Web Analytics and Optimization Specialist

Founded in 1936, the National Wildlife Federation has grown into America's largest and most trusted grassroots conservation organization with 52 state/territorial affiliates and more than six million members and supporters, including hunters, anglers, gardeners, birders, hikers, campers, paddlers, and outdoor enthusiasts of all ages and stripes. The mission of the National Wildlife Federation is to unite all Americans to ensure wildlife thrive in our rapidly changing world. We advance this mission through programming focused on conserving wildlife, restoring habitats and waterways, expanding outdoor opportunities, connecting children with nature, advancing environmental justice, and addressing the causes and consequences of climate change. To support our mission, we are seeking a Web Analytics & Optimization Specialist to join the Data and Technology Department. This role will act as the product owner for NWF’s current portfolio of website analytics platforms including Google Analytics 4 (GA4), Google Tag Manager and Plausible. This role will also be responsible for analyzing and reporting on our web data to help NWF gain a better understanding of user behavior. Additionally, this role will be responsible for working with stakeholders to identify key metrics needed to measure success on their websites, and provide technical recommendations to improve our SEO/AEO/GEO. This role combines technical analytics and business analysis, connecting digital interactions to engagement, conversion, and revenue goals. The person fulfilling this role is expected to be proactive, detail-oriented, and able to communicate effectively on tasks and projects assigned. The Web Analytics & Optimization Specialist will fall within the Data & Systems team and report to the Associate Director, Data Strategy. Principle Duties (major areas of responsibility): Web Analytics & Measurement Act as the product owner for Google Analytics 4 (GA4), Google Tag Manager, and Plausible. This includes day-to-day upkeep of these systems, overseeing requests, coordinating upgrade projects, troubleshooting, and ensuring data accuracy In addition, it requires working across teams to ensure data syncs accurately across online platforms This position will work closely with a vendor to handle complex upgrade projects Report on website analytics to provide insights on user behavior and site performance in Looker/Data Studio, GA4, Plausible and Tableau. This includes working closely with stakeholders to develop and use key metrics to make actional recommendations. Provide multi-channel reporting to show a full picture of how our supporters are interacting with us digitally across platforms Develop reporting that communicates website traffic, acquisition, engagement, conversion, campaign performance, and revenue. Automate recurring digital reporting wherever possible. Ensure reporting definitions and KPIs are consistent across teams and platforms. Support our website and online platforms by assisting with regular tasks such as list imports or data hygiene processes Digital Insights and Optimization Advise NWF on the ever-changing landscape of SEO/AEO/GEO Collaborate with Web Development to establish SEO best practices and aid in successful web launches Analyze website and campaign performance to identify trends and areas requiring attention. Evaluate supporter journeys, traffic sources, landing page performance, engagement, conversions, and campaign effectiveness. Translate analytics into actionable recommendations for communications, digital, marketing, fundraising, and technical teams. Data Integration and Governance Partner with technical teams to connect web analytics data with broader supporter data in related systems such as eCRM (Engaging Networks) and CRM (Microsoft Dynamics). Help establish consistent definitions for digital metrics across systems. Document analytics configurations, event definitions, tracking methods, and reporting logic. Follow best practices related to privacy measures and evolving requirements for cookies, consent management, and data collection. Stay up to date on latest product releases and updates related to GA4, GTM, Looker/Data Studio, browser privacy, etc. Inform stakeholders of potential downstream impacts for reporting and analytics. Qualifications: Skills and Competencies: Strong analytical and problem-solving skills. Ability to manage multiple priorities while maintaining a positive outlook. Excellent communication skills, comfortable sharing technical concepts in a way everyone can understand. Excellent organizational skills with strong attention to detail and accuracy. Superior critical thinking skills, creatively troubleshooting and thinking through implications beyond what is immediately apparent. Flexibility, determination, and a sense of humor. A passion for continuous improvement and learning new technologies. The employees’ actions are expected to reflect the staff values of the National Wildlife Federation. Minimum Experience: 3+ years managing Google Analytics 4 (GA4) implementations and administrative settings. 