Sr Adobe Analytics Engineer & Analyst

Citizens Bank - Westwood, MA

Full-time - Mid Level

Westwood, MA

Credit Intermediation and Related Activities

About the position

The Digital Data Engineering & Insights team at Citizens is dedicated to providing analytics, tracking, and insights/reporting delivery functions. The mission of this team is to proactively anticipate and predict customer and prospect behaviors by leveraging data and research-driven insights to fuel strategic growth for the Digital Banking & Customer Experience division. We are seeking a highly skilled Sr Digital Data Engineer & Reporting Partner with extensive experience in Adobe Analytics and Experience Cloud, particularly in tag management systems such as Ensighten Tag Manager and Adobe Launch. In this role, you will be responsible for implementing and validating Adobe tracking and pixel tags, ensuring that technical configurations in Ensighten and/or Adobe Launch are correctly set up so that tags fire properly and data flows seamlessly for accurate reporting. You will analyze various data sets, provide insightful recommendations, and communicate strategic ideas to the business. As a vital member of our team, you will contribute to the development and implementation of digital analytics reporting and measurement across Citizensbank.com, Online Banking, and the Citizens Bank Mobile App. Your contributions will include developing tagging requirements documentation, executing technical implementations of Adobe Analytics tagging, and managing pixel status through Collibra management and audit tools. You will also validate and troubleshoot tagging and tracking issues, maintaining communication with relevant stakeholders until resolution. Collaborating with the Digital Analytics team, you will provide tracking solutions and analyze user behavior data, traffic patterns, and digital sales metrics to enhance customer experience and business performance. Additionally, you will assist in developing customer servicing reporting and measurement frameworks, leveraging industry research to generate actionable insights and recommendations.

Responsibilities

• Develop tagging requirements documentation and execute technical implementation of Adobe Analytics tagging across Citizens Bank sites and digital assets in Ensighten Tag Manager or Adobe Launch.
• Execute technical implementation of pixel tags on Citizens Bank sites and digital assets in Ensighten Tag Manager and manage pixel status via Collibra management and audit tool.
• Validate and troubleshoot tagging & tracking issues as they occur, communicating status/next steps until resolution with all relevant stakeholders via JIRA.
• Maintain tagging documentation updates as well as manage technical requirements via JIRA.
• Collaborate with Digital Analytics team to provide tracking solutions.
• Analyze user behavior data, pathing and traffic patterns across the Citizensbank.com and Online Banking website and mobile app, collecting, analyzing and reporting on data such as traffic source, visitor behavior, page performance, and customer experience.
• Analyze digital sales and customer acquisition data, connecting back-end customer database results to site and media performance.
• Assist in the development of customer servicing reporting and measurement for products and features across Online Banking and Citizens Bank Mobile App.
• Leverage industry research and competitive data to generate insights and recommendations.
• Assist in the development of digital measurement and optimization frameworks across all digital platforms and products (Digital KPIs, reporting framework, tracking requirements).
• Provide insight on data trends and anomalies, making recommendations where appropriate to improve business performance for each digital product line/function you support.
• Collaborate with business executives to present key findings and insights.
• Work closely with cross-functional teams (Marketing, Digital Sales, Digital Banking, etc.) to provide reporting and analysis specific to each particular team's needs.

Requirements

• Bachelor's degree, preferably in Computer Science, Marketing, or a related field required.
• Experience with Adobe Analytics implementation required, reporting a plus.
• 3+ years of experience in digital marketing, digital analytics, or web analytics required.
• 3+ years' experience with Adobe Launch / Ensighten in web and mobile app environments.
• Proven track record of success with managing Adobe Analytics tagging and configuring Ensighten, including strong understanding of data layers, tagging, variables, custom metric set up.
• Working knowledge of JavaScript and HTML.
• Strong understanding of digital marketing and/or e-commerce.
• Experience and understanding of Adobe Analytics required.
• Knowledge of digital data technologies (Site tagging, DMPs, digital pixel tracking, etc.) a plus.
• High degree of proficiency in PC applications such as Microsoft Office: Excel, PowerPoint, Access.
• Excellent analytical and problem-solving skills with strong attention to detail.
• Curious, self-motivated thinker; always asks why and strives until the answer is clear.
• Strong oral/written communicator with demonstrated experience translating analytics findings into business insights and influencing business stakeholders to drive action and optimize business performance.