Web Analytics and Optimization Specialist

National Wildlife Federation; Reston, Northern (VA, KY); Hybrid; USD 65,000 - 75,000; Full time

Benefits offered by this job

Paid time off

Health, dental, vision insurance

Retirement plan with match

Flexible scheduling

Job summary

National Wildlife Federation is seeking a Web Analytics and Optimization Specialist to own GA4, GTM, and Plausible, ensuring data accuracy and platform upgrades. You will work with stakeholders to define metrics and translate data into actionable insights that drive engagement and fundraising.

You will build and automate multi-channel dashboards in Looker/Data Studio and Tableau, monitor campaigns, and help optimize SEO/AEO/GEO while connecting analytics to broader donor data in related systems.

Qualifications

• 3+ years managing Google Analytics 4 (GA4) implementations and administrative settings.
• 3+ years working in Google Tag Manager.
• 3+ years working in Google Looker/Data Studio.
• 3+ years experience working with complex, large data sets.

Responsibilities

• Act as the product owner for GA4, GTM, and Plausible, including upkeep, upgrades, and data accuracy.
• Report on website analytics using Looker/Data Studio, GA4, Plausible and Tableau; develop KPI-driven insights for stakeholders.
• Develop multi-channel reporting for traffic, engagement, conversions, and revenue; automate recurring reports where possible.

Skills

GA4

Google Tag Manager

Looker/Data Studio

Tableau

Large data sets

Tools

Tableau

Airtable

Crazyegg

WooRank

Plausible

Sitecore

WordPress

Job description

Web Analytics and Optimization Specialist

Job Category: Information Technology

Requisition Number: WEBAN001681

• Posted : August 31, 2026
• Full-Time
• Remote

Locations

Showing 1 location

HQ
RESTON, VA 20190, USA

Description

Founded in 1936, the National Wildlife Federation has grown into America's largest and most trusted grassroots conservation organization with 52 state/territorial affiliates and more than six million members and supporters, including hunters, anglers, gardeners, birders, hikers, campers, paddlers, and outdoor enthusiasts of all ages and stripes. The mission of the National Wildlife Federation is to unite all Americans to ensure wildlife thrive in our rapidly changing world. We advance this mission through programming focused on conserving wildlife, restoring habitats and waterways, expanding outdoor opportunities, connecting children with nature, advancing environmental justice, and addressing the causes and consequences of climate change.

To support our mission, we are seeking a Web Analytics & Optimization Specialist to join the Data and Technology Department. This role will act as the product owner for NWF’s current portfolio of website analytics platforms including Google Analytics 4 (GA4), Google Tag Manager and Plausible. This role will also be responsible for analyzing and reporting on our web data to help NWF gain a better understanding of user behavior. Additionally, this role will be responsible for working with stakeholders to identify key metrics needed to measure success on their websites, and provide technical recommendations to improve our SEO/AEO/GEO.

This role combines technical analytics and business analysis, connecting digital interactions to engagement, conversion, and revenue goals. The person fulfilling this role is expected to be proactive, detail-oriented, and able to communicate effectively on tasks and projects assigned. The Web Analytics & Optimization Specialist will fall within the Data & Systems team and report to the Associate Director, Data Strategy.

Principle Duties (major areas of responsibility):

Web Analytics & Measurement

• Act as the product owner for Google Analytics 4 (GA4), Google Tag Manager, and Plausible.
  • This includes day-to-day upkeep of these systems, overseeing requests, coordinating upgrade projects, troubleshooting, and ensuring data accuracy
  • In addition, it requires working across teams to ensure data syncs accurately across online platforms
  • This position will work closely with a vendor to handle complex upgrade projects
• Report on website analytics to provide insights on user behavior and site performance in Looker/Data Studio, GA4, Plausible and Tableau.
  • This includes working closely with stakeholders to develop and use key metrics to make actional recommendations.
  • Provide multi-channel reporting to show a full picture of how our supporters are interacting with us digitally across platforms
  • Develop reporting that communicates website traffic, acquisition, engagement, conversion, campaign performance, and revenue.
  • Automate recurring digital reporting wherever possible.
  • Ensure reporting definitions and KPIs are consistent across teams and platforms.
• Support our website and online platforms by assisting with regular tasks such as list imports or data hygiene processes

Digital Insights and Optimization

• Advise NWF on the ever-changing landscape of SEO/AEO/GEO
  • Collaboratewith Web Development toestablishSEO best practices andaid insuccessful web launches
• Analyze website and campaign performance to identify trends and areas requiring attention.
• Evaluate supporter journeys, traffic sources, landing page performance, engagement, conversions, and campaign effectiveness.
• Translate analytics into actionable recommendations for communications, digital, marketing, fundraising, and technical teams.

