Web Analytics & Optimization Manager

About the role

You'll own web analytics and measurement across our Info-Tech and McLean websites. A lot of the role is GA4 and GTM, setting up tracking correctly, keeping the data accurate, and making sure anything we need to measure on the site can be measured. This is an ownership role, not just marketing reporting. The teams across marketing rely on this data, so your job is to make sure it works and they can trust it.

The role also spans SEO and content optimization. You'll run and improve keyword research, recommend on-page improvements, and help shape how our pages perform in search and AI results, working alongside the content and web teams.

Key responsibilities

Web analytics and measurement

• Develop and own measurement and optimization strategies and take them through to execution.


• Own GA4 across both sites, from setup and configuration to conversion and key-event tracking and overall data accuracy. You're accountable for making sure anything we need to measure can be measured, and that the numbers hold up.


• Own the GTM setup, building, testing, and troubleshooting tags and events, and partnering with dev on the data layer so new product and campaign launches are tracked correctly from day one.


• Keep UTMs and tagging consistent across all marketing divisions (PR, Social, Paid, Email, Events), and improve the setup we have today, including partnering with PR on how they track and report on coverage.


• Handle ad hoc analysis, investigations, and executive or project requests as they come up, including traffic anomalies, bot traffic, conversion drops, and page-level behaviour, and come up with a point of view on what to do about them, not just the numbers.


• Produce monthly and quarterly reporting on website performance, conversions, and outcomes, including the quarterly website and traffic review for executives.


• Build and maintain dashboards.


• Own and administer the analytics and SEO tools, including access, user management, and configuration.

SEO: content and on-page

• Work closely with the brand and content teams on what to optimize and how.


• Run keyword and content-gap research to support content planning, including requests from the research teams.


• Recommend on-page optimizations (meta, headings, structure, internal linking) and work with the content team to get them implemented.


• Help keep terminology and messaging consistent across our content.


• Monitor Google Search Console and Bing Webmaster Tools for red flags and AI-visibility data.

AI search / GEO

• Measure AI visibility using the data available (AI Overviews, LLM referrals).


• Collaborate with the web team on GEO and AI-search strategy, and on LLM optimization efforts and tooling.

What we're looking for

Must have

• Deep, hands-on GA4 and GTM experience. You've set up and managed a GA4 account, configured events and conversions, and debugged tracking yourself, not just read the reports.


• 4 to 6 years in web analytics, ideally in a marketing environment.


• Strong data visualization and reporting skills.


• Comfortable enough with code (SQL and light scripting). You don’t need to be a developer, but it’ll help you debug tracking, pull data, and move faster.


• A proactive self-starter who works closely with all the marketing teams and turns data into clear monthly insights.


• Solid SEO and content-optimization fundamentals, with the instinct to go beyond checklist, tool-driven SEO.


• Working knowledge of Google Search Console, Bing Webmaster Tools, and Semrush.


• Can explain technical findings to non-technical executives.


• Understands how privacy regulations, consent requirements, and browser tracking changes (e.g. Apple and Safari) affect what we can measure, and how to work within them.

Nice to have

• Gainsight PX experience (training provided as needed).


• Power BI experience preferred.


• Experience measuring AI search and GEO visibility.

What success looks like

• GA4 and GTM tracking is accurate and trusted, with conversions and key events validated.


• Leaders across the business make decisions on this data with confidence.


• Monthly and quarterly reporting lands on time and gets used in decisions.


• Stakeholders across marketing get clear, timely answers to their analytics questions.


• UTM tracking stays consistent across teams.


• Keyword research and on-page recommendations get delivered and improve content performance. 


• Organic search and AI visibility are measured consistently and trending in the right direction.

Language Skills: Bilingual proficiency in French, Spanish or German is preferred to support our diverse client base across North America and globally.

Info-Tech Research Group of companies is an equal opportunity employer committed to diversity and inclusion and does not discriminate on the basis of any legally protected status or characteristic including Minority/Female/Sexual Orientation/Gender Identity/Disability/Veteran and are pleased to consider all qualified applicants. To that end, upon request, ITRG will ensure, to the extent possible, that accommodation be made available to applicants throughout the recruitment and hiring process

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