Digital Analytics Manager

UCAS - Universities and Colleges Admissions Service; Cheltenham; Hybrid; GBP 65,000 - 75,000; Full time

Job summary

A leading admissions service for higher education in Cheltenham seeks a Digital Analytics Manager to lead the implementation of Google Analytics 4 (GA4). This role drives data-driven decisions through strategic reporting and builds a high-performing analytics team. Candidates should have strong experience in digital marketing metrics and data visualization tools. Benefits include a hybrid work model, 30 days annual leave, and support for personal development and well-being.

Benefits

30 days annual leave

Subsidised gym and café

Flexible working hours

Recognition and reward schemes

Qualifications

• Proven experience leading GA4 reporting in a professional setting.
• Strong understanding of digital marketing metrics and conversion tracking.
• Excellent communication skills; able to train non-technical users.

Responsibilities

• Deliver GA4 training and guidance; act as go-to expert for queries.
• Support GA4 setup and accurate conversion tracking.
• Build and develop a high-performing analytics team.

Skills

GA4 reporting

Digital marketing metrics

Data visualization tools

Communication skills

Tag management systems

Social platform tracking pixels

Education

Google Analytics Certification (GA4)

Google Tag Manager Fundamentals

Google Ads Measurement Certification

Tools

Looker Studio

Tableau

Power BI

Job description

Keywords (e.g. Payroll Administrator, Birmingham)

South West, Gloucestershire, Rosehill - Hybrid

Job Profile

Communications and Marketing - IAG

Title

Digital Analytics Manager

Contract Type

Full Time

About us

About UCAS

UCAS is at the heart of connecting people to higher education.

UCAS is the world’s leading shared admissions service for higher education. We provide application services for UK universities and colleges as well as delivering a wide range of research, consultancy and advisory services to schools, colleges, careers services, professional bodies and employers.

We’re a successful and fast‑growing organisation, which helps hundreds of thousands of people every year. We're committed to delivering a first‑class service to all of our customers — they're at the heart of everything we do.

The Customer Operations business unit at UCAS was formed to deliver and enhance the support and product & services provided to students, advisers, providers and other stakeholders involved in the higher education admissions process. This department focuses on improving the efficiency and effectiveness of customer interactions, ensuring that applicants and the providers they consider, and apply to, receive timely and accurate information, assistance, and guidance throughout the application cycle. It’s also the unit where we anticipate, respond to and define customer change to ensure UCAS can meet the needs of its customers and stakeholders going forward. Working in cross‑company multi‑disciplinary teams comprising; Customer Service and Relationships, Product Management, International, Policy, Admissions Reform and Fair Access.

About the role

Contractual Hours

35.00

This role leads the governance, implementation, and strategic use of Google Analytics 4 (GA4) across UCAS and UCAS Media. It is pivotal in enabling strategic reporting and data‑driven decisions through accurate tracking, insightful reporting, and effective stakeholder support.

In addition to overseeing GA4, the role drives the development of a Centre of Excellence and a robust operating model for analytics and reporting transforming fragmented data into actionable insights, uniting colleagues to define best practice, and embedding a culture of continuous improvement.

Key Accountabilities

• Deliver GA4 training and guidance; act as go‑to expert for queries and reporting.
• Promote analytics awareness and continuous improvement across Comms & Marketing.
• Support GA4 setup and accurate conversion tracking for internal/external stakeholders.
• Align tracking strategies with campaign objectives across media, charity, product, and tech teams.
• Drive alignment of people, processes, and tools with UCAS’s data‑to‑insight strategy.
• Inform measurement frameworks and attribution; evolve analytics capabilities (BigQuery, Looker Studio).
• Lead GA Centre of Excellence to standardise reporting, share knowledge, and foster innovation.
• Build and develop a high‑performing analytics team delivering timely, accurate insights.
• Oversee tracking, dashboards (e.g., Tableau), and performance reporting for digital platforms.
• Ensure actionable intelligence via collaboration

Skills, qualifications, and experience

Core Skills & Experience:

• Proven experience leading GA4 reporting in a professional setting, ideally across multiple businesses
• Strong understanding of digital marketing metrics, conversion tracking, and attribution
• Proficient with data visualization tools (e.g., Looker Studio, Tableau, Power BI)
• Excellent communication skills; able to train and support non‑technical users
• Comfortable working cross‑functionally with internal teams and external clients
  Familiarity with tag management systems (e.g., Google Tag Manager)
• Experience with social platform tracking pixels (e.g., Meta, TikTok, Snap)

Qualifications & Certifications:

• Google Analytics Certification (GA4)
• Google Tag Manager Fundamentals
• Google Ads Measurement Certification
• Desirable: BigQuery for Marketing Analysts

Package

• Purpose‑driven working in a charity‑led organisation connecting people to education and opportunity
• Internal training, mentoring, and access to industry‑recognised certifications through our development academies
• Hybrid working model built on trust and flexibility, with a 35‑hour week and flexible contracts
• 30 days annual leave, 3 concessionary days over Christmas, bank holidays, and the option to purchase additional leave
• Everyday wellbeing support through Perkbox, offering discounts and wellness tools
• Onsite facilities including a subsidised gym, café, and free parking at our Cheltenham office
• Inclusive culture supported by employee networks, wellbeing champions, and Mental Health First Aiders
• Recognition and reward through our quarterly employee scheme and an end‑gratia bonus for going above and beyond.

Salary: Circa £65,00 - £75,000 dependant on level and depth of experience.