WEB
ANALYTICS
LEAD

I lead web analytics for Brother across Europe. The work begins at the tracking layer, with GA4 and GTM across 30+ sites in 30+ markets, campaign and journey tracking specced from the brief, and OneTrust consent deployed so every market stays compliant without losing signal. I partner closely with legal on this and hold deep knowledge of EEA and EMEA data regulation, including the local variations that shape how tracking is implemented country by country. From there the work runs through the full funnel: upper-funnel brand and video on Meta, LinkedIn and Reddit for multi-million euro pan-European campaigns, mid-funnel content and organic performance through GSC, Google Ads and Microsoft Ads, and lower-funnel checkout, subscription and direct sales funnels analysed end to end.

Sourcing data is rarely the constraint. I know the Meta, LinkedIn, Google Ads and Salesforce connections and schemas in depth, including where the platforms report differently and why. Where standard integrations fall short, I develop custom pipelines: Google Cloud Functions calling the APIs directly, with results landed in BigQuery and modelled with Dataform. The Python is AI-assisted; I spec it, review it and ship it, and it holds up in production. Our AI visibility reporting came out of that approach, measuring the impact of AI Overviews and assistants on organic performance. I also own Microsoft Clarity across European sites, both the tracking setup and the API extraction that lands Clarity data in BigQuery, so session and friction signals sit alongside GA4 and campaign data rather than in a separate silo. On top of the dashboards I build conversational analytics agents, giving each team a direct route from question to answer.

Much of the role is collaborative rather than technical. I work between digital and product marketing managers across European markets, developers, legal, media and creative agencies, the in-house media team, commercial and sales, data engineers and executive stakeholders, translating what each of them needs to prove into metrics that measure it precisely. Business goals evolve, and the measurement framework evolves with them.

Experimentation is continuous: a new source, a new metric, a new way of joining data each week. Coverage keeps extending into areas of the business and marketing that previously had no measurement at all. The output serves very different audiences, from strategic and executive reporting for European management to working dashboards for UX, SEO/GEO, media, content, subscription and direct sales. I had been leading this agenda before the title changed; the promotion in April 2026 formalised it, with a mandate to set analytics strategy and measurement standards for the region.

Training is a significant part of the role and I lead it directly. I design the GA4 training programmes myself, building each curriculum around what that audience needs to do with the data rather than a generic tool walkthrough, then organise and deliver the sessions face to face across multiple European locations. 60+ stakeholders trained to date, from market marketing teams through to commercial and executive audiences, alongside onboarding on every custom tool I build. It has proven the most effective way to raise analytics capability across a region this diverse.

• Built real-time BI dashboards joining Dynamics 365 CRM and web data, used directly by the CEO and CTO for planning.
• Led market research and business continuity analysis during severe geopolitical disruption, identifying viable operating markets for the business.
• Mapped end-to-end lead journeys to isolate the acquisition channels worth scaling.

• Diagnosed and resolved tracking failures across GA4 and Campaign Manager, restoring accurate attribution for high-volume automotive clients.
• Built and maintained GTM containers for high-traffic paid search and paid social campaigns, giving each client granular performance visibility.