3+ years working in Google Tag Manager 3+ years working in Google Looker/Data Studio 3+ years experience working with complex, large data sets Preferred Experience: Experience with Tableau or similar reporting platform Experience with Airtable, Crazyegg, WooRank, Plausible or similar tools Experience with cookie consent management tools Familiarity with Sitecore or WordPress data Applicants are invited to learn more about National Wildlife Federation’s required equity competencies at https://www.nwf.org/About-Us/Careers . Travel Requirements: There may be 1-10 travel days per year to attend conferences and perform field office visits. Location and Work Mode: This position will be based in Reston, Virginia. The National Wildlife Federation is committed to a flexible and empowered work environment with an authentic community of care for all staff. In this position, the employee may work hybrid or fully remote to be decided jointly with their supervisor in the final stages of the interview process. For more information on Work Modes, please review the benefits section of our careers page: https://www.nwf.org/About-Us/Careers Physical Requirements of the Job: Remaining in a normal seated or standing position for extended periods; reaching and grasping by extending hand(s) or arm(s); dexterity to manipulate objects with fingers, for example, using a keyboard; communication skills using the spoken word; ability to see and hear within normal parameters; ability to move about the workspace. The position requires mobility, including moving materials weighing up to several pounds (such as a laptop computer or tablet). Persons with disabilities may be able to perform the essential duties of this position with reasonable accommodation. Requests for reasonable accommodation will be evaluated on an individual basis. Please Note: This job description sets forth the job’s principal duties, responsibilities, and requirements; it should not be construed as an exhaustive statement, however. Unless they begin with the word “may,” the Essential Duties and Responsibilities described above are “essential functions” of the job, as defined by the Americans with Disabilities Act. Compensation and Benefits: The salary range for this position is $65,000-$75,000, commensurate with experience. We are proud of our designation by Mogul as a Top 100 Workplace with the Best Benefits, and by Forbes as one of America’s best small employers! We value work-life balance and a family-friendly atmosphere with flexible scheduling. We want you to be able to integrate work and personal life with attention to your self-care, so that your work schedule is not depleting. We offer benefits so you feel restored and fueled through the day and week. We offer these supports to help manage your mental, emotional, and physical health: Paid time off: Vacation that starts off at three weeks accrual based on a full-time schedule, unlimited wellbeing (this time can be used for physical, spiritual, emotional, cultural, religious or financial wellbeing for yourself, a partner, or family member – including pets), and 11 holidays We close down for a paid winter break between December 25 to January 1 to recognize end of-year stress, and time for reflection, rejuvenation, and spending time with family. Up to 16 weeks of fully paid Family and Medical Leave Low-cost health, dental, and vision insurance options – all outpatient mental health is covered at in-network rates Therapist available at no cost Pet insurance and discount perk program Annual wellbeing allowance In addition to your salary, we offer the following supports to your personal finances: Retirement plan with immediate match and vesting Annual year end retirement contribution Tuition Reimbursement Adoption and Surrogacy assistance Pet adoption stipend Student Loan management Applicants are invited to learn more about National Wildlife Federation’s benefits package at https://www.nwf.org/About-Us/Careers . Application: Applications will be reviewed on a rolling basis. Candidates should submit a cover letter and resume. NWF is an equal opportunity employer, and all qualified applicants will receive consideration for employment with regard to any classes or characteristics protected by law. For more information on our recruiting process, please review our Careers page: https://www.nwf.org/About-Us/Careers We recognize that people come with a wealth of knowledge and talent beyond just the technical requirements of a job. Your experience, which may include paid and unpaid work, including volunteer work, helps build the competencies and knowledge that translates to our openings. Whether you’re new to the field, returning to work after a gap in your employment, or are taking the next step in your career path, if you believe you could excel in this role we encourage you to apply! Diversity of experience and skills combined with passion is a key to innovation and a culture of excellence. To be eligible for this role you must be a U.S. citizen or have valid work authorization to work in the U.S. Please let us know if you require accommodations during the application or interview process by reaching us at [email protected] or 703-438-6244. If selected for this position, a background check will be conducted.