Associate Director, Analytics

Sullivan is seeking an Associate Director, Analytics to lead and evolve how we measure, report, and optimize experiences and campaigns. This role bridges creative, strategy, and technology—ensuring our clients have the data, tagging, and insights they need to make smarter decisions.

The ideal candidate will have a thorough understanding of analytics; both from a brand and client engagement perspective as well as a track record of successfully building analytic approaches and conducting qualitative research across a broad mix of clients and marketing objectives. A major responsibility of this role will be to build upon the Sullivan approach, deliverables, and infrastructure for analytics for existing clients as well as provide measurement guidance on all new business pitches. In addition, this candidate will work alongside the Sullivan growth team to report results, drive data driven tests and continually optimize our own marketing program.

This is a unique opportunity to own and grow Sullivan’s analytics foundation -- to help drive innovation, the use of AI and thought leadership throughout a vibrant and dynamic organization. From tagging and dashboards to measurement frameworks and client strategy. You’ll help shape how data drives creativity, performance, and storytelling for clients across financial services, higher education, and technology.

You’ll work hands-on with Google Tag Manager, GA4, Looker Studio, and Tableau to implement tracking, build dashboards, and deliver actionable insights. You’ll also lead the development of measurement frameworks and transform business requirements into clear, data-driven analytics plans. This role combines analytical depth, technical implementation, and client partnership.

Key Responsibilities

• Measurement & Strategy
• Lead the development of measurement frameworks that define KPIs, success metrics, and reporting methodologies across websites, campaigns, and digital experiences.
• Translate business objectives into analytics strategies , identifying the right data, KPIs, and visualization approach for each engagement.
• Partner closely with creative, strategy, and digital teams to ensure analytics aligns with client goals and brand priorities.
• Partner with strategy to develop qualitative and quantitative research plans and recommendations.
• Oversee research execution directly or through a third-party partnersContribute to the codification of Sullivan’s measurement approach , creating scalable templates and best practices.
• Tagging & Implementation
• Implement and maintain website tracking through Google Tag Manager (GTM)—including custom events, triggers, and variables for form submissions, scroll depth, video views, and other interactions.
• Collaborate with developers to ensure robust data layer design and accurate event tracking across all environments.
• Conduct QA and validation of all tagging implementations to ensure clean, consistent data capture.
• Maintain documentation and changelogs for tagging and tracking updates.
• Dashboarding, Reporting & Data Architecture
• Build and evolve dashboards in Looker Studio and Tableau , ensuring consistency, clarity, and a strong visual narrative.
• Understand how analytics data flows across tools (GTM → GA4 → Looker Studio/Tableau → database) and assist in maintaining integrations with SQL databases.
• Deliver reports and dashboards that connect data to business outcomes through clear storytelling and visualization.
• Client Leadership & Insights
• Lead analytics relationships with clients , serving as the go-to expert for measurement, reporting, and optimization discussions.
• Present insights, recommendations, and performance narratives in a way that bridges technical depth and strategic clarity.
• Identify opportunities to enhance measurement sophistication and evolve analytics deliverables.
• Guide internal and client teams in understanding analytics impact and next steps.
• Suggest opportunities for integrating data and measurement into projects.
• Operational Excellence
• Help improve Sullivan’s internal analytics processes, QA standards, and documentation practices.
• Support new business efforts by advising on measurement strategy and analytics deliverables.
• Mentor junior analysts and contribute to building the agency’s overall analytics maturity.

Knowledge And Skills Required

• Bonus: familiarity with SEO and AEO analytics, A/B testing, or workflow automation tools such as n8n or Alteryx .
• 5–8 years of experience in digital, web, or marketing analytics (agency experience preferred).
• Advanced proficiency with Google Analytics 4 (GA4) , Google Tag Manager (GTM) , Looker Studio , and Tableau .
• Strong hands-on experience tagging websites for custom events, triggers, and data layer variables .
• Understanding of data layers, event parameters, and schema design for analytics tracking.
• Working knowledge of PostgreSQL or other relational databases.
• Proven ability to translate business questions into analytics plans and deliver insight-driven recommendations.
• Excellent communication and presentation skills—able to synthesize data into compelling narratives for creative and business audiences.