MarCom Data Analyst, Web Analytics & Insights

WSP USA; Colombia; Remote; COP 60,000,000 - 100,000,000; Full time

Job summary

WSP USA seeks a MarCom Data Analyst to support web analytics and insights for the Global MarCom team. You will own GA4/GTM strategy, guide multi-channel funnel analysis, and build data models and dashboards linking website behavior to conversions.

You will partner with global stakeholders, ensuring trustworthy data and clear insights to support confident decisions and continuous optimization across channels.

Qualifications

• Bachelor’s degree or equivalent experience.
• 3+ years of experience in digital analytics or martech.
• Proficiency with GA4 and GTM for measurement design and governance.
• Strong SQL skills for data extraction and validation.
• Advanced Power BI skills including DAX and data modeling.
• Excellent data storytelling for executive and operational audiences.
• Strong English proficiency (B2-C1).
• Experience with multi-channel attribution and experimentation frameworks.

Responsibilities

• Administer GA4 architecture, streams, data filters, and cross-domain measurements.
• Lead web tracking strategy using GTM and server-side tagging where applicable.
• Enforce tagging standards and UTM frameworks across global teams.
• Design and analyze A/B tests, holdouts, and incrementality experiments.
• Develop attribution models aligned with MarTech constraints (MTA, MMM).
• Create dashboards and data visualizations in Power BI or Looker Studio.
• Collaborate with Marketing Automation, CRM, IT, and Privacy teams.
• Provide training on dashboards and data interpretation.

Skills

GA4 & GTM expertise

SQL

Power BI

Data storytelling

Advanced English (B2-C1)

A/B testing & attribution modeling

Education

Bachelor’s degree in Business, Marketing, Analytics, Statistics, Information Management, Computer Science, or equivalent experience

Tools

GA4

Google Tag Manager

Power BI

Looker Studio

Python

R

SSIS/ETL tooling

Job description

MarCom Data Analyst, Web Analytics & Insights

Martech Enablement and Optimization | Global Location | Full-Time

We seek a Data Analyst to support our web analytics practice and create reports with insights and recommendations to our Global MarCom team. You will own the GA4/GTM measurement strategies, guide the team by developing multi-channel funnel strategy, and build the data models and dashboards that connect website behavior to conversion. You will partner with global stakeholders as an analytics advisor, ensuring rigorous tracking, trustworthy data, and clear, actionable insights that support confident decision‑making.

What you’ll be responsible for:

Data Analytics & Data Management

• Administer and lead implementation strategy on GA4 architecture, including streams, data filters, event schemas, and cross‑domain measurements.
• Administer and lead web tracking strategy (Google Tag Manager, web and server‑side where applicable), supporting implementation and validation of event tracking and consent‑aware configurations.
• Collaborate and enforce UTM standards, channel taxonomy, and tagging frameworks across global teams.
• Design and analyze A/B tests, holdouts, and incrementality experiments supporting MarCom and Platforms teams.
• Propose and develop attribution models for the MarCom team using methodologies aligned to current MarTech environment and constraints (Multi-Touch Attribution, Marketing Mix Modeling).
• Propose measurement frameworks for new features, new platforms, and global rollouts.

Reporting, Dashboarding & Insights

• Collaborate on design and maintenance of executive dashboards in Power BI, Looker Studio, or similar visualization platforms, using clear visual narratives.
• Create funnel, cohort, and segmentation analyses to identify opportunities across channels and journeys.
• Develop multi‑source dashboards connecting various data sources and platforms, such as social media channels, Eloqua, and CRM.

Support and Collaboration

• Partner with various stakeholders from Marketing Automation to CRM teams, to connect data to reporting.
• Partner with Business Intelligence/IT teams to evolve data models and connectors.
• Partner with Privacy, Legal, and IT on consent, tagging compliance, data retention, and risk mitigation.
• Create documentation on measurement frameworks for new features, new platforms, and global rollouts.
• Deliver training and self‑service tutorials and guides, to help teams understand dashboards, KPIs, and data interpretation.

What you’ll bring

Education and Technical Experience

• 3 years of experience.
• Deep understanding of digital marketing channels, funnel metrics, A/B testing and other campaign measurement frameworks
• Expert‑level proficiency with GA4 and Google Tag Manager (event design, debugging, validation, governance).
• Proficiency in SQL for data extraction, joins, validation, and troubleshooting.
• Advanced Power BI experience: attribution modeling, DAX, Power Query, and dashboard UX design.
• Ability to define KPIs, enforce tagging standards, and maintain measurement governance.
• Exceptional data storytelling skills for both executive and operational audiences
• Advanced English proficiency (B2-C1)

Soft Skills

• Trusted advisor mindset with strong communication and stakeholder management skills.
• Ability to operate in a global, cross‑functional environment with diverse stakeholder needs.
• Strong problem‑solving, curiosity, and critical thinking, with a proactive approach to solving data and tracking issues.
• Collaborative mindset with cross‑functional teams across regions and languages.
• Self‑starter who takes ownership and follows through.

Preferred Qualifications

• Bachelor’s degree in Business , Marketing, Analytics, Statistics, Information Management, Computer Science, or equivalent experience.
• Experience with Python or R for data prep/validation;
• Familiarity with ETL/ELT tooling (e.g., SSIS or similar).
• Familiarity with ad tech and campaign platforms (CM360, Google Ads/Keywords, Meta Ads, DSPs).
• Experience working with REST APIs for data retrieval.

Title: MarCom Data Analyst, Web Analytics & Insights

Location: Colombia

Requisition ID: 26001308