Digital Analytics Manager Sr

About this role

Position Title
Digital Analytics Manager SrLocation
Nationwide, MI 48098Job Summary
The Sr. Manager, Digital Analytics owns Flagstar's digital measurement infrastructure and analytics capability across web, mobile app, and digital marketing channels. The role is responsible for ensuring that every meaningful customer and prospect interaction in the digital environment is accurately captured, governed, and translated into reporting and insight that marketing and digital stakeholders can act on.

This is a senior individual contributor position. The Sr. Manager operates at the intersection of marketing strategy, data engineering, and digital technology — owning the tag management and instrumentation layer, the analytics tool ecosystem, and the reporting and visualization outputs that support digital performance decisions. The role requires the technical depth to partner credibly with engineering and development teams and the analytical judgment to connect instrumentation decisions to business outcomes. Performance is measured on the quality, completeness, and actionability of digital measurement across all owned channels and touchpoints.Job Responsibilities:
JOB RESPONSIBILITIES
Digital Measurement Strategy and Governance

• Own the digital measurement strategy for Flagstar's web and mobile app properties, defining what is measured, how it is defined, and how it is governed across all digital touchpoints.

• Partner with the Digital Experience team to meet their measurement requirements, including abandonment, completion and adoption reporting actionable at screen and field levels.

• Develop and maintain a measurement framework that ensures consistency in KPI definitions, event taxonomy, and reporting standards across digital channels and campaign types.

• Establish and enforce data governance practices for digital analytics, including tagging standards, naming conventions, data layer specifications, and change management processes.

• Define the instrumentation requirements for new digital experiences, features, and campaigns before development begins, ensuring measurement is built in rather than retrofitted.

• Partner with the Marketing Analytics team to integrate digital measurement into cross-channel attribution and campaign performance reporting.

• Stay current on privacy regulation developments, browser and platform signal loss, and consent management requirements, and translate their implications into measurement strategy adjustments.

Tag Management, Instrumentation, and Data Collection

• Own the tag management environment across Flagstar's digital properties, including implementation, governance, and quality assurance of all marketing and analytics tags.

• Architect and maintain the client-side and server-side data collection infrastructure required to support digital analytics, paid media, and personalization use cases in a privacy-first environment.

• Manage the transition from third-party cookie-dependent measurement to durable, first-party data collection approaches, including server-side tagging, consent mode, and modeled conversion strategies.

• Define data layer specifications in partnership with web and mobile app development teams, ensuring the event data required for measurement is captured at the right granularity and in the right structure.

• Maintain tag audit and QA processes that ensure data collection accuracy across deployments, releases, and platform changes.

• Partner with development and engineering teams as the primary analytics technical resource, translating business measurement requirements into implementable technical specifications.

Analytics Platform Administration and Ecosystem Management

• Own the administration, configuration, and governance of Flagstar's digital analytics platforms, including Adobe Analytics, GA4, and related tools within the Adobe Experience Platform and Google Marketing Platform ecosystems.

• Manage vendor relationships for digital analytics and tag management platforms, including contract performance, roadmap alignment, and escalation of platform issues.

• Evaluate and recommend enhancements to the digital analytics technology stack, including CDP integrations, identity resolution capabilities, and AI-assisted analytics tools that improve measurement accuracy and analytical depth.

• Maintain platform health, including user access governance, data feed integrity, processing rules, and integration with downstream data environments including cloud data platforms such as Snowflake or BigQuery.

• Assess the impact of platform changes, browser updates, and iOS/Android policy shifts on data collection and proactively develop mitigation strategies.

Reporting, Visualization, and Insight Delivery

• Build and maintain digital performance dashboards and reporting views that give marketing and digital stakeholders clear, timely visibility into web and mobile app performance, campaign effectiveness, and customer journey behavior.

• Develop reporting in BI platforms including Power BI or Tableau that connects digital behavioral data to downstream marketing and business outcomes.

• Translate digital data into actionable insight, identifying friction points, drop-off patterns, and engagement signals that inform experience optimization and campaign decisions.

• Partner with digital experience, channel marketing, and product teams to define the reporting cadence, metric definitions, and visualization standards for their domains.

• Support A/B and multivariate testing programs by defining measurement plans, instrumentation requirements, and results analysis frameworks.

Cross-Functional Partnership and Enablement

• Serve as the primary digital analytics subject matter expert for marketing, digital experience, product, and technology stakeholders.

• Develop and deliver training, documentation, and user guides that enable digital stakeholders to self-serve on analytics platforms and interpret data accurately.

• Partner with…