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Web Analytics Manager

Job Summary:

Square Enix’s Analytics & Insight department is responsible for understanding consumer behaviour using data collected from users and games. The team consists of bright and dedicated analysts and data scientists who provide impactful deliveries and robust data stewardship. Our remit spans game production, marketing, web, and sales to enable our stakeholders to make data-driven decisions. We are now looking for a passionate Web Analytics Manager who will leverage a range of data sources to deliver a best-in-class digital experience for our users and help teams throughout the business optimise their campaigns.

In this position, the Web Analytics Manager’s time will be focussed on leading the global implementation, measurement, and optimisation of digital performance. This self-starter will bring new ideas for how we improve the on-site customer experience, including A/B and multi-variant testing, as well as providing insights that lead to actionable marketing recommendations and successes. They will also have a desire to work across diverse data sources; bringing together disparate information to shape our customer understanding and support development for Square Enix’s digital future.

The successful candidate will have a strong grasp of the digital marketing ecosystem and understand how digital channels interact. They will have a wealth of practical experience working with e-commerce data and are comfortable communicating valuable insights to an array of teams to influence decisions. Our chosen candidate will lead the analytics strategy for web whilst managing a small team of digital analysts.

This is an integral role in our A&I department and represents a great opportunity for the successful candidate to help shape, define and influence the future growth and direction of the team. If you have the requisite skills and the ambition to make a real difference, we would love to hear from you.

Requirements

Key Deliverables:

• Drive major digital data transformation and provide key expertise across all aspects of the online environment from tracking to optimisation
• Own and implement web performance agenda to drive the user experience, business objectives and measurable online success
• Spearhead the integration, strategy, and output of web optimisations through A/B and multi-variant testing software across global business
• Take ownership of gathering external marketing data and transforming it into accurate and viable insights to be applied business-wide
• Inform stakeholders across Executive, Marketing, Brand and Product teams about actionable improvements based on existing performance and digital best practices
• Leverage additional cross-channel data sources (eCRM / in-game) to improve consumer journey and retention
• Together with development teams, gather and integrate requirements to improve our existing web-tracking infrastructure
• Identification of new website tagging needs and analytics optimisations, and support internal and external teams with implementation
• Creation and prioritisation of digital projects from brief to post-mortem feedback
• Develop digital KPI dashboards that can be easily digested and actioned by stakeholders
• Support research projects that shed light on gamer interests and direct consumer feedback
• Manage direct reports both in terms of their personal development needs and delivery
• Contribute to a collaborative environment in which the team can share methodologies and ideas to support the creation of cutting-edge solutions to our internal stakeholders’ most relevant problems
• Remain alert to opportunities which further utilise our data to benefit the business
• Ensure we continue to collect, document, and refine relevant data
• Clearly communicate schedule and priorities to stakeholders
• Take a flexible and open-minded approach to new challenges
• Engage wider teams with web data best practices

Key Stakeholders:

Marketing / Brand teams, Live Ops teams, Game Development teams, Digital Channels teams, Analytics & Insight team

Competencies, Skills & Attributes:

Essential:

• Excellent experience with web analytics tools, particularly Google Analytics (including setting up GA filters, goals, and dashboards)
• Excellent experience with tag management systems like Google Tag Manager (including custom Tags)
• Excellent analytical experience manipulating and joining large or complex data sets accurately
• Experience in planning, creating, and optimising digital content through A/B or multi-variant testing software
• Confident communication and presentation skills, including ability to translate technical jargon into digestible output
• Understanding of Javascript & SQL
• Ability to conceptualise complex business problems and solve them through data analysis
• Handle multiple tasks while managing priorities and expectations as needed
• Driven to develop skills in others

Desirable:

• Experience with Google Cloud Platform
• Knowledge of manipulating Google Analytics 360 data in BigQuery
• DataStudio, Power BI or Looker experience
• A/B Testing software experience (e.g., Optimizely, VWO, Optimize 360)
• Heatmapping tools experience (e.g., ContentSquare, Hotjar, CrazyFrog)

Other:

Essential:

• A real passion and interest in video games, data, analytics, online marketing, and ecommerce
• Excellent attention to detail
• Strong organization and respect for deadlines and milestones
• You have a drive for commercial impact through evidence-based decision making
• You love to tell stories with data and generate meaningful insights
• Continually seeking knowledge and understanding
• Understanding of key challenges in our industry