Position Title: Manager, Digital Analytics & Optimizations
Location: Toronto
Reports To: Director, Marketing Technology, Public Websites & Accessibility
I. Scope and Summary of Primary ResponsibilitiesThe Manager, Digital Analytics & Optimization leads CNIB's digital measurement and website optimization efforts in support of an integrated marketing strategy. This role oversees analytics implementation, reporting, and performance insights across CNIB's websites, email campaigns, donation flows, and event pages. They own CNIB's Google Analytics 4 (GA4) environment, manage tracking frameworks, and drive continuous improvement of digital user journeys through testing, UX analysis, and data-informed recommendations. Working closely with internal partners, this role ensures high-quality measurement, accessible and optimized digital experiences, and improved engagement and revenue outcomes.
II. Essential FunctionsThe position entails, but is not limited to the following general responsibilities:
- Digital Analytics Ownership
- Lead CNIB's Google Analytics 4 (GA4) and Google Tag Manager (GTM) setup, governance, and ongoing optimization.
- Implement, validate, and maintain tracking across websites, email campaigns, donation flows, and event platforms.
- Conduct regular audits to ensure accurate reporting, data integrity, and privacy compliance.
- Support internal stakeholders and external developers with tracking requirements and troubleshooting.
- Campaign Tracking & Measurement
- Own CNIB's UTM and campaign tracking framework, ensuring consistency across Marketing, Communications, and Philanthropy teams.
- Partner with the Donor Insights team to align campaign taxonomy, attribution methods, and measurement standards.
- Support campaign launches with tracking QA and performance validation across all platforms.
- Website Optimization & User Experience Improvement
- Lead CNIB's website optimization framework, including A/B testing, UX evaluation, and continuous improvement initiatives.
- Analyze user journeys and behavior data to identify friction points and optimization opportunities.
- Use tools such as heatmapping and session replay to guide UX and content enhancements.
- Ensure all recommendations align with WCAG 2.2 AA accessibility and inclusive design standards.
- Reporting, Insights & Stakeholder Enablement
- Build dashboards and reporting tools (e.g., GA4, Looker Studio) for marketing, fundraising, and leadership stakeholders.
- Deliver clear, actionable insights that inform campaign strategy, content decisions, and digital experience improvements.
- Align analytics reporting across web, email, and fundraising systems to improve attribution clarity and revenue reconciliation.
- Maintain documentation and provide guidance on tracking standards, measurement governance, and analytics best practices.
III. QualificationsRequired Experience- 5-7+ years of experience in digital analytics, web analytics, or digital optimization roles.
- Expert-level experience with Google Analytics 4 (GA4) and Google Tag Manager (GTM), including event tracking, data layers, and property configuration.
- Experience running and evaluating A/B tests, multivariate tests, and experimentation initiatives.
- Proficiency with heatmapping/session replay tools such as Hotjar or Crazy Egg.
- Strong understanding of UX evaluation, conversion rate optimization, and digital engagement metrics.
- Experience developing UTM/campaign tracking frameworks and maintaining analytics governance.
- Experience working with data from CRM and email platforms such as Campaign Monitor, Salesforce, or similar systems
- Proficiency with dashboarding and data visualization tools (e.g., Looker Studio, Power BI).
Technical Skills- Strong analytical thinking and data interpretation skills.
- Familiarity with HTML, CSS, JavaScript, and browser debugging tools (nice to have).
- Understanding of SEO, digital marketing analytics, and conversion funnel mechanics.
Soft Skills- Strong communication skills; able to explain technical concepts to non-technical audiences.
- Excellent project management and prioritization abilities.
- Collaborative working style with strong stakeholder relationship skills.
- Detail-oriented, proactive, and committed to continuous improvement.
Nice-to-Have Assets- Experience within nonprofit, donor engagement, or fundraising environments.
- Knowledge of CASL, GDPR, and digital consent management requirements.
- Experience with UX design or experimentation tools (Optimizely, VWO, etc.).
- Familiarity with fundraising platforms and donor management systems such as Raisin or similar.
