use tools like: Microsoft Clarity Hotjar (or similar behaviour tools) Analyse: Heatmaps Scroll depth Session recordings Rage clicks and abandonment behaviour Convert behaviour data into: UX improvement recommendations Conversion rate optimisation (CRO) insights Funnel optimisation suggestions 4. Search & Organic Performance Insights Own analysis using Google Search Console Track and report on: Search queries Click-through rates Impressions Ranking trends Identify content and landing page opportunities based on real search intent Connect search performance insights with conversions and revenue 5. CRM Data Analysis & Funnel Intelligence Work closely with CRM data (any modern CRM; Zoho experience is a plus) Analyse: Lead-to-customer conversion rates Multi-touch journeys Behaviour-based segmentation Ensure CRM data is clean, structured, and usable for insights Support marketing and sales teams with data-backed prioritisation 6. Reporting, Insights & Communication Build clear, decision-ready reports (not vanity dashboards) Translate complex data into: Simple summaries Written insights Clear recommendations Answer questions like: Which channel actually drives paying customers? Which campaigns look good but don’t convert? Where should we scale, pause, or optimise? 7. Paid Ads Knowledge (Added Advantage) Experience with Google Ads, especially: Search campaigns Remarketing YouTube / video ads Ability to analyse ad performance beyond platform metrics Help close the loop by matching ad performance with real CRM outcomes Understanding of offline conversion tracking is a strong plus Required Skills & Experience Strong hands-on experience with: Google Analytics (GA4) Google Tag Manager Google Search Console Meta Ads & Meta Events Experience with user behaviour tools: Microsoft Clarity, Hotjar, or similar Solid understanding of: UTMs and attribution Funnel analysis Conversion tracking Ability to write clear analytical insights Strong attention to detail and data accuracy Good to Have Experience with: Webinar funnels Email automation tools CRM-based reporting Background in high-intent or service-based businesses Experience presenting insights to non-technical stakeholders What Success Looks Like Clean, reliable tracking across all platforms Clear visibility into what drives high-quality conversions Actionable insights that influence: Marketing budgets Campaign strategy Website and funnel optimisation Apply tot his job Apply To this Job