• Leads a comprehensive web analytics and digital performance tracking program across the enterprise, including the University, URMC, and affiliates. • Leads the tracking and evaluation efforts across multiple sources, including traffic from paid, organic, social, generative AI, and other referral sources. • Oversees the integration of digital marketing goals with digital strategy and technical systems and environments to deliver actionable insights and recommendations to support strategic decision-making. • Designs scalable, privacy-aware solutions that improve user experience and campaign performance, supports institutional web strategy, and enhances operational efficiency. • Advances data governance, manages risk, and drives continuous optimization and innovation across the digital ecosystem. • Develops, implements, and manages analytics and performance tracking for web and digital elements across the enterprise. • Ensures that dashboards accurately reflect real‑time performance. • Partners with digital, marketing, and content strategists and specialists to define key performance indicators (KPIs) and ensure accurate and efficient measurement in conformance with privacy regulations, policies, and best practices.