Digital Data & Analytics Lead

Job Summary Lead the strategy and execution of digital analytics across web and mobile to drive growth in client acquisition, onboarding, activation, cross sell, and retention. The role steers funnel optimization, journey diagnostics, experimentation, and app engagement analytics, translating insight into measurable uplifts in conversion and revenue. Core platforms include Adobe Analytics, Adobe Real Time CDP, Pega CDH/CDP, SAS, and MicroStrategy. The role partners closely with MarTech, Product, Channels, CVM, and Data teams to land insight to action in owned and paid channels. (Alignment with our SG MarTech stack and CDP/RTIM operating model per recent SG workshops.) Key Responsibilities Strategy • Act as the Product Owner for digital analytics; maintain a transparent backlog, OKRs, and quarterly roadmap. • Coach analysts on best in class digital methods; uplift literacy across squads. Business • Digital Funnel & Journey Optimization • Own end to end funnel analytics (from traffic sources to conversion), including fallout, flow, and cohort analyses in Adobe Analytics; identify friction, quantify drop off, and size opportunities. • Build and maintain KPI trees for acquisition, onboarding, activation, transact, cross sell, and retention stages, with clear leading indicators and targets by segment/channel. • Partner with Channel Owners and UX to prioritize fixes and experiments with ROI backed business cases. • Mobile App Analytics • Define and govern mobile event taxonomy (screen views, feature usage, error codes, performance) and drive lifecycle analytics (activation, 7/14/30 day retention, DAU/WAU/MAU, feature adoption). • Instrument feature launches with success criteria; measure impact and recommend iteration cadence. • Experimentation & Personalization • Establish a robust A/B and multivariate testing roadmap across web/app; set guardrails (sample sizing, power, minimum detectable effect) and codify experiment scorecards. • Operationalize segment driven perso…