Senior Manager, Digital Analytics

About the Role: Gen Digital operates a portfolio of consumer security and privacy brands serving hundreds of millions of users worldwide. Every product decision, marketing dollar, and growth initiative depends on a single question: what is the data actually telling us? This role is the answer. The Digital Analytics & Tag Management Lead owns Gen's end-to-end web measurement infrastructure. You are the primary technical authority on how behavioral data is collected, structured, and delivered for our web properties — from the data layer specification through Tealium tag governance, web instrumentation, marketing tagging, cookie and consent management, and the Amplitude digital analytics platform. You lead a team of individual contributors and serve as the primary internal stakeholder for what the data layer should look like, ensuring it reliably powers product analytics, marketing measurement, and privacy compliance at global scale. Key Responsibilities: Data Layer Strategy & Governance Serve as the primary internal stakeholder for Gen's data layer; Engineering still owns much of this , but you need to be defining and maintaining the specification that governs what data is collected, how it is structured, and how it flows to all downstream consumers. Author and maintain the canonical data layer schema across web properties; own versioning, change management, and documentation. Establish naming conventions, event taxonomy, and variable standards that enable consistent analytics across product lines and geographies. Partner with product engineering, product management, and data engineering to review and approve any changes to the data layer before deployment. Tealium Tag Management Own the enterprise Tealium iQ implementation end-to-end: tag library health, load rules, data layer variable configuration, publish workflows, and environment management. Lead the strategy for client-side and server-side tag deployment, evaluating trade-offs between performance, data fidelity, and privacy compliance. Define and enforce tag governance standards: tag audits, deprecation of legacy tracking, QA validation processes, and deployment approvals. Partner with marketing and adtech teams to onboard, configure, and maintain third-party vendor tags within the Tealium ecosystem. Web Instrumentation Define the instrumentation strategy for Gen's web and mobile web properties — determining what user behaviors, funnels, and events must be tracked to support product and marketing decisions. Collaborate with front-end engineers to implement and validate data layer pushes, ensuring accurate event capture across SPA and traditional page architectures. Own the QA and validation process for all instrumentation changes, including debugging via browser dev tools, Tealium's data trace, and Amplitude's event validation. Drive a culture of instrumentation-first feature development: new product features ship with tracking requirements defined before code is written. Marketing Tagging & Privacy Own the marketing tag ecosystem — paid search, paid social, affiliate, email, and display — ensuring tags fire correctly, attributing conversions accurately, and respecting user consent state. Serve as the primary liaison between marketing, legal, and engineering on tagging-related privacy compliance: GDPR, CCPA/CPRA, and emerging global regulations. Manage the cookie governance framework: audit and classify all cookies set across Gen properties, maintain the cookie inventory, and ensure alignment with disclosed privacy policies. Own the consent management platform (CMP) configuration within Tealium, ensuring tag suppression, consent signal propagation, and opt-out behavior function correctly across all regions. Partner with the privacy and legal teams on data residency requirements, PII redaction in tracking payloads, and incident response when a privacy issue involves tagging or instrumentation. Amplitude — Digital Analytics Platform Own the Amplitude platform as Gen's primary digital analytics tool: contract, vendor relationship, governance model, and roadmap for adoption across product and marketing teams. Define and enforce the Amplitude data governance model — taxonomy, event naming standards, user property conventions, and project/space structure — ensuring a trustworthy, self-service analytics environment. Drive Amplitude adoption across product managers, growth managers, and marketers; build training materials, conduct workshops, and establish best practices so stakeholders can answer their own questions. Own the Amplitude SDK integration strategy and instrumentation quality: work with engineering teams to ensure SDKs are correctly implemented, events are validated, and the platform reflects the canonical data layer spec. Manage the integration between Tealium and Amplitude, ensuring data flows reliably, identity stitching is consistent, and the platform receives a clean, governed event stream. Lead the evaluation of Amplitude feature releases and adjacent tooling (e.g., Amplitude Experiment for A/B testing, Amplitude CDP capabilities) and recommend adoption where it delivers clear value. People Management Manage and mentor a team of 2-3 ICs, providing weekly 1:1s, clear performance feedback, and development plans aligned to the career framework. Build succession plans, eliminate single points of failure, and develop the team's collective capability in data layer design, tag management, privacy, and Amplitude. Participate in hiring: define role requirements, build interview panels, shadow interviewers, and make hire/no-hire decisions as the hiring manager. Contribute meaningfully to the codebase on non-critical-path work — leading by example on code quality, process adherence, and high-quality pull requests. About You: Required Bachelor’s degree in Computer Science, or a related field; Master’s or Ph.D. preferred. 10+ years of experience in digital analytics, web measurement, or marketing technology, with at least 3–5 years in a formal people management role, demonstrating proficiency in all core management competencies. Deep hands-on expertise with Tealium iQ: tag deployment, data layer configuration, load rules, extensions, and publish workflows; Tealium AudienceStream experience is a strong plus. Proven ownership of a data layer at enterprise scale — authoring specs, governing changes, and partnering with engineering teams on implementation. Expert-level understanding of web instrumentation: JavaScript event tracking, SPA tracking patterns, data layer pushes, browser debugging, and SDK integration. Fluency in marketing tagging ecosystems: paid search (Google, Microsoft), paid social (Meta, TikTok), affiliate and display pixels, conversion APIs, and server-side tagging. Hands-on experience with Amplitude, including SDK integration, taxonomy governance, and enabling self-service analytics for non-technical stakeholders. Working knowledge of privacy regulations (GDPR, CCPA/CPRA, ePrivacy) and how they intersect with tagging, cookies, consent management, and data collection. Proficiency in JavaScript and HTML/CSS sufficient to read, write, and debug custom tag code, data layer implementations, and instrumentation scripts. Strong cross-functional communication: able to translate highly technical tagging and data layer concepts into clear requirements for engineers, privacy/legal teams, and marketing stakeholders. Preferred Experience with consent management platforms (OneTrust, Cookiebot, or Tealium's native CMP) and IAB TCF / Google Consent Mode v2. Familiarity with server-side tagging architectures and their privacy advantages over pure client-side approaches. Experience with other enterprise tag management systems (Adobe Launch, Google Tag Manager) sufficient to assess migration and interoperability scenarios. Exposure to adjacent tools in the measurement stack: session replay (FullStory, Heap), A/B testing platforms, and customer data platforms (CDPs). Experience operating in a cybersecurity or consumer privacy-focused product environment, where data minimization is a core design constraint. Familiarity with SQL and data warehouse querying (Snowflake, BigQuery) for validating upstream data quality. #J-18808-Ljbffr