Data Integration and Governance

• Partner with technical teams to connect web analytics data with broader supporter data in related systems such as eCRM (Engaging Networks) and CRM (Microsoft Dynamics).
• Document analytics configurations, event definitions, tracking methods, and reporting logic.
• Inform stakeholders of potential downstream impacts for reporting and analytics.

Qualifications:

Skills and Competencies:

• Strong analytical and problem-solving skills.
• Ability to manage multiple priorities while maintaining a positive outlook.
• Excellent communication skills, comfortable sharing technical concepts in a way everyone can understand.
• Excellent organizational skills with strong attention to detail and accuracy.
• Superior critical thinking skills, creatively troubleshooting and thinking through implications beyond what is immediately apparent.
• Flexibility, determination, and a sense of humor.
• A passion for continuous improvement and learning new technologies.
• The employees’ actions are expected to reflect the staff values of the National Wildlife Federation.
• 3+ years managing Google Analytics 4 (GA4) implementations and administrative settings.
• 3+ years working in Google Tag Manager
• 3+ years working in Google Looker/Data Studio
• 3+ years experience working with complex, large data sets

Preferred Experience:

• Experience with Tableau or similar reporting platform
• Experience with Airtable, Crazyegg, WooRank, Plausible or similar tools
• Familiarity with Sitecore or WordPress data

There may be 1-10 travel days per year to attend conferences and perform field office visits.

Location and Work Mode:

This position will be based in Reston, Virginia. The National Wildlife Federation is committed to a flexible and empowered work environment with an authentic community of care for all staff. In this position, the employee may work hybrid or fully remoteto be decided jointly with their supervisor in the final stages of the interview process. For more information on Work Modes, please review the benefits section of our careers page:https://www.nwf.org/About-Us/Careers

Physical Requirements of the Job:

Remaining in a normal seated or standing position for extended periods; reaching and grasping by extending hand(s) or arm(s); dexterity to manipulate objects with fingers, for example, using a keyboard; communication skills using the spoken word; ability to see and hear within normal parameters; ability to move about the workspace. The position requires mobility, including moving materials weighing up to several pounds (such as a laptop computer or tablet).

Persons with disabilities may be able to perform the essential duties of this position with reasonable accommodation. Requests for reasonable accommodation will be evaluated on an individual basis.

Please Note:

This job description sets forth the job’s principal duties, responsibilities, and requirements; it should not be construed as an exhaustive statement, however. Unless they begin with the word “may,” the Essential Duties and Responsibilities described above are “essential functions” of the job, as defined by the Americans with Disabilities Act.

Compensation and Benefits:

The salary range for this position is $65,000-$75,000, commensurate with experience.

We are proud of our designation by Mogul as a Top 100 Workplace with the Best Benefits, and by Forbes as one of America’s best small employers! We value work-life balance and a family-friendly atmosphere with flexible scheduling. We want you to be able to integrate work and personal life with attention to your self-care, so that your work schedule is not depleting. We offer benefits so you feel restored and fueled through the day and week.

We offer these supports to help manage your mental, emotional, and physical health:

• Paid time off: Vacation that starts off at three weeks accrual based on a full-time schedule, unlimited wellbeing (this time can be used for physical, spiritual, emotional, cultural, religious or financial wellbeing for yourself, a partner, or family member – including pets), and 11 holidays
• We close down for a paid winter break between December 25 to January 1 to recognize end of-year stress, and time for reflection, rejuvenation, and spending time with family.
• Up to 16 weeks of fully paid Family and Medical Leave
• Low-cost health, dental, and vision insurance options – all outpatient mental health is covered at in-network rates
• Therapist available at no cost
• Pet insurance and discount perk program

In addition to your salary, we offer the following supports to your personal finances:

• Retirement plan with immediate match and vesting

Applications will be reviewed on a rolling basis. Candidates should submit a cover letter and resume. NWF is an equal opportunity employer, and all qualified applicants will receive consideration for employment with regard to any classes or characteristics protected by law.

We recognize that people come with a wealth of knowledge and talent beyond just the technical requirements of a job. Your experience, which may include paid and unpaid work, including volunteer work, helps build the competencies and knowledge that translates to our openings. Whether you’re new to the field, returning to work after a gap in your employment, or are taking the next step in your career path, Diversity of experience and skills combined with passion is a key to innovation and a culture of excellence.

Please let us know if you require accommodations during the application or interview process by reaching us at [e-mail] or 703-438-6244.

If selected for this position, a background check will be conducted.

Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws.For further information, please review the Know Your Rights notice from the Department of Labor.