• Support the validation and maintenance of the source of truth for digital and marketing analytics reporting using tools such as Google Analytics 4 and Adobe Analytics. • Build, maintain, and analyze standard and custom reports, explorations, funnels, and pathing to support ongoing performance reviews and optimization efforts. • Monitor performance trends and identify anomalies or unexpected changes in data, flagging issues and insights to senior analytics team members or account leads. • Work with cross-functional teams to support measurement needs tied to campaigns, site updates, and digital initiatives. • Assist in identifying opportunities for optimization by analyzing user journeys, conversion funnels, and channel performance. • Support testing and experimentation efforts by helping define success metrics, pulling results, and contributing to post-test analysis and insights. • Help identify tracking gaps or data inconsistencies and collaborate with tagging or engineering partners to support resolution using tools like Google Tag Manager or Adobe Target. • Contribute to client-ready analytics deliverables, ensuring outputs are accurate, clearly documented, and aligned with defined KPIs. • Communicate clearly and consistently in internal discussions and client meetings, supporting shared understanding of performance and insights.